Rihanna's song "Rude Boy" was released as the third single from her 2009 album Rated R. The up-tempo song incorporates elements of reggae, pop, and R&B. The music video, directed by Melina Matsoukas, used green screen techniques and featured props like stuffed animals. It depicted Rihanna dancing provocatively. The song was a commercial success, reaching number one on the Billboard Hot 100 for five weeks. However, the video received criticism for being overly sexual and objectifying of Rihanna. It also drew accusations of copying ideas from M.I.A.'s music videos. The technical elements of the video, like camera work and costumes, enhanced

1. Rihanna Case Study.
Rude Boy is a song by BarbadiansingerRihanna, taken from her fourth studio album,
Rated R (2009), that was released as the third single from the album on February 19,
2010, through Def Jam. It was written by Mikkel S. Eriksen and Tor Erik Hermansen
under their stage name StarGate. Rude Boy is an up-temposong and incorporates
elements of raggamuffin, pop and R&B.
The accompanying music video was directed by Melina Matsoukas, used greenscreen
techniques and featured props that included a stuffed lion and zebra. Rihanna
performed the song live for the first time at the Pepsi Super Bowl Fan Jam in South
Beach, Miami, and later on The Ellen DeGeneres Show and Alan Carr: Chatty Man.
The song received mixed to positive reviews from critics; some called it is the
highlight of the album, but others criticized Rihanna's "monotone" and "icy" vocal
performance. "Rude Boy" peaked at number one the US Billboard Hot 100 in its
fourth week for five consecutive weeks, and was Rihanna's sixth US number one
single. It was a commercial success globally, peaked at number one in Australia and
attained top five positions in Germany, Hungary, Ireland, New Zealand, Norway,
Poland, Slovakia and the United Kingdom.
Likewise there were many critics that slated Rihanna's music video whereby
challenging the originality of the music video. The originality was challenged due to
statements saying that Rihanna had simply just copied the Boyz M.I.A music video,
and just added her flirty sexual themes to it.
Furthermore the music video presented by Rihanna highlights the postmodern views
and outcomes. I believe that this video is a perfect example of a postmodern video due
to the provocativeness displayed by the artist.
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.
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.
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

2. 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.
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.