JP: Video Analysis - Institution and Audience

Bastille - Laura Palmer

This video is most likely to be consumed through new media technologies, through music channels on television, online through sites such as YouTube, Twitter and Facebook. The video would be able to reach a wider audience with these NMTs with most offer the user a sharing function so the video could be easily shared within a demographic of NMT users and reaching a secondary audience and this can be used as free advertising for the record company.

Bastille are part of multinational record companies Virgin Records and EMI and are therefore promoted as fairly mainstream artists however the video tries to maintain the band's star image (Dyer) of being an alternative band rather than acknowledge the very wide commercial demographic that the music appeals to. The audience is fairly wide however the primary audience is likely to be young people (teenagers and young adults).

Dyer's paradoxes can been seen within this video with the characters appearing ordinary and the setting not being particularly unusual but the events within the video are surprising and not common ordinary occurrences.

Dyer's second paradox of the star being both present and absent can be seen within the performance aspects of the video when the singer is lip-syncing the song separate to the narrative and as a performance but never looks into the camera seeming to create a barrier between him and the audience. This encourages the audience to seek more of the artist as the audience tries to complete the image though other products. This would have been planned by the record label as part of the star image of the band.