Music Video analysis

Analysis of Rude Boy - Rihanna (2009)

I have studied and analysed Rihanna's video looking at MES, aspects of star theory and the general conventions of a music  video.

Media Language

-close ups on sexual elements of her body
- extreme close ups of her lips, biting them or with her finger in her mouth, commonly associated with lust and the red lipstick enhances this representation as its also associated with love as well as danger

- many two shots of Rihanna and sexualised males

Representation

- Men are objectified sexually as Rihanna is seen to be dominant when there is a two shot - however, objectification of Rihanna is also present as there are many close ups of her body and lips

- There is also a sense of fun and wild behaviour which is enhanced by the tropical colours of reds, yellows and greens. This links and represents her culture as she comes from Barbados and it's stereotypically very colourful and vibrant with lots dancing there. This is also reflected through her costume as we see in her skirt and her dacning around the sexualised men and with the tiger - again representing her 'wild' behaviour.

Narrative & themes

- The narrative in the video does not have a deep meaning behind it

- The only meaning portrayed in the video is sex

Audiences

- Aimed at both genders and teenagers mainly

- Girls see her as a role model and want to be and look like her

- The objectification and sexualisation of her body makes boys want to be with her

- The bright colours reflect a sense of youth to appeal to younger people

Institutions

- The brand is very sexualised, and the video supports that

- Still in control

- Very centralised

Objectification

- Sexualisation of body parts of both Rihanna and the male dancers

- His/ Her bodies are seen as individual parts  (e.g lips, bum, breasts etc. ) and therefore they are not recognised as a whole person with the consideration of their thoughts and feelings.

Mise en scene

- Studs covering her costume- as well as a 'Bad girl' sexual image it could also suggest empowerment and dominance of females as the video is performance based focusing on the artist and Rihanna being the single and only woman and focus of the video

- Sunglasses and makeup displays her anonymously enhancing the idea she is only viewed as a sexual object

- Choreography is very natural and is not staged which therefore gives a more relaxed, fun and free feel to the video, however the dance that Rihanna performs is very provocative and sexualised

- Her minimal clothing acts as a countertype as she is in control, not only of the screen as she is the focus, but wears what she wants

- She is also very dominant in the video as she is shown riding the 'lion' which also acts as a countertype against the common thought that women are weak and fearful

- The colour scheme is very tropical representing her Caribbean culture, the bright colours portray a youthful feel to the video

Editing

- Lots of 'Rihannas' duplicated to dominate the screen (shows female empowerment over males in the video)
- Cuts between different scenes and different costumes
- Edited to show just body parts (focus on lips)
- Black and white sections show sophistication which contrasts to the brighter colour scheme during the majority of the video