2. With performance and concept based video missy manages subvert
the stereotypical female rap video whilst still managing to
adhere to the genre codes and conventions through lyrics of the
song allowing the rap audience to indentify with the track.
Furthermore Missy’s larger figure that is represented as
shapeless but more dominant, in comparison to the doll like
dancers small figures can also subvert the usual ‘video girl’ look
that is more often seen in Rap and hip hop videos – giving a
more post feminist and positive light of larger women – showing
that it is still attractive; on the other hand they are still being
used as visual pleasure for men as they dance behind a window
which has connotations of prostitution, which shows females in
a more feminist light. These hybrid methods allow the artist to
potentially gain a wider target audience as it would appeal to a
larger variety of audiences. In the example of having a concept
and more highly produced video for a rap song in comparison to
the stereotypical rap music video where the colours alone would
attract or alienate some audiences, where in the video of Beep
Me 911 missy Elliot uses colours and outfits that are more
‘fitting’ for a Pop song.
4. The video's narrative explaining the result of oppression on the proletariats follows the
daily routine of the single mother juggling financial hardship and two children, urban
youth struggling with their own pre-determined futures and an old man whom
represents the older generates watching over these youth, knowing what is install for
them however unable to prevent the effects of the ''inner city life''. The video is set in
a ghetto in America on an estate portraying the dominance that location has on social
groups. The mise- en- scene shows a group of adolescent boys playing basketball in
hoodies, however the intention of the wardrobe choice may be to challenge the
stereotypes of boys in hoodies, looking for trouble, becoming another statistic in the
ghetto. It deters the idea of these black youth trying to live the exciting rough night life
but in actuality it shows these boys trying to get by day by day in a hopeless reality.
Marxists argues that the messages in the video show the everyday struggle but the
reality is that the undeveloped lifestyle that they live isn't self- created but forced upon
them due to financial state. Challenging the hegemonic control, the concept of Goldies
video attempts the distracts/ counter argue the status quo. This video looks to attain
the target audience of those whom probably live in undeveloped areas helping to build
upon the idea that they are not to blame for their circumstance. In addition, this video
would try to target a broader viewer, reaching out to the bourgeoisie who would
usually adhere to the stereotypes of the black ghetto.
