Representations and Music Video...things to think about

Thinking about this key media concept in relation to music videos is really important. Some quick reminders why below:

1. They are essentially advertisements - they promote and sell the song and artist. It is important to consider what else the video might be seen to 'promote' or 'sell'. 
2. Music videos are utterly global as music tends to transcend language barriers. The 'big four' all have a vested interest in 'tapping' every possible global market.
3. The vast majority of the 'biggest' artists are from the United States and Great Britain and therefore broadly reflect and promote western attitudes and ideology (eg based on democracy, capitalism, materialism and consumerism). Some social commentators see music videos as a good example of cultural imperialism
4. The predominant viewing context is domestic and via television or computer (although this is evolving in our postmodern world of portable devices that are able to download and view video)
5. Music videos are all pervasive - they are 'free', lots of channels show them, they are short/easily digestable, easily downloadable and spread virally (have a look at the hits for big artists on YouTube)
6. One of the biggest criticisms of music videos is the use of sexually suggestive imagery. So much so that the Government commissioned a review into the 'sexualisation and commercialisation of childhood'. One of the findings of this review was to put age ratings on Music Videos.
7. You may be asked to discuss representation in the final exam! 

Check out this Rhianna video for 'Man Down' - (sorry, embed link is disabled for this) -- why do you think there was so much criticism of this video? Do you agree with her reply that it's "art with a message" and "I'm a 23 year old rockstar with no kids! What's up with everybody wantin me to be a parent? I'm just a girl, I can only be your/our voice!".

Finally - make sure you have posted your work on music video representaions on your blog!!