Andrew Goodwin came up with a theory to explain the general conventions of a music video. Goodwin came up with 6 general conventions of a music video. I am going to apply Goodwin’s theory to Rihanna- Rude boy. I have chosen this video as I believe it demonstrates the conventions Goodwin wrote about.
According to Goodwin music videos demonstrate voyeurism. He argues that the female artist will be objectified by a combination of camerawork and editing. This is apparent in the ‘Rude Boy’ video, we see a close ups of Rihanna biting her finger and also dancing, after this there are more close ups of Rihanna dancing with her bum toward the camera. This shows a sexualised Rihanna to the audience as it is very intimate dancing, and close ups of her doing this objectify her to the audience as a sexual object. This same technique is also used during the bridge, there is a close up of Rihannas boobs, therefore symbolising sexual intimacy to the audience, and this will fulfil pleasures of a male audience. However close ups are used by Def Jam records to sell her to the audience along with the use of fast edits to create a pace for the video to correspond with the fast beat, but also to render the images of Rihanna to ensure multiple viewing of the video, Therefore multiple selling of Rihanna and the song.
Within Goodwin’s theory he refers to intertexuality. This is when music videos draw upon existing texts, to spark recognition within the audience. This video demonstrates this as through out digital effects are used e.g. within the back ground the Jamaican national colours, also the use of carton lions (0.29). Adds a sexual motif to the video, as the culture within Jamaica
There is a section within the music video (2.35) where there is a close up of Rihanna looking straight towards the camera and winks, along with the lyric ‘ If I don’t feel it, I aint faking NO NO’. Direct intimacy is created between Rihanna and the audience. This is used to sell Rihanna, but also mainly used for the male audience as they will feel closer to this sexualised star fulfilling pleasures of the male audience.
Within the video there are strong relations between lyrics and visuals. Goodwin states this in his theory he says that the music video can either bee illustrative, amplifying or contradicting. An example of this relation is at (0.40) when the lyric states ‘tonight I am going to let you be the rider’ at this point Rihanna is on top of a male lion. This creates juxtaposition as a lion couldn’t ride a human, therefore the audience realise this and know that the lion represents male aspect of a sexual relationship with rihanna within the video. According to Goodwin I believe this video to be illustrative, as the meaning of the video is obvious and corresponds with the lyrics. I don’t believe that the video/lyrics are amplifying or contradicting, as there are strong sexual references through out the video/lyrics.
Goodwin also states that the demands of the record label may create a motif across the artists work. I believe this is very true in terms of Rihanna and her involvement with Def Jam records owned by Jay Z. As signed to this record label is stars such as Kanye West, Neyo and Jeremiah all these artists are very urban and all add originality to there music videos. I believe this is displayed in Rhiannas music videos, as rihanna videos have a tendency to have a lot of sexually symbolised dancing and references within her lyrics. I think this has now become her motif and style has her new release such as ‘cheers to that’ and ‘only girl in the world’. She is now seen as a sex symbol across the world. This has also been concluded through her live performances has a member of the audience would be taken out and given a lap dance by the star. This intimacy with her audience is also displayed in her videos (from the above). Therefore I believe Rihanna as created a sexually symbolised star image.
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