Collective Identity of mothers

You Tube Video


How does your example compose, light, write, frame, crop, caption, brand, target and censor its representation?


Composition
The 'mother' represented in this video is composed to look very glamorous. Her hair is styled, dyed and brushed to perfection giving a very perfect representation of motherhood.
We first see her without makeup, but with manicured nails.
Her setting within her bedroom is full of muted greys, browns and neutral tones. The calm atmosphere this creates gives the impression of a very collected mother. The lack of clothes strewn over the floor or children's toys everywhere again makes this a very stylised representation. The only hint that this mother may not be entirely organised are the ruffled bed sheets or an unmade duvet.
The setting of the kitchen is likewise very tidy, clean and glossy looking. The flooring is wood, probably oak and buys into the expensive lifestyle that this 'mother' leads.


Lighting:
Natural lighting is used whenever possible. Natural light shines on the 'mother's' face to give a flattering look. In the bedroom the lighting is very natural shining directly on her face, to the extent that despite the lack of makeup this mother looks refreshed and not tired.
The lighting used in the kitchen consists of natural lighting, but also artificial, mid-level warm lighting under the kitchen cupboards.




Writing
The representation of this 'mother' is obviously very artificial as her words have been semi-scripted. There has been time to consider what she wants to say to her audience and the type of 'mother' that she wants to present. She drops in the type of milk she drinks, 'almond' and the range of fruit that she has styled on her porridge.
She uses the personal pronoun 'you' to talk directly to her audience and try to represent herself as a 'normal' mother, one who can communicate and is open and friendly.
Her conversations with her children are calm, friendly and shows clips of her trying to educate her

Framing
The camera angles used are either mid shots or high angle shots. Both shot choices are very flattering for the subject




Cropping/Editing/Sensoring
The 'day in the life' of this you tube video is highly edited. We jump cut from Anna with no make up to her introducing what she had for lunch. This again is a highly stylised representation of a 'mother' almost a 'yummy mummy' as none of the process and daily routine has been included,

Branding
The Saccone Joly's are their own brand. They have built their own empire of distinct You Tube videos. Within the first 40 seconds of the video both Costa and Buxton are used to show the brands of coffee and water this mother drinks. Mid-range costing products are used rather than a glass of tap water and an instant coffee brand.
However, the branding within the video such as Ocado and Duchy both give more evidence to the representation of 'yummy mummy'.  


Targeting
The demographic of the Anna Saccone videos would possibly be other mothers who are interested in her children and her daily routine. However,