Textual Analysis- EXAMPLE1

As part of my A2 media, I have decided to create a music video, and in order to do this I need to research into some existing videos, and find out what it takes to make a successful one. Here I am analysing Alexandra Burke's 'Broken Heels'.

MEDIA REPRESENTATIONS
Instantly, in the fourth shot of the music video, we see Alexandra Burke's hand in a close up. She is painting her nails black, because she is painting them it shows her to be glamorous and girly, but because she is painting them black it kind of goes against that and presents her as quite powerful and dark. The next two shots show her getting into a rugby kit, which again goes against the fact that we think she may be glamorous and girly. The next close up shows her in a small mirror in the locker room, and allows us to see her face. She is obviously groomed, and is wearing make-up. Her hair has been done in a certain way to look sleek and again, glamorous. This gives us a mixture of what to think of the artist. It says "Burke" on the back of her rugby kit, which connotes what a rugby player would wear. It implies that she is quite a 'tomboy' because men are the more likely gender to address eachother by their last names. The rest of the girls in the video are shown putting on a pair of big, gorgeous heels. The way Burke struts through the locker room shows her attitude, perhaps towards men. She walks as though she has a very 'cocky' attitude, this is also portrayed by the way she flicks her hair.
The rest of the girls in the video, who are also in the changing rooms, wearing the same as Burke, are all presented to match the 'male fantasy'. They are all slim, long brunette/blonde hair, pretty, and wearing makeup. They all seem to be playing with their hair or makeup, or getting dressed. To me this goes against what they are supposed to be like, they are dressed and ready to play American football with their shoulder pads and numbers on the back of their shirts. But because they are all more bothered about their looks it gives the typical impression of a young female.
The males we see in the music video are what seem to be 'High School American Jocks'. They are muscley, have a 'mullet', paint on their cheekbone, shirt off revealing a athletic physique. This connotes that they are serious about playing the game, which is a total contrast to what we see with the girls in the opposite changing room. We also see the males when they're all dressed and about ready to go on to the football field. They all sit on the benches as a group and it looks as though they're going to have a 'pep talk'. This is typical of American football players and so they have a role that we would expect to see, where as the females don't. This use of representation perhaps shows the difference between both genders, on their interests, personalities and thoughts.

MEDIA LANGUAGE AND FORMS
The colours used within this music video are mostly bright. In the begining, we see the green football field, followed by the artist painting her nails black, but against a bright red background. The main colours throughout are red (connoting danger, or warning) and gold, in the outfits worn by the artist and dancers. The use of the gold has connotations of royalty and wealth, and because of the focus of the song this fits very well. Because it is about been better than someone else, the gold helps to present this further.
The gold is also used as an icon because of this. It helps to show that the girls are better than the boys; which is what the song is about. It does this because of the connotations of the colour gold; wealth, money, and royalty.

NARRATIVE
The narrative structure to this video is abstract. The other options it could be are narrative and performance. If the music video was to be narrative, it would follow a story, a plot. The artist would probably perform in the story, making seem like almost a documentary. If the music video was performance, it would simply show the artist performing, but because it doesn't do this either, it makes it abstract. This is because it doesn't follow a story and the audience aren't really supposed to understand, it im simply there to sell the artist and look good.

GENRE
The genre of Alexandra Burke's music video is pop song, and so it follows the conventions of a pop music video, as stated in the post "Advanced Portfolio in Media Brief":
Pop Music Conventions:
The music video needs to be colourful. The main colours within this music video of Alexandra Burke's are a bright red, gold and black. The majority of these colours are bright, but they are all bold colours, that catch the eye and attract attention.
The music video needs to be fun in order to make it a pop genre. This music video has got elements of fun! For example when the girls are running out of the 'tunnel' onto the football field, it is in slow motion to emphasise the fun the girls are having. They are looking at eachother and giggling, which becomes obvious when we see them smiling. Also in the changing room, the girls are all playing with their hair, nails and outfits, which is seen to be what a girl enjoys doing. Therefore fun is represented in the video.
The video needs to be light hearted, which it is. Because they amile all the way through, it makes the audience feel comfortable and as though they can smile and laugh along too. Also making it light hearted is the fact that it has used a game as it's focus. Doing this means that we feel at ease because of the connotations of the word 'play'. It makes us think of not being too serious, and doing it for fun.
There is a dance routine performed by the girls on the football field. It goes with the rhythm of the music, which is upbeat, and so it is interesting to watch. The different camera angles show us different dance moves and the fact that the girls are simply having a good time.
It is obvious that the music video is aimed at a younger target audience because of the main feature of the video. It focuses on an American Football game, which is more often than not used in a teenage film. Therefore it is more likely to attract this kind of audience.
This music video follows a story and Alexandra Burke is part of this, as a character. It shows the routine that players go through before a game starts, such as preparing themselves and perhaps a warm up (shown in the dance routine). Also we see the contrast between the two teams and how one side is more tense than the other; shown through their behaviour and facial expressions. The females are all smiling and enjoying theirselves, and the males in the other changing room are serious, and focused.

MEDIA INSTITUTIONS
The purpose of the institution is to both sell the song, aswell as the artist. The institution for Alexandra Burke is the record label Syco, that is owned by Major record label 'Sony'. Because Sony is Syco's parent company it means that the money Syco makes is divided between both labels. Simon Cowell established this company in the year 2002, and it is based in the UK in London. The record label is split into three sections: Music, TV, Film. Alexandra Burke belongs to the Music aspect of it. The institution can make money from Burke's video along with Burke's official website, that uses synergy (selling merchandise. For example you can purchase a newsletter including updates on the artist), and also helps to promote Alexandra.

MEDIA VALUES AND IEOLOGY
This video references to the ideology of a typical, teenage american movie, that is usually about a High School, with social groups like the 'jocks', 'populars', 'band geeks' etc. It shows elements of 'American Football' who play the 'jocks' in the films, and we see the typical American locker rooms. The locker rooms consist of full length lockers, red, and benches to sit or get changed on. These are often featured in the films too. We see these kind of features in films like High School Musical, Not Another Teen Movie, and Scary Movie, all set in America. Using this reference helps to attract their intended audience.

MEDIA AUDIENCES
The music video would be aimed at Alexandra Burke fans, as well as X-factor fans. This is because Burke is an X-factor winner and so by watching the show they will easily identify the artist. X-factor's purpose is to create a 'pop star' who would appeal to people gloabally, including millions of people world wide, rather then just a few thousand. It is aimed at aged 12-20 year olds, which is made obvious by the narrative behind the video. This video is suitable for prime-time screening and so it becomes available to a mass international audience who can watch it on their televisions at home.
We can identify the target audience to be part of the younger generation as teenagers and young adults are those who watch American films. This music video uses the typical American reference as it's main feature and therefore appeals to ages 12-20.