Post Feminist readings Rhianna

Rhianna - Umbrella

released in April 2007

directed by: Chris applebaum

Genre : R&B/POP

video type: Performance based

Umbrella is a track performed by rnb/pop artist Rhianna. This performance based video is conventional and generic as it has expected features from a R&B/pop video as there is choreographed dancing throughout with various camera shots. At the start we various shot of rhianna we get a good medium close up showing her costume. As she is a very popular artist she is known for her provocative audience and a strong role model to women. As we she this shot alot of flesh is being put on display already this may entice male audiences to pay attention as the different shots bring our attention to the artist. This may not be the case as this video gives us strong post-feminism and female gaze values.

As the video plays we see dancers surrounded buy jayz which is identified through mise-en-scene and on screen movements as we can see they are chroegraphed. The dancers are wearing the same outfits. this follows generic codes and convention of music videos as normally the artsitw ould be surrounded by dancers as they sing the lyrics. It allows the audience to identify themselves with the music as we can tell it 's a hip/hop track. jays apperance will attract the hip hop/rap audiences. Rhianna is apart of his record label 'Def jam records'. This type of music is played on hip hop/Rnb channels. 8,000 plus views on mtv for this channel. The video is also online for viewers to watch.

We see alot of camera actions as the video plays , medium shots and wide shots are use to make jump with short qiuck editing. There is a clear relationship between the lyrics and action. As she is dodging water which an umbrella is for. Female audiences can identify with this video and gratifications theory of personal identity. Rhianna video may be linked in with th post feminist reading as we can see her enjoying her success as worldwide artist. She is embracing who she is. The video connotes that rhianna is independent and strong female who is proud of who she is. This video may still appeal to male audiences as her appearance can connote negative ideas of women as sex objects which relates to the hypodermic needle theory.

Post feminism can be linked into this video as audiences can gain a very conventional and generic feeling. Rhianna is dressed like this as she feels comfortable in provactive clothing. She is not neccesarily doing it for the male audiences. This argument can be countered as men may see this video to be voyeuristic they may be pleased with what she appears in throughout the video. But rhianna isnt all over men. She isn't doing this for the pleasure of men. She is dancing alone happy in her environment. She objects to the theory which would position her to be apart of the male gaze.

Audiences may recognise the famous dance en pointe bullet which she uses throughtout the video. There is also some intertextuality refernecing to Michael Jackson bille jean and madona fever when she is in the gold paint. There is a polysemic reading here as rhianna could be relating herself to her success and appealing to older audiences.

Overall from this video we gain a very post feminist reading through conventions, representation, institutions and audience. AS she has related herself to jayz who is a popular artist. She has very clear open reference to R&B video as there is a use of props , dancing, match on action editing, use of computer imagery,close up of her facial expression. All these things show her as a powerful artist through intertextuality. Her image has allowed her to become more recognise artist en pointe ballet was famously used in michael jackons bille jean music video. she has compared her self to a amazing artist and popullar video. She makes herself seem like music was for her. She strengthens her using jayz in her video as he is a famous rapper.