Michael shore concludes that music videos are recycled styles that contains a load of information and views from adolescent male fantasies. He suggests that music videos are subjected around women, wealth and power.
This music video doesn't fit with his theory entirely, but there are aspects which do, power is suggested to us towards the end of the video, but there is no suggestions to wealth and lots of women. Gabrielle Aplin often shows some elements of performance in many of her videos, and in this video has more of a storyline to the narrative of her music video than any of her of music videos.
Andrew Goodwin's theory:
Andrew Goodwin's theory suggests there are certain elements that make the best music video, however this depends on the genre category the music video is in, for example Pop and RnB music videos will focus on the dance routine that will goes with the beat of the song. whereas Indie or Rock artists may show more performance in their music videos. This theory has elements which are represented in the music video, at the start there isn't particularly a state of equilibrium, as the disruption of order happens a the very start of the video, when she gets mugged and the gang of boys steal her car. The recognition is clear often when she is left with nowhere to go. An attempt to repair the damage that has occurred, this is when she gets a place to stay and begins to meet new people and she performs along to the song towards the end.
Laura Mulvey's theory:
Laura Mulvey's concludes that it is the 'male gaze' that is promoted in many music videos from different genres which promotes women with less of an identity and more of something to be looked upon by men, and dive women into two different categories, one of which is 'innocent' the other is 'promiscuous' in this music video she is shown with the 'innocence' which is reflected throughout the video, from her getting mugged and losing everything. The more 'promiscuous' side is shown in a lot of RnB music, for example the hit single 'Blurred lines by Robin Thicke.
John Stewarts Theory suggests that they must be similar to a TV commercial, this may include different camera shots or lighting to create a different mood to the video. There must also be a visual reference to the arts in cinema or fashion. Or must have a visual reference to the artist personally , this will make the audience feel more connected with the artist and relate to the song.
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