Textual Analysis on Beyoncé Me Myself and I

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Me Myself and I, was released on Beyoncé’s dangerously in love album October 19, 2003 by  Columbia records, the video was directed by Beyoncé, Scott Storch as well as written by Beyoncé, Scott Storch and Robert Waller. Beyoncé writing her own song as well as directing it performing it and staring in it, indicate that she is a very independent woman. The genre of the track can be identified as an R&B track, as the video showcases Beyoncé’s vocal skills more than her dance skills. The single chart reached NO.11 on UK chart and NO.4 in the US, which clearly [roofs that she is a bigger artist in her state.

From of Video The video is a narrative as well as a performance and concept, making form of the music

video a hybrid.

Is a performance because during the video, we can see Beyoncé looking directly into the camera and lip syncing to the audience:

The narrative part of the video, is when we the audience see Beyoncé holding up a ladies underwear to her boyfriend, indicating that her boyfriend has cheated on her. This then links to the title ‘me myself and I,’ because she now has to be independent and depend on herself, due to the fact that her boyfriend is a cheater.

The video is also a concept video because,

Cinematography:

4 sec into the video, a medium shot is used revealing the emotion of the artist.

Mise-en-scene:

Editing:

The pace of the video is going backwards, additionally the pace is slow due to the fact that some shots in the video are being reserved.

Furthermore, the slow editing of the video, allows the audience to focus on the short storyline and artist.

Relationship between sound and image:

Beyoncé lip synching through the whole video, suggests that there isn’t much going on. Also the song is quiet slow which links in with the video, also implying that there isn’t much really going on.

Due to the way the pace of the music video is set, it could mean the Beyoncé's relationship is going downhill all in a slow pace(meaning, instead of the relationship progressing, it is slowing down).

Effects used in the vide:

Dark light- this is used in order for the audience to focus more on Beyoncé, than anything else around her(linking to the title of the song).

One image superimposed on another- linking in with the song title as it is all about her.

Target Audience

Target Audience:

The target audience I believe for this music video, are for women or any female who going through a heartbreak with their male partners. Therefore the story line, as well as the cinematography used in the video will allow the target audience to be able to relate to it. For example, in the music video there’s a lot of ,medium shot used to show the clear emotions on Beyoncé's face.

This medium shot is used to imply that Beyoncé, has had enough from her cheating partner and therefore the way for her to end all her sorrow is to drown herself, which is what most females intend to do when their relationships intend to go down hill.

However, Beyoncé then comes back in a positive note, by telling her female target audience, telling them not to drown over a heartbreak relationships however they should uplift themselves, be independent and move on with their lives. This is shown through her posture in the medium long shot of her, with her head held up high.

Institutions

Beyoncé having a hand in the institution shows that she is a powerful woman as well as a successful woman, as she is he own boss. Also she empowers the women by looking sexy.

The Mercedes car used by Beyoncé in the music video, subverts the stereotypes of mean been the only wealthy people to be able to afford the top cars.

Overall, Beyoncé challenges the patriarchal society by being independent as well as having a hand in the institution seen as she was the; writer as alongside with Scott Storch and Robert Waller. Also she was the producer, alongside with Scott Sorch as well.