lady Gaga - Paparazzi

Genre:  synthpop and electropop

Video director: Jonas Akerlund

Date of release: July 5, 2009

Type of video: Narrative, concept based

The music video incorporates the themes and conventions of a typical Hollywood film in the Golden Age. This is shown through the titles, editing and shots used.

the font used in the typography is old fashioned, the use of black and white and the editing technique of having the cycle which either opened up to reveal the scene or close up to end it. All of these are examples of conventions used in the Golden Age films. I believe that the director has decided to use this as a theme as it linking in with the title of the song 'paparazzi' as the idea of celebrities was developing during that period of time. Films starts became hugely popular and paparazzi followed their every move. Lady Gaga is the 'leading Lady' in the music video this suggests that she is well established and popular artist.

The video uses intersexuality to the film version of the musical Chicago as there are striking similarities between the two. For example:

Both blur between friction and reality. This is an example of the music video being post-modernist as a modernist romanticism music video would paint a true picture of reality. The movie blurs fiction and reality as Roxy's (one of the main characters) thoughts come to life. whereas in the music video the breakdown of distinction between binary divides lady gaga as an humanoid shown when she is wearing the robot costume.

The metallic outfit is a reference to the film Metropolis fans of the movie can gain pleasure in recognising the reference.

Their is clear intextuality between the music video and the film Chicago as they have a similar narrative. In the film the main character only becomes famous after she kills her partner out of revenge the paparazzi get hold of this news and snap photos as she leaves her house. The police and investigators then come to take check on the dead partner. The narrative of the music video mires this. The reason why the narrative is so similar because the music video is following a Jazz Age movie theme and this story line is typical of most Golden Age movies. The film Chicago is very well-known therefore a mass audience will take pleasure in noticing the similarities.    

Another similarity between the musical Chicago and the music video is that they both focus on the influence of the media and paparazzi. The representation of the paparazzi is crucial in this music video as it's the focal point of the lyrics. 

The paparazzi are portrayed as being uncaring as they don't give the celebrity, which in this case is Lady Gaga, any privacy, this is suggested the the shot where they are taking photos of Gaga in her house whilst she is show affection towards her boyfriend. This is something that is clearly done in private but the paparazzi don't take this into consideration. The are also shown as being uncaring as they see that Gaga is being hassled by the boyfriend but they don't no nothing to help her as they care more about getting a dramatic photograph. Even as Gaga is lying in a pool of her own blood they do not stop to help her but continue to taking photos. A point of view shot, of Gaga lying down from the fall, shows the paparazzi as vultures as they crown over a dead body and take advantage of it. Lady Gaga might have been criticising the paparazzi as they do exploit celebrities.

The media is also shown as being very manipulative as they influence the public on their view of Lady Gaga.  As Lady Gaga drops from the balcony the tabloids read 'Lady Gaga is OVER' 'Lady Gaga hits rock bottom' and 'Lady no more Gaga' this is because they believe that her career is over because of the accident. This shows that they have the power to penitentially end someones career.

However after she kills her partner the tabloids change their view and say ' we love her again' and 'she's innocent'. the fact that they start talking about her again only once she's done something so dramatic shows that there is pressure on 

celebrities to stay relevant by being overdramatic.

Theres a scene in the music video where strobe lights are used to show flicking images of Lady Gaga, this is done to show a clear relation between the lyrics and the footage. 

During this scene shots of two Dalmatian dogs are shown which mirror Lady Gaga's black and white outfit. This is a polysemic media text, but i think the meaning that was being suggested is that celebrities are treated like animals by the media.

There is a clear link/ resemblance between the dog and Lady Gaga, especially in the eyes.

There is also intertextuality between the music video and the famous classic movie Sunset Boulevard. This is also a very well know movie which an older audience will be able to recognise therefore as a consequence maybe enjoy watching the music video more. 

The hypnotic background is a homage to Alfred Hitchcock’s psychological thriller, Vertigo directed by Alfred Hitchcock. They have payed homage to this director in particular because his work is well-known and highly respected which is what the Paparazzi music video hopes to achieve. 

Homage to Vertigo

The styling of lady gaga here is also a hallmark of the icy, remote blonde ‘femme fetale’ characters Hitchchock starred in his movies.

during the scene where she is about to poison her lover there is reference to popular culture - Mickey/minnie mouse. I think that this outfit contrasts with the nature of her actions because Mickey Mouse and Disney give the appearance of childish, innocent and naïve and she is about to kill her boyfriend.
 Nevertheless the Disney characters will be recognised by a worldwide mainstream audience thats why it was been used.

 Representation of Lady Gaga:

At the beginning Lady Gaga is represented as being innocent this is implied by the ambient sounds of the birds, water fountain and the piano.  She is also wearing white at the beginning, which is symbolic of innocence.

The sound of the piano is then replaced by the sound of flashing cameras and paparazzi screaming ‘right here’ and come on in an effort to take her picture. This could suggest that the paparazzi took away her innocence.

Though out the video she then wears dark clothes implying that she is angry and more evil, this is also suggested by the gun symbol she makes with her hand.

She is also represented as being extremely successful by the exterior shot of her mansion, her faced printed on money, having stacks of money and jewellery all over the house and being front page of newspapers. This is not a stereotypical representation of women as men are know to earn more. 

She is even shown as being royalty. This is suggested by the purple carpet and by her two bodyguards doing the queens wave. Again males are more likely to be represented as royalty. 

However Lady Gaga could be criticising fame because in the video her character abuses her power and fame by killing her lover and a number of women around her house who she thinks her lover has been unfaithful with.   

There is a quick cut and the image of three identical triplets sitting on the golden couch. These triplets, who are a Swedish rock band, had previously been on the MTV reality dating show, Daisy of Love. Fans of the band and show will take pleasure in recognising them. In the next shot, which is a long shot, Lady Gaga appears sitting between the triplets and begins to kiss and caress them. This scene is very sexually suggestive; feminists might have a problem with this as it shows women as being promiscuous

Rihanna- umbrella

Rihanna’s music video for umbrella was very successful and continuously played on MTV. During the second half of 2007 it reached over 8,000 plays. In 2007 MTV Video Music Awards Umbrella won “Video of the Year”

Forms and conventions:

Genre: R&B

Video director: Chris Applebaum

Date of release: 2007

Type of music video: performance based

Adherence to R&B Music Video Conventions:

 - Choreographed dancing

- Sexually provocative costumes

- Flashy jewellery / bling

- Additional rapping

-  Fast paced beat

-  Use of close- ups of artist’s  facial expressions

-  Variety of camera techniques used ( wide shot, medium shots) to sustain audience interest .

- Use of computer generated imagery

- Use of props (umbrella)

-  Clear relationship between lyrics and images  (umbrella/ rain)

- Short quick edits

- Match on action editing

-  Use of jump cuts

representation:

Rihanna uses the dancing technique of en pointe ballet. This was famously used in Michael Jackson’s Billie Jean music video,  as Michael Jackson is extremely well known a mass audience is then able recognise the similarities in the videos and gain pleasure from this. 

The use of the technique portrays Rihanna as a skilled dancer/ performer. The en pointe ballet also appeals to an upper class audience whilst the dark cloths and make up appeals to a gothic audience. They’ve incorporated these things so that the video will appeal to a mainstream audience.

-The jewellery/ bling shes wearing connotes wealth and high status. These are typical conventions of R&B/ Hip Hop. Audience members are likely to envy this and emulate her style in order to appear as being wealthy. 

-Rihanna’s black tight clothing presents her as being sexually provocative, making it appeal to a male audience.

-Her image as a mainstream artist who is destined for success in the music industry is strengthened by the appearance of jay-z one of the most successful rappers of recent years.

-the high production values of CGI used in the video consolidates her identity as a mainstream artist who would appeal to a large mainstream audience. The cutting edge technology reflects her as an up to date contemporary artist. 

Institutions

American rapper Jay-z’s appearance in the video:

-       -Attracts audience from hip hop/ rap genres.

-       -At the time jay-z was the president of the label def jam records, who Rihanna is signed therefore its also in his best intreats for Rihanna to be successful.

-       - Rihanna would have benefited from this support

-       -Def jam is a subsidiary of the universal music group.

-       -Exhibited on a variety of digital music channels that are dedicated to pop and R&B

-       -Distributed on YouTube and iTunes, after premiering on thisisrihanna.com

-The video also used product placement of Jay-z clothing label Rocawear, this is a clever technique for the brand to be advertised consequently Jay-z is making more profit.

Audience

-Female audiences may identify with Rihanna the video (uses and gratification theory personal identity)

-Rihanna’s appearance connotes negative ideas of women being sex objects, to be looked at by male audiences (hypodermic needle theory). However, this view would only be shared by radical feminists such as Laura Mulvey (feminist film theorist) who believes that male audiences receive visual pleasure from looking at Rihanna. Whereas post- feminists may argue that the video is not degrading women as Rihanna is using her sexual appeal to her advantage by controlling men with it. She is successful, independent and in control. Women may envy this and as a result emulate her behaviour.

-The shot of where Rihanna is naked and covered in silver body paint reflects Madonna in the music video Fever. Fans of hers may gain pleasure from recognising and understanding the intertextual reference.

  

  

  

Britney Spears- Toxic

The music video toxic features Britney Spears and was produced by Joseph Kahn. It explores an interesting and overreacted response of a women to an unfaithful partner. Most of the stunts Britney performs in this music video mirrors most action movies such as Mission Impossible as the character Britney plays has made it her mission to get revenge on her unfaithful ex.

The music video stars of with an open shot of doves flying past the camera, a plane then comes into sight and as the plane comes closer we are shown the inside.  This opening makes references to the work of John Wood; a Hong Kong based film director and producer. His work was very successful therefore ideas were taken from it in the hope that they would get the same response.

Britney adheres to traditional gender stereotypes by taking on the roles of: secretary air hostess,waitress, each occupation emphasises highly sexualised costume & behaviours.
We are then shown Britney's first character; a blond flight attendant. This is typically a females job, feminists can argue that this is a negative representation of women as the job is not well paid and it makes women conform to their gender stereotype which is to be caregivers. This role is fully exposed when Britney gives a blanket then kisses a little boy.

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Britney then calls over an overweighed man and leads him back to the toilet. The director said he decided to have the overweighed man so that the ‘common man’ can be represented. This type of man is one of the main targets for this music video therefore by representing them they are more likely to watch the video. However Britney then takes the mask of the man and reveals that he’s actually a good looking young guy, this could have been of putting for the ‘common man’ as it’s suggesting that it’s unrealistic for them to get a female like Britney.

A medium close up then reveals that Britney is using her sexuality to her advantage as she is kissing the guy and without him realizing she is able to steal a black pass from his pocket. Post-feminists would agree with this representation of women as they argue that when women are using their sexuality to their advantage then they should have a right to be sexually attractive. 

Britney is then dropped into the back of a motor bike driven by a shirtless Tyson Beckford, they are driving through a futuristic Paris. Here vertical intersexuality is used as references are made to the film Blade Runner which an older audience might be able to recognise. 

Scene from Blade Runner

Instead of the women being a sexual object here the role is subverted and the male is only there for female pleasure. This is done to attract the female audience as Tyson is a well know male model and actor who a lot of women are attracted to. 

 Nevertheless, men are still entertained by the women, such as two girls shown frolicking, this is done as men are known to like girl on girl action. Here the women reinforce Laura Mulvey’s theory in which she argues women connote to-be-looked-at-ness and are the object of the male glaze in music video.

 Britney is also dressed in a sexy tight black outfit, and has saucy red hair. This look was inspired by the character Sydney Bristow from the television series Alias, fans of the popular show would recongnise this and enjoy the video as a consequence. 

Sydney Bristow - Alias

As the bike passes a woman her dress is lifed up, this is homage to the icon Marilyn Monroe scene in the film The Seven Year Itch.  They have made a homage to Marilyn Monroe because she's an inspiration to a lot of women because she was so beautiful, successful and a very powerful female which is what this music video mostly highlights for women to be.

Marilyn Monroe

 Throughout the video, there are scenes of Britney Spears naked covered in diamonds. This soon became an infamous scene, however some channels banned the video from being shown during daytime because the scene was too raunchy. From a feminists perspective this scene is unacceptable because Britney’s motive is to sexually arouse men, she is therefore being objectified. A negative image of women is painted here as women are portrayed as being promiscuous.  This scene was compared to that of Kate Bush in the music video “The Man with the Child in His Eyes”. 

Kate Bush

More recent artist have mimicked Britney as nudity in music videos has become more familiar.

Katy Perry

Nicole Scherzinger

Pink

lady GaGa

We are then taken to a scene where Britney breaks into a vault and steals some poison. As she leaves she triggers of the alarm but manages to avoid the lasers with her dance moves. Here she is able to show of her dancing ability, which is one of the main reason people watch music videos. Here she’s portrayed as being smart, courageous and strong as she’s able to leave the place undetected this is a positive representation of women. 

We are then shown a shot close-up clip of the ex and the girl he has cheated with in the shower this is done so that the audience can keep up with the story line, by seeing this they know why Britney’s character wants revenge on her ex.

Dressed as another character Britney scales into the ex’s building and kisses him before pouring the poison in his mouth, which kills him. Although Britney here is shown as being violent she is empowering as the men in the video are subordinate to her, she’s in charge and able to manipulate them into doing what she wants, and when they violate her (like her ex) there are serious punishments. She does't allow men to abuse her in any way.