Where R U Now:
In this music video, there are several 'meat shots' which effectively construct parasocial intimacy as it builds up a relationship between Justin Bieber and the audience; these shots provide a platform as they are used to commodify the artist. Another point which connotes a relationship between Bieber and the audience is the fact that the music video is a product of the artists fans' drawings. This intimates that his fans are extremely important to him and his career, it is also clear that he is more mature and adult through this reinvention. Another key feature of music videos is intertextual relay, an example of this is how Bieber has taken inspiration from the drawings of Jackson Pollock. This intimates that the artists' interests/values have matured representing him as more respectable. In addition to this, using Goodwin's theory, Bieber pays homage to Pollock as he is effectively recreating the artists work because of his admiration. Therefore, the artists' video is postmodern as Bieber has taken various ideas from other media. Using Barthes theory, there is evidence of an iconic code of the artists tattoo, this coincides with Dyer's star quality values theory as it connotes rebellion and hedonism. Using Steve Archer's theory, there are several meat shots in the music video which creates focus viewing and allows the audience to consume Bieber's metanarrative.
How does a music video provide a platform for an artist to reinvent himself/herself to a target audience?
What Do U Mean?
There are many ways in which the music video for 'What Do U Mean?' reinvents Justin Bieber's image in order to target a more mature audience. This is evident through the sexual voyeuristic representation of the female character in the video, through dismemberment. This is created through several meat shots, many concentrating on sexually signified areas of her body. Furthermore, masculinity is a strong theme throughout the video, a key example being the struggle between the masked men and Justin Bieber in which Bieber throws punches. This reinvention provides a more masculine image, and overall, more adult themed image of Justin Bieber, in comparison to his previous rebellious image. Relating this to Todorov's theory of equilibrium, where the harmony of the video is disrupted by the kidnappers and it eventually becomes resolved with a more positive outcome.
2.In what way can the CD cover design contribute to this
process?
The print work possesses intertextual reference, the main, and
most noticeable being the reference to one of Sam Taylor-Wood’s projects in
which people were photographed blankly faced holding up signs with what they
were feeling written on them. This is important as it shows Justin Bieber is
complying with things that are culturally marked as mature and respectable.
This suggests that the album may be about himself,
emphasised by the blankness of the album cover with only a focus on Justin as
he is the only thing in the photo. Additionally, for example, the white
background and the black and white filter effect as well which connotes a more
serious and mature theme or a theme based on emotion for the new album, which
may appeal to a wider and elder audience.
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