This innovative concept effected the communication strategy because it eliminated all other distractions that may have taken the viewer's attention away from the performer even if only for a second. The complete theme of the video was black and white. Although the text describes black as a "dead color", it proved to be somewhat of the main attraction in this video as the only moving objects were dressed in black. This just goes to show, when there is nothing else to focus on, the audience will devote their attention tho the biggest and most active object in front of them no matter what color it is. Which in this case were the 3 performers dressed in black leotards dancing against a plain white background.
It is very common for artist to produce videos that go along with almost every song they record. With modern day mediums like YouTube and Vevo, it makes accessing these videos even easier for their intended audiences. Videos offer the artist a chance to express emotions that may not have necessarily been felt through listening to the song on the radio. In this case, the song already chanted "put a ring on it" over and over, but in the video, Beyonce made this even more clear by constantly pointing to her ring finger which just so happened to be wrapped in some sort of a golden mechanical glove.
I absolutely agree with your point that use of black and white is a dramatic choice made for artistic reasons. This highlights the figures from the background and helps to create a greater sense of movement with the whipping long hair and limb extension. However, the use of black and white in film in general and music videos specifically isn't new, but rather is something that ebbs and flows over time like any other trend.
ReplyDeleteI would urge you to take a look at Kirsten Pullen's "If Ya Liked It, Then You Shoulda Made A Video Beyonce Knowles, Youtube And The Public Sphere Of Images." Performance Research 16.2 (2011)
Pullen provides an analysis that tells us that even the dance performed in 'Single Ladies' is "an appropriation of an appropriation". Knowles was very open in using the choreography of Fosse and Verndon with a dash of a mash up video by Diamond Creative of LA. She also offers some additional insights that may help you to flesh out some of your ideas about YouTube and audience interaction. She offers that many of the thousands of videos that viewers have made and posted of themselves engaging in the dance and the comments on these videos both challenge and reinforce stereotypical ideas of race, male and female gender roles and sexuality.
It was a huge song and video, extremely popular, but do you think that it's possible that a large part of it's popularity is tied to the things it derived itself from?
@TDC I consider myself to be the ultimate Beyonce fan so the Beyonce fan in me would like to credit the video's popularity to a brilliant song from an award winning artist with an amazing dance ability. But the smarter me knows the video owes a lot of its popularity to the attention, parodies, and imitations it's received. I also know that Bey has a small habit of "borrowing" various styles, dances, and lyrics so I can't disagree completely with you.
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ReplyDeleteI am a male, and remember the first few times I viewed this video, for obvious reasons initially. However, after reading your assessment, I realize how much the use of black and white really made the sharp and crisp dance movements so full of attitude. Simple and synchronized with no loud colors or storyline to the video allows Beyonce to allow the viewer to focus solely on the song and accompanying dance.
ReplyDeleteI think it's so interesting how the same exact colors or color schemes can mean such different things. In the book it talks about using the black and white color scheme as a way to portray "Dorothy's mundane existence in Kansas" but in this video is is used to create contrast and focus. Perhaps that difference comes in the use of lighting. If I recall, in the Wizard of Oz the lighting is duller and the contrasting B&W doesn't pop as much - however, in Beyonce's video the lighting is very bright and pops the "colors" out in a more extreme way. Very clever!
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