Applying media theory to music videos - Rihanna 'Russian Roulette'

There are various theorists who have different theories that apply to music videos. These theorists are Goodwin, Stewart, Dyer and Negus. The music video by Rihanna - Russian Roulette demonstrates all of these people's theories. 

There are key concepts in music videos, developed by Andrew Goodwin, which apply to 'Russian Roulette'. Firstly, the video is cut to the beat as there are quick cuts and the pace speeds up during the chorus whilst the performance and narrative aspects of the video switch. The visuals of the video match the lyrics of the song as there is a lot of flashing as the lyrics "as my life flashes before my eyes" are sung. There are frequent close ups to exemplify Rihanna's star image and sell her celebrity status. This also links to the voyeurism and the notion of looking. This is through panning shots of her body to emphasise her curves selling sexualities as her star image. Lastly, there are some inter-textual references mainly to the film 'Hannah'.

Some of Goodwin's theories also link to other theorists theories. Stewart's  theories include the use of fast cut rhythm editing techniques and the mixture of performance and narrative through this which applies to this video as described before. He also talks about the artist face but says that the lighting is also soft on her face to frame it and sell her image. Furthermore, he explains that music videos ramraid TV and adverts and have the aesthetics of an advert to encourage repeat consumption. This is seen in this video through the intertextual references and the similarities between it and some other shows and adverts on TV. Lastly, he also acknowledges that the mise-en-scene will suggest either an aspiration lifestyle or means of escape. This video clearly shows the latter as the narrative suggests Rihanna is trapped and is looking for way to escape the building she is in.

Dyer's star theory also relates to these other theories. He says a star image is based on rebelliousness, sexuality, style youthfulness and/or a disregard for social norms. These are all common themes in Rihanna's video and therefore this is the way she presents her star image. This also closely links to Negus's theory that synthetic artists, which Rihanna is, sell their star image through sexuality, style and rebellion formed with direct purpose to sell hits. She does this through her choice of costume and make-up as well as her overall performance.