Vance Joy- Riptide

 Genre and Audience: The genre of the video is Indie Pop, because the video fits into both Indie and Pop there are many different interpretations of the lyrics and the scenes based on what genre they conform to. For example the video mainly followed the Indie genre as the mise en scene is very warm toned colours with the use of a washed out filter used and the vintage4 clothing the characters are wearing. However the video also follows the pop genre with females being sexualised and objectified which will attract a younger audience (particularly a male audience). 

Representation: Society is represented as patriarchal this is shown when by the repeated images of women being sexualised and objectified, this is shown at the beginning of the video where a women is being shot from behind whilst taking off her bikini this links in to Van Zoomers representation theory that women bodies are treated like objects and are highly sexualised in the media as it is a core part of Western patriarchal culture.. Because she is being shot from behind without her knowing it connotes that she is being watched by a male maybe waiting to sexually assault her. We are then shown in another scene a book which says "techniques on photographing girls" which insures us that the person photographing the woman is a man. However later on in the video women are represented as powerful this is shown through the low angle shot of a women on the balcony looking through the binoculars this is also a use of intersexuality, from a Wes Anderson film Moon Rise Kingdom. And there is also intersexuality to the horror genre which is shown by the women being tided up to the tree and trying to escape which is a common scene in horror, by using the horror genre in the video it represents women as victims as the women tied up to the tree is her trying to escape as she has become a victim of kidnapping and possibly physical harm. However she is able to escape and be freed so this could also represent women as independent and strong which subverts stereotypes that women need a man. Women are again represented as victims in the scenes of a women singing, this can be seen by the smudge make up, bruises and even blood on her face and hands as the video progresses this could suggest that she is a victim of domestic abuse.

Narrative: The narrative of the video is linear and very fragmented, this is because the lyrics are very direct and literal to the scenes such as the lyrics 'running away to the riptide' the scene is literally someone running away to the riptide. Even though there isn't one straight narrative there is narrative progression for example in the scenes of the singer, the first shot she is making direct mode of address which connotes she is confident and happy and her mood is reflected by the warm and bright lighting. Then the lighting switches from warm to a more blue colour reflecting the change of mood from happy to fearful and distressed, this can also be seen by her make up smudged and the bruises and blood of her face this could suggest that she is a victim of domestic abuse. Also whilst sinning she quickly glances to the side which creates an enigma of how she got the bruises and who she's  looking at perhaps the person who gave her the bruises. This scene could also be a parody to David Lynch's Blue Velvet

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