This is a performance based video aimed at male audiences aged between 20- 30 from the use of Mise en Scene on costume with Beyonce and the other two female dancers were wearing minimal clothing to sexually appeal to the male audiences. The use of make up in the video makes beyonce very seductive as makes her conform the stereotypes of hoe women are portrayed in the industry such as the long hair with high hill shoes which emphases her sexy appealing legs to her audience. Exhibitionism and empowerment are used in this video as although Beyonce is still sexualising herself, she is still portrayed as being a very powerful and independent artist because of this she also degrade men in this video which subvert the conventions of how women are portrayed in music videos.
The camera work and shots and movements used in the video such as close ups to show beyonce star persona and to make it dominate that she is the main person in the video.
The rotating shots show excessiveness of Beyonce's body and it being filmed in a studio as no outside light as they can have concentrated lighting which contrasts with the artist this causes Beyonce to stand out.
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