Media Contexts
Media Studies: Eduqas GCSE, topic 5.5.6
Intentions - Media Contexts
'Intentions' by Justin Bieber carries a lot of social and cultural contexts.
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.
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.
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.
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.
Test yourself on Media Contexts
What social purpose did Justin Bieber say the Intentions video was created for?
Which global event did Bieber and Quavo perform at on 27 June 2020?
Which social movement has Bieber publicly supported on Instagram?