2. Background Information
• Rihanna’s up tempo music video ‘Rude Boy’ includes
elements of R’n’B, Ragamuffin, and Pop.
• The video was premiered on the 10th February 2010 via
the high definition music provider VEVO.
• The majority of the video was developed via green screen
and included a range of intertextual references of Andy
Warhol and the movement of pop art.
3. Rude Boy Rihanna Music Video
• http://www.vevo.com/watch/rihanna/rudeboy/USUV71000073?source=instantsearch#/wa
tch/rihanna/rudeboy/USUV71000073?source=instantsearch
4. How is the music video post modern?
• The use of technical codes help with the construction of the
representations in this video and are all effective. The camera work
in this video for example invites the audience to identify Rihanna as
the most dominant role, and her significance to the video is
highlighted by her appearance in the foreground and centre of every
frame. In contrast to typical videos of this genre it is the men that
are being objectified as Rihanna uses them to appeal to her and
please her. This is signified through their presentation in the
background of frames and the use of high angle shots.
5. Continued…
• The mise-en-scene also allows us to construct some representations
as Rihanna, like other females in videos like this seems to be dressed
provocatively and is performing dances of a provocative nature.
However it seems as though she is doing this for her own
entertainment purposes aswell as aiming to appeal and attract the
male gender. Furthermore the use of red lipstick connotes her
sexual provocativeness as the colour is seen as a sexual, flirty, bold
colour. Similarly the clothing Rihanna has decided to be portrayed
in consists of minimal and revealing clothing and this is an
indication of the post feminist beliefs where women assert their
right to dress in this nature.
6. How the green screen helps the
narrative:
• Throughout the music video a hidden sexual meaning is portrayed,
as in parts such as Rihanna grinding wearing little clothing, a whole
scene dedicated to her lips all comes under sexual references. As lips
are seen as one of the sexiest part of a woman’s body the close up
shot of her lips alone attracts the male audience in a way music
videos should not aim to attract their intended target market, as it
then allows women to be portrayed as an object instead of a subject.
Therefore all the green screen shots and visuals highlighted link and
are relevant to the lyrics sung.
7. Is the representation acceptable?
• Many arguments and disagreements have been revolved around the
case of is the voyeurism represented acceptable? Are more people
being acceptable due to the fact they are used to Rihanna’s
behaviour and movement within the music industry? Many people
who have an understanding of the singer are expecting things before
the video is even released, therefore making it seem as a norm from
the female performer.
8. News into the music video:
• As soon at Rihanna's new music video for "Rude Boy" hit the Internet, fans
and music lovers couldn't help but compare it to M.I.A.'s video for "Boyz.”
Therefore this questioned the originality of the music video and said that it
was just a copy and a remake.
Boyz-M.I.A
http://www.youtube.com/watch?v=wcN1i
6Qcjxg&safe=active
