Katy Perry – how her Pop Videos appeal to her target audience and reflect her private life.

Katy Perry – How her Pop Videos appeal to her target audience and reflect her private life.


When Katy Perry first appeared on our radios and televisions, she had a target audience of young girls, aged between 13-17!

Through many of Perry's songs, she comes across as:

• a) an older sister/friend
• b) someone who is able to reflect anxieties young girls may have
• c) a woman young girls can admire and want to be like, as she appears sexy in a non-threatening way

"Hot and Cold" - 2008

From the off set the video depicts Katy Perry as a victim, someone who has be jilted at the alter. Straight away fans can relate to Katy, as the video quite clearly says heartbreak, or hurt.

However, the video depicts how Katy can very much make fun of herself. We see this demonstrated when Katy ends up running down the road in a wedding dress, then ripping the train off. Again, she makes fun of herself when she's dressed completely different to how we know she dresses. The outfit she wears (red and black outfit) almost mocks artists that dress like this, as it seems to be a joke when she is performing this part of the video. I believe this video allows people to accept her as being 'everybody's friend', as she isn't sexually intimidating, she is a pretty woman, but she doesn't dress with low cut tops, and present them almost 'in your face', she appeals to young girls who have low self esteem.

"Last Friday night (TGIF)" - 2010

Katy Perry has also produced videos that show she isn't like many other celebrities that live in the facade that they are constantly beautiful. In the video, Katy has this contraption of a head brace on, that makes her look severely ugly, Katy also wears horrible clothes too, that show that she is not always wearing gorgeous designer clothes, but she has 'ugly' days too, she highlights how very normal and relateable Katy Perry is. Having presented herself in this way allows young girls to understand that it isn't always perfect make up and amazing clothes. Something that also makes Katy Perry seem more 'normal' than other far 'superior' celebrities, is that the video is shot in a middle class American suburb, that many young girls can relate to, as it is very much how Katy Perry's fans live like.

"Firework" - 2010

The music video for Katy's "Firework" is, I believe, one of her most powerful music videos. The relationship between the lyrics of the song and the music video has been made very illustrative. Katy Perry indicates in the song that no matter how you see yourself, or think of yourself, just be yourself and ignore anyone that has a problem with who you are. The lyrics of the song, but also the video allow young people to feel empowered by the words that Katy Perry is singing about. The video shows young people struggling to be happy with who they are, for example, a teenage girl is unhappy about her weight at a party, where everyone is jumping into a pool, showing their skin, but after seeing Katy Perry's fireworks go off in the sky, she becomes to feel different about she looks, and jumps into the pool after removing clothing. The song and the video is meant to uplift and empower young people, and allow them to comfortable in the skin they're in!

"California Gurls" - late 2010

Then in late 2010 Katy Perry changed in her lyrics and music videos, as this was the time she began dating Russell Brand. Katy released a song called "California Gurls" which compared to her other videos, that i have analysed, shows a completely different Katy Perry. Suddenly, she has become more sexually intimidating to young girls, due to raunchy scenes in her video, and even nude scenes. In the music video she appears to be in this very unnatural girly world, where she is now being ruled over by a man (Snoop Dogg, in the video) which highlights to me that the new Katy Perry, is fake and she has changed very much, due to the effect of her new boyfriend. This video almost contradicts every other video of Katy's prior to this video, for before she was comical and not afraid of taking the mick out of herself, but now she isn't afraid of removing clothes! The video alienated Katy Perry's young fans, as they felt almost let down by their once idol. Throughout this video Katy looks for the male attention or male gaze, instead of being empowering or a little comical.

"Wide Awake" - 2012

Then in 2012 Katy Perry broke up with Russell Brand, which allowed Katy to realise what she had become whilst being with him. Katy Perry had come to the conclusion that she had to make an apology to her fans, for her behaviour whilst being with Russell Brand. To regain the love and respect of her fans, she released "Wide Awake".
At the beginning of the music video, we see the final scene of the "California Gurls" video being shot, then Katy Perry goes to her dressing room and removes the 'costume' of the "California Gurls" video. I believe Katy Perry used this in the video to show her fans that the woman she was in that video and whilst being with Russell Brand was an act, or character, and in fact wasn't the real Katy. Then the "Wide Awake" video begins, and we see a completely different Katy Perry, to the "Califronia Gurls" Katy. In this video she has very dark make up, which doesn't make her seem Barbie-like anymore, and very much her natural self again, and she also dresses herself in a way that doesn't make her sexually intimidating, as she is wearing a floor length dress, that makes her look beautiful, but not a sexual object like "California Gurls". This video is very illustrative as it relates back to how she was left heart broken, but had the power to move on, as a firework is shot from her chest into a dark sky, which is also a reference to Firework, the scene hints that no matter what Katy has been through, she always has a spark inside of her that keeps her going. Following this, the walls open up to reveal a little girl, Katy Perry, approaches the little girl, their hands touch, and a glow surrounds them, with 'young Katy' and the 'old Katy' coming face to face, again referring to a previous video, 'The One That Got Away'. A Prince Charming appears riding a unicorn, and flatters Katy, but crosses his fingers behind his back, signalling thst he is untrustworthy. This in particular refers to her ex Russell Brand, as being untrustworthy, Katy believed she was in love with him and the right man for her, but unfortunately ther relationship ended on a bad note, as Russell Brand was quoted saying he didn't love her in the first place, which relates to the crossed fingers by Prince Charming. The little girl we later learn is Katheryn, the younger Katy Perry, by the license plate on her pink bike, a reference to Hot n Cold, where the little girl is again referring to Last Friday Night (T.G.I.F), as the neighbourhoods both look very much like each other. Katy then returns to her dressing room, now wearing the Peppermint Dress from the California Dreams Tour, where she opens her fist, revealing a butterfly that flies away, sparkling as it leaves. This signifies how Katy is letting this part of her life go, and only positivity will be in her life now.

 

"Roar" - 2013

 

 

 

In 2013 Katy Perry released 'Roar', which relates to the meanings of 'Firework' and 'Wide Awake', as the song highlights the concept of self empowerment, positivity and the idea of a life without the need for men to be happy. The music video shows Katy deserted in a jungle, with a man far more interested in his looks, and himself, which could be referred back to Russell Brand as being vain. The music video also shows how men aren't as masculine as they thought, for the men are attacked by a tiger, as he cannot look out for himself. This video is particular humorous and shows that she is not afraid of mocking herself. The special effects in this music video show a very high production, the same in Firework. Again, the lyrics are illustrative to show the power within women, and that you don't need men. In the video her attire becomes quite sexy but Katy is being sexy because she can, and for herself, and not for men, as there are no men in the jungle. Towards the end of the video Katy Perry highlights womens power, as she is able to calm a tiger, and shows she is powerful, much more than the man, who dealt with the tiger very differently.