Media Language
Media Studies: Eduqas GCSE, topic 5.5.2
Intentions - Media Language
'Intentions' is a song from Justin Bieber's fifth album, Changes. It follows three women, each with specific intentions to help others.
Concept & narrative structure
- The video is largely concept-based, showing the real-life narratives of three women from Alexandria House.
- Justin Bieber and Quavo visit the shelter, but only parts of the song are actually performed.
- Most of the song is used as a soundtrack to the women’s stories.
- This emphasises the video’s purpose to raise awareness and funds for a charitable organisation.
Gesture codes & emotional representation
- Gesture codes such as hugs, smiles, high fives, and hands on shoulders act as important signifiers.
- They show emotional support, affection, and the strength of the community in Alexandria House.
- Hugs between women, children, friends, and family members construct a representation of love, care, and solidarity.
- High fives are repeated by all three women and become a motif symbolising their confidence, success, and personal achievements.
Main characters
- The video quickly establishes the three main characters:
- Bahri, Marcy, and Angela
- A shot of Bahri studying with 'An Introduction to Criminal Justice' in the foreground represents her intention to study and help others.
- Both Bahri and Marcy are shown in a library, which highlights education as a tool to overcome difficulty.
- These settings construct meanings about ambition, determination, and the importance of opportunities.
Typography & genre signifiers
- The graffiti-style font used for the song title and the women’s names carries connotations of the rap and hip-hop genre.
- This style functions as a recognisable signifier for fans and reinforces the video’s urban setting.
- The typography also adds authenticity by linking the aesthetic of the video to street art and urban culture.
Final shot & community representation
- The final posed “family” group shot, combined with a “Thank You” message on screen, reinforces the charitable purpose of the video.
- The diverse group reminds viewers of the inclusive community that Alexandria House supports.
- Bieber is positioned at the centre, and Quavo is shown hugging a child, representing the artists as part of the community.
- This image reinforces themes of unity, generosity, and social responsibility.
Test yourself on Media Language
What type of music video structure does 'Intentions' mainly use?
Which woman’s narrative features long bus journeys and studying?