Analysis of "S&M" Rihanna

Cultural Context 

• Rihanna's latest music video has been dubbed one of the most controversial music videos of 2011. The video is an example of post-modernism, representing social constructs and objective truths, but also exemplifies the sadomasochist movement/ideologies.
• Rihanna highlights the pleasure she takes in the infliction of pain or humiliation upon another person (whereas where masochism is pleasure taken in receiving the pain) through a comical parody of the codes and conventions of music videos of the 21st century . Throughout the video, Rihanna delivers pleasure, especially sexual gratification, from inflicting or submitting to physical or emotional abuse. 

Issues and Debates

• The main issue surrounding the music video is that persons who watch/use the video to communicate with one another would need a substantially informed or sophisticated understanding of the context and issues raised within the video such as sadomasochism and objectification through vanity and sexuality. 
• Age restrictions have been imposed upon the music video, and it has also been banned in 11 countries across the globe in order to prevent consumer audiences being susceptible to such controversial and thought-provoking imagery. The complexities surrounding the age restrictions is that the restrictions themselves are very easy to work around/defy. Authorities therefore perpetuate the video by undermining it.
•  The restrictions increase the percent of viral marketing - in a sense the more people are told not to watch the video, the more people will want to watch it. 
• Through viral marketing techniques through websites such Youtube, Facebook, Myspace and Twitter Rihanna will broaden her fanbase, reaching out to aspirational and admiration seekers, but also to anti-authority rebels. 
• Another issue is that Rihanna's fanbase consists of many young girls, especially teen and pre-teen: they look up to her as she is a dominant force/presence within the music industry. Will this result in them trying to adopt the new found, sexually promiscuous and ecsentric ways?

Costume and Mis-en-scene

• Rihanna's aesthetic is promiscous where most of her outfits are revealing, or made out of perspex/pvc material which have predomiantly sexual connotations. 
• Much of the mis-en-scene and costume is hypo-exaggerated/hyperbolic. For example the fuschia and white patterning on the walls of the room in the opening sequence, also the popping turquoise colours of the walls when the artist is being dragged to the "press conference" and ultraviolet makeup.
• Rihanna's hair is of a vibrant red colouring and a juxtaposing of characters is created through the styling of her hair an costume; where we see a more refined and presentable rihanna in a floor length gown with groomed hair, contrasted with a wild rihanna with "afro" style hair, dressed in a crop top with "censored" written across it, dark blue trousers and fur scarves draped around her neck. Rihanna also has a crown on her head. 
• The fact that Rihanna is behind a perspex/transparent plastic wall during a press conference could indicate at her being trapped or her internal ideologies and morals being prevented from being revealed to the outside world. The ideologies and imagery conveyed by Rihanna is evidently viewed as corrupt through the words inscribed in "newspaper article style/font type" on her dress.
• The reporters and journalists also wear conventional clothing associated with the sadomasochist movement.
• Props feature whips, tape and modern/surrealist furniture to create the illusion of a fictional/fantasy world
• The idea that the video is a parody of the conventions of modern day movement, and in parallel sadomasochism, is highlighted through the artist's use of celebrities from the present day media spectrum. For example, when Rihanna appears with a man dressed in pink and white clothing (along with traditional elements of sadomasochist aesthetic) on a lead, audiences will recognise that the man on the lead is in fact Perez Hilton, an American celebrity gossip columnist. 

Editing

• The editing techniques used are useful in conveying Rihanna's transition from an illusive and delusional state to reality. The editing style frequently features focusing and de-focusing to create a movement between two worlds.