The persona of Jessie J as a child is being represented through the use of her iconographic hairstyle which is used to allow the audience to identify with the protagonist of the text. The representations is from the persona's point of view, therefore the representation is not fair however it could be argued that we are shown the protagonists point of view as the audience would sympathise with the little girls experience of school.
The other girls in the video are all dressed in pink, which connotes femininity something the protagonist clearly lacks, the different costumes are used to portray Struass's theory of binary oppositions. Ironically the representation of the protagonist would at first seem to be tough and mean however through the rest of the text is shown to be the opposite, as opposed to the seemingly stereotypical girls who bully the protagonist. The setting of the text is also significant to the 'story-telling' of the text as the audience see the protagonists journey from being an outcast to a star.
The audience are expected to identify with the protagonist as she is being bullied and overcomes with her fame and fortune hence the chorus "Well who's laughing now?". The role of the music allows the audience to understand the story from a child's point of view as there are children speaking/singing through the song. The values that the text embodies are that one can overcome adversity as the protagonist does in the video. There is an alternative ideology of the protagonist shown, most people would stereotypically associate the young Jessie J to be a bully due to her costume and body language, however in the text this is proven wrong as she is the victim of bullying.
The text features Jessie J as herself in the classroom as well as the many other roles in a school (teacher, caretaker, dinner lady), and the persona of a young Jessie J are used to represent the strong and determined characteristics of the artist Jessie J.
The text has been distributed via iTunes.
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