THEORIES
GENREJason Mittel believes that “the industry use genre to sell products to audiences.
Media producers use familiar codes and conventions that very often make references
to their audience knowledge of society and other media texts”. – In the music video I
am analysing, I believe that this is true because the video is relatable to anyone, as it is
about two people and love. Rihanna’s dancing is also an example to this as it is
something that audience are familiar with. The costume Rihanna is also wearing,
represents the genre as well as this theory, as she is wearing bright clothes. This
represents the genre as RnB is about the rhythm and the beats and how it has that
tempo. It is an example of the theory because of how fashionable bright colours are at
the moment.
GENRE
Christian Metz believed that “genres go through typical cycle changes during their life
time.” – The video I am comparing to are What’s My Name by Rihanna ft. Drake and
Dilemma by Nelly ft Kelly Rowland. I believe that this theory is true but also false
because there are several similarities as well as differences in both videos. The video is
similar as it shows what each video is about and its genre which is love RnB, through
their actions to each other, as well as the fact that they still use cars and houses as
props. One of the props that has never changed and will always be used in this genre
would be “blings”, and you can see that on both videos. However, there are also
differences such as the fact that 10 years ago videos had more narrative in it, than how
it is now.
NARRATIVE THEORIES
It was very hard for me to establish what theory was used in the narrative of
Rihanna’s music video What’s My Name.
None of the narrative theories really cover the narrative of the music video I
am analysing, however I think that Todorov’s is the closest one.
Todorov’s narrative states there would be an equilibrium or normality, then
a disruption of the equilibrium happens through a significant action or event,
there is then an attempt to repair the disruption and the equilibrium is
restored.
NARRATIVE THEORIES
Only some parts of Todorovs theory appear on the music video and they are: when there is
an equilibrium. This happens when Drake saw Rihanna in the supermarket, there is an
equilibrium because they fell in love with each other. However, this could also be stated as a
disruption. The second part which is: disruption is then repaired and the equilibrium is
stored, are shown in the music video when we found out that Drake and Rihanna now lives
on the same apartment and they are happy together. This could be a disruption repaired, as
the first bit could be a disruption because of how they fell in love with each other, but this is
repaired by living together and getting to know each other. This could also be an equilibrium
restored as they are living together, which means they must be happy with one another.
REPRESENTATION
Laura Mulvey argues that “the dominant point of view is
masculine. The female body is displayed for the male gaze in
order to provide erotic pleasure for the male. Women are
therefore objectified by the camera lens and whatever gender the
spectator/audience is positioned to accept the masculine point of
view”. - I believe that this theory is true for the music video
because of how Rihanna is dressed. She is wearing tight short
shots, which is revealing. In the video this is also shown, when a
shot of Drake looking at Rihanna from behind was shown, as this
shows Drake was probably looking at Rihanna’s bum.