REPRESENTATION

WILKINSON - AFTERGLOW

• In this opening shot, the main characters of the music video are introduced as Paul & Dana. Their attire constructs representation. She is wearing a shirt which is buttoned to the top, which means she isn’t portrayed as a sexualised character of the music video.

• However, “Dana” does have a short skirt. This combination represents that she is pretty and an attractive character. Both of these characters appear fairly trendy. For the target audience (young people aged 16 – 35), these are quite aspirational characters. Their clothing; trendy and urban, may attract a broad spectrum of a younger demographic. Furthermore, the fact that they are white people allows us to assume that the target audience are predominantly white people. Their construct reinforces the dominant ideology of stereotypical white people.

MODE OF ADDRESS• Mode of address is the way in which the text “speaks to the audience. It is a construction

using a number of codes from all elements of the text for example technical codes (camera, lighting, sound etc.) and symbolic codes (language, colour etc.)

• Producers will construct a particular mode of address in order to aim their media text at a specific audience group.

DIGITAL TECHNOLOGY AND ZEITGEIST

• In “Afterglow”, the inclusion of texting, hashtags, written texts, iPhone, Instagram and Call of Duty are all very zeitgeist elements of the music video.

• Our use of digital technology and enjoyment of using it is referenced in media. For example in this music video there are references to digital technology.

REPRESENTATION OF LOCATION/SETTING

• Representation of location and setting. This shot of the flat represents that its nice, clean and not too expensive. It is also a place of which you can imagine where a couple would first move in together. “1 Flat” represents a realistic property, something ideal for the couple to have as it looks clean. The realistic shot creates verisimilitude in this media text.

• The following shot of the “4 rooms” reinforces the idea that its their first place and its not too expensive.

REPRESENTATION OF TRAVEL

• “16 Trips”, this represents the places of which the couple have travelled to. Where people choose to spend their leisure time says a lot about individuals. The fact that Ibiza is one of their destinations shows that they like clubbing. Similarly, Bangkok is not necessarily a clubbing environment but definitely a party place. New York is an iconic place, couples consider it as a cool place to visit. This also applies to places such as Paris and Barcelona, these are well-respected places. Location and ideas around location tells us a lot about people.

The fact that they have a pet shows that they are committed to each other because they are responsible for living things. Pets are also practice for many couples before having a baby.

This shot of “1 favourite toy” represents that their sex life is open and experimental.

• This is a stereotypical portrayal of masculinity. This portrays the stereotype that men cannot do the washing. This infantilises men. The representation is that he cannot be trusted to do washing. It reinforces gender stereotypes using humour as a way to get out with it.

GENDER

• “1 Real Fight” They fundamentally couldn’t have had a woman in the shot beaten up because that would represent domestic violence. So they have used the man – this reveals the lack of equality. Reinforcing gender inequality. Men suffer from domestic violence too. This is not a positive representation as it is trivialised.