In the first screen grab Rihanna is
dancing on a table in a fish and chip shop for her boyfriend (with others
present). In this part of the video in particular she is being sexualised
through both her costume (removing a jacket as she dances) as well as through
her dancing. There is a sense of her being sexualised also in the fact she is
dancing ‘for’ her boyfriend and others are watching her; the camera-work, being
focused on her through a low angle shot and focusing on her legs as well as
when she removes her jacket gives off a sense of her being ‘watched’ (with a
notion of looking). The second screen grab being later on in the video where
the two lovers are in a field shows Rihanna to be at some points within this
scene (clip) topless as well as being held in a sexual way by her partner (can
be seen in the second screen grab). In this photo you can also see that through
her costume Rihanna is being sexualised in that she has little clothes on. In
both these screen grabs Rihanna is being sexualised by or ‘for’ her partner;
further suggesting her as being a sexual object being ‘watched’ by her partner
and others around her.
A good example of Rihanna being
sexualised is through her costume. This can be seen in both screen grabs above
where she is just in underwear. The first screen grab being near the beginning
of the video and the second image being near the end; reflects that throughout
the video she is being sexualised by what she is wearing (costume). The first
screen grab shows Rihanna to be on the
bed within her flat; this shot in particular sexualises her as she is only in
underwear on her and her partners bed. The second screen grab also sexualises
her in the way that her partner is undressing her; with close-ups and focuses
on her body.
I believe these features have been
chosen throughout the video as Rihanna as an artist (brand) is sexualised
through both the way she dresses and her style of music (lyrics, previous music
videos-e.g. S&M and Rude Boy). Rihanna being considered somewhat a ‘sex
icon’ as well as having a huge fan base due to her brand (the way she
sexualises herself) means that through this video she (as well as the director
etc.) is showing her through the way she is seen (thought of) as an artist.
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