Stuart Hall is not the only one to stress the popular reception theory as a way of interpreting texts.

The theory suggests that one meaning that is given/intended in a music video is not always accepted
by the audience as the only meaning to the video. It is likely that the less shared heritage a reader
has with the artist, the less he or she will be able to recognise the artist's intended meaning, and it
follows that if two readers have vastly different cultural and personal experiences,
their
reading
There
seems
to beof
aa
Like some other
continued focus on the
textliteral
will vary greatly.
The
meaning of the
lyrics as well as
the visuals is that
the artist will be
loyal to one girl
even though all
the other girls are
tempting because
After further analysis, a deeper
she stands by him.
message comes into play as the
woman does not become jealous or
aggressive despite the tedious
amount of attention the other, halfnaked, women give her partner. This
could indicate the stress on pop
artists partners as their famous
spouse is lured in by other women
who crave their attention. The

pop videos,
Cheerleader- OMI
is based on
narrative and
performance; the
preferred meaning
is prominent as it
appears that there
is no other
meaning.

woman that he promises

to stand by and initially it
seems obvious that the
reasoning behind her
prominent position in the
video is because he is
singing about her but
with further analysis it
becomes apparent there
may be a deeper
meaning
behind
her
Another interpretation
could
be the
idea
dominant
appearance
that the woman is
there purely
because
within
the
song.
she is aesthetically pleasing. The male
artist refrains from showing her much
physical attention and she appears to
dance after him and cheer him on whilst
he is playing sport as though she is arm
candy and purely there because she is

Perhaps whats dangerous is the way the message of this video could come across to younger
girls who will be watching music videos this summer and who will be looking for a female role
to follow in the video. They will see a woman who wears less, dances dirty, and continues to
cheer on her boyfriend in spite of the lack of non-physical attention he gives her. In the movie
and song, the GF is a giver and rarely a receiver; OMI only promises sexual pleasure. The way
this could shape young girls expectations for themselves and their future romantic partners
could be dangerous.
The women
dominate the
video as they are
aesthetically
pleasing, they
are what the
audience want to
see which links
to voyeurism as
although Jeahn
Felix is the artist,
the women are
selling the video
by behaving
sexually.
This links into Laura Mulvey's theory that women are how they are in order to please
men. She thought of the idea that everything in media was created with the intention of a
male audience that want to see women how they like them to be and after deconstructing
the individual beats and shots of the music video, I found when the women are dancing
there are close up's where the women are gyrating or shaking their sexual body parts.

Similarly, Goodwin's theory,

made up of 7 stages, contains a
similar idea of voyeurism whereby
women are exploited. Goodwin's
theory explains 7 stages that a
music video is made up of and
they do fit the vast majority of
music videos, including this one.
The recognition of sexual
behaviour is a major part of this
music video where the women
create the narrative and
performance side of the video.