The first theorist is Levi Strauss, he believes that in media there are 'binary oppositions' these include:
- Good & Bad
- Rich & Poor
- Eastern & Western World
- Love & Hate
Two of these opposites have a role in our music video. Rich and poor are featured throughout, for example the clown has little money and has to perform to earn, whereas the rich man is very sophisticated and smooth, and steals the girl away from the clown, instantly making the audience side with the clown. the fact that the audience know who to feel sorry for also backs up Strauss' theory. As a result of having rich and poor featuring in our video, the opposites of good and bad subsequently take part. The audience get to know who is the 'good guy' and who is the 'bad guy'.
Another theorist that links in with our music video is Barthes. He believes that there are 5 conventions of how media gets the audiences attention. 7
These are:
- The enigma code-audience is intrigued to solve the problem
- The action code-audience is excited to solve the problem
- The semantic code-audience is directed towards an additional meaning
- The symbolic code-audience assumes characteristics based on costumes
- The cultural code-audience finds a meaning in the words/text/lyrics
Our music video has three of these codes included in it. The first code is the enigma code, when watching our music video the audience will want to know what the ending will be, whether the girl tells the clown the truth, and they would be excited to see what happens if and when she does, this also includes the action code. The last code that fits our music video is the sumbolic code, the costumes will play a big part in the video, as the clown will be portrayed as poor just from what he is wearing and the props that he has, the rich man will be dressed in a black suit showing that he is the 'bad guy', and the audience will see this and expect them to act in a certain role.
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