Justin Bieber's "Intentions": Media Language and Representation
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Justin Bieber – “Intentions”: Media Language
Cinematography & Lighting
Example: Warm, soft lighting and close-up shots on the women featured (like the single mother and healthcare worker).
How it’s shown: Creates an intimate, emotional tone focusing on real people’s stories.
Theory link: Barthes’ Anchorage — visuals guide the audience to read the women as inspiring and resilient, shaping interpretation positively.
Narrative & Mise-en-scène
Example: The video follows real people overcoming adversity, highlighting kindness and community support.
How it’s shown: Scenes of Justin Bieber and Quavo helping and praising women, showing a positive social message.
Theory link: Gauntlett’s Identity Theory — promotes diverse, positive identities challenging celebrity ego stereotypes.
Editing
Example: Slow-paced cuts linger on women’s faces and actions, building empathy.
How it’s shown: Creates a reflective mood rather than fast-paced pop video excitement.
Theory link: Hall’s Reception Theory — encourages a preferred reading of the video as socially conscious and uplifting.
Representation
Empowerment of Women
Example: The women are shown as hardworking and strong, e.g., the mother caring for her child.
How it’s shown: Positive, respectful portrayal, avoiding objectification.
Theory link: Challenges traditional gender stereotypes, supporting Gauntlett’s idea of diverse media representations.
Celebrity as Ally
Example: Bieber is shown supporting everyday heroes rather than focusing on himself.
How it’s shown: Shifts celebrity image from self-centred to socially responsible.
Theory link: Jenkins’ Participatory Culture — fans encouraged to engage with positive social messages.
Audience
Appeals to Socially Conscious Fans
Example: Viewers inspired to appreciate unsung heroes.
How it’s shown: Uses emotional storytelling over spectacle.
Theory link: Uses & Gratifications — viewers seek emotional connection and social awareness.
Industry
Released on YouTube and Streaming Platforms
Example: Targets digital-native audiences valuing authenticity.
Theory link: Reflects Curran & Seaton’s conglomerate influence adapting to new media consumption.