Music video analysis using Sven Carlsson’s theory

Cher – Believe (1998)

Commercial exhibitionist

- Dancing and performing. The camera is focused on Cher showing she is confident at what she is doing and she is comfortable in the environment that she is in.

- She is creating a new image as this as was a ‘come back’ video after she had done acting. She is putting her image across showing who she is in the music video

- There is a lot of close up and medium shots of Cher showing that she may be 40 but she is still pretty and beautiful. She has a lot of confidence which comes across in the video.

Televised bard

- Cher is in and out of the music video. She appears sometimes with the girl and boy however sometimes she isn’t there showing that she is guiding or helping one of them. She is looking over them. (she is a part of the narrative)

- She is singing and performing so the spotlight is on her most of the time so that she can get her star image across

Electronic shaman

- In and out of the story. She appears sometimes with the girl and boy however sometimes she isn’t there showing that she is guiding or helping one of them. She is looking over them. (she is a part of the narrative)

- At the end of the video when the girl is about to commit suicide Cher appears like a guardian angel and stops her acting like the girls strength showing her that she doesn’t need him to be able to live. She also swaps places with the girl who then walks back downstairs and leaves with her friend.

- At the beginning of the music video Cher’s face is lit up with white lights making her look mythical and mysterious yet heavenly at the same time.

- When Cher is on the rooftop she is glowing- Changes shape and appearance throughout the music video