H.C. Semiotic analysis - Disclosure 'F For You'

• In this music video, Disclosure are seen to break the typical genre style of dance music with performance based visuals. This means that the whole video is a representation of the group aiming to distance themselves from the mainstream dance movement.
• Location is a key signifier that relates to the duo's independent image, as they are positioned in a studio alone, which contrasts with the exotic and often expensive Hollywood style locations seen in mainstream dance music videos, suggesting this was a more lo fi, independent production.
• On the other hand, key visual motifs such as the use of strobe lighting effects and  display screens in the background, serve to identify this video within the dance genre, as these are iconic of nightclub scenes and similar music videos within the genre.
• Special effects like the pencil style overlay of the star's faces serve as an artistic signifier, which distances the audience from the pair, as their appearance is dehumanised and their image incomplete, as observed by Dyer and his theories of stardom.
• The positioning of the two stars facing each other indicates uniformity and collaboration, identifying the duo as a group rather than two individuals which indicates their credibility as a professional outfit, making them stand out to audiences.
• The strobe lighting effects and background display lighting are deployed in time to the beat of the track, creating a pulsing effect and illustrating the music and therefore anchoring the two together.
• The performance is further anchored with the track through the use of lip syncing, which gives the impression of a live feed, and engages the audience with the visuals at a higher level.