Representation

Tessa Perkins - Stereotypes

Tessa Perkins states that stereotypes are not always negative and are not always about minority groups or the less powerful. However, they are not always false either as they have had to have been based on a certain experience or real view that would have led to this stereotype being made. These stereotypes can also be held about one’s own group and have the  ability to change due to not being rigid or unchanging.

The use of Fender Jazzmasters and Jaguars through the mise-en-scene have become a stereotype in itself for the shoegazing/alternative genre of music pioneered by My Bloody Valentine. Both of these guitars are shown repeatedly throughout the ‘Soon’ music video showing this to conform to this stereotype which is almost conventional. This genre of music is completely dominated by Fender guitars in terms of sounds and general aesthetic styling of these guitars and bass guitars. This is also the case for the bands clothing ass it is over-sized and generally unconventional styles which reflects the music itself and the music video.  

         My Bloody Valentine are portraying themselves as unconventional and fighters of the norm within their mise-en-scene and their general ideologies within relation to music and way of life. This is suggested due to them not trying to confirm to any style or ideology due to them being themselves  both personally and musically. This self expression and being themselves is carried on through their music and this music video.

Richard Dyer - Star Theory

'Stars are commodities that are produced by institutions' 

A star is a constructed image not a real person, they create a persona that is desirable to a target audience but is not actually a true representation of themselves. It is a constructed identity and ideology to make society want to consume them.

My Bloody Valentine however do not fully conform to this theory as this unconventional musical genre and ideology they are famous for fights this norm and the idea that music corporate, and only for financial gain. They are not constructed and are allowed to be themselves through musical expression and performance. This therefore does not conform to Richards Dyer theory of them being constructed by institutions. However, the band do conform in the sense that they are considered stars within their musical genre, and are looked at as inspiration and role models for fans of this genre. This could therefore suggest that they have been institutionalized in order to appeal to their target audience in order to sell their products, and therefore make money. 
Although this dishonest, money minded ideology is what this genre is against. It fights the norm, so therefore this is more unlikely to be the case and they are doing this as a from of self-expression rather than to make money through becoming a brand.