Media - Music Video Representation




Beyoncé – Run the world Representation



Beyoncé’s song ‘run the world’ explores the representation of gender and is labelled as a feminist anthem to give women strength. This representation is suggested by Beyoncé standing in a smoky, post-apocalyptic war zone with a lion and leashed hyenas, wearing a gladiator outfit and a gold crown. The tamed Lion demonstrates the idea of strength, courage, leadership as well as power and control, which is distinctively drawn though Beyoncé with back lighting to construct her as the leader image. The Women often stand in power poses to validate their authority and display liberation for the ‘girls’.

Although the video is mainly supported around the idea of women empowerment there is evidence to support the notion that there is distinct focus on women being sexually attractive to men, through the use of revealing clothing and provocative dancing. This connotes the women are seeking the male attention as though a woman attracted to a man would, this not only reinforces the male gaze but also the objectification of women. The clothing however can also signify the manipulation of the male gaze by self-objectification as a way in order to create attention.

The manipulation of the male gaze can also be found within the lyrics ‘You’ll do anything for me’. This portrays domination of the female gender, being able to manipulate and control the opposing sex. The lyrics also challenges patriarchy such as ‘Disrespect us no they won’t’.

Low angled and long shots of Beyoncé are used to capture whole body shots and therefore emphasises body image and power. The symmetry of the woman’s army in the video connotes order, and slow-motion effects symbolises control, of which the women have.

In conclusion, female gender is represented in both a negative and positive fashion. Beyoncé is often show as a voice raising feminist themes, but also contrasts with the sexualised self-objectification created in order to enable popularity and success.

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