Post-Modern Analysis of Music Video updated

7/29/2019 Post-Modern Analysis of Music Video updated

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Post-modern analysis of music video

Rude Boy byRihanna.

By Hannah Alley


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Post modernity

Modernism is a movement in the arts that establishedtraditional conventions concerning the representation of

reality. So its response, which is Postmodernity,

challenges these conventions in a playful way, as it is a

concept characterised by the distrust of theories. It

remixes the idea of representation and makes light of it. Itis the idea that there is no distinction between reality and

hyper-reality/what is fake, due to the distortions the

media present to the public. Some people say that

postmodernity has only just come around, whilst otherssay that postmodernity is just a way of thinking of media,

and that it has always been around.


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Rihanna, the post-modern queen

Robyn Rihanna Fenty (born February 20, 1988),known by her stage name Rihanna is a

Barbadian recording artist, actress, and fashion

designer. Born in Saint Michael, Barbados, her

career began when she met record producer EvanRogers through mutual friends in late 2003 and

recorded demo tapes under Rogers' guidance.

Rihanna is a genius in postmodernity, constantly

keeping up her star image by consistently postingprovocative pictures of herself on Instagram,

creating rebellious, crude music videos, and much

more.


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Rude Boy music

video by Rihanna.


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Firstly, Mise-en-scene.- COSTUME, HAIR & MAKEUP


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The idea of whats seen asa conventional female

isnt what is portrayed

here. All features of

femininity are absent; - herblack, ripped revealing

clothing and massive

stilettos shout rebellion

and a completely different

image of a female that we

are used to.


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Here, we are portrayed a veryvibrant and unique image ofRihanna. She is wearing a blackcrop top and a tethered red,yellow and green skirt, which isquite quirky. Aswell as that,

Rihanna is wearing gold chainsand some gold jewellery on herhands and on her chest. Thisexemplifies money andsuperficiality, as if her fame andstatus is all she cares about.Again, her hair style is quiteboyish and quirky, goingcompletely against the originalideas of a conventional femalewho has long hair, etc..


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In this shot, Rihanna iswearing very vibrant

makeup which carries

across her face. This

makeup is very differentto any other artists we

have seen in a music

video, again portraying

rebellion and quirkiness,

but also bringing out a

new side to Rihannas

star image.


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Mise-en-sceneBODY LANGUAGE


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At this stage in themusic video, Rihanna

sings tonight Ima let

you be the rider, and

as we can see in the

image she is literallyriding a lion with a

crown drawn onto it.

This shot is very odd

but also very ironic.The fact that she is

riding an animal

represents wildness.


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Rihannas body language

here is very sexual andprovocative. She is thrustingher hips forward as shedances, performing a sexualmotion with her hands. Mostartists create their music

videos targeting them at botha male and femaleaudience;- however, here, itseems apparent thatRihanna just wants to attracta male target audience,which is unlike anything

weve seen before at thistime. Overall Rihanna comesacross as very rebellious,striving to be different.


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Mise-en-sceneSetting, lighting, colours etc

& Editing


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In this shot, thereis quite a lot of

time reference to

the older times, as

the dark coloursand setting of

Rihanna/men

standing on

boxes, portrays an

old fashioned vibe

about it.


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In this shot there is

intertexuality to cartoons,creating quirkiness in theimage. There are alsomany different vibrantcolours, instantly

attracting the audiencesattention. The brightlighting creates a light-heartedness about theshot, which is ironicbecause the music videoas a whole, aswell as thelyrics, are far from lighthearted and are verysexual.


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The extreme effects added

to this shot have created a

vibrant, retro sort of vibe,

which again is ironic

because the music video

isnt retro, its Pop. The factthat Rihanna has merged

different genres into her

music video makes it very

post modern. Also, themany different colours and

blurred effect represent a

drunk, crazy sort of feeling

to it, making it very different

to any other.


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In this shot there is an

abstract collection of

images of lips in a

college together. The

dark blue, purple and

red colours used create

a sense of almost

evilness and seduction.


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Camera work


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Its ironic here because

the camera angle and

editing work hand in hand

to create the idea that

Rihanna is Queen and

superior here. The lowangle suggests that the

audience should respect

Rihanna regardless of her

costume and behaviour,because we are

essentially looking up at

her.


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My last point is re-

established in this shot

too.


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Imitation

Some people have said that RihannasRude Boymusic video imitates/is a copy of quite a few other

music videos out there with its vibrant dancehall

feel to it.

E.g: http://www.youtube.com/watch?v=DO8vTzjienc

Is RihannasRude Boy an original or a copy?
http://www.youtube.com/watch?v=DO8vTzjienchttp://www.youtube.com/watch?v=DO8vTzjienc


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Pace

The pace ofRihannasmusic video Rude Boy is

very fast. There are hundreds of shots used in this

music video and the fact that its combined with

many different vibrant colours and settings, visually itis very overwhelming for the audience which may be

its effect.


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The role of Rihanna in Rude Boy and her

star image.

Around about the time that Rude Boy came out, wasliterally Rihannastransformation from sweet, girl next

door Rihanna to provocative, daring Rihanna. This

music video and the song was a shock to everyone

because of her sexual, provocative dancing, singing and

costume, in contrast to her star image before. This music

video actually has a lot of reference to Rihannas image

because her star image literally transformed straight after

this music video was publicised. Rihanna was not a

fictional character in this music video; - she was hertransformed-self, and this behaviour of hers stayed

consistent ever since the Rude Boy music video.


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The lyrics

Come hereRude boy, boyrude and unladylike.Can you get it upCome hereRude boy, boyIs you big enough sexual innuendo. Challenging theaudience. A key element of postmodernity isengrossing/engaging the audience, and challenging theaudience like Rihanna is here, is very post modern.Take it, take it crude and bold language that we as anaudience are not used to.

Baby, babyTake it, take itLove meLove me


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...continued

Tonight

I'm a let youBe the captain- Rihanna is shamelessly talking about hersex life to the public. Shock factor.TonightI'm a let you

Do your thing, yeah she is engaging the audience; - atypical convention of postmodernity. Directly speaking tothe viewers, which adds a personal feel.TonightI'm a let youBe a rider

Giddy upGiddy up sexual repetition.Giddy up, babe


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TonightI'm a let it

Be fire

Tonight

I'm a let you

Take me higher

Tonight

Baby we can

Get it on

Yeah we can get it on

Yeah

Do you like it

boy?

I wa-wa-want

What you wa-wa-

want

Give it to me babyLike boom, boom,

boom

What I wa-wa-want

Is what you wa-wa-want

Na, na

Ah, ah


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As we can see, the lyrics on their own are enough tomake the audience feel uncomfortable listening to

the song. However, this is a strong point of post

modernity as it creates a shock factor through the

rebellion and crudity displayed. This is a very

effective way for Rihanna to gain views and

attention. Again, it transforms her star image and

allows the audience to see her in a completely

different way.


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THANKS FOR WATCHING

By Hannah Alley

Post-Modern Analysis of Music Video updated

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