Social Context and Cultural Influences

Justin Bieber's "Intentions" video reflects broader social contexts:

• Addresses racial and gender equality campaigns
• Supports Alexandria House, a non-profit organization in Los Angeles
• Bieber has used social media to support #BlackLivesMatter and International Women's Day

Cultural influences and comparisons:

• Some audiences have compared "Intentions" to Drake's "God's Plan" and David Dobrik's car giveaway videos
• Bieber and Quavo performed an acoustic version at a Global Citizen event in June 2020, raising funds for COVID-19 vaccine development and awareness of social justice issues

Quote: "I am a white Canadian and I will never know what it feels like to be an African American but what I do know is I am willing to stand up and use my voice to shine light on racism" - Justin Bieber on Instagram

Highlight: Bieber's involvement in social causes extends beyond the "Intentions" video, demonstrating a broader commitment to using his platform for positive change.

Media Language in "Intentions"

The "Intentions" video employs various media language techniques to convey its message:

1. Storytelling: Follows the stories of three women from Alexandria House
2. Dance scenes: Used to convey joy and community at the shelter
3. Gesture codes: Hugs, high fives, and hands on shoulders to show emotional support
4. Character establishment: Through settings, gestures, and props
5. Gift-giving: Artists provide items to help characters achieve their goals
6. Visual style: Graffiti-style font and urban setting reinforce the rap/hip-hop genre
7. Closing shot: Posed "family" group shot and "Thank You" message represent the diverse community

Vocabulary: Gesture codes - Non-verbal communication through body language and movements

Example: The video ends with a group shot, symbolizing the unity and diversity of the Alexandria House community.

Representation in "Intentions"

The "Intentions" video presents various representations:

1. Alexandria House:

   • Portrayed as a safe, warm, and diverse community
   • Shown through shots of women and children hugging, dancing, and eating together

2. Women:

   • Represented as strong and empowered
   • Engaged in educational, creative, and artistic activities

3. Social issues:

   • Addresses education, community, and homelessness
   • Shelter portrayed as a home for women and children in need

4. Justin Bieber and Quavo:

   • Represented as caring and supportive 'stars'
   • Their presence and acts of kindness cause excitement at the shelter

Highlight: The video challenges stereotypes by presenting a positive and empowering image of women in challenging circumstances.

Definition: Representation - The way media portrays and constructs meaning about individuals, groups, and ideas.

Industry Context of "Intentions"

The "Intentions" video and Justin Bieber's music career are situated within a broader industry context:

1. Bieber's career trajectory:

   • Discovered on YouTube after his mother posted videos
   • Signed to Island Def Jam in 2008
   • Breakthrough hit "Baby" in 2010
   • Achieved five number one albums by 2013

2. Video production:

   • Directed by Michael D Ratner, who also directed "Justin Bieber Seasons" docuseries

3. Promotion strategies:

   • Song title revealed in "Justin Bieber: Seasons" episode
   • Social media used to promote song release
   • Video promoted on MTV's YouTube channel

4. Collaborations:

   • Features Quavo, marking his third top ten single in the US (all collaborations with Bieber)

5. Industry developments:

   • Hybe (BTS record label) merged with Ithaca (manages Bieber, Grande, Lovato) in 2021

Highlight: The promotion of "Intentions" demonstrates the convergence of various media platforms in modern music marketing.

Example: The song's title was revealed in Bieber's docuseries, creating anticipation and cross-promotion between different media products.

Audience and Reception of "Intentions"

The "Intentions" video and song have garnered significant audience attention:

1. YouTube presence:

   • Bieber has 71.2M subscribers on YouTube
   • Third most subscribed artist on YouTube Music

2. Awards and nominations:

   • Nominated for Best Pop at the 2020 MTV Video Music Awards

3. Fan engagement:

   • Bieber's fanbase, known as "Beliebers," actively supports his music and philanthropic efforts
   • Social media platforms play a crucial role in fan interaction and promotion

Highlight: Justin Bieber's massive YouTube following demonstrates the platform's importance in modern music consumption and artist-fan relationships.

Example: The nomination for Best Pop at the MTV Video Music Awards indicates the video's positive reception within the industry and among audiences.

Page 7: Audience Analysis

The final page examines the video's audience reach and reception.

Highlight: Justin Bieber's website and social media presence, including 71.2M YouTube subscribers, demonstrates his massive global audience.

Example: VMA nomination for Best Pop highlights the video's industry recognition and mainstream appeal.

Context of Justin Bieber's "Intentions"

"Intentions" is a song by Justin Bieber, released in February 2020 as the second single from his fifth Justin Bieber album, "Changes". The music video, directed by Michael D Ratner, premiered on Justin Bieber's website and YouTube channel simultaneously with the song's release.

Key points about the video:

• Shot at Alexandria House, a non-profit organization in Los Angeles
• Features stories of three women supported by the organization
• Includes documentary footage and interviews with the women and the shelter's founder
• Bieber established an 'Intentions Fund', donating $200,000 to Alexandria House

Highlight: The video combines music performance with real-life stories, showcasing Bieber's commitment to social causes.

Example: The longer version of the video includes documentary-style footage, providing deeper insight into the lives of the women featured.