Sia's 'Chandlier', is a prime example of Kaplan's theory of music video being a hybrid of advertisement and entertainment. throughout the duration of the video, the audience is intrigued by Ziegler's spontaneous, yet intentional, way of dancing. Music in previous era's were aired on TV channels such as TV or Top of the Pops, the consumers not able to choose what music they would watch/listen to. Nowadays, the listener has more autonomy as social media and the internet provide platforms for the listener to watch/listen to music freely. additionally, this video could be suggested to be in the 'art' category of Railton's theory. Evidence to support this could be that this music video is highly creative as it explores the motive through dance as well as not being speificly relative to the lyrics. the audience may be influenced and made to feel a certain way by the lyrics or even the dance itself, this song is emotive.
It could be argued that this music video follows a pattern of disconjuncture from the lyrics as the visuals of Ziegler's dancing does not illustrate the lyrics nor amplify them. However, the visuals amplify the emotive atmosphere as the dancing reflects mass emotion. This is Andrew Goodwin's theory, how the lyrics, visuals and atmosphere are connected in some way or another in order to illustrate to the audience the main message of the music or music video. Another element of his theory suggest the demand so the record label, this could be the fact Sia uses Maddie Ziegler as a man of her, therefore crating the association of the wig and Ziegler herself.
As mentioned previously, Ziegler is the front for the artist herself, therefore Sia could be considered as a electronic shaman. Sven E. Carlsson's theory supports this as Sia is 'invisible' within her music videos, as well as guiding the audience on a spiritual journey, this could be argued to be achieved through Ziegler's dancing. The platinum bond wig is the association of Sia, therefore an audience would know from the expiation of the video that this music created by this specific artist. In addition, Vernaillis' theory could be argued to be challenged within this music video as she argued that by not following the rules f content editing, it focuses on the impact creates for the audience. however, 'Chandelier' follows a strong sense of continuity and seems to accompany the audience through aendebaour that only can be followed through this song. Even tough there are some cuts throughout the video, they are very vague and unnoticeable therefore reiterating the idea of a journey throughout Sia's music video.
Keazor and Wubenna's theory explores the impact of high frequency of cuts, visual effects, graphic element and synchronisation of editing to the beat. A high frequency of its is not relative to this video as longer cuts are used , however when a higher frequency of cuts are used. It could be argued to emphasise the emotion of the song even through the visuals and the song are not directly connected. Furthermore, the idea of the internet being a 'visual jukebox' could be argued to be true due to he fat tat in th past listeners hd no choice of when and what they listened/watched. Youtube is a popular media platform of which enables individuals to watch whatever they desire as well as providing similar videos that they may be interested in.
