Representation Essay

'Representations in media texts are often simplistic and reinforce dominant ideologies so that the audience can make sense of them. '

Evaluate the ways that you have used/challenged conventions simplistic representations in one of the media products you have produced

I agree with the statement above and believe my video does represent dominant ideologies through the use of mise-en-scene, stereotyping and camera work. I will apply relevant theories to contribute to the quote through the discussion of my music video.

The music video I created as part of my coursework represented two young people (male and female) as part of a dance/electronic band  with an alternative style. I created the representation through the use of mise-en-scene. The video was filmed in an unidentified location. For example there was a plan white background that had a studio feel and made the video look more professional. The mise-en-scene of the different colours and patterns being reflected onto the projector screen represent vibrancy and gave the video a youthful outlook. The pink and green colours at the start of the video could also represent the two genders of the band and attract audiences of both sexes.

The bands costume matches the dominant ideology of an alternative band as they wore plain clothing with no logo’s for advertising. I wouldn’t say that the girl in the video relates to the male gaze as she is not dressed provocatively. However the girl’s wild dancing and care-free star image match the theory of John Berger who suggests in media, 'Women are aware of being seen by a male spectator'.

 The close-ups on the girls face and mise-en-scene of the flashing patterns, matched with the body language towards the male, contribute to the stereotype of a typical teenage girl. Mark Barker suggests stereotypes are missrepresenting the 'real world' and comments that in order for stereotypes to work they must seek audience  recognistion. In my music video I believe that the audience can relate to the band and I think I have displayed a genuine stereotype. The representation of the girl was created in order to apply to a mainstream audience. However the addition of the males character changed this and the video was relevant to a niche/alternative audience.

Tessa Perkins idea of stereotyping suggests that it is not an easy process. Some of the stereotypes created were not actually thought about until the stage of post-production. For example the male DJ is represented through the use of zooming effects and close-ups on his face as an independent, slightly quirky and quiet band member. This matches the characteristics of a band called ‘The XX’, where their personalities/ body language do not always match the style of music. However his star image or persona goes against stereotypes or expectations of a dance DJ, who would normally be seen fist pumping and connecting to the audience. The unconventional character of the DJ matches Baudrillard’s  idea of hyppereality as he suggests we live in a place where things are constructed from no original place. It also challenges stereotypes that attract a niche audience.

Overall, the camera work used and fast editing such as on the shot with the dj’s hand connote and represent typical dance video conventions. Some of the representations created have been simplistic, which match the minimalistic style to the video. The general representations are simplistic. Although I would argue some stereotypes (DJ) have been challenged in order to appeal to a niche audience or simply offer something new to the world of dance music.