Genre: RnB & Pop
Type of Video: Performance Based
Rhianna's video 'Umbrella' highlights the sexually provocative costumes and flashy 'bling' jewellery as showing her high status as well as connoting her wealth. The use of choreography show that Rhianna can multitask and doesn't just base her video on her singing but also dancing as well. The use of Jay Z shows her 'connections' within the music industry and also shows the audience that she is well known within the industry. The use of a fast based beat applies to her audience that she can switch her genre to include the different types of audience but also show she is once again multi-talented. Rhianna first started off singing RnB then Hip Hop and Reggae then switching towards Rock.
During the video the camera shows close ups, full body shots and establishing shots to show Rhianna's facial expressions, her dancing, costume and body appealing to her male audience and flaunting her sexuality and sustaining the audiences attention. The use of CGI with the rain drops, background shows Rhianna is with the time and also showing that it is connoting wealth as CGI is very expensive. The use of props also highlight and link in with the song 'Umbrella' as well as the clear relation between image and lyrics with the use of the CGI rain and the umbrella as a prop. The camera techniques are mostly jump cut edits which highlight the use of sustaining the audiences interest and the use of the different scenes of her singing, dancing, Jay Z's rapping and then her costumes.
The representation withing the video show Rhianna as a skilled dancer with her use of ballet as well as showing her audience she is fit as the use of the full body shot shows her audience that she is wearing a tight black suit showing her as sexually provocative and showing she is subverting the feminism within the music industry and using herself to assert her right to dress and become sexually attractive. The use of showing her main stream image shows she is destined for success and shows she uses artists such as Jay Z who is well known within the music industry.
The use of institutions show Amercian rapper Jay Z appearance in the video attracts the audience from Hip Hop or Rap Genre. During that time of the video Jay Z was the President of Def Jam records who Rhianna is signed to. Her video is also played on Hip Hop, Rap, RnB and Pop music channels.
Rhianna's audiences may identify Rhianna in the video as pursing her sexuality and her audience mainly the males show she is attracting them as she sees herself as a sex object and also connoting a negative view show the Hypodermic Needle Theory. Her male audience also recieve a visual pleasure of Rhianna and proving Laura Mulvey's feminist theory to be correct. Rhianna also shows that she is subverting the feminist idea as she is enjoying herself and being in control not for the benefit of the male audience but for herself. The video is a polysemic media text that has a variety of meanings and interpretations.
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