4. Representation

Audiences are a lot more likely to enjoy and associate with a music video if they are able to associate themselves with the themes and messages in the video. It is therefore important to research different forms of representations in existing music videos, in order to grasp an idea of how I am going to include different representations, as well as what they are going to represent.

Different forms of representation
Audiences can be represented in many different ways, from race to sexuality, and gender to disability. A recurring theme in current music videos is a form of representation, like in the example below:

Lady Gaga: Born This Way- Lady Gaga represents sexuality in such a way, that many still believe that the song is the best LGBT+ song to this day. Gaga spreads the message of 'you should love yourself for who you are', referring to sexuality throughout her lyrics. The title of the song and the lyric most emphasised ('I was born this way') reflects this, saying homosexuality is not a choice, but something an individual can be born with, and thus it is not a negative trait. Gaga also visually emphasises her 'born this way' message to the audience, wearing bizarre and outlandish costumes throughout the video. This use of such costumes connotes to the audience that it 'doesn't matter how bizarre you may seem to others, you should love yourself for who you are.' 

Lady Gaga was one of the first artists to tackle the LGBT+ rights issue, and has since created a platform for many other artists to do so, such as Sam Smith and Azealia Banks. The pro-LGBT+ stance has been a core part of Gaga's brand identity for years, and has drawn in several like minded fans. Lady Gaga is now one of the most commonly associated artists with the LGBT+ community, and specific representations such a these have helped boost her brand values.

Another key representation is the objectification and sexualisation of the male/female body, which has been a major selling point to audiences over the last decade, with young and appealing artists gaining attention extremely quickly. An example of this is:

Fifth Harmony: Work From Home- Both the male and female bodies are objectified in this video. Females are self-objectified in this video, but according to Van Zoonen's theory, this is because the sexualisation of females within the media attracts a male audience, by appealing to their high expectations of women in the media. The same can be said for the objectification of males in this video; there are several shirtless, muscular men walking around doing hard labour, throughout the video. Many female artists use objectification of males within their videos like this, in order to appeal in a certain sense to the high female expectations of males within the media. Thus, the objectification of both males and females in this video allows Fifth Harmony to build a fanbase out of both females and males.