Riptide Music Video Analysis (NF)

• Gender representation = Women - violence, sexualised, victim, dehumanised, aspects of power 
• Genre: Retro, indie, alternative guitar

GENRE & AUDIENCE .

The music video belongs in the indie/alternative genre, which just means that Vance Joy's "Riptide" was produced independently from a commercial record label. The alternative genre of music is music produced which didn't fall into the mainstream categories, but rather fall through the punk-rock areas. 

Vance Joy's "Riptide" falls into the indie-pop and indie-folk genre due to the guitar chords playing in the background. The music video fits into the alternative genre due to Andrew Goodwin's Music Video Theory; Goodwin's theory states that music videos promote a song by analysing the lyrics and portraying an action that the lyrics had included. 

NARRATIVE & ICONOGRAPHY .

The music video does not have a story, but rather images and scenes that match what the lyrics are saying. This falls into Andrew Goodwin's Music Video Theory, where the music video analyses the lyrics and shows what the lyrics say, literally or metaphorically. For example, when the lyrics say, "Oh, all my friends are turning green" the music video shows a scene of money. Although the lyrics mean that his friend are turning green with envy, the money shown represents the "green" which doesn't correlate with the right meaning.

REPRESENTATION .

Gender is represented in a way that women look much less powerful, and this can be shown at the start of the music video where a woman is being filmed without knowing, and she is undressing at the beach. Due to her absence of knowing that she is being filmed, this assumes that men could be filming her and she is being sexualised. There is another scene that appears multiple times which includes a woman singing at a microphone. This scene appears 4 times, and each scene changes which gives an effect of less power