Example Music videos - representation - hyperreality theory

Example Music videos  - representation 


Cardi B - City Girls - Twerk video. 

Who is being represented? Black minority of women, black african american women. Women with more shape and more curvy.  

How? Sexualised manner, objectifies one specific type of body and bums. Homogenized beauty for the target audience. Suggests

Target audience? (age, gender etc) Being explicit and sexual, the target audience would be older between 18-20yrs. Largest demographic on youtube are teenagers, particular teenage girls. The audience could be for both women and men, it is empowering for black african american women and well as attracting men. 

Impact of this? This further objectifies and creates a set standard for women to try fit into. The lack of close up shots on faces, shows how identity doesn't matter since the attention is purely drawn onto the body. 

6ix9ine

Who is being represented? Black african americans in america (New York), rougher area. Repelling against the police, gang culture. Although, he is from a latina origin.

How? Creating aggressive conflict to represent the police in america in particular in a very negative way. Using stereotypes to link culture to crime. Showing their own struggle and the way they are 'seen' in society 

Target audience? There are barely any women or children in the music video, 300 million views showing that loads of people are reaching the dominant ideology. 

Both this videos go with and support the stereotypes that are generally held amongst society and this culture/ethnicity. 


Contrasts- 

Beyonce - formation (2016) repels and challenges the commonly held stereotypes against black african american community. Showing more of an empowering, educational message. 

  • Formation lead single for the album 'lemonade', was released the day before beyonce performed at the super bowl final in February 2016.
  • Music video was directed by Melina Matsoukas.
  • Won numerous awards including a Clio award for innovation and Creative Excellence in a music video at the 2016 awards.
  • This video is set against a backdrop of the flooding in new orleans following Hurricane Katrina and associated racial tension in America, and also draws historical parallels with references to racism and slavery. 
The B.E.A.T (Bagheri, 2012) 
  • Beyonce shows less significance to homosexual men dancing, since in formation she wanted to empower women in particular. 
  • She uses some of the footage from this documentary to give context to this video. 
  • Both focus on the black african american community. 
  • Create the ideology that both explore the more southern side of this culture and music. 
  • Bounce music is used to show how everyone and anyone can dance to it, this is shown less in formation. More focus on women.
  • Allows Beyonce an aspect of black southern american culture, could be argued to not being culturally appropriate. 

Hyperreality 

-Term at least in part developed by Jean Baudrillard.
-This refers to the idea that representations within media texts are more real that that which they represent. 
- Some of these representations are simulacrum. This refers to a representation of something that no longer exists, or something that never exists. 

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