Analysis of Pour It Up

This video is in line with some of Rihanna’s other music videos, particularly in its use of sexual display, Rihanna portrays herself as some kind of hooker/pimp. She dresses in a way that leaves little to imagination, she is an Exhibitionist in the highest form.

The video starts with Rihanna walking in shallow water, in a long fur coat and what appears to be stilettos covered in dollar bills. This first image allows the viewer to have an idea of Rihanna’s power, someone who has ‘money shoes’ is often perceived as rich, and in this day and age rich is powerful. Notice that the first close body shot is still as she slides into the chair she leans forwards so her chest is the focus of the shot, with the silver material sparkling in the light it brings even more attention to her chest and as the shot is in some degree of slow motion the shot lingers on her chest until her face appears and then cuts to another ‘scene’ which indicates the audience should focus on her body and not her face.

The next shot is a full body shot of a stripper dancing round/on a pole, they are surrounding by a green mist and because the camera is a lower angle we focus on their body rather than on their faces, and we therefor see them as a sex symbol/object rather than a person. The different shots of the dancers continue for several seconds which reinforces the acceptance of male gaze, the woman are there for you, the audience, to look at.

The shots between Rihanna and the woman thrusting in the water are both quick shots which allows the male gaze to continue, notice how Rihanna is wearing blacked out glasses which again allows the audience to see Rihanna as a sex symbol rather than a person because her eyes are concealed by glasses. The close up of Rihanna slowly pans down her body and again lingers on her chest and then dissolves into a long shot of Rihanna’s whole body and then quickly again to the lady thrusting in the water, who’s back is to us so we only see her bottom rather than her facial features.

The video then continues to show shots of Rihanna thrusting against her chair, and the female dancers in the water, the point of the video is clear, for people to lust over and envy Rihanna by the display of perfect bodies thrust into the audiences faces.