1. Discuss and compare how Richard Dyers theory has been used in the opening sequence of your original researched music video, in relation to another video of your choice.

Richard Dyer’s theory is as follows: ‘any attempt to analyse performance runs up against the extreme complexity and ambiguity of performance signs’ (Dyer, 1979: 133). He talks about how celebrities are represented in music videos and the signs of performance. He talks about the importance of body movement and body posture. The music video I researched is called ‘Kill ‘Em With Kindness’ by Selena Gomez. It talks about body image and was inspired by a body shaming experience Gomez had while on holiday in Mexico. The main features I focused on are: body movement, facial expression and body posture. In this music video you can see that she uses these features. Her facial expression is kept neutral throughout the video. Even the dancers you see towards the end of the video (around 2:11 in the video) have similar neutral expressions. Her body posture is clear at the start of the video (0:00 to 1:16 in the video). She shifts her body slightly side to side, moves her head around and moves her hands around too. There is some clear body movement in the video (from 2:20). The dancers are a good example of body movement.

I’ve chosen to compare ‘Kill Em With Kindness’ to ‘FourFiveSeconds’ by Rihanna, Kanye West and Paul McCartney because they have different styles but both have clear use of body movement, facial expression and body posture. Both songs are very distinct and have different sounds and meanings. Although the songs lyrics are different, they hold a similarity. Both songs refer to the way other people view them.In the ‘FourFiveSeconds’ music video, Rihanna’s facial expressions mirror the emotions behind the lyrics. I think that Rihanna’s facial expressions are a good example of what Dyer talked about in his theory because it holds emotions and is an interesting element to have in performances. Body movement is clearly used in the video. They walk, dance and generally move around the set. During the video, the artists’ body postures are kept upright. Being stoop up for the whole video works well because it makes it easier for the artists to move around and add to the performance.

2. Explain how has semiotic (the study of sign and symbols and their use or interpretation) been used to enhance at least 2 of the frameworks for analysis.

Semiotics has been used to enhance messages & values and narrative in these music videos. In the beginning of ‘Kill Em With Kindness’, Selena is sitting and having her photograph taken just

like she is in a photo-shoot. This is like her saying she still believes she is beautiful despite the amount of criticism she has received over her body. The song lyrics were inspired by the photographs that were taken of her on the beach in Mexico, and the comments about her weight on social media. Selena wanted the song to encourage people to be confident in them selves and to respond to any hate with kindness. In the music video we see various scenes of Selena posing in different outfits, in each of these scenes I can clearly see that she is confident in her self and believes in the message she is trying to convey. The style of dance that the dancers are using could show that they feel happy and confident. The themes conveyed in the music video are: hate, kindness, confidence and happiness. These themes are conveyed through the different actions and facial expressions the artists and dancers use. The dancing could represent happiness and posing in front of the camera could represent confidence.

In the ‘FourFiveSeconds’ music video, the message and values are communicated through the lyrics. The entire music video is done in black and white and there aren’t many movements either. This helps keep the focus on the music and lyrics. The message that I interpreted through the lyrics is that Rihanna is sick of routine life and that she feels like people take advantage of her kind heart. The lyrics also show that she’s unhappy and constantly on the verge of exploding, which is probably why she looks forward to the weekend. I feel like the song is generally about giving up on a relationship. The themes that are conveyed in the music video and lyrics are: Making choices, frustrations with relationships and fame, jealousy, anger and exhaustion. These themes are clearly shown through the lyrics, as mentioned before.