girlfriend gender analysis

Download Girlfriend Gender Analysis

Post on 19-Jun-2015

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Analysis of Avril Lavigne's music video Girlfriend

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  • 1. GIRLFRIEND TEXTUALANALYSISANALYSIS ON THE REPRESENTATION OF GENDER IN AVRILLAVIGNES MUSIC VIDEO GIRLFRIEND

2. THE VIDEO I AM ANALYSING IS GIRLFRIEND BY AVRIL LAVIGNEAND THE MUSIC VIDEO IS DIRECTED BY THEMALLOYS.GIRLFRIEND IS A POP-PUNK BASED MUSIC GENRE.IN THIS MUSIC VIDEO, THERE ARE TWO BINARY OPPOSITES OFTHE MAIN CHARACTERS THE PUNK BLACK-HAIRED GIRL WITHA STRONG DISPOSITION AND A NERDY RED-HAIRED GIRL WITHA MORE FEMININE ATMOSPHERE AND THESE TWO CHARACTERSARE FIGHTING OVER FOR THE SAME MALE CHARACTER. GIRLFRIEND MUSIC VIDEO IS SET IN A HIGH KEY AND AMBIENTLIGHTING. THE HIGH KEY LIGHTING ADHERES TO THE POPGENRE, AS IT IS TYPICAL IN POP MUSIC TO HAVE A VIBRANTLIGHTING. IT CAN ALSO INDICATE HOW THE MEDIA PERCEIVESPOP MUSIC TO ONLY TARGET WOMEN, ESPECIALLY IN THEIRTEENAGE YEARS, WHICH IS WHY MOST POP MUSIC VIDEO AREIN VIBRANT AND LIVELY COLOUR MODE TO MAKE SURE THATTHEY ENTICE THE GENERAL TARGET AUDIENCE. 3. THE SETTING OF THE VIDEO WAS LOCATED IN AN ARCADE AND ASTAGE DESIGNED WITH THE COLOUR SCHEMES OF HOT PINK ANDBLACK. THESE COLOURS ADHERE TO THE PUNK-POP GENRE OFTHE MUSIC. THE HOT PINK COLOUR SYMBOLISES HOW WOMENCAN BE PASSIVE AND FEMININE AS PINK IS STEREOTYPICALLY AGIRL COLOUR. ON THE OTHER HAND, BLACK IS A MASCULINE,STRONG AND BOLD COLOUR WHICH CONTRASTS TO THEFEMININE HOT PINK COLOUR WHICH SUGGESTS HOW WOMENCAN ALSO BE AGGRESSIVE, STRONG AND DEPENDABLE AS MENARE. THE MALE CHARACTER IN THE MUSIC VIDEO WEARS A BLACK T-SHIRTWITH A WHITE SWEATSHIRT UNDERNEATH WHICH ISSIMILAR TO THE COLOUR SCHEME OF THE PUNK BLACK-HAIREDGIRL. THROUGH MISE-EN-SCENE, WE CAN ASSUME THAT THETWO CHARACTERS WILL END UP BEING WITH EACH OTHER ASTHE HAVE THE SIMILAR COLOUR SCHEME AND DESIGN SIMILARTO A COUPLE-TEE. THE MALE CHARACTER IN THIS MUSIC VIDEOHAS AN ALOOF AND WEAK PERSONALITY, AS IF HE IS BEINGDRAGGED AROUND BY THE TWO FEMALE CHARACTERS. THISCONTRADICTS THE STEREOTYPICALLY MALE REPRESENTATION INMEDIA AS THEY ARE OFTEN SEEN AS MASCULINE, DOMINANT,AND STRONG AND WILL OFTEN BE THE ONE WHO IS LEADING,NOT THE ONE BEING LED BY. 4. THE COLOURS ALSO REFLECT THE PERSONALITIES OF THE DIFFERENTCHARACTERS PRESENTED IN THE MUSIC VIDEO OR IT INDICATES THEDIFFERENT SIDES OF THE ARTIST. THE BLACK COLOUR REPRESENTS THEPUNK BLACK-HAIRED GIRL WITH A STRONG PERSONALITY WHICH SHOWSTHAT LAVIGNE CAN BE AGGRESSIVE, TOUGH, PLAYFUL, DEPENDABLEAND STRONG. MEANWHILE, THE PINK COLOUR REPRESENTS THE GEEKYRED-HAIRED GIRL WITH A FEMININE PERSONALITY WHICH ILLUSTRATESTHAT THE ARTISTS CAN BE PASSIVE, LIVELY AND FEMININE. THESEBINARY OPPOSITES WERE PRESENT THROUGHOUT THE DURATION OF THEMUSIC VIDEO. SINCE THE TARGET AUDIENCE OF THE MUSIC VIDEO IS FEMALE WITH THEAGE RANGE OF 15-20, THE COMMON CINEMATOGRAPHYINTERPRETATIONS HAVE A DIFFERENT CONVENTION IN THIS MUSICVIDEO (EVEN THOUGH THE LYRICS ARE TARGETED TO A MALE AUDIENCE,THE VIDEO ADHERES MORE TO THE FEMALE AUDIENCE). HIGH ANGLESHOT WITH A SHALLOW FOCUS EDITING WAS USED TO SHOW THEFEMININE SIDE OF LAVIGNE AS IT SHOWS HER SUBMISSIVENESS ANDHER VULNERABILITY. HOWEVER, THE BOLD BLACK EYE MAKE-UPCONTRASTS THIS CONVENTION AS IT ONLY MAKES HER LOOK FIERCE.THIS JUXTAPOSES THE STEREOTYPICALLY REPRESENTATION OF WOMENIN THE MEDIA INDUSTRY BEING SUBMISSIVE, VULNERABLE AND NEEDSOMEONE TO PROTECT THEM. ANOTHER INTERPRETATION FOR THISCAMERA SHOT AND EDITING IS THAT THE ARTIST IS IMPLYING TO HERTARGET AUDIENCE THAT THEY HAVE TO BE STRONG AND REINFORCESTHE AUDIENCE TO LIKE A GIRLFRIEND MATERIAL. 5. THE LOW ANGLE SHOT OF THE ARTIST REINFORCES THEPURPOSE OF THE HIGH ANGLE SHOT WITH A SHALLOW FOCUSIN WHICH SHOWS THE ARTISTS SUPERIORITY. THISREINFORCES THE REPRESENTATION OF WOMEN BEINGDEPENDABLE, STRONG AND HAVING THEIR OWN WAYS ANDDECISIONS. THE LOW ANGLE SHOT ALSO MAKE THE AUDIENCEFOCUS SO MUCH ON HER BODY, ESPECIALLY HER LEGS AS IT ISONLY COVERED IN FISH NET LEGGINGS. THIS INDICATES THATTHE STEREOTYPICALLY VIEW OF WOMEN BEING A MATERIAL ISSTILL PRESENT IN THE VIDEO. THE MEDIUM SHOT AND CLOSE UP SHOTS WERE ALSO PRESENTON THE VIDEO TO MAKE SURE THAT THE ARTIST AND HERAUDIENCE CAN ESTABLISH A CONNECTION AND ARELATIONSHIP WITH EACH OTHER. THE LONG AND WIDESHOTS WERE SHOW THE PERFORMANCE OF THE ARTIST ANDHER BAND. THE FACT THAT SHE IS THE ONLY FEMALEPERFORMING SURROUNDED BY MALE BAND MEMBERS SHOWSHER STRONG PERSONALITY WHICH CONTRASTS HOW MALEARE STEREOTYPICALLY VIEWED IN THE MEDIA INDUSTRY INWHICH THEY ARE ALWAYS THE MORE DOMINANT AND STRONGCHARACTERS IN A MUSIC VIDEO OR A FILM.

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