Textual Analysis- Rihanna- Rudeboy

Song- Rihanna- Rudeboy

Released- February 19, 2010
Video type- Concept
Directed by- Melina Matsoukas

The genre of this video is R&B. It is a concept based video where Rihanna speaks of her desire to meet a 'rudeboy' who can please her in the ways in which she pleases. This video does not conform to the conventions of videos of this genre.

The use of technical codes to help with the construction of the representations in this video is effective. The camera work in this video for example invites the audience to identify Rihanna as the most dominant and her significance to the video is highlighted by her appearance in the foreground and centre of every frame. In contrast to typical videos of this genre it is the men that are being objectified as Rihanna uses them to appeal to her and please her. This is signified through their presentation in the background of frames and the use of high angle shots. The Mise-en-scene also allows us to construct some representations as Rihanna, like other females in videos like this seems to be dressed provocatively and is performing dances of a provocative nature. However it seems as though she is doing this for her own entertainment purposes and not to appeal to the 'male gaze'. The use of red lipstick also connotes her sexual provocativeness. Rihanna is dressed in revealing clothing and this is an indication of the post feminist beliefs where women assert their right to dress in this nature.

The representation of females in this video contrasts to their stereotypical representation. Because Rihanna is the sole female character in this video the representation is based on her and the audience sees her dominance in the video and this is emphasised through the lyrics as she is looking for a man to use and this is different to the usual objectification of women. The male representation also doesn't conform to the stereotype as men are usually dominant and don't seem to be in this video.

Rihanna is signed to Def Jam records which is a major record label which usually signs artists of this genre. This video featured on MTV, MTV Base, Kiss, Smash Hits, Flava and Channel AKA. This video was requested many times.

The target audience for this video is teenagers and young adults. It may be watched by these people for purposes of diversion where they watch it for entertainment and an escape from everyday life. Personal relationship purposes can also be applied as they could watch this video as a basis for conversations. The post feminist values can be applied to this video as Rihanna is shown as a dominant character and she is asserting her right to dress and act provocatively. It however opposes Laura Mulvey's theory that women are objectified in videos as in this video it is the male characters that are being represented in this way. Overall this video does not conform to these stereotypes but the go against these stereotypes which is what makes it unique and suggests its success on the music channels.