Evaluation

The piece of media I have looked into is the 'Where is the love?' music video, which is a remake of the 2003 version released by the Black Eyed Peas. I have chosen to look at this as it is an important, influential piece of media which delivers current issues in a unique way as opposed to through the news.

The music video has a very serious message about war and violence, however also promotes a united society. The video has achieved this through the vast amount of celebrities involved, including Kendall Jenner and Justin Timberlake. These celebrities increase the popularity and support for the video as it is uncommon to see many celebrities in one video, suggesting that it has been created for a special cause. The celebrities are also idolised by the audience and therefore influence people's attitudes towards war by demonstrating their support.

On the one hand, the close up, eye level shots used throughout the video are important in allowing the audience to clearly recognise celebrities they know. However, it is also important in portraying the emotions of sadness and seriousness, which supports the message behind the video. The close up being eye level makes it more effective as it intends to make the audience feel closer connected to the celebrity shown on screen. Continuing on camera angles, the high angled shot looking down on a group is effectively used to show the audience has power as they are positioned looking over those on screen, suggesting that the audience have the capability to help those and make a difference to the lives which have been devastated by war.

The music video has no specific target audience as there are no stereotypical aspects which suggest that it is targeted towards a certain gender. For example the colour of the music video is black and white which is very simplistic and gender neutral.  Although, I believe it is targeted towards a younger audience as they would be familiar with the song from its initial release in 2003. Stereotypically, younger people watch music videos as a source of entertainment; however this video has a bigger influence on society as it is also very informative and allows a younger audience to receive information in an alternative form of media as opposed to the news.

The music video is unique as it’s simplistic and minimalist with a serious message. It also, unlike other music videos, is not used entirely as entertainment and nothing is glamorised in the video to increase interest and popularity. Shocking images, such as that of the boy washed up on the beach, are effective as it makes the video more relevant and relatable.