Textual analysis of music videos (in class) - Arctic Monkeys - When The Sun Goes Down

This is an analysis of the song When The Sun Goes Down, by the Arctic Monkeys. We had to evaluate the narrative, representation, visual codes and audience. 

We did this analysis so we could see what was good and what was bad about the video, and how it could help and effect us when it comes to making our own music videos. We looked at them as templates for our own, so we could use what we liked, and change what we didn't.

1

Narrative

What is the video about?

It is about a prostitute living in a very poor area and how she makes her money to survive.

Themes?

• poverty
• prostitution
• love

Recognition of Todorov's theory?

Todorov's theory is not clearly used in this video.

How does the video reflect the lyrics?

The word 'scumbag' is used a lot. This connotes a lack of wealth and cleanliness, and it is used because some people class people from very poor areas such as prostitutes, as 'scumbags'.

Also, the lyrics contain a lot of words that are aimed at the main character in the video, and a lot of the words used are horrible, and are about him. Throughout the video, whenever the lyrics mention something bad/horrible about the man, he is always in the shot.

Representation

What issues are shown?

• women - being controlled
• men - being dominant over women
• social class - poor people having to turn to prostitution  

How have these been shown?

The way the women is portrayed in the video is very stereotypical as she is being controlled and told what to do by several men throughout the video, and men are stereytypically seen as the more dominant gender, making this video very stereotypical.

Also, the poor people are portrayed to be people who are not worth anything in life, who have nothing to do or to look forward to, hence why the woman is portrayed as a prostitute, as it is the only way she can earn any money in her life.

Do the artists have a role in the video or are they anonymous?

The artists are anonymous.

Visual codes

Where is it set? Connotations?

The video is set in a very poor area of England, on a council estate. This clearly connotes poverty and lack oh hygiene/cleanliness, and it makes the characters in the video look very unhappy with their lives, especially the female, who is the prostitute.

Colours used?

Throughout the whole video, no bright colours are used, only colours such as grey, black and brown are used, which are very dull. These colours connote negativity towards the characters, as they do not have any money, and the woman has had to resort to selling her body to make money.

Shots that stand out?

There are several shots where the woman in the video is seen looking directly into the camera, into the eyes of the audience. This stands out because not many other artists do this in their music videos, but it works well in this one as the audience are able to see her facial expressions throughout the video.

Audience

Who is the target audience?

• niche males
• 18-26 years old
• more mature people

How does it attract this specific audience?

It attracts this specific audience by using very serious problems that happen, and that is why the audience for this video would be older, more mature people as they would understand it much better and more clearer than a younger teenager or a child.