Through this competition, Sum 41 twist the rules, showing their creativeness and their way of being themselves, instead of someone who they’re not, in which the Jocks clearly show. This is also shown in the lyrics; ‘I hate it when you fake it’. By ruining The Jock’s pride and seriousness of the competition Sum 41 wins the crowd, for being themselves, rather than what they’re not. This creates a moral for the music video, in which the audience wants to follow in order to be and act like them, so that they can be ‘popular with the crowd.’
The atmosphere created seems almost similar to a high–school competition, popular in America, attracting younger boys. This would make it seem more possible to become like Sum 41.
The lyrics “instead of going under”, reflects the meaning of success, which the band gains in the diving competition. The band succeeded from being themselves and introducing uniqueness into the music video. The lyrics heard in the chorus, “instead of going under again” connects with “instead of going under”, showing that you can learn from your mistakes to be someone better.
Britney’s video, ‘Slave 4 U’, is set in what looks like a club positioned in a flat block. Britney is seen on a balcony, overlooking towering buildings, bringing a sense of claustrophobia, as if Britney can’t escape from the press. She returns into a sticky hot atmosphere, highlighting heat, lust and temptation. Britney then walks against a crowd, showing an attitude of going her own way instead of the crowds’, doing what she wants, when she wants. This attitude affects the audience, so that they want to become more like her. Britney then walks into an empty bathroom and starts singing to a mirror with the words, ‘Get it get it, get it get it’. This has a personal impact on the audience, as Brtiney sings directly into the camera, showing that the words are coming from her and nobody else, emphasising her emotional appeal to the audience. These lyrics also bring an attitude of ‘if you don’t get it then tough, because that’s the way it is’, which shows her developed independence. Next, she is dancing in the hot sweaty atmosphere surrounded by ‘buff men’, indicating how her ‘sexy’ image attracts all the men. This indicates that her looks and fame get all the attention. This also brings through the reality of claustrophobia, by being followed constantly by men. The heat is emphasised at this point, showing that Britney is always in the heat. Crowd surfing symbolises the amount of control that people have on her and the impression of being imprisoned by the outside world, being ‘enslaved forever’. She brings her audience to the reality of her life, almost asking for sympathy. Near the end of the video, it starts to rain; the crowd rushes outside, escaping the heat. However, Britney stays inside, always in the heat and ready to go out when she wants, not when the crowd does. This shows her independence. Eventually, she joins the crowd, again she goes when she wants to. Her audience admires the way she has built up an attitude, developing more independence and self-control, which creates a better image of her, something that the audience want to follow.
The song itself is a catchy tune. “All you people look at me like I’m a little girl”; showing Britney’s maturity but also an irritation because of the old image of being cute, young and innocent. Britney is going against the crowd to try and shake off a now less popular image.
Both artists are marketed well to their target audience. They attempt to maintain their authenticity and popularity, by enticing their audiences into following their image.
They both represent their target audience as a ‘role model’, or a set of rules, that the audience feel enticed to follow.
Sum 41 have highlighted the cultural differences between their target audiences; functional conformists (Jocks) versus the dysfunctional rebels (Sum 41), appealing to ‘Skaters’ and ‘Indies’.
Britney is trying to keep her fan base by being flirtatious, leading the audience in a different direction towards her new image, widening the age range of her target audience. She does this by using her sexy and seductive moves to appeal to the audience, whilst Sum 41 are not the most alluring with their body image, but are shown to be the most popular in the end by their cheekiness and cuteness.
The types of audience they are appealing to are slightly different. The Britney fans are more long standing and she has to adapt to a maturing audience, whilst Sum 41 fans are being targeted to the cool and ‘chilled out’, appealing to the creative, slightly rebellious young person who likes to go against the crowd.
Both artists give the impression that they do not care what people think to their audience, Sum 41 are leading their audience to them with their trend and attitude, whilst Britney is trying to change the minds of her target audience and steer them to a different way of thinking. One is rebelling against the expectations of a rule keeping diving competition; the other is trying to change the audience’s impressions and expectations, in order to keep them intrigued and buying her music.
In conclusion, the two videos are marketed for two very different target audiences. Their different audiences are attracted to either Britney or Sum 41 because it appeals to them in a way that it relates to their lives. Whether it’s the image, the lyrics or the looks that attracts a fan to the music video the video caters for different music genres.
