The target audience of the video is specifically teenagers. I know this because the significance of the song is aimed at pupils who are at school, it is telling them what happens at school, which they know, but is telling it in a song to put across the meaning stronger.
The mise-en-scene of the video is set in and around the school; it shows what happens when the two innocent pupils die because of jealousy. There is only a change in setting, it is at the start of the video, when it shows one boy’s life at home, it implies that he is having a terrible time at home, and his mother is getting beaten up. It also connotes that they may have no money.
The video has a narrative, as it shows school life; this is shown mostly the whole way through the video. The video does follow the conventions of the music video medium as it has a story going through the song, and has a message to the song, which is important.
The video isn’t very stereotypical for the particular audience; it breaks away from other stereotypes. It does this by not having dancing and change of scenery in the video like stereotypical R&B videos. However, like R&B videos, this video does have a message to it, so therefore it is kind of stereotypical in that way.
There is a particular mood and tone in this video, it is all about bullying so it is sad and depressive, and also it is truthful and powerful. Although it is a sad song, it has a catchy tune and lyrics, which appeal to the target audience, but also they help people remember the song. In this way, the importance of the video and song is put across, where people can get the gist of it.
The artist of this video Kelly Rowland is presented in a powerful and emotional way, as she is expressing herself and her feelings about the bullying that is going on in schools. By showing her in this way, people will listen to her and respect her; therefore, the message in the song about bullying will be put across and remembered. Another point to make is by having this respect and having the song remembered it will hopefully stop the amount of bullying and save lives.
The video does fit into a particular genre, the R&B genre. It fits into this genre because it has a message in the song and has a catchy tune to it. All R&B songs have these specific features; so therefore, the song will perfectly fit into the genre.
The theme that the video has is innocence, as two innocent pupils die when they have done nothing wrong, apart from work hard to achieve their goals. Because, they have worked very hard people don’t like that and become jealous. This brings me on to another theme that the video has, which is jealousy. The two boys that die in the video, are killed from jealousy, they have worked hard which makes people jealous. Also the video has a theme of violence, as the two boys die through violence.
The video does enhance the image of the pop star and is showing her in a positive way, it does this to gain respect from her fans and to put across the message about bullying. It is showing what is happening in school, and something should be done about it.