Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

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Risca Puspita English Language and Literature Universitas Pendidikan Indonesia [email protected]

ABSTRACT Music video is a media of communication between the musicians and their listener or viewers that conveys message or represents the ideas in a form of images, lyrics and music. This study investigates the way ideological representation of globalism is represented in 2+2=5 and No Surprises music videos. The theoretical framework employs in this research is Barthes’s (1977) semiotic theory of orders signification which focuses on first order signification (denotation) and second order signification (connotation) of the visual elements of music videos. In addition, this study employs Goodwin’s (1992) theory of music video to analyze the key features of music video. The findings of the investigation show that globalism is represented through the lyrics and the visual images in the two music videos. The lyrics analysis shows that the narrative story in 2+2=5 music video signifies public mind control and anger to the totalitarian government. While in No Surprises music video, the narrative story signifies the modern society, an absolute power of the corrupt government, the hopeless and powerless feelings of the lower class society. In the visual analysis, the findings of the investigation show that there are some similarities and differences in the way of illustrating the ideology of globalism in 2+2=5 and No Surprises music videos. The similarities are represented through the use of the symbolic visual style, the use of black and white color saturations and the amplifying relationship between the lyrics and visual. Meanwhile, the differences are represented through the use of warm (red) color saturation that signifies agitation and anger and the intertextual references. Whereas in No Surprises, the use of close up frame size that signifies emotion and the use of cool (blue) color saturation represent the way of illustrating globalism. Keywords: Globalism, Ideology, Music Video, Representation

Risca Puspita Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

INTRODUCTION For example, in the novel Empire Music represents the idea in the form Falls, Richard Russo portrays the of lyric and the visual images that is capitalist system and its effect to known as music video. Music video communities especially the labor as a media has an important role in workers. Due to the controversial communicating the dominant topic of globalism, this present study ideology that belongs to a certain attempts to analyze the issue of class or group. The ideology in music globalism that is represented in a form video presents the messages of music video, specifically in implicitly and explicitly through the Radiohead’s music videos. music, lyric, and images. Hodge and Music video as a form of a Kress (1993, as cited in Jooma, p. 71) message consists of various signs define ideology as “a systematic body such as music, lyrics and images. It of ideas, organized from a particular will be proper if it is analyzed by point of view”. semiotics theory. Semiotics is Referring to the potential of “everything that can be taken as sign” media in influencing people’s point of (Eco,1976, cited in Chandler, 2002, p. view, media is closely related to the 2). Signs do not only refer to sign in process of globalization. our daily speech but also anything “Globalization is growth of which has meaning. Chandler (2002, communication and trade” (Locke, p.17) states that “sign take the form of 2003, p.10). Globalization relates to words, images, sounds, odours, globalism. Globalism is “the flavours, acts or objects, but such dominant market ideology that is things have no intrinsic meaning and currently directing the process of become signs only when we invest globalization as the spread of them with meaning”. Therefore, sign unregulated capitalism” (Steger, will be considered meaningful if it is 2001, cited in Walker, 2003, p.150). composed of a signifier (form that the Recently, many people attempt to sign takes) and a signified (the raise the issue of globalism such as in concept). For instance, a signifier the form of novel, music or movie. word “no smoking” has a signified

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concept that “it is forbidden to smoke in the dictionary. The second level is in that place”. secondary sign (connotation) which According to Barthes (1977, derives from denotative sign. p.31) sign is “a system consisting of Barthes (1977, p.65) states signifier in relation to signified”. The that “system of secondary meaning relation of signifier and signified is defines as myths”. Furthermore, myth known as orders of signification. can be described as an ideology There are two orders of signification, because it is constructed by the the first order of signification combination of denotation and (denotation) which consists of a connotation meaning. The signifier and signified and second connotation meaning which derives order of signification (connotation) from denotation meaning is known as which is a secondary sign of ideological meaning. denotation. Below is the scheme of This research attempts to orders of signification which is decode myth in 2+2=5 and No proposed by Barthes. Surprises music videos by Primary sign : denotation Radiohead. It uses myth in Secondary sign : connotation representation process to investigate the connotative meanings of the sign from its denotative meaning. By

decoding the visual elements, this

research investigates how

“globalism” is represented in

Radiohead music videos. Table 2.1 Barthes’ orders of signification (Source: Daniel Chandler, 2002, p.142) METHODOLOGY The map above clearly shows the This research utilized the descriptive relation of signifier and signified. The qualitative method in revealing the first level is the primary sign ideology behind the 2+2=5 and No (denotation meaning) which indicates Surprises music videos. Qualitative the literal meaning that can be found descriptive study was employed in

Risca Puspita Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

this research since this research connotative signification can be emphasizes on words and pictures analyzed through the stylistic rather than numbers. As suggested by elements and technical aspects Punch (1998, p.4) that “qualitative (camera works, editing, sound, research is empirical research where special effect, Mise en Scene) of the data are not in the form of music video. number”. The descriptive method is In addition, Goodwin theory considered relevant to the present (1992) is employed to analyze the key study since it involves the collection features of music video (the genre, the of data for describing and examining relationship between music, lyric, and the phenomena. Best (1979, cited in visual, intertextual references). Jooma, p. 85) defines that “the descriptive method describes and FINDINGS AND DISCUSSION interprets what condition or Findings in the Lyric Analysis relationship that exist, opinion that Based on the data of the lyric analysis, are held, processes that are going on, the present study reveals that there is effects that are evident or trends that narrative story which indicates are developing”. Through descriptive globalism in 2+2=5 and No Surprises method, the phenomenon in the music videos. The lyric analysis 2+2=5 and No Surprises music shows that the narrative story in videos are presented to discover the 2+2=5 music video signifies a reality ideology that is portrayed within the control and anger to the totalitarian verbal and non-verbal message. government. While in No Surprises In the frame of semiotic music videos, the narrative story theory which employs Barthes’ focuses on the modern society, an (1977) orders of signification, the absolute power of the corrupt verbal and non verbal messages are government, and the hopelessness and viewed as sign system. The sign powerlessness of lower class society. system consists of two types of The representation of signifies: a denotative signified and a globalism through the lyric analysis in connotative signified. Denotative and 2+2=5 music video can be seen

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through the narrative story of the lyric regulated capitalism goverment which focuses on public mind control policies are benefit to the upper and the totalitarian government. The classes over the lower classes. public mind control of the reality The narrative story in the lyric communicates through the lyrics No Surprises communicates a “..where two and two always make up frustration condition of narrator’s life. five.” The ruling class controls over In the lyric, “a job that slowly kills people thought can change the fact or you”, the narrator communicates his past. While the anger of totalitarian stressful job that slowly kills him government is represented in the which indicates that he is a lyrics, “..all hail to the thief, but I am workaholic. Workaholic is one of the not..”, the narrator’s anger is indicators of a modern society. While expressed through his statement that in the lyric “..bring down the he will not hail the king that he called government. They don’t, they don’t as the thief. It can be concluded that speak for us” I’ll take a quiet life, a the lyrics represent globalism through handshake of carbon monoxide”, the its effect to the society such as public lyrics communicate the idea of a mind control and anger totalitarian corrupt government and the goverment. Globalism is seen as the hopelessness of the minority or the ideology that supports the lower class society who have no unregulated capitalism in which the power to against the absolute power ruling class society have maximum of the government. The ending of the power to control public capital and narrative story expresses the narrator public mind. Steger (2005) argues expectation of "Such a pretty house, that “the characteristics of unregulted and such a pretty garden, with no capitalism are the corporate have alarms and no surprises”. It indicates maximum power over economic, the narrator expectation of the social and political changes and traditional social condition which has government policies are used to not been influenced by the modern increase the power of corporations things. To conclude, the and large business”. Therefore, in representation of globalism

Risca Puspita Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

communicates through the narrative story of No Surprises music video Findings in the Visual Analysis which focuses on the modern society, In order to reveal the way globalism an absolute power of the corrupt issue is represented in 2+2=5 and No government, the hopeless and Surprises music videos, the videos are powerless feelings of lower class divided into several selected scenes. society. The data are elaborated below: First order signification and second order signification in selected scenes of Radiohead’s music video 2+2=5

Time Visual and Lyric First Order Second Order line Signification Signification Visual: The scene visualizes -The setting in the video the tree, bird, sky, and signifies a peaceful the cows environment. The tree and the cloud symbolize the nature.  The bird symbolizes freedom and the healthy Scene 5 fat cow signifies the prosperous, fertility and abundance. 00.22- Frame Size:  - Extreme long shot 00.52 Extreme long shot signifies a wide and tremendous impression

of the object and the environment.  - Eye level camera angle Camera Angle: identifies the equality. It Eye level is a neutral angle and has no dramatic power.  -Black and white colors Color Saturation: signify realism and Black and white factual condition of the society.

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The scene represents a -Healthy fat cow healthy fat cows. signifies the prosperous, fertility and abundance. Frame Size: - Long shot signifies a Long shot clear description of every objects and the condition of its setting. Scene 8 Camera Angle:  - Eye level camera angle Eye level identifies the equality. It is a neutral angle and has no dramatic power.  -Black and white colors Color Saturation: signify realism and Black and white factual condition of the society.

A cow sawing off the -The cow in this video is wood using a saw. depicted as human being. The cow is working by using manual equipment signifies a traditional social condition. - Long shot signifies a Scene 11 Frame Size: clear description of Long shot every objects and the condition of its setting.  - Eye level camera angle Camera Angle: identifies the equality. It Eye level is a neutral angle and has no dramatic power.  -Black and white colors Color Saturation: signify realism and Black and white factual condition of the society.  There are two cows The cows and a house and a house signify a traditional social condition.

Frame Size: - Long shot signifies a Long shot clear description of every objects and the Scene 14 condition of its setting. Camera Angle:  - Eye level camera angle Eye level identifies the equality. It

Risca Puspita Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

Lyric: Color Saturation: is a neutral angle and has Black and white no dramatic power. Are you such a dreamer?  -Black and white colors To put the world to rights? signify realism and I’ll stay home forever factual condition of the Where two & two always society. makes up five Visual: The visualization The pig signifies an presents a pig is educated and modern wearing a tie and people. Television bringing a television signifies the development in technology. Frame Size: - Long shot signifies a Long shot clear description of every objects and the condition of its setting.  - Eye level camera angle Scene 21 Camera Angle: identifies the equality. It Eye level is a neutral angle and has no dramatic power. -Black and white colors Color Saturation: signify realism and Black and white factual condition of the society There are some Factories and pollution factories and the signify modern social pollution from the condition. factories - Long shot signifies a Frame Size: clear description of Long shot every objects and the Camera Angle: condition of its setting. Eye level  - Eye level camera angle 00.54- Scene 26 Color Saturation: identifies the equality. It 01.21 Black and white is a neutral angle and has no dramatic power. -Black and white colors signify realism and factual condition of the society

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Frame Size: - Long shot signifies a Long shot clear description of Camera Angle: every objects and the Eye level condition of its setting. Color Saturation:  - Eye level camera angle Black and white identifies the equality. It is a neutral angle and has Scene 29 no dramatic power. -Black and white colors Lyric: signify realism and I’ll lay down the tracks factual condition of the Sandbag & hide society January has April’s showers And two and two always makes up five

Visual: There is a bird in a The bird signifies that cage and the cows are people no longer have milked freedom and they become powerless. Frame Size: - Long shot signifies a Extreme Long shot clear description of Camera Angle: every objects and the Scene 33 Big close up condition of its setting. Color Saturation:  - Eye level camera angle Black and white identifies the equality. It is a neutral angle and has no dramatic power. -Black and white colors signify realism and factual condition of the society The pig is drinking The scene signifies the milks whereas the cow greediness of the ruling is getting thinner. class society and the powerless of the lower society to against their 01.22- power. 01.53

Scene 35 Frame Size: - Long shot signifies a Long shot clear description of Camera Angle: every objects and the Big close up condition of its setting. Color Saturation:  - Eye level camera angle Black and white identifies the equality. It

Risca Puspita Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

is a neutral angle and has no dramatic power. -Black and white colors signify realism and factual condition of the society The scene depicts the The cows signify the cows is protesting demonstrators who fight against the pig. for their rights.

Frame Size: - Long shot signifies a Long shot clear description of Camera Angle: every objects and the

Scene 37 Big close up condition of its setting. Color Saturation:  - Eye level camera angle Black and white identifies the equality. It is a neutral angle and has no dramatic power. -Black and white colors signify realism and factual condition of the society The scene visualizes The dog is signifies as the dog is barking at the guardian of the ruling the cows class society or the government. The dog can be symbolized as the police who works for the advantages of the ruling

Scene 38 class. Frame Size: Long shot - Long shot signifies a Camera Angle: clear description of Big close up every objects and the Color Saturation: condition of its setting. Black and white  - Eye level camera angle identifies the equality. It is a neutral angle and has no dramatic power. -Black and white colors signify realism and factual condition of the society

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The scene visualizes The scene signifies the cow that looks frustration, hopeless and thinner than the the degradation of moral previous scene and relates to the addiction of they are drinking alcohol. probably an alcohol.

Scene 40 - Long shot signifies a Lyric: Frame Size: clear description of It's the devil's way now Long shot every objects and the There is no way out Camera Angle: condition of its setting. You can scream and you Big close up  - Eye level camera angle can shout Color Saturation: identifies the equality. It It is too late now Black and white is a neutral angle and has no dramatic power. -Black and white colors signify realism and factual condition of the society

First order signification and second order signification in selected scenes of Radiohead’s music video No Suprises

Time First Order Second Order Visual and Lyric line Signification Signification Visual: The scene presents an -The visualization of the image of a man in man in a flat expression dark background. identifies that he has There is scrolling serious problem and in texts reflecting on the depression, frustration, and tube surface stressful condition. The scrolling text is a Scene 3 00.27- reference to media and 01.10 television that control people mind.  The scene presents a  -The physical appearance man in flat of the man who has small expression and the eyes and a bald head background is getting signifies that he has a brighter than the first. serious view or sight of Scene 6

Risca Puspita Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

Lyric: Physical things and a mindful A heart that's full up like a appearance: person (Barnard, 2006). landfill, Bald head and small A job that slowly kills you, eyes Bruises that won't heal. -Close up frame size You look so tired-unhappy, Frame size: signifies the emotion, bring down the Close up intimate or close (Selby government, and Coedery, 1995). they don't, they don't speak Color Saturation: for us. Black and white -The background color black and white signify Camera Angle: realism, actualism and Eye level factual (Selby and Coedery 1995)

 -Eye level camera angle identifies the equality. It is a neutral angle and has no dramatic power. Visual: The man is in flat The water signifies the expression while the problem and it seems that water fills in his face. the problem keeps From the image, we increased as the volume of can see that the man the water is rising through is in a tube of glass. his face. The background is Scene 8 brighter than the beginning scene.

The man closes his The man is hopeless and eyes and the water powerless. He gives up to raises and fills the his problem. glass. -In this music video, close 01.16- Frame size: up represents the emotional 01.59 Scene 10 close up feeling of the man.

Lyric: Color Saturation: -The background color I'll take a quiet life, Black, white, blue black and white signify a handshake of carbon realism, actualism and monoxide, Camera Angle: factualism. The blue light with no alarms and no Eye level signifies hopelessness surprises, and pessimism No alarms and no (Selby and Coedery 1995). surprises,

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No alarms and no  -Eye level camera angle surprises, identifies the equality. It is Silent, silent. a neutral angle and has no dramatic power.

In the analysis of the visual images, in both music videos do not represent the findings show that there are some globalism issue. The eye level camera similarities and differences in the way angle in both music videos is used of illustrating the ideology of only to give a neutral shot straight to globalism in 2+2=5 and No Surprises the object. In addition, the use of fade music videos. The similarities in in and fade out video editing in both illustrating the ideology of globalism music videos is the most appropriate were represented through three ways, video editing to show the beginning namely; the use of the symbolic visual and the ending of each shots style, the use of black and white color especially in the narrative video. saturations which signify the Ideological representation as visualization of the factual and portrayed in the two music videos realistic condition of the modern (2+2=5 and No Surprises) is society, the amplifying relationship globalism, which is the ideology that between the lyrics and visual. directing the process of globalization. The differences in illustrating Steger (2005, p.13) suggest that globalism in 2+2=5 were represented “globalization is a social process that through the use of warm (red) color are changing our current social saturation that signifies agitation and condition based on the modern system anger and the intertextual references. of independent nation-based”. The Whereas in No Surprises, the use of social process can be clearly seen in close up frame size that signifies the two music videos through the lyric emotion and the use of cool (blue) and the visual images. In 2+2=5 color saturation represent the way of music video, globalization illustrates illustrating globalism. through the visual images in each The research also finds that scenes. For instance, the visualization camera angle and video editing effect of the characters (the pig, the cow, the

Risca Puspita Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

bird and the dog) signify the social ideology which controlled the process changes in the society from traditional of globalization in which unregulated social condition into the modern capitalism is absolute. This is in line system. In addition, the visualization with of television, factory and electricity Steger (2005, cited in Walker, illustrate the expansion of culture and 2003, p.148) states that globalism is idea. According to Steger (2005, cited “the idea that unregulated capitalism in Walker, 2003, p.151) media and is the inevitable, inescapable fate of academia is a method to consider successful economy”. Based on the globalization as globalism. data analysis, globalism in 2+2=5 In No Surprises music video, music video is represented by the way globalism is illustrated through the of the music video presenting the lyrics which illustrate the modern lyrics through the use of visual society living and a capitalist system images. The use of animal characters of the government. The capitalist (pig, cow, bird and dog) as the system of the government is depicted symbolism in order to deliver the in the lyric “Bring down the narrative aspect of the video which government they don’t, they don’t illustrates globalism as an ideology speak for us”. As suggested by that control social changing process in Whitaker (2011), capitalism is one of the society. Whereas the use of black the pillars of globalism. In capitalism and white colors signify realism, the rulling class society has an actualism and factualism (Selby and absolute power to monopolize public Cowdery, 1995). capital. In addition, goverment policy The use of warm (red) color is utilized to benefit and support the saturation in “2+2=5” music video is rulling class society (Steger, 2005). the most appropriate color saturation. Meanwhile, the modern and robotic Red color is used to represent social life is illustrated through the agitation and anger of society’s lyric, “A heart full like a land fill, the condition which has been affected by job that slowly kills you”. Both music globalism. Warm color saturation, videos illustrate globalism as such as grey, yellow, orange, and red,

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particularly signify optimism, hope, milked. The bird signifies freedom desire, and agitation (Selby and and the cows signify human being. Cowdery, 1995). While scene 35 visualizes a pig is Intertextual reference that drinking few buckets of milk and the relates to 2+2=5 music video is cow is getting thinner. The pig in the George Orwell’s novel, Nineteen video amplifies the lyrics “The devil’s Eighty -Four (1984). 2+2=5 is a false way” and the bird in the cage belief that uses in the George amplifies the lyrics “There is no way Orwell’s novel in order to describe out”. the government or the ruling class Next, based on the data control over people’s thought. The analysis, globalism in No Surprises government or parties in the novel is music video is represented by the way depicted have an absolute power to of the music video presenting the control present and past. In 2+2=5 symbolic visual style which music video, pig is illustrated illustrated the effect of capitalist brainwashing cows’s thought and system such as depression, hopeless, controls their mind through media unhappy and monotonous modern life such as television. This illustration which control by the government. shows that globalism is an absolute This signification is derived from the unregulated capitalism where visualization of a flat facial government and ruling class control expression of man’s face in a tube of public capital and public’s thought. glass and the light blue color which appears as the water starts to fill up Therefore, the ideology of the glass signifies depression and globalism illustrates through the hopeless feeling. According to amplifying relationship between the Wilfred (1962), light blue color lyrics and visual. For instance, in identifies peacefulness, spiritually scene 33 and scene 35 amplify the calm, depression, introvert, delicacy lyric “it’s the devil way now, there is and firm. Another symbolic no way out”. Scene 33 describes a visualization is the scrolling texts in bird in the cage and the cows are the tube of glass which reflecting a

Risca Puspita Ideological Representation of Globalism in Radiohead Music Videos (A Semiotic Analysis of 2+2=5 and No Surprises Music Videos)

reference to media that control people the narrative story of the lyric focuses mind on the modern society, an absolute In order to emphasize power of the corrupt government and character’s emotion, No Surprises the hopelessness and powerlessness music video was taken in a close up feelings of the lower class society. shot in which a certain feature of the This means that the lyrics of 2+2=5 object takes up the whole frame in and No Surprises illustrate globalism order to describe the object intimately through its effect to the society such (Selby and Cowdery, 1995). The as reality control, anger to totalitarian video visualizes a detail of a man’s government, an absolute power of the face. The facial expression of the man corrupt government. Reality control can describe the emotion of the object and corrupt government are the and his physical appearance which characterization of unregulated has small eyes and bald head signifies capitalism (Page, 2005). In he has a serious view or sight of things unregulated capitalism the ruling and a mindful person (Barnard, 2006). class has an absolute power to control and manipulate public capital. CONCLUSION Therefore, corruption is one of the It can be concluded that globalism in characterization in unregulated Radiohead music videos (2+2=5 and capitalism because the ruling class No Surprises) is represented through society can manipulate public capital the lyrics and the visual images. for their own benefit. Whereas Steger Based on the data of the lyric analysis, (2005) argues that globalism is “an the research found that there is a ideology which supports unregulated narrative story which indicates capitalism as the inevitable fate of globalism in 2+2=5 and No Surprises successful economy”. music videos. The lyric analysis Based on the findings the shows that the narrative story in research also concludes that the 2+2=5 music video signifies a reality representation of globalism in 2+2=5 control and anger to the totalitarian and No Suprises music videos is government. While in No Surprises, illustrated through visual images.

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Globalism in 2+2=5 music video is reference to media and television that represented by the way of using control people mind. Next, the use of symbolic visual style to illustrate the close up frame size signifies emotion; process of globalization which is the use of cool (blue) color saturation directed by the ideology of globalism; identifies depression and hopeless using warm (red) color saturation that feelings as the effect of globalism and signifies agitation and anger to the the amplifying relationship between totalitarian government; using the lyrics and visual. This means that amplifying relationship between the No Suprises music video represents lyrics and visual which signify the globalism as an ideology which give effect of globalism to the society and disadvantages to the society using intertextual reference that specifically the lower class society. signifies reference to the dangers of a totalitarianism authority and the REFERENCES concept of 2+2=5 as a public mind Abt, D. (1987). Music Video: Impact control by the ruling class society. of the Visual Dimension. In This means that 2+2=5 music video Popular Music and seems to show the negative effect of Communication, edited by globalism as the ideology that has Jull, J (1987). Sage shifted into unregulated capitalism. Publication : California. In No Surprises music video, Barnard, M. (2006). Fashion Sebagai globalism issue is illustrated through Komunikasi. Yogyakarta: the symbolic visual style of the actor Jalasutra which represents a flat expression of Barthes. (1977). Image, Music, Text. the man’s face as the symbolism of London: Fontana Press. hopeless, powerless, unhappy and Bogdan, R.C and Biklen, S. K. monotonous life because he is living (1982). Qualitative for in a robotic of modern social life. Education: An introduction to Another important feature of the Theory and Methods. Boston: video is the scrolling texts reflecting Allyn and Bacon, Inc. on the tube surface which is a

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