How does media language incorporate viewpoints and ideologies?

 How does media language incorporate viewpoints and ideologies? Mad hatter - melanie martinez

Kneejerk reaction:
The ideology of this video subverts hegemonic norms of society, in particular regarding mental health.


PLAN:
visuals match lyrics 
binary opposition of setting
costume
hair and makeup
props
polysemy 
hegemonic 
childish
creepy 
high production values 
hermenutic codes (questions)
pastel pallette 
intertextual references 
genre conventions of horror & pop
fast paced editing 
cgi 
toys
bright colours 
mise en scene of roses - symbolic 
atypical hair and makeup 
beat matching 
utopian solution - boring dull lives of audience 
doll representation 
perfection & imperfection
objectification


intertextual reference to alice in wonderland - the hole to wonderland 

another intertextual reference, same hole and a rabbit mask referencing the white rabbit in alice in wonderland, and many medical things, some questionable, for example pills, straightjacket

white roses turning red - blood? 
man and women, potentially parents 



The mise en scene of the creepy, fuzzy toys function as an intertextual reference to alice in wonderland, in particular the action of falling down the rabbit hole. Moreever, they fufil a symbolic code, functioning as imaginary friends, reinforcing it's mental health and madness theme. 

The pastel colour pallette is symbolic with childhood nostalgia, with many intertextual references to childrens books. This theme is repeated throughout the video, showing a vulnerable and fragile mental state .....

Helium is referenced in the lyrics, which is further anchored by her voice being raised in pitch. Helium is a gas which can be misused, it is associated with children and balloons, another connotation of childhood. helium is light as well, which may suggest mental instability.

Hermenutic code of the white rabbit, we do not know who is behind the mask, mask suggesting distrust and trickery , and the symbolism of the mask is reinforced and anchored through the mise en scene of a straightjacket - paranoia 

exaggerated faces and surreal and dreamlike scenarios 
childhood is synonymous with innocence, which makes it a popular choice to contrast with binary oppositions of fear, uncannyness and creepy imagery 

the pastel white and pink roses turn blood red when martinez touches them, which is symbolic of the death of childhood and loss of innocent through sexuality. here we have an attractive adult woman who is dressed like a stereotypical little girl. perhaps this is symbolic of societies intention to enforce innocence on women, and to gatekeep their virginity 






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