As a film student, I’ve always analysed films and music videos for their technical aspects and their aesthetics – the way they were shot and edited and how that affected the over all look of the film and its meaning. Rarely have I ever analysed a film or music video for its content from a sociological perspective – who made the video/film, for whom the video/film was made, and how the content of that video/film affected its audience.
The first music video that came to my mind was Lady Gaga’s “Born This Way.” The more I thought about it, the more I realized that any of Lady Gaga’s music videos could be analysed sociologically, as they have all had a massive impact on their viewers. “Born This Way,” which was released on May 2nd, 2011, became an instant hit among her “Little Monsters.” It has also won major awards for its success.
The song and music video were intended for people who can be considered as being part of a minority group – people who are singled out from what the rest of society deems as “normal.” The message to this audience, then, is very clear: don’t be afraid of who you are – embrace it and don’t let it stop you from living your life to the fullest. Not only do the lyrics emphasize this, but as does the content in the music video.
Lady Gaga is well known for breaking social norms in her videos – she pushes through all the socially constructed boundaries, not caring about the negative sanctions that may come with it. By doing this so in an excessively extreme manner, she shows her viewers and fans that it’s okay for them to be whoever they want to be – that they don’t have to care about what others say. She redefines the meaning of “beauty” and “normal” in her video, intentionally disfiguring her face to make herself look like a deviant.
Gaga’s success in affecting so many people can be credited to her achieved status – the fact that she was a “nobody” who fought to become somebody. The fact that she used to be someone who was picked on and bullied in school and is now a “multi-platinum artist.” “Born This Way” and its music video have clearly positively impacted the lives of many. She has even inspired Campbell Kenneford, a transsexual teenage boy, to gather enough courage and live as a girl, disregarding and fighting off all bullying.
Through her actions, Gaga shows her viewers that society and the people in it define norms. She inspires people by letting them know they have the power to change and redefine their society’s norms.
