Within the music video, "Shoutout to My Ex" by Little Mix, it is clearly evident that a variety of elements based on the music video theories are included thought the duration of the media. The exposition of the video features one of the band members, Perrie Edwards, staring directly into the camera and lip synching to the music. By gazing into the camera, it could be suggested to be related to Carol Vernallis' theory of breaking the fourth wall, therefore creating authenticity and portraying the media, and the members themselves, as more genuine. Yet, as the audience endures throughout the music video, it is clear that each of the girls are conveyed as binary opposites, this could due to the record labels demand, a theory created by Andrew Goodwin, as they may of created this contrast so that the demographic of the band is broadened and more of the audience can relate to the girls. However, even though the members are presented, at times, as individuals it is key that they are conveyed as a band and that they are branded in a specific way.
Additionally, Little Mix are also seen to be using another element of Goodwin's theory, the illustrative lyrics. Within the line, "that hurt me I'll admit", Edwards is seen to be gesturing crying, yet with a satirical finish in order to portray her sarcasm to the audience via her countenance. However, it could be argued that Kaplan's theory of music videos being seen as a hybrid form as they were part advertisement and part entertainment could be applied to this video. It could be considered advertisement as all of the member promoting different looks and conveying differing personalities, therefore advertising the group as being diverse.
Furthermore, another theorist who focuses on element such as high frequency of cuts, visual effects and editing to the beat. Visual effects were used in this music video to enhance colour, in the car, the colour of the buses were converted int pink and were extremely bright to illustrate a women dominated scene. K and W's idea of editing to the beat also features in the video, it is seen to be satisfying and gives a beat of which the consumer can feel, hear and see.
Diane Railton focuses on different categories: pseudo-documentery, art, narrative and staged. in relation to this video, it consists of each category allowing the audiences to see different aspects of the group. Parts could be seen as pseudo-documentary as it seems like the member are behind the scenes, allowing the consumer to see the girls as they 'really' like. Yet, there is also parts that are narrative, about women and girls being empowered and not to be knocked down by males, especially throughout break-ups. lastly, it could be argued to be staged, as they are promoting themselves by being independent and aiming for different demographics.
