Representation:
Beyonce is represented in a positive way by the use of colours and fast editing. She is shown in a happy way which is different to how she is normally shown in her videos. The album 4 which this song features on was a different direction to how Beyonce ordinarily has taken her music, it has a more pop tone to it with catchy lyrics and tune. There are still hints of Beyonce's classic R&B nature however. The video reinforces traditional stereotypes of beauty and clothing being a woman's interests and they way they are able to gain a man's attention, also her lyrics imply a woman selling herself to an extent in order to win a man over another female. Beyonce celebrates her femininity by knowing and using her beauty, e.g. she bats her eyelashes.
Audience:
The primary audience for this song would be thousands of listeners to the pop genre and therefore the listeners of the worldwide charts. Given Beyonce's musical genre is R&B this album allows her to target not only the pop genre but also the R&B. Although only peaking at 35 on the UK singles charts, Beyonce's dedicated fans saw her album go to number 1 in the UK album charts. There is a slightly younger audience targeted in this album given the bright colours and dance energy, however, her existing fan base is still targeted by the underlying messages which could be relate able to a 20's audience. Beyonce being an American artist has to consider how she will directly target a UK audience, in this video she does this in the opening 10 seconds by featuring a look similar to UK supermodel 'Twiggy'.
She also targets 'Audrey Hepburn' fans with her scene of the ticking clock (0.16) where she sports make up similar to the actress. The audience will consume this text in order to find their identity through Beyonce and her backing dancers. They may also use the lyrics in an attempt to form their own relationships, this being with their boyfriend or girlfriend, or they could use the video to form relationships through discussion.
Institutions:
The video was filmed and directed by Adria Petty who directed Beyonce's previous video 'sweet dreams'. It was recorded in MSR studios in New York which works with Grammy winning artists. The video was teased on MTV before being released in full by Beyonce on her official website. This shows a highly thought out promotion process which is reflected by the song and the albums success. The video was shot along with others at the same time with Countdown being the fourth in the making. The locations involved were New York city warehouses and combined modern and vintage feels. The song is recorded by Columbia records which has ties to Sony Music Entertainment which is an Ltd. By Beyonce recording and filming in such large institutions it suggests that the budget will reflect this.
Media Language:
The text is trying to communicate to the audience the relationship which many girls operate in. It gives suggestions of jealousy and women trying to enforce their power through their clothing and attitudes in particular. The editing is first noticeable as it is very fast paced to go with the song speed, and as the song increases in tempo so does the editing. The most impressive use of editing is in the chorus with the countdown as it shows Beyonce to do 10 different things in 12 seconds.
One particular use of editing is when Beyonce's sings the chorus which goes from 10 to 1 and the editing of the different numbers is extremely quick. There is the use of bright colours to give a pop feel to the music video. However, the type of movements and clothing worn particularly in this chorus gives the R&B edge which is hidden within the video.
One scene shows beyonce changing coloured top and eye make up multiple times as she bobs her shoulders. This gives a pop impression of extreme make up and coloured clothing, whilst at the same time giving impressions of the dance hall genre because of the continuous dance movement. This also shows impressive editing as the shot is shown twice in a split screen action.
There is a variety of camera shots used, which mainly involves close ups of Beyonce's face as she changes looks and make up styles. One scene involves a panning shot as Beyonce dances a variety of different moves which cannon to the finishing move. This shot lasts 12 seconds but the tight editing gives a good transition for one of the last chorus'. The lighting used throughout is bright light which goes with the pop theme of the video. The brightness of the locations and clothing adds to the uplifting sense of the lyrics.
There is a few group shots, this one in particular has uplifting mise-en-scene as there is a marching band placed behind the dancers. Although this particular shot shows group work, Beyonce is still shown to be the centre of attention dressed in black whilst the others are dressed in colour.
The structure of the narrative is non-linear as we are introduced to Beyonce and the relationship she discusses through the song half way through. The ideas of Todorov can be applied to this music video as Beyonce's life and relationship is the equilibrium, any female attention given to her boyfriend is the disruption, then Beyonce recognises this, she then plans to show she is the best woman in the situation in an attempt to repair the problem and finally Beyonce shows how wrong the man would be for leaving her which is the new equilibrium; Beyonce with the power. The ideas of Levi-Strauss can be observed through the various binery opposites within the music video, e.g. black and white, colour and black,
male and female, right and wrong, winning and losing, glamorous and chilled.
Genre:
The hybrid genre is R&B/ funk/ dance hall, which gives an overall impression of a pop tone. This is shown through the generic conventions of the video, Beyonce being dressed in fashionable clothing e.g. Patricia Field sun hat (0:38), Forever 21 shirt (2:33) and American Apparel button up (0:58). The song has suggestions of love and sex, also Beyonce sports dramatic hair and make up as well as big jewellery which follow the R&B genre. There is an involvement of bright colours which shows conventions of the R&B and dance hall genre. It successfully targets ages 13-25 through the different messages it gives. Beyonce dresses in a seductive way with shirts and heels to grab the audiences attention. The upbeat nature of the song gives a feel good sense to go with the catchy lyrics, which shows the pop nature of the song. There is imagery of sex and dance which is assumed to be what 13-25 year old's are interested in.
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