Research: Music Video analysis 8 - Post modernism and Social Comment - Britney Spears

Britney Spears - Hold it against me

Narcissistic 

Britney Spears is re-launching and having a re birth of her new identity after the media destroyed her. This is her establishing shot for the music video. Britney is voyeuristic and still follows Goodwins theory of singing directly into the camera and being the star image.
 However the men around her are all actually dressing themselves.

An Active Audience

The men in this shot of the music video have no eyes, which links to Laura Mulvey's male gaze as she's not letting them see her and be a victim to this anymore. 

Hyper Conscious

The music video has the set up of lights and camera which makes it aware of itself as a media text.

Britney is also very aware of the product placement of make up forever, her own perfume and the sony tv and laptop.

Acts against modernism

 Britney Spears is fighting her bipolar self in this shot and her manic episode is fighting her depressive episode. This is representing how she has fought that mental illness and overcome it and now is stronger. 

This is challenging the grand narrative of the wedding and the big white wedding dress, and after her divorce she is showing this does not work for everyone. 

Nostalgic

This shot shows how she has her previous music videos playing in the background of her singing with her wedding dress on, showing her past younger star image. 

Eclecticism

All the past music videos playing and represents all surface reflections and signifies the loss of the truth in her identity and what the media has done to her, this also reflects Strinati as mirrors are being held in her previous media identities in the form of her past music vidoes. Additionally, she challenges traditionality by destroying the wedding dress.

Intertextuality 

This links to plenty of fish, the dating website being shown.

Similarly, there is product placement of her other brands, such as her perfume she launched as merchandise, and also other brands such as SONY and makeup forever, Rocky horror, and Tekken.

How this research has influenced my planning and creativity
Post modernism will definitely have a feature in our music video and have a social comment, I like the idea of using nostalgia and having an active audience.