Rio - Duran Duran - Music Video Flashcards
When was Duran Duran formed?
1978
When was the Rio music video released?
1982
What impact did MTV have?
MTV and Duran Duran arose around the same time - as MTV was searching for music videos to air, Duran Duran wanted exposure. ‘Rio’ for instance was one of the videos that gained large popularity on MTV.
Why did the band’s video’s have a sharper look than other artists?
Shot on 35mm film which gave the footage a more polished look and they also hired professional directors, thus their videos were more artistic and attractive overall.
Yuppie Lifestyle
Yuppies (young people with excess money to spend and were searching for entertainment and luxury).
The band’s fashion-model looks and glamour was emphasised through the video and this appealed to the ‘yuppies’.
Moreover, fashion and style was rapidly evolving during this period and this was reflected in Duran Duran’s own style, making them desirable and trendy for their target audiences.
Disposable Income
Money left over to spend on luxury items and own pleasure.
Feminist Movement 80s
Social unrest as women wanted to do more than being stay at home wives - studying, working, partying.
Media Language: Visual Codes
- Bright and Saturated Colours - bubbly, playful.
- Setting = beach/men cavorting on a yacht - wealth, luxury.
- Women appear in colourful paint - erotic/decorated for men/artistic approach and includes an edgy touch.
Media Language: Props
Phones = wealth and class
Pink/Blue = sexual tension between Rio and the men - flirtatious relationship between them attracts the attention of the audiences as well.
They drop the phone into the sea - careless, nonchalant and playful attitudes.
Rio pulls the chord on the phone causing a member of the band to fall into the sea, showing that she has a manipulative, teasing nature - dominant to the men as they vie for her attention but she simply plays games with them not taking them seriously.
Media Language: Dress Codes
1.The woman ‘Rio’ is seen in various bikinis: sexualisation and objectification - observed through a voyeuristic lens.
2. The members of the band wear suits on their yacht which connotes wealth, prestige and alludes to a lavish playboy lifestyle.
Media Language: Technical Codes
- The camera on multiple occasions, zooms in on Rio through a sexual lens (dramatic close-ups).
- Tracking shots of the boat accentuate its speed, proving that they are on the verge of adventure, living a fast-paced life and creating a more exciting look for the video.
- Canted angles - add excitement and variation - unpredictable edginess and artistry that made the band and their videos in particular, stand out.
Propp’s Narrative Roles
Propp’s heros try to win the prize, the treasure: Rio. Rio however, defies the princess role - new light on feminism and creating a more assertive female character 50s-80s.
Even though she is a sexual figure, she knows the power she withholds over the men and uses it - ignoring them, pulling the chord on the phone, tripping them up etc.
Media Representation: Female Representation
Sexualisation and Objectification:
- Viewing her through binoculars
- Zooming in through camera
- Paint = eroticism?
- Less recognition of her face and personality - more focus on her body.
- Bikini-clad
Empowerment:
- In control of the men
- She isn’t passive in playing tricks on the men, manipulating them, and making them look foolish.
- They are in awe of her: she has a degree of dominance
- Vibrant personality - attracts the male appetite
Media Representation: Men
Lavish playboy lifestyle: flirtatious, wealthy, ready to party, nonchalant.
Theory to link?
Mulvey’s male gaze
