Institution and Audience
- This video might be consumed through radio, YouTube, and television; given that the artist is a popular chart topper, the video will have gone out and been consumed by many different audiences. However predominantly teenagers between 12-18 would be the audience of a song like this hence why it would be consumed online.
- The record label would have played a major role in producing this video. it is a high budget video with new digital technologies, so the label would have invested a lot of money in to the success of this video.
Media Language
- The message of the video is purely about the band image. The video is constructed in a way that represents the artist in a ordinary yet extra ordinary way.
- The camera techniques used to do this includes the use of the rule of thirds where the artist is always centered. The use of pull focus and blurring the background is apparent through out.
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