Rihanna - Rude Boy Analysis

Media Language:

• Close-ups on sexual body parts
• Lots of two shots with Rihanna and sexualised men
• Fast paced editing (shows desire)
• Direct address

Representation:

• Men are objectified sexually
• Colours and props link to culture (African)
• Costumes/fonts/patterns are urban

Narrative & Themes:

• Narrative does not have a deep meaning behind it
• The meaning is sex

Audiences:

• Aimed at both genders
• Teenagers mainly
• Girls want to be like her
• Boys want to be with her
• Colours are youthful

Institutions:

• Brand is very sexualised, video supports this
• Still in control
• Very centralised

Objectification:

• Sexualisation of body parts (male dancers and body parts)
• Look at her body as individual parts (including lips, bum, breasts, etc.) not as a whole.

Mise-en-scene:

• Sunglasses and makeup displays anonymously
• Makes it easier for fans to become her
• Takes away her identity (objectifies her more)
• African, cultural colours
• Abstract setting, Caribbean feel
• Minimal clothing shows that she has control over how she wants to dress (countertype)
• Riding powerful lion (dominating, shows power)
• Choreography is very sexualised/ provocative
• Choreography is very free
• Colours are youthful

Editing:

• Lots of Rihanna's (duplicated)
• Cuts between different things that are going on and different costumes
• Edited to show just body parts (especially lips)
• Black and white sections show sophistication