Are there any reoccurring themes throughout the indie genres’ visuals within music videos and how does this help appeal to the genres target audience?
In the Arctic Monkeys ‘why do you only call me when you’re high?’ the first thing the audience see on the music video is a parental advisory symbol. This instantly appeals to reformers as they feel like they are being ‘rebels’ by watching the video, engaging in the danger they are being warned of. This makes the video seem more exciting and as if they are joining in with the dangerous lifestyle by rebelling against the warning. It also instantly represents The Arctic Monkeys, as a band, to be exciting and 'cool' whilst creating the representational issue that explicit themes are desirable. This can conform to the hypodermic syringe theory, making illegal situations seem acceptable.
When the camera cuts, the setting of the video instantly becomes apparent. The bar and the props of the beer stickers on the wall suggests they are in a pub. This initial equilibrium, in terms of Todorov's Narrative Theory, can conform to the parental advisory warning as it suggests that this situation is a regular occurrence and normalises the event. Furthermore, the prop of the pool cue and table with the apparent dominance of males within the frame conforms to the stereotype that males enjoy drinking and want to be part of the ‘lad’ culture. The use of all black costumes and leather jackets has connotations of danger again adding to the excitement of the setting and representing the characters as dark and intriguing.
When the camera cuts again to reveal an eye-line match of the clock that the band member (Alex Turner) is looking at, CGI is used to make the clock face distort. This can be linked to the name of the song ‘Why Do You Only Call Me When You’re High’ and can represent him being 'high'. This explores drug culture and as it is being represented in a positive light it can create the representational issue that drug use is an everyday thing that is casual and acceptable. Also the fact that drug use is illegal can again conform to the fact the audience feel like the life the band are living is desirable as it represented as exciting and thrilling.
As Turner moves into the bathroom, there is a clear contrast between high and low key lighting which conforms to Sven E Carlsson's theory that the narrative is being driven by binary opposition and in this case light vs dark. The fact a mirror is used also conforms to Goodwin's theory that the artist and band have the most screen time to create a relationship between the artist and audience. The light and dark can create semiotic meaning of the positives and negatives surrounding the drugs debate. It can connote the people who agree with it and disagree. This again can create a representational issue as the audience that disagree with it are suggested to be the darker side, suggesting they're casting a shadow over Turners fun. This can pressurise the audience that disagree to conform to the bands views.
As a montage of Turner and other characters in the video doing shots plays, again promoting alcoholism, the first female is introduced. In the two shot of her and a male, the female conforms to the male gaze theory as it is an intimate moment between her and the male but she is represented in a sexual way. The fact females are being sexualised in this video is also apparent through the lack of females in an everyday situation and instead only in sexual or intimate moments.
As Turner leaves the pub, he is seen to square up to a male in the street who is clearly a bigger build and structure than him. This again promotes violence that Turner provoked yet makes it seem admirable as the other male is portrayed to be ‘backing down’ again gaining him respect in terms of ’lad culture’. This also appeals to males who have psycho-graphics of enjoying action and violence. Furthermore, this can appeal to the secondary audience of females as he is represented as being dominant through the high angle shot that makes it seem that Turner is looking down on the other character. This can be seen as attractive and can conform to the stereotypes that 'bad boys' are attractive.
Again as Turner walks down the street he begins to hallucinate. In his hallucinations a series of images or shown that continue to sexualise women, which conforms to the male gaze theory. This can create the representational issue that it is okay to view women this way especially as an iconic artist is seen to be doing this.
Overall, this video shows me that The Arctic Monkey's video conforms to the ‘sex drugs and drink’ stereotype there are around indie/rock genres as shown through underlying themes throughout the whole video. It also shows that males are represented as being 'lads' and tough, conforming to the manly stereotypes. Furthermore, it suggests that males typically show themes of violence, intimacy, drugs and alcohol, if it conforms to their brand identity.
How will this help me?
This video will help me as I understand how different controversial issues are represented and portrayed in this genre of music. I also understand that the indie/rock genre has to be made to seem ‘exciting’ and ‘dangerous’ to appeal to the aspirer and reformer fan base the artists have. However, I also learnt that this comes with responsibilities to the artists as the lifestyle they portray seems casual and common which can conform to the hypodermic syringe theory and mislead young audiences.
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