Formation-Beyoncé Flashcards
Media language
Many references require an awareness of issues and events (Flooding in New Orleans and racial tension in America)
Contrast and conflict creates a confused meaning to the audience
Use of costume
Antebellum dresses reference to slavery contrast with stereotypical ‘pop’ signifiers with tight/revealing costume
Beyoncé’s performance shifts from moments of aggression to more culturally recognisable dance routines that seem less loaded with political or social messages
Contrasting use of signs leads to possible readings/meaning
Issues of Black experience in America?
Personal exploration?
Issues of gender and equality?
Representation
Range of representations relating to race and ethnicity
Her representation as a person of strength and power
Direct address
Gazing directly at us
Stands in strong, powerful stances (Image of her on top of the police car)
Stereotypes being used both positively and negatively
Sexualised images of black females that could be interpreted as positive (Strong, empowered) Or negative (Objectified)
Beyoncé is represented in different ways (Sitting on the police car/Historical costumes), suggests her identity is more complex than s simple stereotypes
Embody values, attitudes, beliefs and messages
Representation of her reinforce the objectification
Tight, revealing outfits, sexualised lyrics-Strong, powerful figure
Audience
Video=Sales and promotion tool
Planned to reach an extremely large audience
Both a mean to address the audience with valid social comment and promote her career and sell records
Audience may interpret the video in different ways
Represents many different messages
The audience’s age gender, ethnicity, attitudes and beliefs may affect their interpretations
Clear messages about empowerment (gender and ethnicity) and criticism of the establishment
