Where R U Now- Analysis

This music video shows Justin Bieber lip sinking to the first verse of the song. This shows really clear   star treatment as he is in the centre of the shot. A mid-shot is used so most of his body can be seen and this also allows him to fill the majority of the screen. The performance style involves a lot of movement. To begin with the camera moves towards the star so he fills more of the screen as the video progresses. However, in my opinion the performance isn't very real as the lip sinking doesn't look convincing and some of the special effects are clearly fake and don't look good at all. In the first verse the star looking right into the camera lens therefore the mode of address is very personal and direct connection can be formed.

In the instrumental section we seen a huge number of still frames overlapping over his face. This is an example of intertexualilty as we see several pieces of art work created especially for the music video. The stop motion picture move at 12 frames a second so several pieces of art can be fitted into the video.

Bieber uses a direct mode of address as he often
lip sinks while looking into the camera therefore
communicating with the audience. However, he often looks down or away from camera. This suggests an element of shyness or embarrassment. This feeling that is portrayed by bieber links to Goodwin's theory that visuals and lyrics should link. As at this moment the visuals show him to be possibly nervous and as he shows this he sings "where are you now". This is a line that gives off the feeling of nervousness or even sadness.

As part of Goodmans theory he also stated that artist iconography is important for a music video as this makes it unique and clearly shows the identity of the artist. This video contains artist iconography through the use of the jack U logo. The logo appears in the opening shot of the video as well as making frequent appearances in individual frames during the instrumental sections of the song.

Where R U now is a pop and dance song so to show this several genre characteristics have been shown. For example, during the instrumental sections of the song the drawing employ very bright colours and patterns. These colours look similar to the colours and patterns seen during a party. Suggesting that this song should be played as part of a part where people can dance and sing a long to it.

There is a lack of shot variety in the video as the majority of the shots are mid shots that present Bieber in the middle of the shot. This is to keep strong star treatment as Bieber is very famous and a big name that people will recognise and a big reason why a lot of people will click on the video. He also shows a stereotypical representation of a young man. He is skinny, attractive and a good physicality. This will therefore attract women to watch the video.

The video uses very simple special effects as a greenscreen has been used to create a plain background. This gives the video a sense of placelessness therefore suggesting he is nowhere without the person he is singing about. Special effects are also used to layer the drawings over the frames of the actual video.