ZEITGEIST : HOW CURRENT TRENDS ARE REFLECTED IN MUSIC VIDEOS.

Zeitgeist theory is based on defining the trend of a particular period of time from various events which is then reflected in the current society.

This is a music video of Lady Leshurr titled 'Queen's Speech 4'. Within the video many zeitgeist elements are reflected using intertextuality including:

• INSTAGRAM - As we can see on the screenshot Lady Leshurr is directly referring to one of the most popular social websites - Instagram. This particular social network focuses around images in order to keep people updated at all times with what is happening in your life. This application is well known within the celebrities, allowing their fans to be updated with their events at all times. The application can be considered as intertexual trend of last months. 

• SNAPCHAT/ BANTER - Another element within the song which demonstrates Zeitgeist theory through current trends is the reference to Snapchat application which has been one of the biggest appealing social networks in last months. Although Instagram is focusing on image updates, you are able to form your own profile, almost like a photo blog. This differs from Snapchat which allows you to sent videos and images up to 10 seconds, meaning you are unable to store them in any way without the other person knowing it (due to screen shot). This app can be considered as controversial due to the time. Furthermore, the same verse of the song includes reference to 'banter', an exchange of playful and teasing remarks between two people which is often used within the youth culture in order to define humorous act.  

• RELIGION (RAMADAN / ADAM & EVE) - the use of special effects, specifically caption 'Ramadan' and the lyrics referring to 'Jesus' and 'Adam & Eve' clearly suggests the reference to religion. The use of these captions might strongly refer to current news of Syria crisis as Muslim people are escaping to Europe, a continent which is well known for Christianity. The contrasting use of words within one verse strongly suggests the reference to these events.

• BRUCE JENNER - Another controversial intertextuality within the video is the reference to Bruce Jenner change of sex. This current gossip has been spreading around the world causing debatable and contentious thoughts and opinions.

• FLIP FLOPS WITH SOCKS - Another trend demonstrated within this music video is based around wearing the flip flops with songs. This was a surprising trend as this combination of clothing was considered before as embarrassment, meaning you don't have good fashionable taste. This has changed over time once the celebrities started wearing flip flops with socks with casual stylisations, clearly not being ashamed of it. This shows how influential the media can be. By spreading few images of celebrities the world substituted the embarrassment with a new, fashionable trend.  This presents the power the media has and it's influence on the society.  

•  KYLIE JENNER BIG MOUTH CHALLENGE 'BIG MOUTH GYAL, WHERE YOUR LIPS GONE'? - These lyrics found within one of the verses clearly relate to Kylie Jenner's Big Mouth Challenge. As the intertextuality was found within the lyrics I have decided to take a screen shot of the effects caused by the challenge. The screen shot presents young girls attempting to enlarge their lips by 'sucking' onto a cup or any round object. As seen above the consequences are quite unpleasant, again showing social media influencing young communities around the world due to social networking websites such as Youtube or Facebook. Besides, from that this shows how easy it is for a celebrity to influence others, without looking at the consequences.  

• In conclusion, all gathered examples above show clear representation of current trends and their influential consequences on communities, particularly youth cultures. The music video portrays various trends which are different from each other, although their similarity is focused around the social networking websites which are allowing the trend to reach even larger groups of audiences. 

Another music video representing the zeitgeist theory is titled 'Selfie' by The Chainsmokers which focuses particularly on the trend of 'selfie' images as title suggests. 

• SELFIE - As the screen shot suggests one of the inter textual references of current trends are selfies. The beginning of the video already sets the scene of gossiping - 'woman's natural characteristic' which is followed by a selfie image. This typical set of scenes for young woman portrays another trend which is strongly influenced by social networking websites which is spreading the trend and allowing the users to reach popularity at the same time sharing their memories and looks.

• Following from the previous example the screen shot demonstrates the scale of people posting the selfies on various social network apps in this case Instagram. The music video shows reference to many different Instagram profiles which are continuously changing throughout the video. This again reinforces the scale and the influentiality of social media within the communities all around the world, combining the trend of 'selfies' and Instagram together. 

• Another trend found within the theme of selfies is the image of a person taking the selfie itself. This type of photograph has been quite popular in recent months within social media . We could see various people following this trend and applying it to their own profiles on various apps. 

• The previous screen shot is very similar to this shot which shows another type of selfie that has influenced young people to share their income on social media. This trend of course applies only to people who are found within higher class including B2 and upwards. This is another trend which can be strongly considered as controversial because it can persuade people to crimes. It can also cause debates about how young people get large amounts of money especially in such young age. 

• In conclusion, both music videos are full of intertextual references which are dominated by inappropriate trends causing changes within the society. The young audience is absorbing the acts and trends by following them at all times. The media helps the trends to be spread on a massive scale using technological convergence, meaning that music videos with zeitgeist focus are only a part of it. We can link this to the hypodermic syringe model in which the trends are injected to the audience everyday through different technological devises as well as media products including music videos, magazines, apps and websites.