Group - Re-branding Beiber

Justin Bieber - What Do You Mean?

Todorov's theory

The genre of this track is a pop music video, this is evident through the close ups of Justin Bieber's face as he lip syncs to the lyrics of the video, while inter cutting with a narrative of him and his girlfriend. Applying Todorov's theory to this video its clear it coincides with his views well, due to the fact the video starts with a balanced equilibrium. Following with a disruption where both of the couples are abducted by masked criminals which then causes a dis-equilibrium.

Finally ending the narrative with Justin being the hero of the story, creating a new equilibrium when the situation is resolved.

Goodwin's Theory

According to Goodwin's theory from Dancing in Distraction, the camera forces us to see her in a fetishist way, through the male gaze. This is emphasised by having many close ups of the females body such as legs, boobs and bum, which all help to objectify her and create a dismemberment. Also, this amplifies the way that we still live in a patriarchal society, where women are viewed as sexual objects and males are seen as dominators.

Also, the part when there are shots of the clock amply Goodwin's theory again, as the lyrics and visuals are amplified because there is a slight connection between the lyrics and visuals, for example "you are running out of time" while showing quick shots of a clock on the wall, then cutting back to the narrative. However overall the music and visuals is disjunctive due to the overall narrative of the video doesn't match with the lyrics of the song.

Justin Bieber - Where are U Now?

Meta-Narrative

Video contributes to his meta-narrative to create a changing star image of Bieber as he transforms from a rebellious teenager attracting a younger audience, to a mature male artist, focusing his music at an older audience.

Bieber's meta-narrative of starting out as a teen pop artist is similar to many other artists from the same genre who have transformed to successful popular and mature artists such as Justin Timberlake, Britney spears and Myley Cyrus.

Goodwin's Theory

Goodwin’s theory that the lyrics make constant reference to the visuals is not particularly true for this video. The visuals can be referred to as disjunctive as there are no clear links between lyrics and visuals. Also he creates a few traits associated with star image in that he seems to be very in trend with his fashion and there are a few rebellion motifs of his nonverbal language in the piece as he's seen to be slouching.

Archer's Theory

Archer suggests that close ups create intimacy with the audience as it sells the artist, not just the song. These are evident throughout the video, particularly on the lyric "Where are u now" (0:50) this interlinks Justin Bieber with the audience as if he is addressing them and breaking the 4th wall in order to create para-social intimacy. Light and colour emphasises the mood as the upbeat, high tempo chorus begins. This is further enhanced by the speed of the cuts in the editing of the drawings/doodles which are constantly being drawn over Bieber.