Case Study: Katy Perry Music Videos

In 2008, American singer Katy Perry found relative fame due to a number of songs recently released, one of which being "Hot n Cold". This song and music video was one of the first examples of her appealing to her target audience of young girls starting to face insecurities in themselves. The video shows a wedding gone wrong, and while this ay be nerve-wrecking and scary to some people, Katy Perry puts herself in a position of dominance over the 'groom'. Her aggression and power over the groom shows to the young girls watching that a woman can always stand up and fight in hardship. She also attracts a male audience in her appearance, as her outfit is designed to be sexually appealing to men in some scenes yet sensible enough to not intimidate women.

This style of music and music video became Katy Perry's identity, as her role towards her target audience as their 'older sister' helped for people to like her, especially 14-17 year old girls that may be feeling self conscious about their appearance or who feel like a social outcast. On top of this, her songs also reflected her real life problems, including her marriage and divorce against Russel Brand. Songs such as 'Firework' were created in order inspire people to feel better about their personality and interest. She uses examples in her video such as people who like magic or that are gay. She presents them to feel self conscious in their individuality, and by the end they embrace who they are and are able to come out feeling better. This is a lesson that Katy wanted to share with her audience, as once again the 14-14 year olds watching may be feeling self conscious and by telling them that their quirks and interest aren't something to be ashamed of the audience can feel morally boosted and supported that otherwise they may not have had.

 However, this style of music was maintained up until Perry's marriage to Russell Brand in 2010. It is believed that the big change in her personal life influenced her style in music and that her engagement led to a change in style from supportive, confidence boosting big sister to a more sexual object of male desire which was a new bold step in Perry's music career. This made her career take a less desirable turn, and after her relationship with Russell Brand ended she found herself hurt and her career turned back to her big sister role to a young audience again.