Thought Beats/Narrative/Performance:
As a store clerk listens to Mindless Self Indulgence, he begins to see the world like a comic book and lashes out t the customers who are not paying attention to him. Additionally, clips of the band playing at a concert are peppered throughout so that both a narrative and performance are established.
Star Image:
The band are selling their brand as well as keeping the viewer interested in the narration. They are doing this by appearing on-screen and also showing their symbol: A graphic of a nuclear explosion.
Relations of Visuals to Song:
The relation of visuals to the song are achieved by having the actor lip sync the lyrics. It appears as though as he lashes out, he is singing to the customers. Although there is no concept of looking at the audience, the audience may feel a connection with this lowly store clerk, especially if this is their desired genre of music or can empathise with the plight of the worker bee, yada yada. The mise en scene is bland and bleak during the store scenes, but the images of the band are dark and vibrant. CGI is used to created the background of the store; overall, it looks like something straight from Vasquez' comic books.
Technical Aspects:
There are quick cuts that matched the beats to the song. There is even a scene where karate chop sound effect coincides with the store clerk kicking a customer in the face. Also at the very beginning, the actor's head bangs along with the guitar music. All of the clothes are cheap and bland, and the band's attire is alternative and punky.
The director of the music video is Jhonen C. Vasquez (born September 1, 1974). He is American comic book writer and cartoonist best known for creating the Nickelodeon animated series
Invader Zim and the comic book
Johnny the Homicidal Maniac, as well as its spin-off comics
Squee! and
I Feel Sick.
The music video's style is not dissimilar to the themes of his work, which feature ultraviolence, alternative fashion, sugar and loud music.
The scene we see is an establishing shot of the supermarket. It has been computer-generated in such a way that it doesn't seem real.
A check-out sign begins to manfunction - it is filmed from a low angle, which signifies power.
On the other hand, the first face we see if from a mid-shot, which adds a sense of familiarity which would not occur if the first time we see him is from a deep shot.
The lack of eye contact throughout the music video connotes isolation and also goes against Goodwin's theory over the 'concept of looking'. Despite the old woman being in the same mid shot, there is no familiarity with the two.
After getting electrocuted by the sign, a connection is made with what is seen and what is heard.
Match on action is used as the music begins, telling us that listening to this band's music is no different to getting a shock or waking up.
As the guitars begin, the store clerk begins to headbang. This is not in key with the drab surroundings and the contrast is enough to draw the audience in.
More quick cuts are used with match on action in order to match the rhythm of the song with the visuals. For example in this shot, the clerk moves to punch the customer in the face,
and in this shot, a different angle shows the impact of the fist. Additional non-diegetic sound effects of a karate-style sucker punch overlaps the end of the verse to add a comedic effect to the violence.
The audience is not supposed to feel closeness with the protagonist of the music video, as he is being recalled or spied upon by the audience. Therefore no eye contact is used. He is just a man; and example of why 'rock and roll is bad'.
A deep, long shot of the supermarket is used to show the mass of queuing customers, which homogenises them as one thing or part of the background.
A low angle shot which cuts off the head of the clerk show him at work as the tempo of the music gets quicker and quicker. Each time a product is scanned, the beep ties in the with drum beat and other extra sound effects.
This is followed with a high angle shot as the clerk talks into the phone. It may be insinuated that this shows the man to be weak or insecure, or even watched as he pulls odd faces and talks to the person on the other end.
His weakness is taken away with a mid shot; the music and the electric shock and everything else ties into his uncaring nature now. He doesn't care about the man on the other end of the phone. This gives him power.
With said power, he's apparently learnt telekinesis.
Everything the man says is now censore and seemingly translated into the lyrics of the song. Clear and black and white for the indifferent shopper to see. Jhonen Vasquez' comic book experience now comes into play, as he has literally covered the protagonist's mouth with a little black bar often seen on reality TV shows.
A close up shows him freaking out,
and against, the shopper is indifferent. An over-the-shoulder shot is used to display this man's connection to the clerk.
'Ooh' is a part of the song, sung by the actor in a patronising fashion.
Another part of the music video I thought amusing was the use of a puppet: commonly associated with children shows and seaside Punch and Judy booths--completely taken out of context.
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