This analysis summarizes and examines the conventions and themes within the music video for "Foolish" by Fantasia. It discusses how the video portrays stereotypical gender roles and the objectification of women common in R&B videos through shots that emphasize masculinity and reveal or sexualize the female body. However, it also notes how the narrative progresses to challenge traditions by granting the woman character an increasing level of power and status through her clothing, accessories, and positioning in shots. The analysis explores how these techniques can both reinforce and oppose typical stereotypes regarding gender, race, and the portrayal of relationships.

1. MUSIC VIDEO ANALYSIS
FOOLISH – FANTASIA ALANNA KEENAN
CONTEMPORARY R&B

2. This medium shot of the car immediately adheres to the
stereotypical ideology of R&B as it reflects the male in
the car to be superior and this may attract the audience
if they were interested in cars or status as it suggests
this “ideal” lifestyle. The relationship between the
music and the video (Goodwin) is easy to follow as it
follows a narrative which creates a sense of
performance. This could attract a target demographic
of young women as they would be idolizing this male,
whereas a young male audience would be aspiring to
be like this as it is a way of gaining status.
Male dominance is implied as the male character is
immediately shown to the audience which emphasises
masculine importance and superiority, but the close up
of the woman’s body reflects how female beauty and
clothing has more importance than the actual
character as her face is not shown until after and this
prioritises her beauty over her identity. The revealing
clothes embraces the stereotypical woman within R&B
videos as it sells the brand to a target demographic of
males. Furthermore this reinforces Mulveys Male Gaze
as it views women in a sexualised way and objectifies
them through a heterosexual males perspective.

3. Feminists would argue that this close up is dominating
males as the positioning within the frame centralises the
male and suggests women have less importance than
men. Gauntlett’s pick and mix theory could apply here as
as we would choose how we perceive this image
we can choose to oppose or accept the preferred
(hall). Again, the woman is sexualized as the clothing on
her back is revealing and minimal so it mirrors this
“sexualised object” in which women are conveyed as.
Stereotypical ideology is reflected in this shot through
the champagne as it implies they have have money and
sofistication which is also stereotypical of a male in
society. However the suits dismiss the ideology of an R&B
music video as men are usually topless or wearing jeans
or chains, so this reflects how audiences desensitise
(Gerbner) from repetition so they alter it.

4. This music video follows a narrative (Todorov) which is a
typical convention (Goodwin), and we are introduced to the
characters at the start so we follow the narrative through the
visual and audio codes. The couple are at a restaurant which
suggests they are in a relationship or celebrating, and this is
further suggested by the lamp on the table as it could imply
hope or the future. As the audience we feel engaged with the
narrative because of the familiarisation of the situation and we
see this frame as ideal and almost like a fantasy.
The close up of the woman is significant because it re focuses the
audience on the main character. Goodwins notion of looking
theory is reflected in this shot as we do not receive direct address
as she is looking over the camera which shows her focus is on
something else, and this engages us because we want to know
what she is looking at and why. Also the lack of direct address
could potentially suggest weakness and coheres to the
stereotypical view of women being the weaker sex. Furthermore
the red lipstick immediately sexualises her but could also embrace
her power. bell hooks would favour this video as it does not lack
ethnic difference and acknowledges black beauty instead of
dominating white women.

5. Both of these shots adhere to the conventions of R&B
because women usually wear jewelry to symbolise beauty,
which could further imply power and control. Some
Feminists could oppose this preferred reading because
still objectifies women by sexualising them through this
idea of beauty and looking like the “ideal” woman. The low
angle shot positions the audience to almost worship the
woman and therefore gives her additional power and
status, which is significant as this challenges traditional
gender stereotypes. The use of designer bag also adds to
to her status as throughout the narrative the woman has
gained power and control which could reflect how society
is slowly changing and becoming more equal than the
past, both gender and ethnicity wise. Murder Inc. as the
record label uses the genre conventions to meet the
demands of selling the artist and the brand identity of the
record label.

6. Within this medium shot gender stereotypes are reinforced
such as; the male positioned in between two women and he
is central giving him more focus, the colours pink and blue
are separated with the male and female sex, the emotional
role of women is also reinforced through the main female
characters facial expressions. This specific frame could target
a mother-daughter relationship as it would play on the
women’s emotions stereotypically and they would be
engaged by this motherly act of being protective and
nurturing.
Sunglasses are a convention of R&B music (Goodwin) videos
however they are typically seen on males so this challenges the
stereotypes which emphasizes the woman’s power by the end of
the narrative (Goodwin) and we feel as if we have grown
alongside her. The sunglasses are a physical barrier of direct
address so the audience are unaware of where she is looking and
this gives her power because only she knows where and who she is
looking at so as the audience we feel engaged (hermeneutic
code) because we want to know. This ideology of power sells the
brand to a wide audience as women will play apart of the target
demographic and they will gain personal power and control.