Music Photos

Representation Theory/Quote	Lyrics that support this theory
Laura Mulvey (1975) argued women in the media are used as; ‘Erotic objects of desire for males on screen and in the audience,’ (Mulvey, 1975).	"I would wait for you" "If I were a boy. I would... and chase after girls"
Gauntlett (2002) argues males in the media still follow traditional stereotypes as they are shown as, ‘Alpha males who control the action with violence,’ (Gauntlett, 2002).	"And I'd never get confronted for it, because they'd stick up for me"
Mackillon argues something slightly difference, ‘Males are now shown as sexual objects of desire who are more concerned with image,’ (Mackillon, 2002).
Stanley Hall argues youths are; ‘depressed’ and are likely to seek excitement through; crime, sex, drink/drugs,’ (Hall, 1904).	"Drink beer with the guys"
Dick Hebdige (1988) argued youths are stereotyped as mixed metaphors of; “Youth as fun,” and “Youth as trouble maker.”	"Drink beer with the guys"
Richard Butsch (1992) who says working class males in the media are presented as; "Incompetent and ineffectual, often a buffoon, well-intentioned but dumb. In almost all working-class series, the male is flawed, some more than others..	"If I were a boy I think I would understand" "But you're just a boy, you don't understand, yeah you don't understand how it feels to love"

SOUND

The diegetic and non diegetic sounds attract the target audience of 16-28 straight black or white women. The music video contains diegetic sounds in the words/lyrics that are influenced highly by the Butsch stereotype theory; "well-intentioned but dumb, all in a working-class series". The lyrics suggest that boys are incapable of being loyal, as Beyoncé says "Yeah you don't understand how it feels to love"

Representation Theory/Quote	Lyrics that support this theory
Laura Mulvey (1975) argued women in the media are used as; ‘Erotic objects of desire for males on screen and in the audience,’ (Mulvey, 1975).	"This one for them hood girls. Them girls girls straight masterpieces"
Gauntlett (2002) argues males in the media still follow traditional stereotypes as they are shown as, ‘Alpha males who control the action with violence,’ (Gauntlett, 2002).
Mackillon argues something slightly difference, ‘Males are now shown as sexual objects of desire who are more concerned with image,’ (Mackillon, 2002).	"Smoother than a fresh jar of skippy" "I too hot( Hot damn)" "Gotta kiss myself I'm so pretty"
Stanley Hall argues youths are; ‘depressed’ and are likely to seek excitement through; crime, sex, drink/drugs,’ (Hall, 1904).	"Saturday night and we in the spot" "Fill my cup, put some liquor in it"
Dick Hebdige (1988) argued youths are stereotyped as mixed metaphors of; “Youth as fun,” and “Youth as trouble maker.”	"And my band 'bout that money"
Richard Butsch (1992) who says working class males in the media are presented as; "Incompetent and ineffectual, often a buffoon, well-intentioned but dumb. In almost all working-class series, the male is flawed, some more than others..

Representation Theory/Quote	Shot/Mise-en-scene that support this theory
Laura Mulvey (1975) argued women in the media are used as; ‘Erotic objects of desire for males on screen and in the audience,’ (Mulvey, 1975).
Gauntlett (2002) argues males in the media still follow traditional stereotypes as they are shown as, ‘Alpha males who control the action with violence,’ (Gauntlett, 2002).
Mackillon argues something slightly difference, ‘Males are now shown as sexual objects of desire who are more concerned with image,’ (Mackillon, 2002).
Dick Hebdige (1988) argued youths are stereotyped as mixed metaphors of; “Youth as fun,” and “Youth as trouble maker.”

Youth Stereotypes

YOUTH

Stanley Hall (1904):

 “ Adolescence is inherently a time of storm & stress when all young people go through some degree of emotional and behavioural upheaval, before establishing a more stable equilibrium at adulthood." Hall also argued that:
1. The common mood of teenagers is a state of depression.
2. Criminal activity increases between the ages of 12 & 24.
3. Young people are extreme and need excitement; “Youth must have excitement and if this is not at hand in the form of moral intellectual enthusiasms it is more prone to be sought in; sex, drink or drugs.”

 Dick Hebdige (1988) argued youths are stereotyped as mixed metaphors of; “Youth as fun,” and “Youth as trouble maker.” 

OLD AGE/DISABILITY

EVANS (1998), drawing on the works of Freud and other psychoanalysis, states:

“Disable people are seen as childish, dependant and underdeveloped and are regarding as ‘other’ and are punished by being excluded from ordinary life. Thus popular images and rhetoric of disabled people abound which comfort us with people who are imperfect, helpless, disgusting, shitty, dribbling – a threat to rigid ego boundaries. Some people think that they are unable to participate in daily life, and relate them to being pitiable and pathetic, also laughable.-

CLASS

Richard Butsch (1992) who says working class males in the media are presented as; "Incompetent and ineffectual, often a buffoon, well-intentioned but dumb. In almost all working-class series, the male is flawed, some more than others..

Keith Gandal's, in 2007 he said that target audiences are drawn in by the; "Sentimental rags-to-riches story,"

Ed Sheeran started in class E-C1 (Middle class - Working class) and has worked his way up to class A (Rich), and people like this as it gives them hope that they can become a class A member and trace in peoples footsteps.

               Regional/National Identity

Theorist Andrew Higson (1998) writes; “Identity is generally understood to be the shared identity of naturalized inhabitants of a particular political-geographic space – this can be a particular nation or region.”

On classic example in British Music Magazines of connoting it is a magazine for British readers is using the Union Jack flag and colours.