Normani - Motivation - Analysing a music video HW Shreya Sperryn

Normani - Motivation - Analysing a music video HW Shreya Sperryn Q1. How do the representations in the music videos chosen by the producers promote the artist? - Most of the dancers in the video are black, which is representing black culture and black people which isn't usually represented so much. - there are still 1 or 2 white people so they are still represented, but Normani was probably trying to show black people more into the video - Normani is wearing very revealing clothes in many of the shots, and the style of dance can be seen to be sexualised in some shots. However, it can also be seen to be empowering. Q2. How do the music videos reflect individuals or social, cultural and historical issues and events? - black people/ black culture is known to be under/misrepresented in media. Therefore, this music video challenges normal conventions and almost everyone in the video is black. -however, it does positively show everybody getting along and dancing together which creates a sense of community. this could possibly be seen as a social event, as dancingg is a very strong and empowering element of black culture. Q3. How are the music videos influenced by the concept of intertextuality? https://www.youtube.com/watch?v=L_CUd5apse4 - The video is named Motivation, and it starts with a young girl named Normani who sits down to watch the music video on a show that is referenced (called 106 & park which was an American TV show that shows all the top music videos in 90 minutes). Now it's unclear as to whether the young girl is meant to be the singer when she was younger, looking up to her older self. or whether it's a young girl who has the same name as the singer, watching her idol on TV. But throughout the video Normani says "let me be your motivation". so the intertextual reference of 106 & park shows her posing as a motivational or aspirational figure for younger girls, as well as helping start off the narrative of a motivational dance show being aired on TV. - Later on in the music video there is also a new location where Normani and her dancers are dancing in the rain, which could be a possible reference to Rihanna's 2009 music video for "Umbrella". This could be a direct reference to Rihanna or possibly even an indirect reference if Normani was influenced by Rihanna, possibly even as a role model. - Normani is also seen to be wearing Jordans in the last dance scene. Jordans shoes are seen to be a predominantly black fashion item, worn by mostly black people. Jordans also have links to basketball (which can also be seen a predominantly black sport) due to the shoes being made by the famous basketball player Michael Jordan. they are also seen to be as an aspirational item of fashion clothing. Q4. What viewpoints/representations and messages and values does the media language of the music video highlight about society and how realistic do you think these representations are? - Most of the dancers in the video are black, which is representing black culture and black people which is a positive thing as it goes against common music video conventions. - there are still 1 or 2 white people so they are still represented, this is realistic, as they are seen to be the minority, but they are in locations and neighbourhoods which are typically seen to be occupied by Black or Latin American communities. - Normani is wearing very revealing clothes in many of the shots, and the style of dance can be seen to be sexualised in some shots. As it is a music video Norman is wearing a costume. ut in some shots, she could be seen to be wearing more fashionable casual clothes. Q5. Do the music videos challenge or subvert the codes and conventions of a music video? Does this lead to multiple meanings? - the video challenges typical conventions of music videos having predominantly white casts, it does this by having an almost all-black cast. Q6. Have stereotypes been used in a positive or negative manner (or both) how and why? - A frequent stereotypical assumption of black people is that they can dance well. This could be seen as both a positive and negative stereotype, but in Normani's music video she dances to empower black people and show off her own abilities as well Q7. When placed in a global context do you think that the music videos offer representations that are under or over represented in society. Why do you think this? - The music video offers positive and empowering representation of black people. This is because it goes against prejudiced ideas and themes in society of gangs associated with black communities because it shows everyone getting on with each other and singing and dancing while smiling Q8. How have the social and cultural contexts affected the representations on offer in the music videos? - The positive representation Normani is trying to offer is emphasised by the misrepresentation and underrepresentation of black people. So it is very clear that the video is trying to challenge views created by biased media. This may be due to crime rates being presented to be high in black communities in the media. Q9. How are the [different] audience/s positioned to respond and interpret the representations/messages and values/ideologies that the music videos offer the audience? - A black audience member may watch the music video and perceive it to be empowering and positive - also another audience member of another ethnic group would also perceive it to be empowering and positive - a young audience may view the video as both aspirational and inspirational (dancing) - However, an older audience may typically perceive the video to be provocative if they have more conservative views Q10. How has the music videos’ version of reality been constructed through the techniques of re-representation? - the videos' version of reality has been constructed but the use of "normal" looking locations e.g. a neighbourhood, a road, playgrounds, basketball court and a skate park. the dancing takes place informs of people watching outside their houses too to create a realistic re-representation of a neighbourhood.