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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 readersThere
have seems
vastly different
to be a
The literal
cultural
and personal experiences, their reading of a text will vary greatly.
continued focus on the
meaning of the
Like some other
woman that he promises
lyrics as well as
pop videos,
to stand by and initially it
the visuals is that
‘Cheerleader- OMI’
seems obvious that the
the artist will be
is based on
reasoning behind her
loyal to one girl
narrative and
prominent position in the
even though all
performance; the
video is because he is
the other girls are
preferred meaning
singing about her but
tempting because
is prominent as it
with further analysis it
After
further
analysis,
a
deeper
she stands by him.
appears that there
becomes apparent there
message comes into play as the
is no other
may be a deeper
woman does not become jealous
meaning.
meaning behind her
or aggressive despite the tedious
Another interpretation
couldappearance
be the idea
dominant
amount of attention the other,
that the woman iswithin
there the
purely
because
song.
half-naked, women give her
she is aesthetically pleasing. The male
partner. This could indicate the
artist refrains from showing her much
stress on pop artists partners as
physical attention and she appears to
their famous spouse is lured in by
dance after him and cheer him on whilst
other women who crave their
he is playing sport as though she is arm
attention. The woman appears
candy and purely there because she is
quiet passive, suggesting that she
easy on the eye. He interacts with her

Perhaps what’s 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
Similarly, Goodwin's theory,
dominate the
made up of 7 stages, contains a
video as they are
similar idea of voyeurism whereby
aesthetically
women are exploited. Goodwin's
pleasing, they
theory explains 7 stages that a
are what the
music video is made up of and
audience want to
they do fit the vast majority of
see which links
music videos, including this one.
to voyeurism as
The recognition of sexual
although Jeahn
behaviour is a major part of this
Felix is the artist,
music video where the women
the women are
create the narrative and
selling the video
performance side of 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.

The way the director has positioned
Ariana, draws the attention of the
male audience as she often moves
into positions that directly involve
them such as crawling towards the
camera on her hands and knees or
winking at them.
Ariana Grande is a very much beautiful established artist that is known
for her good looks and sweet charm. The music video accentuates her
attractive body parts. Firstly, her eyes and lips are completely filled
with make-up to make her look sexually attractive as there are close
ups of her licking her lips and bending over to reveal her assets.
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. The main artist, Ariana, is
especially sexualised as there are close ups on her lips, eyes and bottom. At one
point she winks at the camera, as though she is winking at all the males who
find her attractive in the audience.

The interesting aspect of Justin Bieber’s “sorry” is that there are two music video’s. One video is
narrative based where as the other is performance based, this enables him to target two very
different, specific audiences. The one video is the emotional, generic video that Justin Bieber’s
audience are used to where as the other is an upbeat, techno dance video. Justin Bieber is in
neither of the video’s which accentuates his fame as people already know who he is so he doesn’t
need to be in the video.
Justin Bieber’s first video conforms to
Goodwin's theory whereby the visuals
match the lyrics. In this case it is explicit
as the lyrics are physically intertwined
into the narrative. The affect of this is that
you can directly connect what is going on
with the words, it is almost like there is a
narrator over the video.
The second video is performance based,
it is strictly women dancing in bright
colours and many are wearing short
shorts, you could link this to Laura
Mulvey’s theory on the sexualisation of
women but I think this message is more
about fun and enjoyment.. This video
attracts the specific audience that are
into dance music. Similarly to the other
video, Justin Bieber does not actually

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