critically analyze a music video of your choice

Video- Beyonce If I Were A Boy

Rhetoric:
A mode of altering reality…by the creation of discourse which changes reality through the mediation
of thought and action. All the ways in which people influence each other’s thinking through
the strategic use of symbols.

Assignment Overview:
For this project, you will critically analyze a music video of your choice.  You will work with a group
on this project.

For this project, you will be asking questions like:  What is it that is being communicated?  Why is
important in this moment in time?  Why do the artists who created the video have the authority to
"send" you this message?
Once you've completed your analysis (for more detailed leading questions please see below), you
will need to deliver a presentation on your findings.

Assignment Details:
For Full Credit, please make sure to submit all of the following through this assignment link:
–    5 minute presentation for each student in your group.  If you have 3 students, you will give a 15-
minute presentation.  If you have 4, you will give a 20-minute presentation.
–        You must show your music video during your presentation.
–        Typed and Formatted Outline of your presentation must be provided
–        Written Copy of Song Lyrics, please submit these along with your outline.

Step One: Select a Music Video
Select a music video (rhetorical artifact) to critically analyze. You will want to look for a music video
that uses symbols and images to create a unique message.  Search for a music video that provides
new meaning to the song or lyrics, the singer/band, or the topic that is discussed in the video
Step Two: Analyze the Music Video
Do not summarize the video; your job is to investigate the rhetoric that is present in your video. Pay
careful attention to not only the song itself, but also to the imagery used within the video.  Pay special
attention to the camera angles, settings used, costumes chosen, lighting, makeup, characters,
etc. Everything in a music video is included for a reason; you are researching this video to try to
determine the reason(s).

1.    Watch the music video (rhetorical artifact), listen to the song, and then read the song's lyrics.
2.    Identify any unknown images, references, symbols, or words.
3.    Re-Watch/Listen/View the music video (rhetorical artifact)
a.    What new meaning do you now have? (Make note of this.)
4.    Reconstruct the Context
a.    Why was this video created at this moment in time?

i.    Consider the year, the current events going on at the time of the video’s

creation

b.    What is the history around this singer/band or topic?

i.    Why would they choose this music video and its content?

c.    Do some research on the song and music video. Was there any press coverage of the
song’s release?  Was there any controversy?  Why? (What did you discover?)

5.    Identify the Rhetorical Situation
a.    The context will lead you to the exigence.
6.    What artistic proofs are present in your video? (Ethos, Logos, and Pathos – How do these apply
to your rhetorical artifact?
a.    How is the message being said?
b.    What images are being used, why are these significant? (Consider everything that you
see, and pay attention to the things you think you should see but don't.  Absence can be
significant.)
c.    Does the video tell one long story, many small stories, or a fragmented story? Why?
7.    Assess the effects of the rhetoric
a.    Why does it matter?
b.    Why is it important that people watch this video? How might it influence the public?
c.    Does it reinforce the status quo? Or has something changed?  How do you know this?
d.    What ideas are mentioned and what ideas are absent?

Step Three: Organize your Thoughts
Now that you have analyzed the video, discuss how you (and your partner) want to present your
findings in your video.  You are welcome to present your findings in a different order. For example,
maybe you want to start with context, then the rhetorical situation, then explain that your video is in
response to a particular exigence, and then show how it meets that objective. Organize your findings
in the most logical way for your particular music video.

Step Four: Prepare your Presentation
Divide your presentation equally between you and your partner, each person must speak for an
equal amount of time. However, how you choose to present your project is up to you.