Music Video Representations and Ideologies: Beyonce 'Diva'

Whilst investigating the Representations and Ideologies of the Music Video 'Diva', I intend to focus on the image being created and how certain connotations create this. As well as this I aim to figure out if the overall Representations and Ideologies create a dominant or alternative view.

Throughout this video we see clear representations of a 'gangster' theme. Certain connotations such as, Beyonce's body language being almost 'thuggish' and the setting, mainly based around an abandoned, dark warehouse tell us so. We also get the feel of this theme through the certain props included such as the abandoned car and the graffiti scrolled across the bridges outside. We also realise that the video is socially aimed at youg adults as Beyonce is recognized through her usual image as being fresh and unique, being able to keep up with any trends.

From the first time we see Beyonce in this Music Video we instantly witness stereotypical representations of the male figure, through actions such as her heavy walk and obvious chewing of her gum. These certain representations demostrate Beyonce to be dominant and very much in control. Here we are immediately challenged in the subject of stereotype, as we as an audience expect a male figure to posess these habits, and be the dominant and more powerful sex.

Once we join Beyonce in the setting of the warehouse, we continue to see the representation of the male figure and also begin to learn through cinematography that Beyonce is the most important person, as she is placed in the middle of the two other women and appears to be stood much more forward. The use of Cinematography plays a big role, as we as an audience feel that we are closer to Beyonce and we feel we get a clear view of her through the choice of position. We also learn that Beyonce is significant in the video through the use of lighting included, such as certain shots were frontal lighting is included, creating shadow behind her, making it easier for the audience to focus on her solely. Other lighting techniques such as backlighting creates a silouette effect of Beyonce and her dancers, yet she is the first one to move, almost as if the dancers just follow her lead. The fact that the Music Video is set in black and white throughout and that there is much more darkness included in certain scenes, suggests that the use of voyeurism is included. In certain scenes such as the beginning and inside the warehouse where the dancing takes place we almost feel as if we are watching Beyonce in secret. Another technique that adds to the feel of this is certain camera angles used, such as many different canted angles sequenced together and low camera angles, which add the to idea of Beyonce being in charge.

Although this video is set in a grotty deralict warehouse, we still see certain Ideologies of celebrities. Certain scenes show Beyonce appearing in glamorous outfits, alongside her primed and perfect makeup and hair. In every close up shot we realise as an audience that Beyonce appears to be flawless, from her skin to her hair. These certain Ideologies also relate to the target audience, young adults. All young adults aspire to constantly be on trend and wish to be flawless, as these certain elements allow us to fit in.

I believe that this video choses to include an alternative representation of women, as young females may feel empowered by the thought, and realise that Beyonce can create a successful image of this. As well as this, young females may be inspired by Beyonce's glamorous look and aspire to be much more like her, therefore being influenced to buy her records at the same time.