This document analyzes and summarizes the music video "Me & U" by Cassie. It discusses how the video challenges stereotypes of women in R&B by showing the singer in an unconventional hoodie rather than portraying her as overly sexualized. However, later shots do emphasize her sexuality and appearance. Various shots are examined through different theoretical lenses, such as how they represent empowerment or objectification of women. Elements like jewelry, clothing, and poses are also analyzed for their symbolic meanings and how they relate to gender roles and expectations of women in R&B videos and society.
2. This music video immediately
challenges the stereotypical ideologies
of women within the r&b genre as she
is not portrayed as sexualized or
provocative due to the unconventional
hoodie. A hoodie usually connotes
hidden identity or could be seen as
threatening, and this could be
empowering women through this
sense of control and power rather than
mirroring the stereotypical submissive
role. By showing unconventional
ideologies reflects difference and
development as audiences can
become desensitised with repetition
(Neale).
This medium shot allows the audience to focus on the woman doing
exercise, and Feminists would argue this is empowering for women
due to the strength being portrayed within the frame. The
positioning prioritises the woman’s reflection and suggests her
significance within the music video (preferred reading) however this
could be opposed due to the reflection being central and showing the
woman from the front which emphasises how her appearance could
be the main focus (oppositional reading).
3. This close up contrasts the previous medium shot because
this emphasises the sexualised image women are portrayed
with, and lips are typically associated with beauty and
glamour which foregrounds the genre’s conventions and also
portrays society's stereotypical gender roles. The gold hoop
earrings further symbolise this idea that appearance of
women is more significant than them as individuals
(symbolic code). This music video takes on a performance
(Goodwin) which places the audience in a position where
they feel personally targeted due to the performance being
performed to us, which is further implied through the notion
of looking in the following shot.
The extreme close up of the eyes focuses the reader on the
off centre direct mode of address which suggests her focus
is on something other than the audience and camera
(Goodwins notion of looking theory). This reflects her
strength and passion for this goal behind the camera, and
as the audience we gain this sense of engagement as we
want to know what it is she is fixed on (hermeneutic code).
The woman's skin is flawless with a glowing effect which
symbolises beauty and glamour which bellhooks would
favour this as ethnic beauty is being considered as well as
white beauty.
4. This is a medium shot of the
woman removing the hoodie
which could connote that the
hoodie is a symbol of covering
the identity of a ‘woman in
society’ and by removing it, she
is conforming to the
stereotypical submissive and
sexualised woman. Feminists
would argue this is subjective
because her body and
appearance seems to be more
significant than her personal
identity.
This medium close up foregrounds the idea of sexualizing women
and objectifying them because this would attract a target
demographic of young males as they would view her as a
worshipped figure or an object due to the focus of her appearance
(male gaze). The lack of a male figure or objects to symbolise a
dominant male culture such as cars and houses which would be
desired by this target demographic is unconventional. However
the use of this individual woman which symbolises glamour
replaces the other object that would usually get worshipped.
5. The positioning of the woman in this frame could be
argued as empowering and in control because she is
above everything else and is central to the frame,
however it may be argued that this is objectifying
women as there are no male figures to be compared
to or be in competition with. Furthermore this
medium shot connotes rebellious behavior and this
could encourage the audience to respond to new
styles of behavior (Bandura).
As the audience we receive a sexualised and provocative
image of women because the action of ‘pouring water’ over
herself after exercise has been perceived through a mature
nature within this frame. Water symbolises purity and
cleanliness so for this to be associated with women
romanticises this image of ‘women ’as it almost suggests
they aren’t able to do anything other than focus on her
appearance. The lyrics relate to a narrative or experience
which is performed by the artist, and the record label would
use this performance to sell its brand identity (Goodwin).
6. Heels are a conventional ideology used in r&b music videos
(Goodwin) as it elongates their legs and makes them seem
taller which would attract a target demographic as they’d
either desire to be like her or they would perceive her as a
worshipped figure. Some feminsists would argue they
empower women as they create a sense of control due to
the elevation whereas some may argue it conforms to
stereotypical objectification of women. Red toenails could
further imply this empowering perception of women as it
could connote danger or love which again reflects
stereotypical views of women in society.
This close up of the
woman’s body is revealing
and sexualising, and the
lack of other objects in the
frame focuses the reader
on her and this implies her
body should be desired.
The revealing clothes
emphasises the importance
of female bodies and
beauty is within this genre,
which reflects Mulvey’s
male gaze and plays on
voyerism.
