Music videos
are used to first of all advertise the song released by the artist. It also
helps a lot to allow the artist to set a sort of image or identity for their
fans to understand and experience. Also, a music video is made for visual
pleasure.
Rihanna’s
‘Rude Boy’ video is very complex in terms of editing. A green screen has
obviously been used for everything that is going on in the background, all
sorts of images and animations. This genre of this song R&B and I think
that Rihanna’s video includes generic signifiers of this genre. For example,
the way she is dressed; the clothes she is wearing are tight on her body or
short. Also the way she dances is very provocative and sexual. In certain
scenes she is surrounded by males, which is typical of this genre (to be
surrounded by the opposite sex) and she dances with them also. Also, the way
she dances reflects her identity and her Caribbean roots; she dances in a sort
of dancehall style hence the provocative dancing.
All the random
and bright coloured animations and images going on in the background are also
signifiers of her personality, they make her seem edgey and different. This
could intrigue the audience and especially her fans. In terms of filming, there
are not many types of shots used in this video; mostly just mid shots, wide
shots and close ups.
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