VMA analysis

This was a task to do with the research of the music video project.

‘Born This Way’ Lady Gaga
We think that the video was the rightful winner of the VMA’s for best video with a message because of its individuality as well as the bold message it presents to its audience.  The video begins with an in depth story to add to the video’s message and although the meaning of the video isn’t clear at first, the poetic lexis is thought provoking for the audience through a series of strange and engaging shots. For example,  she describes herself as ‘Mother Monster’, specifically targeting her fans through the cult that she has created. She sits in as if in labour, highlighting the ‘mother’ aspect of the video, from a low angle giving her the sense of authority.  This can relate to the need to sell artist as the subtle imagery give the impression that she has power. 
Need to sell artist can also relate to the vintage references to Michael Jackson and Madonna at the end of the video, attracting a wider, older audience. The image of the unicorn at the start and the finish promotes Lady Gaga through intertextuality and is a successful product placement which is common for most artists. The lyrics are fast much like the pace of the music which is a convention for a pop song and so the video matches the lyrics. Editing is fast paced and rhythmic with the song and so the visuals and the music match forming a typical convention which appeals to the audience.

Voyeurism is expressed in the video excessively. One of the first images we see of Gaga is revealing and she shows a lot of body flesh which adds to the strange image. Her skin glows with the movement of camera angles, creating as sense of touch and desire. In conclusion, this video covers all of Goodwins points in an effective way that relate to the category it was put in for the VMAS. Making it an ideal nomination for the award.