G235: Critical Perspectives in Media - Theoretical Evaluation of Production: Representation (Music Video)

'All representations therefore have ideologies behind them. Certain paradigms are encoded into texts and others are left out in order to give a preferred representation' Levi Strauss (1958)
The main overall ideology for the music video was the feeling that music is a kind of 'salvation'. It portrayed the idea that music could give hope and the character prevailed because of music. The character therefore, was initially represented as vulnerable but gained hope and power throughout the video.

Richard Dyer (1983) posed a few question when analysing media representations in general:
1. What does it imply? Is it typical of the world or deviant?
The video gives a sense of the world as a slightly darker and unhappier place than perhaps most people see it. This is because it is from a personal point of view; from the eyes of one specific person, using their feelings (which are expressed in the song).
2. Who is it speaking to? For whom? To whom? What does it represent to us and why? How do we respond to the representation?
Literally, it is to the audience of the music video; people who are into rock music and that will relate to the feeling and lyrics of the song. The character in the video, however, is speaking to anyone who will listen while it also being like an internal monologue. You could argue that it speaks for the genre specific audience and therefore represents them in a slightly negative light.

Laura Mulvey (1975) argues that the dominant point of view is masculine. The female body is displayed for the male gaze in order to provide erotic pleasure for the male (voyeurism). Women are therefore objectified by the camera lens and whatever gender the spectator/audience is is positioned to accept the masculine POV. 
John Berger (1972) 'Men act and women appear'. 'Men look at women. Women watch themselves being looked at.' 'Women are aware of being seen by a male spectator.'
The audience for the music video isn't gender specific and the character is female so you could expect there to be some aspect of the male gaze theory coming into it. However, the costume is not revealing and does not fit the typical style that can be seen in pop videos, because we were working to a rock genre. The way the character acts is nothing to do with being seen as a 'sex icon' and instead is to do with portraying emotion.