The video analyzes conventions used in the dancehall music video "Feat Spice" by Vybz Kartel. It follows typical conventions like close-ups of the artists' faces to connect with the audience and use of accessories like sunglasses to portray the artists as cool. It also uses cross-cutting between scenes of the artists singing and a narrative storyline loosely related to the lyrics. However, it breaks some conventions by focusing only on the two main artists rather than including group dancers. While male audiences may enjoy the sexualized portrayal of the female artist, critics argue it objectifies women.

1. Oscar Rughoo Media Genre Research task Fixed Video example - Vybzkartel Feat spice http://www.youtube.com/watch?v=qoFi-J21jbs Genre – Dance hall

2. Conventions followed Frequent close ups of the artists face, this convention is followed to create a link between the artist and the audience. In combination to the frequent close ups you have the use of mis en scene, in this case it’s sun glasses, this is used to promote the artist as glamorous and cool, this use of mis en scene is frequent in the Dance hall genre.

3. More conventions Cross cutting between the artists performing to the camera and then to the artists in narrative. Narrative screen shot has some relevance to the lyrics, sexual fantasy. The textual detail shown by this is the medium shot of the female artist pulling Vybzkartel in to the bedroom in a sexual manner, this cross cutting to them performing their song.

4. More conventions In Some parts of the song the visuals match the lyrics, in this case he says, “ fi ride it like a bike” and as he says that, there is a medium long shot of the artists on a motor bike. This is deemed simple and boring yet I feel that its used in this case to make the actual meaning of the lyric clearer. ( having them both on the bike creates sexual connotations)

5. Conventions The artists don’t really play a role as an electronic shaman or televised bard, how ever the female artist is arguably a commercial exhibitionist, there are various cuts to her laying on a bed in a sexual manor. She is frequently dancing in sexy way to engage the male audience.

6. Conventions which are broken In the dancehall genre there would be more group choreographed dancers performing to a camera, this video concentrates on the two artists performing to the camera and rarely shows any other dancers. There is no proof of the artists being portrayed as an electronic shaman or televised bard however this isn’t really seen in any dance hall videos.

7. Audience likes and Dislikes In a video like this male audiences are engaged by the female artist who is definitely a commercial exhibitionist, her movements and clothing engage male audiences. Also male audiences would aspire to be in Vybz’s position with women and style ( wearing of sunglasses and chains)

8. Audience dislikes Female audiences and critics would dislike the portrayal of women, as sexual objects, the clothing and movements can be seen as derogeritive towards women in general.