Case Study 2.

Ciara - Like a Boy. Genre: R&B/Hip-Hop

This video is about how boys treat/respond to girls and if the role should change depending on your gender, hence the name 'Like a Boy.'

      I would say that this music video has some performance based elements as the artist is shown throughout the music video and there is a lot of dancing throughout the video which enhances the performance side of the music video. I would also say that this music video has a narrative element as the music video and lyrics tell a story about women changing roles into men which is generally showing a contrast between women and men due to the changes of the artist as both genders throughout the music video.

       The theme of this music video role changing. This is represented through the change of costume between women and men, hats bandannas, tattoos, dresses, heels and the differences between the dancers in relation to the gender the artist is presenting.

        The representation of the artist could connote that males are generally more dominant as a character, but in relation to girls they could be quite laid back. This is demonstrated through the use of wide shots when the female is talking to the male and when there is a close up at the start of the video on the rings and tattoos on the artist’s hand which is followed by a wide/medium shit showing the dominant side of a male. The fact that the artist is doing all of the lip syncing throughout the video as both genders demonstrates the contrast between the two genders as the song lyrics do not change in tone in relation to the gender the artist is presented as. The artist is also the lead performer in the video as she is located in the middle and generally at the front when dancing, this could also be a way of her showing her dominant side and the contrast between genders.

         The fact that the music video is shot in black and white throughout the whole video could also suggest that the way you talk to people shouldn't change no matter what gender you are. There was a lot of cut away edits and jump shots which could hide the fact that boys/men can be sensitive and they don't need to carry themselves as always being dominant especially in a relationship.

        The target audience would be aimed primarily at females aged 21-35 due to the fact it is about official, dominant relationships and it demonstrates that men should respect women. The secondary audience would be males age 21-35 due to the song title and it is generally talking about men in general towards women. There could also be a tertiary audience of young teenagers aged 15-20 as some of the lyrics could relate to everyday friendships.

        The ideas I could take from this music video is the performance element; the dancing. The way the actors/artist is dressed e.g. suits and dresses. I could also use the range of edits and the black and white effect.