The document analyzes and summarizes several of Madonna's music videos from different eras of her career to show her evolving image and brand. Her early videos like "Borderline" portrayed her as a rebel, while "Like a Prayer" was more controversial and helped establish her individuality. "Vogue" showed her maturity and suggestion she had become iconic. Later videos employed new technologies and showed her happiness in motherhood or efforts to prove her continued relevance.

2.  Borderline
 https://www.youtube.com/watch?v=rSaC-YbSDpo
 Borderline is a performative and narrative music video.
Some of the scenes are in black and white and some are
in colour. This is to show when she is being herself
(colour) and not being herself (black and white). The
message of the video is to stay true to yourself.
Madonna is also dressed in an urban style which was
fashionable in the time and she is portraying herself as
a rebel. At this point in time Madonna was typical of
pop singers in the time and didn’t have a particular
brand.

3.  Like a prayer
 https://www.youtube.com/watch?v=79fzeN
UqQbQ
 Like a prayer is a narrative music video. It was
controversial and was created to give Madonna
attention. She portrays herself as being a
saviour and has started to create a brand for
herself as the video is unique. At this stage
Madonna was trying to be more of an
individual.

4.  Vogue
 https://www.youtube.com/watch?v=GuJQSA
iODqI
 Madonna is dressed as Marilyn Monroe in this
video, she also lists iconic people in the video,
almost suggesting that she is one of them. The
video is also in black and white, making it look
sophisticated, showing that she has matured.

5.  Human nature-
 https://www.youtube.com/watch?v=XTSrV_0vG
-4
 In this video Madonna is shown in a box,
suggesting she is trapped. The choreography has
the dancers pulling Madonna about showing that
she is controlled. Barthes theory of binary
oppositions is used in the video as it is in black
and white which suggests Madonna has turned to
the bad side. This video shows Madonna rebelling
from the conventions of society and her struggle
with fame.

6.  Ray of light-
https://www.youtube.com/watch?v=a4tD8dy9Re
g
 In 1998, as technology evolved, so did music
videos. For example, Madonna used new
techniques such as a time lapse and green screen in
this video. She has gone from a rebellious look to
the opposite in this casual video. It is also less
personal as it is about her daughter and not her. In
this stage, Madonna is expressing her newfound
happiness in her life with her daughter.

7.  Hung up-
 https://www.youtube.com/watch?v=EDwb9j
OVRtU
 In this video it is as if Madonna is trying to
prove something as she has surrounded herself
in youth as if to say ‘I've still got it’. She is also
still creating a brand for herself even though
she has bee in the music industry for so long.