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Music videos: Formation - Coggle Diagram
Music videos: Formation
Industry
Let against the backdrop of the flooding in New Orleans following Hurricane Katrina 2005 (white victims rescued first, black portrayed badly) and the associated racial tension in America
Draws historical parallels to racism and slavery
Lead single for the album Lemonade and was released the day before Beyonce performed at the Super Bowl in Feb 2016
Has won the Clio award for innovation and creative excellence at the 2016 awards
Nominated in the music video category at the 59th Grammy Awards
Messy Mya was a popular Youtube star, famous within the black and LGBTQ communities for speaking out on controversial issues like race or sexuality and Hurricane Katrina
Beyonce samples his voice at the beginning of the MV as he was shot and killed which emphasises themes of violent crimes affecting black victims (could signify the genre - black oppression and discrimination)
She was sued as she sampled him without permission which could suggest a level of disrespect or trying to give the 'illusion' of supporting black culture on screen for marketing reasons
A combination of the release date and performace to over 100 million people impacted the global circulation and financial gain of Beyonce and her collaboraters
Was it released to gain as much publicity for the political message or for financial gain?
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Representation
Her reference to her parents cultural origins suggest she is proud of her heritage and celebrates the rich diversity of ethnicity in America
The world 'Creole' was used to divide black communities and judge them based on 'darkness' but she may have used this to draw attention to negative historic practices
Opening car scene:
Loosely framed wide angle shot (establish living conditions) on top of police car make her seem independent
Low angles and confident masculine body language make her seem powerful and in control
Position on top of police car suggests dominance over the police - challenge context of America where black people often rep as dominated by police
Police car is sinking - hegemonic beliefs are declining in popularity and revolution
Little boy vs police:
The initial low angles of the police and their uniform makes them seem quite intimidating and powerful in contrast to the boy
The eye level camera shot encourages the audience to position themselves with the young boy, who seems confident and unaffected
The binary opposites between the boy and police draws attention to the division of race that is evident in the US and the moral panic white communities can have about black people
The graffiti 'stop shooting us' shows the music video reflects relevant contexts such as the victimisation of black people, BLM, institutionalised racism etc.
The use of the young children (Beyonce's daughter) might signify that discrimination is still happening today to young black people
Although their smiling faces, dancing might connote that the treatment of black people has changed, and there is hope for the black youth
The song title and formation style dance routines suggest the women are a tight knit community, working together, united and strong
They also represent the bounce genre and show female power through the flex of muscles
The costumes and excessive jewellery connote wealth and success which is common for artists in many music videos
This may appeal to her audience who aspire to be her, and see her as a role model
It also helps to subvert the typical representations of black people often seen in the media as being poorer (Gilroy)
Standing in front of mansion:
They are standing in front of a colonial style mansion which links to slavery and racial oppression in America and this suggests she is reclaiming power
The setting contrasts with Beyonce's central and commanding presence, showing she holds power in this environment
Her choice of black clothes could connote mourning and rememberance of the oppression of black people and could also link to the BPP who wore black clothing and used violence to fight for black equality
She also is placed in front of the men who are in a secondary position which gives her female authority and power
Ethnic reps:
Wider noses is a feature that is common amongst peope with black heritage and is often represented by mainstream culture as unattractive
Beyonce's reference to liking noses like this, makes a strong message about black culture and beauty and challenges the more colonialist reps in the mainstream media of black features being shown as 'other' in comparison to white westernised beauty ideals
Black reps:
The juxtaposition of the historical style clothing/setting with black people wearing symbols of wealth, might highlight the historic way in which black people were enslaved and draw attention to how this has changed
Embraces elements of her culture through the inclusion of iconography and clothing related to her cultural heritage.
Gilroy:
The music video challenges racial hierarchy by subverting expectation and placing a black woman in a position of power and domination
Media language
Intertextual reference:
Footage taken from a documentary called 'That Beat' about bounce music and fans in New Orleans
The references to this documentary including blue lights, police uniforms etc communicate a theme of police brutality against black communities - reflects racial discrimination, police brutality, BLM in America familiar to the audience
The shots highlight the conflict that is so common highlighting binary opposition between black communities and police
Other intertextual references:
References to news footage of police brutality (lone boy dancing)
Close shot newspaper w Martin Luther King (Barthes) signifies a representation of African Americans as resilient but oppressed, trying to overcome social and political prejudice (racial discrimination has been an ongoing issue)
'Black Bill gates I the making' - entrepreneur of Microsoft, black people can also be successful
'When he f* me good, I take his ass to Red Lobster' - use of profanity adds an aggressive, passionate feel to the video and Beyonce connoting power and challenging typical female reps of submissiveness
Use of reclaimed natural slurs (n word) might demonstrate themes of historical discrimination and a desire to reclaim this previously repressed power
'I slay, bamma' - Terms familiar to Africian Americans used to futher establish the credentials of a music genre rooted in the Deep South. The language communicates to both a black audience (socio economic class C2-E) and a wide audience attracted to Afro-American culture
Non diegetic sound of an African American male speaking with a New Orleans accent cements the location of the song
'I slay" in the vernacular language of Afro Americans means: to overcome. The phrase is amplified and repeated throughout the video to emphasize the need to overcome social and political hegemony such as police, race, class and discrimination. Words anchored by the visuals of the church and the lone boy dancing scene
Representation
There is a break in the main song and we hear Big Freedia, a gay male musician and tv star this would engage an audience familiar with the bounce genre
Use of celebrity collaborations in music video represents Beyonce as successful and popular
Also people from the LGBTQ+ communities are often under-represented in the media particularly in music videos
The use of Big Freedia's voice represents Beyonce as an inclusive, progressive, accepting artist
Hair shop:
The tracking shot through the hair salon/shop references the popularity of wigs with black women
The variety of hair styles, fashions and colours on offer in the shot, suggests that there is more than one 'way' to be a fashionable black women which connotes that ethnicity is a diverse and complex thing
Antebellum dresses reference slavery but contrast with stereotypical 'pop' signifiers such as tight fitting and revealing costumes in some dance sections
Beyonce's performance shifts from moments of aggression (obscene gestures with fingers) to more culturally recognisable dance routines that seem less loaded with political messages
There is some stereotypical representations of women as sexualised and objectified through their clothing
This could link to Laura Mulevy's theory about male gaze, however, you could say Beyonce subverts it as her sexual confidence is not for male approval but for female empowerment
She takes control of her narrative with the lyrics she redirects focus from being an object to an active subject, challenging patriarchal norms
The tracking shots towards her make her the focus of the shot and create a sense of importance around her
She frequently makes direct address to the audience and stands in a strong powerful stance at the front of the groups (men and women)