How and why is Beyonce represented in different ways through her videos?
We looked at four music videos that all featured Beyonce , Crazy in Love- Beyonce ft. Jay-Z, Single Ladies- Beyonce, Halo- Beyonce and Telephone- Beyonce ft. Lady Gaga. We individually analysed the four videos then gave feedback as a whole group after we finished watching the video. Beyonce’s videos mainly convey a same message being based around love, with exceptions when she feats with another artist. ‘Crazy in Love’ puts across a message of falling in love, Single Ladies put across a message of regret and confidence, ‘Halo’ puts across a message of being in love and the experiences and ‘Telephone’ puts across a message of fear and suffocation of being called in the club.
The video crazy in love features both, Beyonce and Sasha Fierce (Beyonce's Alter Ego), Beyonce is the main character throughout the video with her upbeat and seductive dance moves, that are energetic and there are many camera cuts and scene changes. Also after the car being set on fire by Jay-z beyonce turns into Sasha Fierce and becomes more Promiscuous and more Wild and more ‘Crazy in love’, this is a more wild and naughty side of her.
Singles Ladies is Sasha Fierce as she is a more seductive persona than beyonce, even though the video is more of a classy look with a grayscale effect, there is very little clothing, leotard, and the dance routine is very seductive and lustful which is more of beyonce's wild and naughty side. The video is really clean as it is a white backdrop but however the fast paced and upbeat video compensates for the lack of interest in the background. the video is more fierce as its talking about how she was in love but didn't feel like he was in love with her so it's more of an aggressive song.
Halo’s message is about being in love and it follows Beyonce in everyday experiences with her boyfriend. The clips in the video could be in any sequence and the video would still make sense as there is no timeline specifically for this video. The video includes a lot of partial close up shots of both beyonce and the actor playing her boyfriend, this suits the slower beat and rhythm of the song. This song is mainly about being in love and i think has a massive influence mainly on a female audience as they would want to emulate Beyonce’s relationship in their life, this is part of the theory Uses & Gratification with Personal Relationships. However i don't think it would have an influence as much on the male audience as the video is quite bland and unattractive to the male audience, it isn't as seductive and sexual as the other videos. this shows that there is a separation between Beyonce and Sasha Fierce Audience.
Lady Gaga’s song Telephone ft. Beyonce is about fear and suffocation of constantly being called up by Lady Gaga’s boyfriend when she is at a club having fun. however the video does not reflect the message being sent across by the lyrics, this video is more like a short film with intertextual references to films, such as Tarantino's film Kill Bill with the vechile the PussyWagon, also there is product placement all throughout. Beyonce is different in this video than all the others, its like she can release her crazy and abnormal side in a music video and also gain another group of audience by doing this music video with Lady Gaga. This would influence a lot of female audiences to release their crazy side of them, the female audience would want to do something but it would be socially considered wrong, then someone like Lady Gaga does it and it's automatically socially accepted and then a craze starts. This video uses more of the The Hypodermic Needle Theory as it will start to get people to express themselves more in unique ways. Uses and Gratification Theory is also being used with Personal Identity, finding yourself in the text and relating to the text.
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