http://www.youtube.com/watch?v=UzEcMek6SuY

Media Language

Close up shots of cash, women and jewellery emphasising their wealth. Slow panning shots of women with little clothing who are often posing next to rappers in a lustful way which has connotations of sex and wealth. A few low angle shots of the rappers which represents them as powerful. Alcohol is present in the mise-en-scene alongside premiscuous women which promotes an innapropriate message to its audience of youngsters.

Institution

2008 The Island Def Jam Music Group Def Jam's main purpose is to generate profit, therefore it is in their interest to attract as large an audience as possible.

Genre

Rap/Hip Hop Music video which follows the stereotypical conventions of masculinity, exploition of women, and power.

Representation

The mise en schene contains many seductive women, money, alcohol, and partying. However, are there a lack of moral values here? The women are represented in a way which is degrading, often just posing for the camera in lustful positions, wearing revealing clothing which portray them as being sexual accessories for the men in the video in order to make them seem powerful. Sadly, the audience of prodominantly teenage boys tend to believe that this is reality rather than fantasy and therefore emulate the way in which the protagonist (Camron) behaves. This link between women, money and power becomes more consistant and apparent within the genre of rap videos which provides more evidence to support my hypothesis.

Audience

This type of rap is typically marketed at teenage boys. Adolescent boys are heavily influenced by music and the media today. The effect that creating a link between promiscuous women and power in mainstream hip hop can be very negative on the young audience.. By putting pressure on teenagers through this type of marketing the hip hop industry along with it's rappers are immorally leading the youth to believe that they can live a make believe life.

Ideologies & Values

The presence of provocotive females portrayed as sex objects who's job it is to please Camron in this video can be seen as very degrading towards women. Sexism is heavily present in this video, as is the emphasis on materialistic items such as money, jewellery and sexual favours from women. The two aspects of this video (women and money) when combined together with a popular rap icon can come across as being very morally incorrect. Camron is a very influencial figure in hip hop and he fits within the criterea of a stereotypical black rapper.


Narrative

The emphasis in this video is on women giving sexual favours to men. Camron is seen to constantly be surrounded by promiscuously behaving women and materialistic objects. Camron is best known for this.