Representation - Deconstruction

http://www.youtube.com/watch?v=j5dFe-WKuPs




Within this music video, we are presented with lots of different people. Each of which are different ages, gender and race, making the representation of the video quite varied. At one point we see a young boy and then we see an elderly lady, this contrasts the age gaps and highlights the fact that basically everyone is the same. It is also slightly going against the normal pop video conventions, as it isn't very common to see an elderly lady appear. The video is like bringing everyone together and making a very fun, positive atmosphere.

In the video all the people are being represented as quite active, we see people: skateboarding, going around on bikes, playing football, drumming, dancing, hula hooping and skipping. The overall representation of all the people is very positive, they are all getting along and having fun. Another way that they are represented positively is their clothing, they are all wearing quite bright, fashionable clothes. Olly Murs is wearing a stripey top and chinos, this is like the stereotypical boys clothing. Also, all their facial expressions in the video contribute to the positive atmosphere, they all look very happy and you can see everyone is enjoying themselves. One way in which the music video has subverted normal conventions is by the clothing of the girls, as usually they are all dressed up in tight revealing clothes, but in this video they are all just in ordinary clothes which presents the video as being the normal 'youth' life.

The video is set at a skate park, my initial thoughts about the location would be that it looks quite rough as there is lots of graffiti around, but after watching the video you see the location as being quite a fun, youthful area. After carrying out this short deconstruction I think that when it comes to creating my music video I would like the people to be represented positively.