THEORIES

GENREJason Mittel believes that “the industry use genre to sell products to audiences.

Media producers use familiar codes and conventions that very often make references

to their audience knowledge of society and other media texts”. – In the music video I

am analysing, I believe that this is true because the video is relatable to anyone, as it is

about two people and love. Rihanna’s dancing is also an example to this as it is

something that audience are familiar with. The costume Rihanna is also wearing,

represents the genre as well as this theory, as she is wearing bright clothes. This

represents the genre as RnB is about the rhythm and the beats and how it has that

tempo. It is an example of the theory because of how fashionable bright colours are at

the moment.

GENRE

Christian Metz believed that “genres go through typical cycle changes during their life

time.” – The video I am comparing to are What’s My Name by Rihanna ft. Drake and

Dilemma by Nelly ft Kelly Rowland. I believe that this theory is true but also false

because there are several similarities as well as differences in both videos. The video is

similar as it shows what each video is about and its genre which is love RnB, through

their actions to each other, as well as the fact that they still use cars and houses as

props. One of the props that has never changed and will always be used in this genre

would be “blings”, and you can see that on both videos. However, there are also

differences such as the fact that 10 years ago videos had more narrative in it, than how

it is now.

NARRATIVE THEORIES

It was very hard for me to establish what theory was used in the narrative of

Rihanna’s music video What’s My Name.

None of the narrative theories really cover the narrative of the music video I

am analysing, however I think that Todorov’s is the closest one.

Todorov’s narrative states there would be an equilibrium or normality, then

a disruption of the equilibrium happens through a significant action or event,

there is then an attempt to repair the disruption and the equilibrium is

restored.

NARRATIVE THEORIES

Only some parts of Todorovs theory appear on the music video and they are: when there is

an equilibrium. This happens when Drake saw Rihanna in the supermarket, there is an

equilibrium because they fell in love with each other. However, this could also be stated as a

disruption. The second part which is: disruption is then repaired and the equilibrium is

stored, are shown in the music video when we found out that Drake and Rihanna now lives

on the same apartment and they are happy together. This could be a disruption repaired, as

the first bit could be a disruption because of how they fell in love with each other, but this is

repaired by living together and getting to know each other. This could also be an equilibrium

restored as they are living together, which means they must be happy with one another.

REPRESENTATION

Laura Mulvey argues that “the dominant point of view is

masculine. The female body is displayed for the male gaze in

order to provide erotic pleasure for the male. Women are

therefore objectified by the camera lens and whatever gender the

spectator/audience is positioned to accept the masculine point of

view”. - I believe that this theory is true for the music video

because of how Rihanna is dressed. She is wearing tight short

shots, which is revealing. In the video this is also shown, when a

shot of Drake looking at Rihanna from behind was shown, as this

shows Drake was probably looking at Rihanna’s bum.