Textual analysis of exisitng music videos

Media Representations
Fergie is the artist being represented in this music video. The song is about falling in love therefore uses a pop out styled book to emphasise the theme of a fairy tale love story. Fergie is represented in a number of different ways as every time the pop out page turns over in the video,her style changes, portraying another stereotype and acting accordingly with these stereotypes. The song lyrics are acted out through each separate account of Fergie trying to impress the man she is falling in love with, however to stay consistent with the song lyrics and to narrate them effectively each scenario results in Fergie making a fool of herself due to her being "clumsy cos' i'm falling in love". This implies that although her clothing and persona changes frequently, ranging from being a model on a cat walk to a more hip hop "street" character, falling in love can have the same effect on everyone, regardless of their personalities. Fergie comes across as naive and innocent in this video due to the
still comes across naive and innocent in the way she is trying to get the mans attention.

Media languages and forms
The denotation of this music video is that the narrative belongs within a book however when incorporating the lyrics along with the video we see that it connotes a fairy tale due to the proclamations of love which come across obstacles yet there is a happily ending where the "hero" saves the damsel in distress.
The mise en scene within the music video implies a simplistic and innocent approach towards love. The settings are minimalistic and belong within a pop-out book which would generally be aimed at children, hence emphasising a naive and pure type of love story. The lighting is very bright consisting of a lot of vibrant colours which stands out from the paler, unfocused background of the room that the book belongs in, this can be seen in the establishing shot of the music video. The bright colours imply an energetic vibe and reflects the concept of the children book. Fergies clothing changes with each scene to conform to the stereotype she is portraying, they help create the correct image which will mirror the setting and her actions. Throughout the music video close ups are used to capture Fergies facial expressions which gives a better view of how she is feeling and allows the audience to empathise with her. For example, the scene where she is on the cat walk and falls has a close up of the artist in a group of onlookers arms, it shows happiness because of her infatuation and also exasperation due to her clumsiness because of it.
In the opening shots to the music video the camera is used to suggest the point of view of a person whom is walking over to the book. The book opens and the camera is positioned into a crane shot to suggest that the viewer is looking downwards onto the page, it then tilts to imply a sitting down movement as the audience are about to indulge in the book. We see a helicopter flying around the pop-out book and some the camera movements imitate the helicopters path to give a different point of view.

Narrative
The narrative is clear in the way that it is made obvious that the solo-artist Fergie is falling in love with the man who features throughout her video and this causes her to be "clumsy". There are different scenarios in the music video which includes different styles etc however all of them are very brightly coloured and exaggerated to promote the idea of the story book therefore this shows that the music video is aware that it is a narrative one. The audience are positioned in a way which implies they are the reader of the Pop-up book due to the over head views which make it seem like they are looking down upon the book.

Genre
The artist Fergie is very much Pop and R&B orientated therefore this song fits under these genres, the music video has been created to complement these genres with the inclusion of bright colours and a fun narrative which is uplifting. There is a relation between the genre of Pop and the fact that the book is a "pop-up" book, this may of been used to emphasise the style of genre. The happy ending meets the audiences expectations as most fairy tale/ love stories end with a "happily ever after" and this is the case for this music video as she ends up with the man.

Media Institutions
The institution in this music video is the artist Fergie, the text has been shaped around her by making the storyline very feminine to match her media image and also glamorous in her appearance. The text is commercial, it is used to narrate and promote her song to attract more interest and attention therefore the text is used to portray Fergie in what ever way she wishes to be shown and what would please the target audience the most.

Media Values and ideology
The values and ideology behind this text emphasises the "fairytale" childrens book approach, each different setting in the music video has the same storyline which is the girl accidentally does something wrong which embarrasses her in front of the man she is falling for. However due to the fact the audience are aware it is in a Pop-up book they already expect the happy ending because these childrens books always end in a resolved way.

Media Audiences
The target audience of this music video would be fans of the singer, however more dominantly female, this is yet again due to the storyline which is very feminine, it is also based around boys therefore girls can relate much more to the song and video. The audience would most likely receive this text on music channels or websites such as "youtube", because this song will be shown on music channels it is very likely that the size of the audience whom have watched the music video is very large. By watching this music video the audience may make assumptions about the singer such as that she takes a very innocent approach towards love.




Media representations
The music video is representing the artist Cee Lo Green, it tells the story of his childhood and how throughout the different stages of growing up he keeps getting heartbroken by the girl he loved. This represents him as being romantic as he tries on numerous occasions to fight for his love, however failing each time therefore it shows he is strong to stay motivated, this shows the artist has an upbeat attitude towards life making the audience have a positive image of the artist and helping them relate to him. In the video each version of Cee Lo Green is portrayed as an average person when compared to the boy he is competing against who is in a suit and has a toy Ferrari, the happy ending implies to the audience that anyone can become successful if they are motivated enough to do so.

Media Language and forms
The text in this music video helps the audience understand what is happening, it points out the younger versions of himself, the text also sets the scene by the way it is decorated etc, some of the text relates to American styled diners which is more associated with past eras, the text style used to indicate which stage the artist is passing also adds emphasis to it by using commonly associated type, such as the "College years" type being type which you would find on an American college students team jacket etc. Images also appear along with the text to give more meaning to it, for example, when it says "the young Cee Lo Green" the toy truck also appears with it so that the link is made between the text and the boy holding the truck, this is done for each stage, on "the high school years" the flowers which he wants to give the "heart breaker" girl are behind the text and "the college years" has images of things associated with college however the actual text is the same colour as Cee Lo Greens clothing. Each version of Cee Lo Green uses dramatic facial expressions to emphasise the emotion they are feeling, the young Cee Lo Green is quite serious and aggressive when he sings to show he is upset and annoyed that the girl is interested in someone else however we see his facial expression changes to a smug look near the end of the video when he has become successful and she is not, we can see this as she is dressed in rags and has a mop in her hand showing she has to do manual labour. The "high School years" version of Cee Lo Green uses very dramatic facial expressions to show how he is feeling, he also makes it very obvious that he is aware of the camera by pulling confused faces to the camera. The mise-en-scene of the American diner is significant as it shows it is a place Cee Lo Green has grown up in and tells the story of his love for the girl, it also emphasises the story line because diners are very common with American films.
Close ups and medium close ups are used quite a lot in this video so that the facial expressions are emphasised. Tracking shots are used in this music video, this may be done to imply that they are following the singer as he walks but also as he grows up through life.

Narrative
The narrative is organised in time order, it shows the boy going through stages of his life therefore starts with his younger self, once the stage is finished it does not go back to it, this reflects life as you constantly grow but cannot go back in the past. The tracking shots make the audience feel like they are a customer in the diner and are walking around or sat down at the seats. Good and bad characters are created in this narrative by getting the audience to feel sorry for the singer by making the girl he fancies do nasty things, this makes the outcome of the music video satisfying to the audience as the good character is rewarded while the bad one is punished. This narrative is backed up by the theorist Claude Levi Strauss who stated that there needs to be a binary opposition within a film or programme which is usually presented through good and evil just as this music video mirrors

Genre
The media text belongs to the pop genre as it is full of colour and decoration making it very vibrant and up beat like the pop style of music. The mise-en-scene of this music video matches the style of music as an American Diner is associated with where people go to listen to the popular songs which are out at the time. The text used within the music video has been styled around the theme of the American Diner and the stages of life the character is going through, for example at the beginning of the music video the text used to introduce the song takes the form of a diner sign and as the girl he fancies grows up, the "heart breaker" text also changes to style itself around her. The characters are generically determined as we see that the girl is very pretty where as the boy is quite overweight and this helps emphasise the storyline that the girl thinks she is too good for the boy and has a nasty attitude towards him.

Media Institutions
The institutional source of text is the artist Cee Lo Green as this is his music video therefore the media text has been shaped in such a way which he wishes to be represented. The music video gives the impression that he is a romantic man who has worked his way to success therefore this text is commercial as it is portraying the artist how he wants to be portrayed and for no other purpose than this.

Media Values and ideology
This media text contains values as it shows that if you work hard in life you will succeed whereas if you use others to get by then in the end you will have nothing, it also shows that being disrespectful does not pay off. Therefore we see a happy ending with the artist becoming rich and famous and is finally happy whilst the girl has to work hard to earn a living which she does not like.

Media Audiences
The target audience for this text can be both male and female as the video and song is gender neutral having a story line which everyone can relate too and all wanting the same outcome. The age range is also quite broad however due to the song being in the Pop genre the most common target audience would be teenagers. The audience are likely to receive this text via music channels, internet websites such as youtube and the radio, this impacts on the media text as this is why the music video plays a large role in the representation of the singer therefore it has to give the right message to the audience.