The purpose of the music video is mainly for stat image, as a use of meta narrative in order to establish a sexist approach by showing matriarchal values. Therefore in terms of the ideological discourse, the values held within the music video and would be considered a typical, due to the fact that contemporary society views believe in equality, rather than male or female having dominance over one another, therefore it gives a variant reading.
The visual techniques can explained through Laura Mulvey's theory, where the music video uses fetishism in order to sexualize women, therefore it establishes the idea of the male gaze, where men see women as typically objects. For example, the production uses dismemberment to commodify women in a sexual way through the use of close ups of body parts, which is a way to commodify women within this music video and also through the use of feminine touch.
The artist is represented in a way that tries to reflect her target audience through a young perspective, whilst using post production techniques through the use of editing to impost a star image reflecting an artificial look. Therefore in terms of Dyers theory it is evident that a star is not a real person in this case, however they are constructed through the use of aspects which help represent them in a certain way, in this case sexualized. Therefore it reinforces Goffman et als' idea of the representation of women within the media, showing fetishism, and furthermore using artificial look in order to try and represent women in a particularly sexist perspective.
Meta narrative can be created throughout this music video, by showing a variation of different ongoing narratives at the same time. This also creates narrative fuzz, and by using four different narratives simultaneously it allows the music video to appeal to everyone. The use of a range of narratives therefore helps to represent the artist in several ways, which may be considered an a typical aspect of this music video, as in most we are normally presented with one clear distinct interpretation of the artist, as opposed to several.
In terms of social groups represented within this music video, it is evident that in terms of the prevalence, the artist herself is the focus. Therefore socially it represents women as objects for men, which is reinforced by reaction shot of the man on the plane when he sees Britney Spears. Therefore it may socially connote the fact that women have some sort of hold over men in society and as a result signify a matriarchal society.
The use of costume is also a significant aspect in the way that women are represented within this production. The use of tight, revealing clothes shows the artist to be considered fairly promiscuous, however as Dyer states it is also evident that her star image is fairly incoherent which varies throughout the production. Therefore it shows some form of incomplete and open star image, which signifies some extraordinary representation where the artist can be considered hypereal. The idea that this production is incoherent can be enforced through the use of subsidiary media such as magazines, because they all vary in order to construct an image to market to their audiences.
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| For example you can see how the portrayal for the artist in these magazine covers reflects incoherence, where on represents her image in a different way to the other, which shows that there's always different ways to construct the stars image and the meta narrative can always alter in various ways. |
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