By Lucy Grubb

Case Study on Representation: Savages

Introduction

• Savages are a London-based post-punk revival rock band, formed in 2011.

Influences

• Savages on their musical influences:"We listened to a lot of different music [...] our influences are male and female in equal measure."

• Their influences include the likes of Joy Division, Siouxsie and the Banshees and Public Image

Joy Division Influences

Reviews• The Observer has said of Savages:

"It’s not exactly sexy, it's not funny and they're not going to be rolling around in mud like the Slits. But it's the closest thing to be that "post-punk"... has offered in a while".

• Savages challenge the female artist stereotype of having to look ‘sexy’ in order to perform and represent their music

• They challenge aspects of femininity whilst rebranding a new, refreshing and empowering image of females in the music industry

Representation of Gender• Savages are represented as

a dominant, empowering female band through the use of low shot camera angles in their music video “Shut Up”

• Their clothing is black and unrevealing, creating a female image which is not to be objectified. This challenges the passive/submissive female artist stereotype of being hyper-sexualised, such as Katy Perry

Challenging Female Stereotypes• The video uses dark lighting/ fast paced shots to emphasise the

post-punk genre• Post-punk genre usually associated with male bands such as Joy

Division, Public Image Ltd and The Cure because of the violent/rebellious and darker connotations

• Savages challenge this stereotype by rebranding the female image, taking inspiration from previous post-punk bands and creating an empowering female representation (such as The dominant stance seen here,Reinforced by the use of high heels to Create an empowering female image)

My Music Video ‘An Acquired Taste’

• My music video is aimed at predominantly white British females, aged between 16-20

‘Ideal’ Audience:• Media interests: Facebook, Twitter, Instagram, Soundcloud,

Reverbnation• Lifestyle: Hobbies include photography, listening to music, going to gigs• TV programmes include The Great British Bake Off (links to tea party,

Britishness)• Films: fantasy fiction such as Alice in Wonderland, Pans Labyrinth • Inspirational Female characters in Literature

Representation of ethnicity

• White British protagonist, reflective of music and audience appeal

• Quirky British connotations such as the bunting and tea party scene

• Alice in Wonderland inter-textual references – novel written by British writer Lewis Carroll

Representation of Youth

• The video explores the journey through adolescence and the way in which the character uses her fantasies to escape the troubles of real life

• The protagonist does not challenge representations of youth, but emphasises the issues that young people have to deal with