ANALYSIS OF LIL WAYNE VIDEO "WHERE DA CASH AT"

INSTITUTION

Cash Money/Universal Records.

VALUES & IDEOLOGIES

Provocotive females portrayed as sex objects who appear to be motivated by only money, this video can be seen as very degrading towards women. Sexism is heavily present in this video, as is the emphasis on materialistic items, especially cash, but also 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. Lil wayne is a very popular artist amongst youngsters and he fits within the criterea of a stereotypical black rapper. However this is not necessarily a good thing as many would say his morals and values are negative and irresponsible.

AUDIENCE

The rap industry is known for targeting teenagers. Adolescent boys are heavily influenced by music and the media today. The glorification of cash, power and women in this video could be seen as innapropriate for such a young audience to be viewing. By promoting these values, the industry may be responsible for leading youngsters to believe that they can be involved in this fantasy lifestyle.

REPRESENTATION

The mise-en-scene contains blatent explotation of women and expensice materialistic items such as, alcohol, money, fancy mansion, cars and a busy lifestyle consisting of partying and making money. However, there seems to be an obvious lack of moral values being displayed? The women are degrading themselves, often just posing for the camera in lustful positions, wearing revealing clothing which makes them appear to be groupies, almose sex objects and are simply an accessory of the rappers in the video in order to make him 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 rappers behave. 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.

GENRE

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

MEDIA LANGUAGE

Close up shots of typical objects that are seen in rap videos, cash, women and jewellery highlighting the artists wealth and power. Fast cut shots of premiscuous women in provocotive costume, often posing next to the protagonist(Currency and Lil Wayne) 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 video alongside premiscuous women.