The first thing we get to see straight away is a close up shot of a strawberry dropping downwards behind a pink background. The strawberry could symbolise the girls being sweet or how cute the girls are metaphorically, as strawberries are small and small things intend to be titled as cute. Also, the colour red is associated with love and romance. An indication to how girls should be displayed as beautiful objects, as shown in two shots ahead which convey the stereotypical elements of females. Traditionally bringing back where females belong but in style with the lovely natural layout/setting of the shoot. This could be both positive or negative representation of women.
All throughout the music video we see it from the male gaze. It's quiet interesting because this music video has frames that have drowned eyes which has been animated. It's like the male gaze is being strongly used in this music video because we see so many symbols that implicate this.
In this shot of a camera movement. I can infer that it links back with the first shot of the strawberry falling down. This music video has most likely been directed by a male and it's possible that the institution behind the artist are led by males too. This is clear from only seeing two shots so far as not only is the female rapper in a kitchen with cute props around her but she's also posing on a table. Again giving reference to kitchen duty and looking good for the person she likes. Not only her but all of the girls look charmed and really cutesy when the female rapper is singing the introduction of the song. Also considering how she's dressed we can see it's more youthful and girly. We can see she has style but also you're in the kitchen dressed like that to cook? it's bit off but relevant to the sweetness of the girls. The kitchen matches in well with what's been contrasting because the kitchen in modernised and we see bright colours and natural light. But also a kitchen looking really pure and clean showing no signs of dirt can give a new meaning to what the music video is trying to say. I've also noticed that throughout the music video every scene has natural light and not a single bit of artificial light. We already know that these girls are playing as innocent girls as well being sexual objects. The clothing plays a substantial amount to how we as audience and media entrepreneur's view girls and women. So this music video conveys and has a lot contrasts with natural light and showing off skin. There's two ways we can look at this. 1. It's being represented as the girls being naturally beautiful or its just throwing out everything for the male gaze.
Moreover, we see a lot more shots of props that give negative representations of these girls. In this particular shot it totally objectifies the girls as a girl is coming out of an oversized present box. It's as if its indicating to the audience especially the male audience that these girls are gifts. At points its as if we're seeing this from the male gaze. Then again it could just be to make the singers and rapper look more cutesy.
The box itself looks really nice and the colour of it matches in with everything that's natural. The colour yellow can surely be representative of lemons and fruits with mixture of greens. Most of the shots have some sort of relationships to health and beauty.
In this mid shot we can see one of the vocalists dropping a strawberry onto a weightier. Asian people intend to have this thing for the "perfect size" and its usually a big thing for the girls in countries such as China, Japan and Korea. If you don't have that "right look" you get treated differently. In this case that weight tool could possibly be referring to the weight of the girls or what the music industry would want to equivalent your kg to. In this scenario it's about 7-8 strawberries. However, at the same time it could be saying that being healthy is fantastic as strawberries are considered healthy. Or purely used because everything is small and colourful throughout the music video so it was just something that would look good on camera.
This particular shot is actually brilliant and clever. The use of her holding onto a cute top on her left hand and holding her mobile device on the right hand indicates to me that she's trying to impress the boy she likes, and we get to see this from her thoughts and perspectives by the two mirrors besides the centre mirror which the boy she likes is standing in a pose looking cool for her. Also, her fashion sense is dictated by the boy she likes shown through the male gaze.
You see how the stereotypical conventions are always being used over and over again. The male will always have some sort of influence and power over the female. It literally throws this information at us if you look at it from different perspectives. It's also commonly known to have music videos that are sung by female artists which not surprisingly at all has male influence. This particular shot tells us so much about what young girls think about in their lives. It's not 100% accurate but does have influence on how young girls that are fans are going to accept this.
Most of the props and how the music video is set out has been giving out negative representations. However, in this close up shot we get to see that these girls are energetic, youthful, fun and happy. Throughout the colour scheme and props I can infer that the light colours can be reflecting their positivity, energy levels and since there aren't any dark colours in this music video it's entirely representing happiness. Also including that they smile throughout the whole music video performance. This music video has hegemony which is the way in which those in power maintain control. A lot of the times we don't really think about it but marxes theory explains a lot in detail about this. For example, the main people in the institution and the artist(s) will profit the most. This is because the artist will gain fame and fortune and the institution will gain profit out of their acts.
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