Media Representations
Who is being represented? In what way? By whom?
Through the music industry, women are being presented as sex objects.Both music videos and lyrics objectify women and they are seen for no more than their physical features. This then leads buyers of the music to give into negative female stereotypes.
Why is the subject being represented in this way?
The subject is being represented in this way to attract viewers. Society has gotten so use to seeing women showing of their body parts in music videos that it has become the norm. It is normal now for men to watch women and for women to be watched (Berger) in such a way and this conveys the male gaze (Mulvey).
Is the representation fair and accurate?
You could say that the representation is not fair because women are represented as helpless sex objects that somehow need a man in their lives. Not all women are like that and most women do not like being portrayed as objects. As Medhurst's theory shows, not all stereotypes are positive because the representation of women in the music industry can be quite negative.
What opportunities exist for self-representation by the subject?
The majority of women don't like or agree with the way they are conveyed in the music industry and would rather be represented as strong besides powerful. However, it can be said that some women today enhance the idea of being represented as sex objects due to their behaviour or the songs that have been produced lately.
Media Languages and Forms
What are the denotative and connotative levels of meaning?What is the significance of the text’s connotations?
What are the non-verbal structures of meaning in the text (e.g. gesture, facial expression, positional communication, clothing, props etc)?
What is the significance of mise-en-scene/sets/settings (CLAMPS)?
The music video is set in a jungle which is significant because it links with the title of the song "Anaconda" which are found in jungles. The lighting in the music video is significant as is portrays the scenery of a jungle as high-key lighting was used throughout the music video. However, the setting was misty with rays of light peeking through just as in the jungle rays of sunlight would peep through the trees. Also, the end scene of the song, there is low-key lighting when Nicki dances on Drake and this is done to create and seductive and mysterious atmosphere especially considering the fact that the two are both wearing dark colours. Nicki Minaj is dressed in manner that link to the sexual theme of her music video. It is significant that she herself is the music video because the song is all about big butts and she is known for having a big butt.
What work is being done by the sound track/commentary/language of the text?
The soundtrack of the song helps to increase its popularity as helps the audience to remember the lyrics to the song. The language used in "anaconda" conveys the rap and hip-hop genre therefore it would attract to Nicki Minaj's target audience and other fans of the rap and hip-hop genre. Also, the language used in the song was quite explicit besides offensive and this would bring great shock to the public that people would want to find out more about the song.
What are the dominant images and iconography, and what is their relevance to the major themes of the text?
The dominant image and iconography is the images of the seductive clothing worn in the music video as it link to the theme of the song "anaconda"
What sound and visual techniques are used to convey meaning (e.g. camera positioning, editing; the ways that images and sounds are combined to convey meaning)?
There are a lot of high angle shots in the music video that are used to accentuate certain body features that she wants her audience to notice the most. In certain parts of the song, the sound was matching what was being shown due to editing. This was done for effect and to add humour in some parts of the song.
Narrative
How is the narrative organised and structured?
The narrative is structured to escalate and to shock the audience as the song continues.
How is the audience positioned in relation to the narrative?
The audience is positioned to constantly see the content shown in the music video so that they can follow the story by listening to the lyrics.
How are characters delineated? What is their narrative function? How are heroes and villains created?
The characters in the "anaconda" music video are shown as sex objects through the way they have dresses, the way they act and their facial expressions. They are in the music video to look seducing and sexy and to get the attention of men and women but mostly men. In the music video, there are no villains but you could say that the hero (or protagonist) is Nicki Minaj herself as she is always in the camera frame with lighting all around her to make her look glamorous.
What techniques of identification and alienation are employed?
As soon as the music video begins, the camera tilts down and you can see Nicki Minaj amongst other girls lying on trees with extremely revealing costumes. This helps the audience to identify the genre of the music but it gives the audience an idea of what the music video will be about.
What is the role of such features as sound, music, iconography, genre, mise-en-scene, editing etc within the narrative?
The role of sound and the music helps to keep the audience's interest in the music video and the lyrics. It also helps people to identify the genre of the song. The role of the mise-en-scene is to try and get the setting to link with the title of the song "anaconda". The editing of the song plays the role of trying to add humour to the song. The editing also helps to maintain the audience's attention so that they don't get bored. The editing also plays a part in helping the song to navigate from scene to scene so that the narrative can be some what clear within the music video.
What are the major themes of the narrative? What values/ideologies does it embody?
The major themes of the narratives in "anaconda" is mainly about being seductove. This shows that in the hip-hop genre, there is a strong portrayal of women as sex objects as women were dressed seductively in the music video.
Genre
To which genre does the text belong?
Rap/ Hip/hop
What are the major generic conventions within the text?
What are the major iconographic features of the text?
The costumes worn, the props used, the language spoken and body movement as well as body language also plays a part in the major iconographic features in "anaconda"
To what extent are the characters generically determined?
The characters shown in the music video are generically determined as they are put into the usual stereotypical setting of a hip-hop music video. Their attitudes also show this as their facial features and body language show that they need to portray themselves sexually.
To what extent are the audience’s generic expectations of the text fulfilled or cheated by the text? Does the text conform to the characteristics of the genre, or does it treat them playfully or ironically?
The audience's generic expectations of the text were fulfilled to a certain extent as the usual generic codes and conventions were displayed in the music video. Also they were able to detect that the song was hip-hop by listening to the lyrics of the song. The song in a way conforms to the characteristics of the genre but also treats it ironically. This is because, the music video includes or the characteristics and features you would see in a normal hip-hop music video however, usually in these videos you would see a male as the main star or constantly nearby so that they can aid in creating the seductive atmosphere. In "anaconda", the girls were dancing with each other and Drake only appeared at the very end of the music video. This sort of thing greatly differs from the usual hip-hop music videos.
Does the text feature a star, a director, a writer etc who is strongly associated with the genre? What meanings and associations do they have?
Media Institutions
What is the institutional source of the text?
Universal music group
In what ways has the text been influenced or shaped by the institution which produced it?
The institution makes sure nothing is too offensive or explicit is shown and helps with promoting and marketing the text.
Is the source a public service or commercial institution? What difference does this make to the text?
Commercial institution. It helps improve the quality and standards of the music video
Who owns and controls the institution concerned and does this matter?
It does not matter to this specific music video
How has the text been distributed?
Media Values and Ideology
What are the major values, ideologies and assumptions underpinning the text or naturalised within it?
What criteria have been used for selecting the content presented?
Media Audiences
To whom is the text addressed? What is the target audience? (Demographics, Psychographics)
The target audience for the song "anaconda" is people mostly likely to be aged from 14-24 who would be strugglers and they would enjoy listening to the hip-hop genre. The language used in the song would appeal more to teenagers.
What assumptions about the audience’s characteristics are implicit within the text?
Some parts of the song can be argued to be a bit offensive and explicit also the music video was editing in order to be shown on music channels on tv therefore assumptions about the audiences characteristics would definatively be quite open minded and enjoy the use of free dom of speech. They would also not be afraid to say what's on their mind and they would enjoy listening to hip-hop music.
In what conditions is the audience likely to receive the text? Does this impact upon the formal characteristics of the text?
The audience is likely to be shocked at first as the public in general would when they watch the music video as well as listen to the lyrics. This does not impact upon the formal characteristics of the text as if they were a fan of the hip-hop genre then they would enjoy the song.
What do you know or can you assume about the likely size and constituency of the audience?
From looking at the music video, the likely size and constituency of the audience must be really bigger due to the shocking content. Not only will former fans of nicki minaj as well as fans who enjoy hip-hop will watch the music video but also the public who would here from social network that a shocking song has been produced- they would be intrigued to watch it also.
What are the probable and possible audience readings of the text?
The possible audiences reading of the music video is oppositional overall due to the fact that not everyone would agree to the lyrics or the sexual content that is being shown in the music video.
What are the audience pleasures, uses or gratifications? (Refer to theory).
The audience would use this music video as a diversion (Blumler and Katz) because they could listen to music to escape but they would also find personal identification as they might find Nicki Minaj inspiring and they may also be trying to get famous through a hip-hop career.
How do you, as an audience member, read and evaluate the text? To what extent is your reading and evaluation influenced by your age, gender, background etc?
As an audience member I find that the text has an oppositional reading as it is quite shocking. The lyrics are quite offensive to people with a certain body type and women are portrayed a sex objects. The music video encourages the portrayal that has been created in the music industry. My reading and evaluation is influenced by my age, gender and background to a certain extent as since I am female, I more likely to dislike the sexual portrayal being shown then a male would. my background also plays a part in my evaluation as despite enjoying listening to the hip-hop music, I was taught to not like sexual explicit content. Another thing is, the song says "f*** you if you skinny" which is quite offensive to those who are skinny which is another reason for my reading and evaluation.
