SEXUALISATION Definition: the act of connecting or associating

something with the act of sex or with sexual desire ( sluts )

Rihanna-S&M Throughout the video Rihanna is being portrayed as a

sexual object by men, whether she was dominating or being dominated.

Other women viewing this video see things from a different point of view, they are disgusted by Rihanna’s actions and lyrics, for example “Chains and whips excite me” and “Sex in the air I don’t care I love the smell of it”.

Women stereotypically wouldn’t or couldn’t imagine being into the same things Rihanna is singing about in the video, Bondage from acts involving the infliction or reception of pain or humiliation.

Man being submissive

Men submissive

Women Empowered

Rihanna Dominating

Rihanna being submissive

Sexualisation is used in this video in the way that it suggestive of sadomasochism.

This is shown obviously when Rihanna is tied up in nothing but some leotard and heels.

Rihanna also has several men and women tied up in one scene, in which she is wearing an incredibly sexual PVC costume and holding a whip.

The editing is very fast cutting and timing has been altered in some parts to make it off the wall.

Mens representationThe majority of men are being dominated in this

video, which is different to most videos where women are generally the ones being dominated (empowering women).

Rhianna would be appealing to a specific audience with this video as the focus is not on her voice but on the visuals in the video.

ConclusionIn conclusion we feel that the use of

sexualisation in this music video is a positive as it is different to other videos as it empowers women and makes them the dominating gender. However this video could have a negative effect on children as the images and the lyrics in the video may manipulate their perception of sex and gender roles.