5.5.6

Media Contexts

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Intentions - Media Contexts

'Intentions' by Justin Bieber carries a lot of social and cultural contexts.

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Social purpose of the video

  • Justin Bieber explained that he wanted the Intentions video to “shine a light on issues that people are often overlooking” (MTV interview).
  • The video focuses on real women facing real challenges, linking it directly to contemporary social concerns.
  • Bieber uses his platform to raise awareness of inequality, homelessness, and community support.
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Representation & social movements

  • The video supports Alexandria House, which helps vulnerable women and children.
  • Its themes connect to wider social contexts such as gender equality and racial justice.
  • Bieber has posted publicly in support of movements like #BlackLivesMatter and International Women’s Day, showing alignment with social activism.
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Cultural influences on the video

  • Some audiences compare Intentions to Drake’s “God’s Plan”, where the rapper donates money to strangers.
  • The video is also compared to David Dobrik’s car giveaway videos, reflecting the influence of YouTube culture on mainstream music.
    • These comparisons show how celebrity philanthropy has become a popular cultural trend.
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Performance & global context

  • Bieber and Quavo performed an acoustic version of the song at a Global Citizen event on 27 June 2020.
    • The event, Global Goal: Unite for our Future, responded to the COVID-19 pandemic and promoted social justice.
    • The virtual concert raised $6.9 billion from 41 countries to support vaccine development and help marginalised communities.
  • Their performance reinforced the song’s charitable message and global relevance.

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