Melanie Martinez Electro-Pop Conventions Analysis

“Dollhouse”
GC1: Lyrics and Visual Narrative
• The video is performance, narrative, and conceptual
• The singer is using a metaphor of a dollhouse, so the cast
look like dolls and have stiff movements
• A set is used and there are many different looks and mise-en-
scene created
• There is use of reflections (Goodwin)
• The visual aesthetic queers stereotypically feminine
elements with darker, masculine elements emphasising
Butler’s notion of gender performativity
• The styling is similar to the post-feminist kinderwhore
grunge subculture (Hebdige)
• There is frequent use of colour pop and bright visuals
• There is a blurring of the Proppian hero and villain roles
with the protagonist
• There is a diegetic intro and outro, with a circular narrative
GC2: Genre Characteristics
• The genre of the song is electro-pop
• The bright colours (colour-pop) and
frequent outfit changes are characteristics of
the genre
• The use of an artificial studio mise-en-
scene is conventional as it is a low-budget
option
• The editing is fast-paced to match the beat
• There are dark lyrics with upbeat
movements
• The outfits are very curated and highly
produced (makeup, hair, outfits)
 • There is postmodernism through the narrative although
GC3: Intertextuality it is established the ending remains elliptical (Vernallis)
and Postmodernism • There is simulacra (Baudrillard) of dolls and a dollhouse
• The video is part of a larger album concept which creates a
complete narrative structure (Todorov)
GC4: Representations
• The music video depicts a young woman as the star and allows
for the primary target audience of females ages 13-25+ to
personally identify (UGT) with the artist
• The use of a nuclear family creates a four-quadrant appeal
• A younger audience is also targeted through the playfulness
and bright colours, as well as a child appearing
• The singer is conventionally attractive and appeals to the male
gaze (Mulvey) but shows agency (Paglia)
• There is variation in the costumes and hairstyle/makeup of each
character which broadens personal identification (UGT)
• The video is alternative as it presents a satire on societal
habits, but this can be ignored in an oppositional or contested
reading (Hall)
• Although it appears to target to children, the substance and
sexual references would lead to age restriction
• The visual aesthetic queers stereotypically feminine elements
with darker, masculine elements emphasising Butler’s notion
of gender performativity
GC5: • The colouring is bright and pastel to make the
visuals have colour-pop
Cinematography • There is high-key and low-key lighting
• The editing matches the tempo of the song
and Editing • There is frequent use of high angles and panning to
place the viewer in the POV of playing with the
dollhouse
Notable Marketing
• Promoted on “Pretty Little Liars” in the US, which targets the
primary audience
• The debut single of the singer as part of a wider concept album, she
had previously starred on “The Voice” US and had a growing
following
Notable Shots
Possible Influences
• Frequent costume changes
• Use of colour-pop and pastel colouring
• A blurring of the Proppian hero/villian character
• Highly constructed mise-en-scene
• Narrative based