Textual Analysis

Textual analysis

The 1975- Chocolate

The Media text presents the band in black and white, creating the representation of them being mysterious. Black and white editing is conventional for the genre Alternative rock, displaying the group or artist as darker, and aloof. This instantly highlights to the audience the genre and the artist featured. Throughout the video, the lead singer is seen as a silhouette against a white background, once again reinforcing the mystery behind the group and the genre.

Overall the media text has very little in the way to a narrative. This can be quite conventional in Alternative Rock in some cases. Were the video features mainly a performance element with a slight narrative, the audience is more able to link with the band and the emotions being portrayed throughout the song.  The aspect of the narrative throughout this video that is most predominant is the love interest. The female role portrayed as the love interest within the video, although playing a minor part, she plays a huge role in following conventions and the stereotypes of this genre.

Cinematography throughout follows the conventions of close ups on the main singer and long shots on the band as a whole. These stereotypes allow the audience to make a link with a particular singer, meaning that when the band is marketed, this lead singer will be at the forefront of the shot, allowing the audience to see them first and instantly link to the band. Close-ups are also used to portray the emotions of the band, for in this instance we see the lead singer with a fairly bland facial expression, portraying him as moody, and mysterious.

Mise-en-scene throughout this media text uses the conventional aspects of leather jackets, sunglasses, and an overall dark appearance. With the use of such aspects, the audience is able to links the band to a particular style of music, attitude and style. This portrays the 1975 as mysterious, and rebellious, showing them in secluded rooms, and empty spaces. For the majority of the video, we also see them in a car, this portrays them as free, highlighting that they can do what they want and go where they want, once again representing them as rebellious and mysterious, with no clue as to where they may be going.