Drunk in Love Beyoncé feat. Jay-z

Editing and Camera Shots

The entire video is filmed in black and white, creating a more seedy and sinister portrayal of the beach setting which contrasts nicely with the beach scenes in videos such as Emily’s heart (Jamie T). Slow motion is once again found in the editing of this video however slightly more extreme than other videos we have analysed in order to emphasize on her sexual/seductive dance moves.

Cross/fade over cuts used throughout the video.

Extreme Close-ups

Expressionistic lighting and smoke, silhouettes the body making it appear, with the help of the black and white filming, more glamourous

and appealing to look at

Shallow depth of field- blurring the background in order to pull focus on to the artist.

Once again we see the conventional black out title shot (also analysed in Jason Mraz-Lucky)

RepresentationThis video has a highly sexualised theme to it therefore involves various conventional representations of

both the male and female sexes.

Like many high end music videos belonging to A list celebrities such as Beyoncé, the artist is predominately used as a sexual object in order to be desirable and appealing to their audience. Direct mode of address is involved in many shots as a seductive mechanism and the artist is dressed in minimal sheer clothing leaving little to the imagination. This confirms the ‘male gaze’ theory.

Jay-z plays the dominate male role in the video. He is dressed as a stereotypical ‘black gangster rapper’ wearing extravagant gold chains and a snapback cap. Every frame involving Jay-z also captures Beyoncé's presence, it is as if he is wearing her as an accessory.

Narrative

The video is based on the desire and lust between the two artists featured in the piece therefore there is an element of the romance genre.

The artist is often found dancing sexually and frolicking in the waves- supports the narrative within the lyrics

Both Beyoncé and Jay-z are featured singing the song in the video which we found is common for more commercial music videos.

• Dismemberment- particularly on the female subject’s body e.g.: chest, legs etc. This is an advertising theory presented by Goffman on gender representation.

• Wolf (1990) theory suggests that women in the media are presented as sex objects to be consumed by what Mulvey calls the ‘male gaze.’ This music video is a prime example of this, which endless sexual images of Beyonce being used to entice male audiences.

• However Gill (2008) argues that the media can portray women as being active, independent and sexually active women. This theory can also be related to this video with Beyoncé being an aspirational figure to women. Although there is a small section involving Jay-Z, there is no strong signs of male dominant or empowerment shining Beyoncé in a relatively independent light.

• According to Kilbourne (1995) the media presents women as tall, thin, size zero mannequins. This video contradicts this theory with the subject being curvaceous and although she has an extremely flawless appearance, she does not reflect what could be considered to be a ‘mannequin’ or ‘barbie’.

Media Theory