Titanium Essay

Q. Explain how representations in music videos are chosen to promote the artist(s). Refer to 

one of the music videos that you have studied to support your answer. 

Total Marks: 10 

Reword the question: How are representations used to attract a certain audience in David Guetta’s ‘Titanium’ music video? 

  

David Guetta’s ‘Titanium’ could be said not to promote Guetta at all. The singer is Sia; the video was directed by David Wilson (crowned Best Director at the UK Music Video Awards and a Grammy nomination in 2015 for his video for Arcade Fire, 'We Exist’) and seems to be more about reaching out to an audience of sci-fi loving ‘80s film fans than about promoting an artist. However, there are key technical features of the video that do celebrate aspects of Guetta’s artistry: the strong narrative; the alternative genre; the representations of isolation and being outcast; and the high production values. 

Director David Wilson has chosen a strong narrative for this video.  In some ways, the video conforms closely to Todorov’s narrative theory: the video moves from an initial disequilibrium (the ruined school). The disruption throughout the video and the different scenes and actions leading to one another are what drives the narrative towards the new equilibrium established at the end of the narrative. The new equilibrium is contrasted with the beginning as the boy is initially shown as a weak victim, but the then becomes powerful and in control. The interactive structure, however, allows the audience to make their own conclusions at the end, and to ask questions about what happens next after the boy has overthrown the police. Here, the stereotypes of victim and villain are played with as the police become the ‘enemy’. In terms of promoting Guetta, we see through this narrative the representation of social exclusion and especially teenage alienation. The audience may not have superpowers, but they can recognise themselves in the victimised, misunderstood young boy. 

Additionally, binary opposition (referring to Levi Strauss’s theory) is created here with the opposition of the two worlds: one of fear and marginalisation and one of equality, inclusion and understanding. Again, here the audience mainly of teenagers can relate to this issue. Everyone is some sense feels misunderstood, so the audience this video can relate to is broad and inclusive. The idea of the two worlds being in opposition  

Hall's theory is used majorly in David Guetta's titanium music video. Hall's theory revolves around "opening up a stereotype" which is shown in the Spielbergian and 80's stereotype in the setting of the video. One of the most prominent stereotypes is the stereotype of the weak, isolated teenage boy who is the main character in the video. In parts of the video, such as the police chase and when he is caught, the boy is shown as weak and vulnerable while to police officers fit the stereotype of the more powerful and stronger characters. However, this reversed at the end of the video when the watcher realises that the boy was the more powerful character who caused the destruction, this plays with the stereotype and shows reversal in the roles. This then causes intrigue and suspense for the watcher, making it a more engaging video to watch. This appeals to the target audience as it is probably easy for them to relate to this isolated feeling in the main character and the twist at the end would be appealing for the audience.  

Barthe's theory of semiology is widely used thought the music video, Barthes semiology is the study of signs. The low angled mid shot of the toy's floating is one of the first times we see the boy using this power this connotes supernatural; this also symbolise the boys childness and innocence. He gives his toys the power which subverts to his childness and therefore is showing how he could be pushing away and abandoning his childhood and moving on in life.  

Postmodernism is the idea that society has moved beyond modernism- either modernism in art and culture or modernism in the sense of a belief in progress which dates back much further. 

Intertextuality is a big part in postmodernism. 

David Guetta adopted some aspects of postmodernism in his music video for the song titanium; the music video is set in 

One theory was Gauntlet was about Identity. In the ‘Titanium’ music video the boy is portrayed as the outsider and does not fit in to the normal society in the music video. The teachers are also portrayed as being good as her classroom is bright and she is wearing a bright yellow jumper.  

A different theorist was Neale and his theory is about genre. The ‘Titanium’ music video, the genre is sci-fi. It contains supernatural occurrence as the boy has superpowers and him being seen as an outsider as he does not fit in with the rest of people.