Theoretical Framework

How are the elements of theoretical framework interpreted by audiences?

The elements of theoretical framework can be interpreted differently from both videos. For example, the representations of the performers are different. For example, the love interest in 'Black Magic' is Asian, and challenges his stereotype of being geeky to being the 'popular kid'. Also, the cast for 'Black Magic' includes mixed-raced band members and a black teacher. This can be positively interpreted by the audience because they are all being portrayed positively and it is more inclusive to the target audience. However, the entire cast of 'Somebody To You' is white. This can be negatively portrayed as it is not inclusive, and the band can be seen as very one-dimensional.

How and why might audiences base themselves on the celebrities within the music videos you have studied?

Audiences might base themselves off of artists in: Little Mix and The Vamps, as they can set trends. These trends could include make up, hairstyle, clothes, choreography and more. The target audience for Little Mix is girls aged 12-16, meaning their appearance could be inspired by Little Mix as they will look up to the group. In Little Mix's video for 'Black Magic', each band member displays their own style, meaning more people will base their appearance on Little Mix, as the style each group member displays is different, meaning they'll appeal to more people. The Vamps have the same target audience as Little Mix, however as they're a completely-male band, their style might appeal to more boys. The Vamps' style is very laid back and casual, nothing as flashy as Little Mix. This could influence the younger generation to take this approach in their clothes.

What is the benefit of for the musician to portray him or herself in the ways they are shown in the music video?

The way an artist portrays themselves in a music video could be influential  into their success. Before Little Mix's 'Black Magic' video, they we're known as quite polite and not-too revealing. In the 'Black Magic' video, the transformation of them changing from nerdy, geeky students, to fashionable, popular girls could be a signal of what their transformation as a band, rather than characters, as since then they've chosen different appearances and song lyrics that lead into the direction of male gaze. It can benefit the musician as the trends they set could be taken on by the audience, which could lead them to buying albums, songs and merchandise. The Vamps portray themselves in the 'Somebody To You Video' as laid-back and chilled. While they may not reveal a big statement in the way they dress or perform, the chilled approach they give the audience in their performance makes them likeable, which could make them money along the way.

Why did the director choose this location or setting?

The location of the Little Mix music video is a high school because it makes it relevant to the story. A high school has many different personalities within it's students, which makes it a good location for the story, as the story needs to portray to the audience that there are many different types of people in the world, so a necessary setting would be a high school. The director for The Vamps' video of 'Somebody To You' chose a beach setting to perhaps reflect The Vamps' vibe. The Vamps display a laid back vibe through their clothes, lyrics and performance. The beach is known as a very chilled place to be, so it reflects The Vamps' vibe. This can make them very likable in the music industry, which could lead to sales of songs, albums and merchandise.