Zoella- Audience

 Irreplaceable - Beyonce 

Style of video  Is the video primarily focused on the artist's performance or a storytelling narrative ?

The video is mainly a storytelling narrative but has some performance elements. the main narrative is Beyoncé and her boyfriend breaking up and him moving out. However, there are often mid shots and close ups of Beyoncé dancing and singing, showing that there are some focuses on her performance. There is one low angle mid shot of Beyonce's silhouette, this highlights her figure and outfit. 

 Star Persona 

 Which elements of Beyonce's personality and persona does the video focus on and highlight ? Romantic partner, independent woman , social activist ,  sex object , glamorous and aspirational role model ?

The video mainly focuses on her being glamorous and independent. Beyonce is shown as glamorous through most of the video, the close ups of her singing and the long shots of her show her outfit and that it was probably glamorous in 2009. Most of the narrative shows her being a strong independent woman. At one point she grabs the guy and pulls him in close just to remove the jacket that she bought him, this highlights how she doesn't need a man and that she can drop her feeling very quickly. Beyonce could be considered a sex object in the video but his could just be her way of showing her power and strength over men, some shots of her leaning over the car or against the wall in a 'provocative' way could show her being sexualised. 

Themes  and issues  explored in the song and video  e.g politics, relationships , ambition , love and  commitment 

The main themes in Irreplaceable is relationships, love and breakups.

Representation of gender and ethnicity in the video e.g stereotypes, contrasts, social status etc.

Irreplaceable shows some stereotypes of gender, like the man has cheated on the woman. This supports he stereotypes that men are cheaters and women are more the victim of it. There are some stereotypes pf women being only interested in their material items, like the chain she snatches of him and the lyric 'thats my stuff, yes if i bought it please don't touch'. however this also subverts stereotypes of women being gold-diggers as Beyoncé seems to have funded most of the items the couple own.