Representation

What is representation?

Oxford dictionary defines representation as ‘the act of representing. The state of being represented. The expression or designation by some term, character, symbol, or the like. The action or speech on behalf of a person, group, business, house, state or the like by an agent, deputy or representative. The state or fact of being so represented: to demand representation on a board of directors.’

However I believe representation to be re-creating ones self or another to the light of someone else (in music video cases how the artist/ band represents themselves to the spectators I.e. their target audience). This can be changed dramatically over time through image and music genre, take Rihanna and her both dramatic and drastic image change for example, she started out wearing jeans with a crop top and trainers, which may be showing skin but nothing to exposed and with the context being in a club we as an audience do not see anything wrong with the way she is dressing, she is also shown wearing a blue dress where all her body except her legs are covered making her seem represented as an average teenager as at this time she is only 17 meaning her representation is to be fun and chilled out in some ways because other young girls are able to relate to her. Where as in a more recent music video such as Rude Body she again wears multiple costumes for example the very first outfit we see her in is a Jamaican skirt where we can see her bum, a black what seems to be sports bra and leopard print socks with high heels thus making her represented now as a sex symbol to men that women should inspire to be like, but also when listening to the lyrics she is also making herself seem sex addicted because that would be all the song is about.

After studying what representation is and looking at an artist such as Rihanna with her changing image I believe that when conducting my own music video I must look at both what my band/artist will be wearing and other mise-en-scene but also how the song they are singing will represent them to our target audience as if our target audience is young boys then we do not necessarily have to meet the male gaze but merely make it entertaining for them to watch through possibly having an abstract or narrative music video as they will then be represented as fun and easy going which the audience can relate to. For a clear an acceptable representation to occur in my music video to my target audience I think it would be best for me to look at stereotypes as then I will be able to know exactly what the audience expects from my band/artist. Although I could either challenge or create a new representation of the stereotypes by doing a video which is not expected of a rock band for example, this could include having a hybrid type video of teenage girls falling in love with a boy to a song such as Liquid Confidence by You Me At Six as it could then attract other audiences through word of mouth and thus more people will know of my band/ artist meaning the representation of them in the music video can help promote them at the same time.

By Laura Thorpe