Music video representations and ideologies - Justin Bieber 'One Time'

In this text I'm going to distinguish the representations and ideologies that each indivdual character, from the music video 'one time' by Justin Beiber.

The social groups and places that are represented in this unique music video are mainly that the video features young, trendy teenagers, making children/teenagers their aim, the music that them alone choose to listen to specifically by the clothes that the characters are wearing and the ideologies that they are giving off by the lyrics sung etc. The setting within this video has been placed at a large open house, particulary a celebrity type desination due to the size of the features shown, such as; the large swimming pool featured outside of the house and the quantity of the residence.

As started before, this video is particulary aimed at the middle class, mainly female teenagers. We can this by the friends of the singer featured in the video, wearing clothes types such as hoodies, jeans, long chains, caps etc. This stereotype is dominant as the public in the media expect most teenage boys to dress like this. Also featured is the games console (Xbox) well known and equipped to keep teenagers especially entertained, making this section of the video appeal more to the male gender, by this being the hobby that most young boys enjoy. As well as this, throughout the video there is a clear signal of young romance with the main character constantly singing about love in his lyrics and expressing it through the acting scene in the video by being surrounded by attractive female characters and flirting with them, making the teenagers once again appeal to this as they could have experienced something similar being the same age range and seeing Justin as a role model onto how to handle these situations and girls relating to this and they could have experienced something similar.

The mise en scene is constantly show in various ways, one way being the lighting. The effects used are having the dark lights constantly featured throughout the party scene to show a dominant stereotype of darkness singnalling fun, but also possibly giving the connatations of badness as love doesn't always work out for the character. In some sections of the video as the camera forces in on the star with close up shots, a small spotlight is placed on the character giving the stereotype of him being important and the audience should focus on only him, a typical ideology about a celebrity.

The shots that are used, are generally close ups of the main singer, creating this image that the whole music video is about him and that he is the most important, making us aware of who the whole production is about. This is the dominant stereotype once again as usually we would expect to see the main singers in music videos the important character. Quick shots are also used for editing to distinguish the party scenes, giving the connatations of happy, exciting all joyful types and we can see this from the shots and the dark lighting used, also the costumes featured being dresses, skirts, jeans etc making the music video conform to the ideologies, having the original representations making the video dominant.

Although this music video uses mainly dominant representations and ideologies, the alternatives are also placed within it. Boys are seen participating in the dancing, which is a lot more traditional than it used to be as before the norm would be for girls to dance. This is reflecting teenage image if what teenage girls will like about the male species, the innocent look. Another alternative representation is that the song being about love and romance, this would normally be sung by a female, as they are oringally seen as the more 'soppy' romantic species but here in this particular video the main singer is a male, which would attract the female gender to like it making them understand his feelings.

In conclusion to this, we can see as an audience the dominant representations used, being the Xbox, trendy clothes and the big houses used within the music video to create the impression that this character has lots of money which would be the norm for any celebrity as well as having the spotlights focusing on him throughout, making the video based around him that he is the most important which once again the audience will expect. However alternate representations are also used, the main singer being a male singing about love and romance which would be normally sung by a female, also having the males dancing in certain scenes which normally it would be the female species.