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1. Representation case study

2. Age and Gender
• The age this music video displays is from around 23-30. The cast for the whole shoot was
very big so there is a large range of actors and actresses. Though the age of the cast is
slightly higher, the main demographic the video the appeals to is youth. This is because
of the stylish dance moves and the genre of music. So, the age range ends up being
around 16-23. This applies then to both youth and younger adults.
• The women in the music video are viewed in a voyeuristic way due to the short shorts,
small vest top and cheerleader uniforms later on. The women are sexualised in order to
attract a much larger male audience. Their bodies are treated as sexual objects in order
to create a more attractive music video (Goodwin). The women in the music video are
seen to surround the all male band, showing that they are consumed by women in a
visual sense. The men are covered from neck to toe in their smart suits showing that the
producer of the music video has no intentions for them to be viewed in a voyeuristic way.
The women are eye candy to the men in the band and the primary heterosexual male
audience that the music video will attract. However, the women in the blue dress and
feather head dress is seen to be above the male band. She is looked up to as she is on a
higher level which indicates she has the power over the men. However, this could be
another justification for men striving to have a woman which adds a element of
voyeurism to her.

3. Ethnicity and Social Class.
• The cast for the music video is an all white British casting. This means
the music video will mostly appeal to white skin toned people who
live in Britain or classify themselves as a British citizen. The band
themselves are Irish, so it could be argued that they will appeal more
of an Irish audience because the Irish would have a larger sense of
shared beliefs with them.
• The music video would mostly appeal to a C1 class (Middle Class) due
to the fashion choices of the cast and the setting/style of the video.
The costume they have been made to wear will appeal to a middle
class because this is something that they would wear or wish to wear,
therefore they see the video as relatable because they see parts of
themselves in the costume.

4. Reinforce or Challenge?
• The music video as a whole reinforces the norms for representations
in todays media and music videos. It uses voyeurism towards women,
reinforces men as being non-sexual objects to look at, treats men as
higher powers, appeals to youth and younger adults, focuses on white
actors and appeals to a middle social class. Many music videos have
always carried these representations like some by The Black Eyed
Pee’s. They are still used today by bands such as Bastille.
Representations in popular music videos will most likely never change
due to the mass audience that they pull in.
• This music video reinforces traditional stereotypes which is something
I tried to avoid with my own production.

5. Representation in my music video
• One thing I wanted to stay clear of in my music video is treating women in
voyeuristic way. I class myself as a feminist who is very against the idea of
women being treated as sexual objects. The idea of a women is a delicate
thing that should be appreciate and treated in a sense as a muse. I believe
this was brought across in my music video. The female is treated as a
human being, not as a sexual object. The male in music video is seen to be
more aggressive with the implications of the mask and harsh orange
coloured smoke.
• Youth are mostly seen to be isolated in my music video which can be
accurate in today’s society. Most youth feel as if they are by themselves.
They are an empty category to their elders. In my music video both the
female and male are always by themselves to show that they feel isolated
from the world and society around them.