ALTERNATIVE MUSIC VIDEOS: CUNNINGHAM AND GONDRY

Cunningham 

Cunningham's music is very unique and creative; one theory which I've noticed that isn't applicable to this music video is Laura Mulvey's theory. Mulvey, aged 74, argues that the camera/audience always represents a heterosexual man's perspective of the scene objectifying women. This is not shown, as a young woman is objectified as a independent woman who talks about a single man who can control how she feels when she says '' only you can tear me apart '' from 1:52-1:58. 

CCCS - All sub-cultures don't originate from mainstream music videos. However, it does apply to this alternative music videos in Cunningham's work. Family is a sub-culture shown through youth as a young boy and woman are portrayed. The interests of music videos compared to that of just the music is dying out but it strongly applies as his videos are mainstream. He was won many honours such as the MTV music video awards for breakthrough videos. Also, he was nominated from a Grammy for best short film. However, his unique quality in his music videos generate completely unique ideas. 

Cunningham's work does reflect Hebdige's theory of cultures in their own rights as this music video portrays the love and aspiration of a young woman ( family being the sub-culture in this case ) by having own rights, the rights in this case having the right to love whom you chose. 

McCracken's - People indeed do change, especially within age and become adjusted to different sub-cultures. The theme of love is expressed in this music video; love empowering people's choices and influences as they change for those they love. This is shown through the lyrics of this music video.

This video doesn't support the paradoxes, the video shows no contradiction and doesn't indulge in a star representation as shown. Only two characters are represented.

 Chris Cunningham is a British Video artist. He was born in Reading, Berkshire and raised in Lakenheath, suffolk.
He was famous for directing music videos on ambient music and electronica acts; this included Autechre and Aphex twin.











GONDRY 

One theory that this music video supports is Andrew Goodwin's. One part of his theory indulges with a visual link between the images portrayed and the lyrics. This is very powerful in this music video as a triple narrative is shown of the 3 different woman who appear to be having a stressful day. The continued line of ' How are you doing?' reinforces the busy life style shown and shows a link between the visual imagery and the lyrics.

The mainstream mise en scene representation ( which Gondry is famous for ) shows a normality within his work in this video. A old fashion, triple narrative edit shows the mainstream idea portrayed. 

Hebdige's idea of little cultures in their own rights strongly applies as the typical, stereotype of an American house wife is shown in the suburban representation. The modern and daily life style of this woman reflects that culture strongly. 

McCracken's theory doesn't apply since there is no character within this video changing within age. This artist can't be applied to Gondry's work. 

Dyer star theory on paradox is rich within his second theory which states that ' a star is both present and abscent'. This there is only one character shown, its clear to the viewer who the star is.

Michel Gondry is a french film director, screen writer and producer. He is famous for his intensive vision on visual style and manipulation of mise en scene. Ranked as one of the greatest film of the 2000s, he won an academy award for best original screen play as one of the writers of eternal sunshine of the spotless minds. which came out in 2004.