3. FORMS AND CONVENTIONS GENRE: POP, R&B, HIP HOP VIDEO
DIRECTOR: FRANCIS LAWRENCE DATE OF RELEASE: 2006 TYPE OF
VIDEO: PERFORMANCE BASED ADHERENCE TO AN HIP-HOP AND
R&B MUSIC VIDEO CONVENTIONS: STARTS WITH FAMOUS HIP-HOP
RAPPER SNOOP DOG RAPPING. RAPPING BY SNOOP DOG SUGGESTS
THE HIP-HOP IN THE VIDEO. USE OF CLOSE- UPS OF ARTISTS FACIAL.
VARIETY OF CAMERA TECHNIQUES E.G. LOW ANGLE SHOT, CLOSE-
UP, MEDIUM SHOT (TO ALLOW ALL THE GROUP MEMBERS TO BE IN
THE SHOT), LONG SHOT, ZOOM OUTS. VARIETY OF EDITING
TECHNIQUES E.G. JUMP CUTS, SHOT REVERSE SHOT, CGI. SEXY/
MINIMAL CLOTHING FOR THE FEMALES. SEXY/ STRIPPER
DANCING, USING BAR/RAIL TO CONVEY THEY SEXY LOOK. (NO
SPECIFIC DANCE ROUTINE) USE OF PROPS E.G. CHAIRS, DANCING
RAIL.
4. REPRESENTATION; THE DOLLS, DRESSED IN SUGGESTIVE BLACK
OUTFITS, PROGRESS THROUGH THE VIDEO PERFORMING A
STRIPTEASE, WHICH IS FOR THE MALE GAZE. SNOOP DOG’S
CLOTHING IN THE VIDEO IS A CONVENTION OF A HIP HOP AND R&B
MUSIC VIDEO, HE WEARING A CUSTOMISED HOODY AND A CAP,
WHICH IS TRADITIONAL IN THE HIP HOP CULTURE TO HAVE YOUR
NAME ON EVERY ACCESSORY, WHETHER IT BEING A CAR, CLOTHING
BLINGED OUT JEWELRY. SCHERZINGER, IN ONE DANCE SEQUENCE IN
THE SECOND VERSE, USES A CHAIR AS A PROP. ON THE CHORUS,
FIVE ADDITIONAL CHAIRS APPEAR IN THE SCENE, AND FIVE OF THE
MEMBERS OF THE GROUP APPEAR, AND THE DANCE CONTINUES…
5. INSTITUTIONS; THE PUSSYCAT DOLLS ARE SIGNED ON THE RECORD
LABELS POLYDOR, A&M, INTERSCOPE, WHICH ARE THE SUBSIDIARIES OF UNIVERSAL
MUSIC GROUP. THE MUSIC CHANNEL THAT PLAYS THIS VIDEO WOULD BE MTV, MTV
BASE, KISS. THIS WOULD BE BECAUSE THESE ARE THE CHANNELS THAT ARE KNOWN
WORLD- WIDE AND IS MOST VIEWED THAN ANY OTHER MUSIC CHANNEL AND ALSO
THESE CHANNELS ARE MOST SUITED FOR THE GENRE OF MUSIC. THE VIDEO IS
SOMEWHAT ADMIRED BY A LOT OF THE AUDIENCE, THIS IS BECAUSE ALREADY THE GROUP
IS FAMOUS AND WELL-KNOWN BUT THEN THEY HAVE THE VIDEO FEATURING SNOOP
DOG, WHICH WILL ALLOW HIS FANS TO WATCH THE VIDEO ALSO. ON YOUTUBE THE
MUSIC VIDEO HAS BEEN VIEWED 23,537,197 TIMES AND STILL GROWING DAY BY DAY.
THE VIDEO IS SOMEWHAT ADMIRED BY A LOT OF THE AUDIENCE, THIS IS BECAUSE
ALREADY THE GROUP IS FAMOUS AND WELL-KNOWN BUT THEN THEY HAVE THE VIDEO
FEATURING SNOOP DOG, WHICH WILL ALLOW HIS FANS TO WATCH THE VIDEO ALSO. ON
YOUTUBE THE MUSIC VIDEO HAS BEEN VIEWED 23,537,197 TIMES AND STILL GROWING
DAY BY DAY.
6. AUDIENCES; THE TARGET AUDIENCE FOR THIS
MUSIC VIDEO IS MORE FOR THE MALE. AS THE ARTISTS IN
THE VIDEO ARE NOT WEARING MUCH CLOTHING, WHICH
ATTRACTS THE MALE GAZE THAT LINKS TO THE THEORY OF
LAURA MULVEY AND HOW THIS REDUCES A WOMAN’S STATUS
TO A “SEX OBJECT”. HOWEVER, IF WE LOOK AT A MORE
WIDER TARGETED AUDIENCE THEN IT WOULD SEEM THAT THE
PEOPLE THAT ENJOY THE GENRE OF MUSIC THAT VIDEO IS
WOULD ENJOY WATCHING THIS VIDEO, AND ALSO THE PEOPLE
THAT LIKE THE ARTISTS THAT ARE FEATURED IN THE VIDEO, IN
THIS CASE THE PUSSYCAT DOLLS AND SNOOP DOG.
