LO1: Comparing music videos p1 , m1 , d1

Conventions of Rap Hip/Hop video:

- Groups of people
- Crime/ conflict scenes
- Hyper masculinity
- Objectified women
- Mansions
- Streets
- Derogatory terms
- Extensive Jewelry

Patriarchy - the ideal of male dominance in society

Subculture - a culture within a culture (indie kids)

Objectified women

Hyper masculinity

This new music video from DJ khaled holds strong conventions of a Rap video what with the heavy male dominance and female objectifications. At the beginning of the music video there is the diegetic sound of DJ Khaled talking on the phone to presumably another star, he talks about celebrating life and success which are common themes throughout this genre - this is again reinforced throughout the rest of the video what with the hard cuts to different places in the mansion the video was filmed in. Also typical of this genre of music there is a strong focus around family, loyalty and friendship which is portrayed with the use of the singers own son in the establishing scenes of the video and the fact he has an entourage when singing his new song. The name of the production company is incorporated into the video alongside the music which is coordinated, this reinforces the professionals that have created the clip and the importance of the artists when their names are projected into the video. Women in this music video do not have any vocal presence and are simply there to be seen, the fact they are dressed in little clothing is reflective of the genre and will appeal to the young male audience and could provide an ideal self for younger girls (wrongly) as they are desired by the males in the video. The song itself features many degrading terms which reinforce this idea of patriarchy.


Conventions of R&B :

This music video from Beyonce relies upon the fact that the viewer already knows who she is by not including titles of her name, this plays to the idea that she is a strong, independent female which is continued throughout the clip. In the beginning of the music video there is non diegetic narration from Beyonce explaining how she adapted herself to appear more desirable to her husband, the actual video featuring the song 'Hold Up' is a form of realisation where she realises that there is nobody better than her which supplements her dominance and violence which wouldn't be stereotypically expected of a female. In contrast to the DJ Khaled video, there is a strong female presence in this video and few males - this helps with the idea of a matriarchal society. The tracking shots show the importance of the artist and connotes power as the majority of shots are of a lower angle and have a shallow depth of field so she is constantly in focus.