Exam question - What impact does media ownership have upon the range of products available to audiences in the media area you have studied?

What impact does media ownership have upon the range of products available to audiences in the media area you have studied?

Refer to Kill list, Ex Machina and Mad Max: Fury Road in your answer.

Media ownership is having an increasingly large influence on the range of products available to audiences. This may be due to the relationships between the conglomerates and the subsidiary companies which ultimately affects asmaller film companies ability to provide a range of products.The 'big six' dominate approximately 90% of American media which highlights the significant impact they have on what products are distributed. Films such as Mad Max:Fury Road (2015) which was produced by one of the 'big six' are able to provide a wide range of products (in relation to production values, distribution budgets, film products and entertainment super-texts).  In contrast to this, films produced by smaller companies such as Kill List (2011) and Ex Machina (2015) are limited in this area as they don't have the same span of control or money. 

Firstly, it is important to consider the fact that bigger production companies such as Warner Brothers, 20 first century fox etc will be able to financially support the range of products available in relation to a certain film because they have links with other companies. Mad Mad: Fury Road which was financially supported by Village roadshow pictures and RatPac Entertainment (budget of $150 million) is available to watch in the widest variety of formats of the 3 movies - DVD, blu ray,VOD, and 3D as well as being shown in IMAX cinemas and normal cinemas across the country. However, Ex machina (budget of $13 million) is available in dvd, blue ray, VOD, and was only shown in normal cinemas. Kill list (budget of $800,000) is available in dvd and blue ray and was shown in cinemas for a short period of time. The lower budget of Ex Machina and Kill List may be due to the fact they were both produced by smaller film companies - Kill list was produced by warp x films and film 4 productions and Ex Machina was produced by DNA films and also Film 4 productions. Consequently, as these films were produced by companies which don't have as many connections it will impact what they can release. Conglomerates such as Warner Brothers own subsidiary companies in nearly all aspects of media, this therefore means it's significantly easier for the films they release to have a variety of products as the company has many sections which would be beneficial. 

Bigger film companies are more likely to make a profit on their film. Mad Max: Fury road grossed $375.8 million which means they made over double their budget and therefore means they made a profit. This means that Warner brothers can use money made by the film to invest into other products related to the film. Mad Max:Fury road has a host of merchandise available to fans including an official Mad Max video game, Mad Max energy drinks, a mad max anthology etc. The wide variety of products related to the film is most likely due to the the production companies working on the film and the fact that bigger film companies usually make a profit. In contrast to this, Ex Machina does not have the same range of products when it come to merchandise. This may be due to the film production companies which worked with it not having to connections to make merchandise. Additionally, bigger companies tend to make mainstream movies which usually from popular genres such as science fiction and action movies, this means that they will most likely make money from products being released as they have an audience who will buy them. Smaller film companies may not have the budget to release big blockbusters so they may resort to production cult films which may not have to same popularity and therefore there may not be an audience for the products. 

It is also important to consider the collusion of release dates for films produced by bigger film companies. The 'big six' may schedule their film releases with each other so that they their films can be successful and not clash with each other meaning that big releases can make as much revenue as possible. This therefore makes it significantly harder for smaller film companies to release a film at the right time because the film schedule is filled by films with a bigger buzz surrounding. This may mean that smaller companies struggle to get their films on screens and therefore impacts on the range of products made available by smaller companies. Kill list was only shown on 2 screens on its opening weekend, whereas Mad Max: Fury road was shown on 3,702 screens on it's opening weekend. This highlights how it is significantly easier for films produced by larger companies to be shown. 

Media ownership allows films to have successful marketing and distribution campaigns. This made mean that a film is able to buy more products because there is a larger buzz surrounding the film, this will increase people interest in the film and mean that they may be interested in the range of products available. It could be argued Mad Max:fury road was marketed successfully as it had interesting trailers and was shown on the advert for the NBA playoff which would have been shown to millions of people etc. This may impact on the products available because it means that more people watch the film and therefore are interesting in the film. Similarly, Ex Machina had a successful marketing campaign which is possibly responsible for it's success as it was a small budget film. This means that Ex Machina had a larger audience due to people who had been attracted by advertisement however it doesn't have as wide a range of products as Mad Max:Fury road which may suggest that media ownership has a big impact on products because of the money and the links that they bigger companies have. 

It is also possible that media ownership has a significant impact on the range of products due to the fact that the bigger film companies tend to release sequels such as Mad Max:Fury road which was the 4th film in a series. Ex Machina and Kill list are both independent films. This suggests that because bigger film companies often produce films in a sequel they're able to expand the franchise for that perticular film because it collects a fan base.  For example the Harry Potter movies were produced by Warner Bros which now has a vast range of products averrable including a Harry Potter theme park. Ex machina was a success and made a profit but was not made available in as many products as Mad Max:fury road which may be due to the companies working with it. 

To conclude, media ownership has a significant impact on the range or products available. This may be due to the fact that bigger companies have connections and more money in order to expand and smaller companies don't have the same control which means they have to work hard to get their films recognized and making a profit.  

Exam question - Class and status

Discuss the ways in which the extract constructs the representation of class and status.

Binary opposites are presented in the extract from Downton Abbey. The upper class are presented as being wealthy, well ‘bread’, well-spoken and arrogant. However, in contrast to this, the working class are presented as having little money, cheap/uniformed clothing and regional accents. The extract deconstructs the divide between the classes and highlights common stereotypes of the groups.

Mise-en-scene

In the opening scene of the extract, the audience is presented with two female characters. The characters are dressed in expensive looking clothing which suggests that they are from the upper class. The directer may have decided to dress them in this way to conform to the stereotype that people from the upper class are wealthy and 'well bread' because dressing in this way alludes wealth. It also suggests that these women have money to spend on luxury items and looking 'good' which indicates that people from the upper class care about keeping up appearances. 
The director uses symbolic codes in the opening scene to highlight the wealth of the women. The colour gold is used in the furniture scheme to exaggerate the expensive home that the women are in. Gold connotes riches and money which supports the stereotype that people from the upper class are wealthy and can afford luxury items/decor.
In contrast to this, the women who comes into the room in the first scene is presented as being from a lower class. Her clothing is significantly less expensive looking and she's also in what appears to be a maids uniform. This supports the stereotype that people from the working class have little money as they work in either domestic/manual jobs and cannot afford to buy expensive clothing. 

Camera shots, angels, movement and composition.

In first scene the two women are presented using a mid shot. They are both shown from the same angel which could suggest that the women have the same authority as each other and are in the same class. 
In the second scene from the extract, when the maid is stood in the bathroom, the camera zooms in on her facial expression. The women (who it is suggested to be from the lower class) has an angry/plotting look on her face. When the camera zooms in on this is emphasises a stereotype of the lower classes that they are always 'up to no good' as her facial expression is a semic code for her doing something she shouldn't. 
The clip is then cut and the audience is presented with a shallow focus shot of some flowers which then refocuses to the man playing the piano behind him. This camera shot highlights that the family that live in this house want to make the house look pretty and also that they have the money to spend on buying decorative items such as flowers. Here, the director is depicting how the upper class are able to spend money on nice things which suggests that they are wealthy. 
In the opening scene for part two of the extract, the audience is presented with an establishing shot of stately home where the extract is set. It may be interpreted that the people who live in this house have inherited it as this used to happen regularly in the past. This highlights a common stereotype that people from the upper class are rich due to inheriting money and not by earning it themselves. 

Sound

Sound is another way that class and status is represented. At around 2 minutes into the clip, along side the closeup shot of the maid, we are presented with non-diegetic music. In the opening scene, non diegetic sound is played which sounds like birds tweeting which suggests that the house is in the countryside. This implies that the house is owned by the upper classes as a common stereotype for the upper classes is to live in big stately homes in the rural areas. It could be interpreted that the music has been added in to add tension and highlight how the working class women is behaving in a way she shouldn't. This suggests that working class people are sneaky which may be linked to that fact they don't have much money so it may imply that they are plotting to get more money. It also suggests that people from working classes has low/no morals in comparison the the upper classes who stereotypically do. 

Editing 

The representation of the classes can be deconstructed further by the use of editing. This extract uses continuity editing to keep the drama moving and the audience engaged. In the fight scene near the end of the extract, the editing is very fast paced (fast-paced editing) and the shot is cut quickly to emphasize the action taking place. This fight appears to take place between two men from middle-working classes which contributes to their representation as it suggests that they are easier to anger and less rational then those from the upper classes. It also suggests that they are more violents which leads to the stereotype of working class people being criminals.

 To conclude, camera shots, editing, sound and mise-en-scene all contribute significantly to how the different classes are presented as the upper classes are presented more positively whereas the lower classes are presented in a more negative light.  

Representation of class and status

Upper class


Downton Abbey - (Lady  Mary Crawly) I chose this clip to demonstrate the representation of class and status in TV drama as all the members of the upper class in this clip are presented as being well educated, speaking using formal language and dressing in expensive clothing.

Mad Men - Some characters (Roger sterling, Don Draper) in Men reperesent the upper class as they are very wealthy and have well paying jobs. 

Middle class

Desperate Housewives - Susan Mayer/Delfino is presented as a middle class character. For some of the series she is a single parent with only one income but still owns a house in the suburbs which suggests that she is in the middle.

Pretty Little Liars - Aria Montgomery and her family are presented as middle class. She goes to a state school but they appear to have some money as they live in a nice house.

Lower class


Skins - I chose this clip as Katie and Effy are both from middle - lower classes. Katie's family have just had their house repossessed. In the clip the stereotype that lower class people smoke and dress in a more grungy style.

Representation of ethnicity

Stereotypes of ethnicity - black people.  

Four key themes in racial representation:

• Exotic or other
• Dangerous
• Humorous
• Pitied

Stereotypes for black people:

• Drug related
• Gangsters
• Athletes
• Friendly
• Criminals

  Top Boy
In top boy, black people are presented as drug dealers and thief's. This is a common stereotype of black people.



  Skins
In skins tomas is presented as exotic which is a stereotype for black people.

Prison Break 

Benjamin franklin is presented in prison break as being a criminal.


White people

Stereotypes for white people:

• Arrogant
• Rational
• Well Educated
• Awkward

Gossip Girl 

In Gossip Girl the white people are presented as wealthy. I chose this clip because here their costumes highlight their wealth.

Dr Foster

Dr Foster is presented as a stereotypical white person as she is a doctor which means she will be intelligent and wealthy. She owns her own home in the countryside which may be a stereotype for white people.

Suits

In suits the white people are presented as business minded and educated.



East Asian 
Stereotypes for East Asians:

• Intelligent
• Emotionless
• Hard Working
• Determined
• Good with technology
• Martial arts



The Walking Dead

Glenn is presented as a stereotypical east Asian character as he is hard working and intelligent.

Gossip Girl

Nelly Yuki is presented stereotypically as an east Asian character. She is school-focused, intelligent and hard working which are common stereotypes of east Asian characters.

Prison Break

William Kim who is a character on Prison break, may be seen as a stereotypical east Asian character because he is seen as intelligent and hard working has he has a well paying job that involves a lot of thinking. Also he supports the stereotype or east Asians being emotionless as he in a antagonist in the programme.

South Asians

Stereotypes of South Asians:

• Educated
• Religious
• Villains
• Criminals
• Educated 

Skins

Anwar from skins is presented as a religious character which is stereotypical for him as he is from a South Asian background.

Lost
Sayid Jarrah is presented stereotypically as a criminal in lost.

Dr Foster
Dr Fosters college is presented as a stereotypical south Asian character as she is well educated and a doctor.

The extract presents many ethnicity stereotypes which is highlights through the use of sound. At the beginning of the clip, non diegetic sound is playing. The use of non diegetic sound is being used here to create a sense of curiosity for the audience. This suggests to the audience that the man may be doing something he shouldn't which contributes to a stereotype of black people being 'up to no good' or dangerous. The stereotype of black men being unapproachable is highlighted by the diegetic conversation between the man and the women. The woman tries to talk to the man, however he ignores her and walks away which suggests that the man is not friendly which may imply that he is dangerous.




Non diegetic sound is used again as a black man steps out of his car. The music creates an cold atmosphere which contributes to the stereotype that black people are dangerous as the sound creates a intimidating atmosphere. The stereotype of black people being dangerous is highlighted again by the diegetic sound when the man storms into the house with the women. He speaks to her in an angry tone which creates the image that the man is dangerous and violent. The white woman then tries to calm the man down which supports the stereotype of white people being upper class as upper class people are stereotypically less violent and calmer.
The man begins to shout at the women as she pleads at him to let her go. This indicates that the man is violent and the women is weaker. At the end of the clip the man is presented as an un -stereotypical black man as you can hear him crying and the non diegetic sound creates a sad atmosphere. This goes against a stereotype of black men being angry and violent as it shows the man as weak which is not a common stereotype.

Representation of disability

The stereotypes:

In his 1991 study, Paul Hunt found that there are 10 stereotypes of disabled people, used in the media:

1. The disabled person as pitiable or pathetic
2. An object of curiosity or violence
3. Sinister or evil
4. The super cripple
5. As atmosphere
6. Laughable
7. His/her own worst enemy (dixon from 90210) 

8. As a burden
9. As Non-sexual 
10. Being unable to participate in daily life

]

7 Key Concepts

Sound

Sound 

•diegetic sound - Sound whose source is visible on the screen or whose source is implied to be present by the action of the film: voices of characters.

•synchronous sound - sounds which are expected with what is viewed. 

•asynchronous sound - Sound which does not match or is unexpected with the images on the screen

•sound effects - a sound other than speech or music made artificially for use in a play, movie, or other broadcast production.

•sound motif - a dominant or recurring theme/sound).

•sound bridge - Sound bridges are one of the most common transitions in the continuity editing style, one that stresses the connection between both scenes since their mood (suggested by the music) is still the same.

•dialogue - conversation between two or more people as a feature of a book, play, or movie.

•voiceover - Non diegetic sound or a person speaking over a scene. 

•direct address - Speaking directly to the camera/audience by looking at camera. 

•sound perspective - sound recording which helps us place a sound as either either near or distant or coming from a particular place within the diegesis. 

Analyzing Luther scene

Discuss the ways in which the extract constructs the representation of gender using the following:

Camera shots, angles and movements. 

The extract opens with a mid shot of the woman in the scene, Alice. This suggests that she is going to be the main focus of the extract. At 8 seconds in we are presented with an establishing shot which shows the setting of the extract. We can see that the extract is taking place in a city and the drama is the exchange that is taking place between a man and a women. 

At approximately 20 seconds in we are presented with an low angel over the shoulder shot. The camera is pointing down on Alice and therefore emphasising how Luther is physically bigger and Alice is smaller. This makes Alice look weak. This camera angel highlights a stereotype of women being smaller and therefore weaker and suggests that Alice has less power, because men are stereotypically more powerful. At approximately 1 minute 45, Luther and Alice are taking part in a discussion. At first Alice and Luther appear to be equal in the conversation which is suggested by the use of the mid shot, but then Luther begins to take the power which is highlighted by the zooming in on Alice's face and then the over the shoulder shot which emphasizes how much smaller Alice is. Again this supports the stereotypes of a women being weaker than the man. 

Mise En Scene 

The setting of the scene appears to be in the city, we can see this from the opening scene. The colours presented in the scene are all all quite dull which suggests Alice and Luther know each other for business purposes as colours such as grey have more serious connotations. Alice is presented wearing makeup. Her lips appear to be redder than they would be naturally which suggests she's wearing lipstick. By Alice wearing makeup and red lipstick it suggests that Alice is shallow and cares about the way she looks.Being shallow is stereotypical of a women, so by portraying Alice in this way suggests that she just cares about Fashion and makeup. Alice is wearing red lipstick and also has red hair, red connotes danger but also connotes lust towards her. By Alice being presented in the colour red it suggests that she's dangerous which is stereotypical for single adult women to be seen as dangerous as people assume there is something wrong with them. Also by her being presented wearing red it suggests that men are sexually attracted to her, this emphasizes how women are seen as sexual objects and that they are there for men to look at. Luther is presented in a suit which suggests he is wealthy and also has an important job, this also supports a stereotype that men should have important, highly paid, professional jobs. Alice's apartment does not fit the stereotypical image of a womens home. She has lots of educational tools in the apartment such as books and scientific maps, this goes against the stereotype that women are stupid and suggests that Alice is clever and enjoys learning whereas women are sometimes portrayed as stupid and uninterested in learning. 

Sound

Diegetic sound is used when  Alice and Luther take part in conversations. Synchronous sounds are used at the beginning of the scene when we can hear the sound of traffic when Alice and Luther are standing on the bridge to emphasize the fact they are in a city setting. At approximately 52 seconds we hear Alice talking about a 'black whole which consumes matter' and as she's speaking we hear Asynchronous sound can be heard in the background. This sound creates drama and builds atmosphere. The use of sound here also contributed to the way Alice is perceived as a character, the use of sound here suggests that Alice is a evil character. Luther has a loud voice which is typical of a 'man' which therefore creates the image in the audiences head that he is masculine whereas Alice has a softer, quieter voice which is again stereotypical for a women and suggests that her personality is calmer. At about 2 minutes in we can again hear non diabetic sound as the pair are talking, by adding sound into the background tension is being built. 

Editing 

Mise-en-scene

• setting/ location

• colours

• props/ objects

• hairstyle

• costume (clothes)

• make-up

• posture/ gesture

• position in frame

• choice of actor

• performance

• lighting

Skins

1.setting/location

The setting appears to be in a forest/woods. We can infer this  because of the tree's in the background and leaves/twigs on the floor. It appears that the people in the scene are camping. 

2. Colours

The colours in the background are natural colours such as brown and green. Green symbolizes nature and harmony which suggests that everything is calm at this point.

3. Props/Objects

There are tents and sparklers used as probs in this scene. This tells the audience that the characters are camping as tents/sparklers connote camping. 

4. Hairstyles 

The two girls at the front of the frame have their hair down and it appears to be a bit messy which suggests they're not bothered about how it looks. The girl in the background has her hair dyed red and a hair band in it which suggests she cares more about how she looks. There are 3 men in the frame, 1 is wearing a hat which suggest its cold and the other two have brown hair which is styled and messy which also suggests they don't care about how they look. 

5. Costumes 

The characters are all wearing coats/long sleeves which suggests its a cold day and maybe it's in the autumn/winter. The girl at the front with brown hair is wearing grungy black clothing with holes in which suggests she's a more angry/sad character because black connotes sadness. In contrast the girl opposite her is in bright colours such as pink with suggests she's happy. The girl with red hair is wearing a fur jacket which suggests she's into fashion. The boy walking towards the girls outfit looks scruffy which suggests he doesn't care about fashion. 

6. Makeup 

Although it is hard to see what makeup the girls are wearing in this frame, we can see that one of the girls is wearing dark eye makeup which again suggests she's more gothic and grungy. This may suggest this girl is less friendly as her appearance is harsh. We can see the girl with the red hair is heavily made up which again highlights how she might be a shallow character. 

7. Posture/Gesture 

The two girls at the front are both slouched over and looking at something on the floor. They are sat opposite each other and appear to be talking. The way the girl behind them is stood suggests she's annoyed at them as she's slouching and staring at what they're doing. The fact thats she's slouching may also suggest she's feeling insecure so whats to make her self smaller and less obvious. The boy behind them appears to be walking over to see what the 2 girls are doing. The 2 boys at the very back appear to be talking happily as they are stood up straight which suggests they're in good moods and feeling confident.

8. Position in frame 

The two girls at the front are the centre of attention and it is clear that the boy and the girl behind them have their attention on them too. The girl with the red hair also appears to be important because she's higher up looking down on the while also being in the centre of the frame. 

9. Choice of actor

All the actors in this program are amateur and this is often their first big acting job  This may be done to make sure that people know them for their role in skins and they can be seen as effy, for example, rather than a previous role they've played. 

10. Performance 

It is difficult to analyze the performance from a still image but you can infer that there is some drama/conflict taking place. 

11. Lighting 

The trees cover the sky and shade the area however you can still tell its daylight because the sun is streaming through gaps in the trees. 

Mad men

1. setting/location

The setting appears to be a place of work. We can tell this from the desks and phones. The building also is decorated in a business style and looks like an office. 

2. colours 

The background colours in the clip are  mainly neutral with occasional pops of colour. This suggests that it is a place of work because neutral colours are used in offices as they help people concentrate and feel calm which is needed when working.  

3. Props/objects 

The probs used in this scene include a telephone and typewriter. These highlight that it is a place of work and the typewriter also suggests that his show is set in the 60s/70s. People are also smoking inside which highlights the time period it is set in. 

4. Hairstyles  

The hairstyles in this clip look quite outdated and suggest that the programme, is not set in the last 10 years. 

5.Costumes 

As well as highlighting the time the programme is set, the costumes also present how the women are in a place of work. The woman in the blue dress is wearing a long, blue dress. It has long sleeves and she is also wearing earrings. This outfit accentuates the curves of the woman which may make her appear like a strong female character. Also her outfit is long and work appropriate which highlights where they are. All the women have their arms, chest and thighs covered which highlights how they are at work. 

6. Makeup 

The women are all heavily made up which suggests they all care about their appearance and what people think about them. 

7. Posture/gesture

The woman in the blue dress has a good posture and is standing very straight, this suggests she's confident and in power. 

8. position in frame

The woman in the blue dress is clearly the most powerful in the clip. At the beginning she stands up talking to the lady at her desk and is looking down at her which makes her seem more powerful and the other women more vulnerable. 

9. Choice of actor

The actors and all women which is unusual because it was set it the 60s and it is in a place of work. This may be to highlight how women were working towards the equal pay act/more rights during this time. 

10. Performance 

The characters performance is very convincing and they all stay in role. 

11. Lighting

The lighting appears to be artificial light which highlights that they are in an office/building indoors. 

Audience institutions the 7 key concepts

Section B: Institutions and Audiences

Candidates should be prepared to understand and discuss the processes of production, distribution, marketing and exchange as they relate to contemporary media institutions, as well as the nature of audience consumption and the relationships between audiences and institutions. In addition, candidates should be familiar with:

• the issues raised by media ownership in contemporary media practice;
• the importance of cross media convergence and synergy in production, distribution and marketing;
• the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange;
• the significance of proliferation in hardware and content for institutions and audiences;
• the importance of technological convergence for institutions and audiences;
• the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions;
• the ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.

• the issues raised by media ownership in contemporary (current) media practice

The depth and range of ownership across a range of media and the consequences of this ownership for audiences in terms of the genres and budgets for films. How for instance, can Channel4's Film4 survive in the British market place against the high concept, big-budget films made by Newcorp's FOX, Warner Bros, Disney, Universal, etc.? What kinds of niche audiences are left for Film4 to attract? Are mass audiences out of reach given the genres of films Film4 have the budgets to make? How successful have they been in reaching mass audiences with their films? How healthy is it that just a few mega media groups can own such a range of media and can decide what the public may see, and, perhaps, shape audience's tastes?

• the importance of cross media convergence and synergy in production, distribution and marketing

 Digital technology is enabling various media to converge in hubs, platforms and devices. For instance, mobiles phones do a lot more than act as hand held telephones: you can download and watch films and TV programmes, use them as alarm clocks, watches, play music on them, take photos and short films, text, go online, use GPS functions, a range of apps, and a whole lot more. New HD TVs, Playstations, X-Boxes, iPads, Notebooks, MacBooks, etc. are also examples of hubs which in which a variety of media technologies can converge for convenience for users. Media convergence is having an enormous impact on the film industry because of the ways in which institutions can produce and market for audiences/users on a widening range of platforms, capable of receiving their films.

The Male Gaze

Beyonces music video 'rocket' emphasizes the use of 'the male gaze' in media today. Beyonce may have decided to use the male gaze in her video to increase the amount of views she may get on the video and also to attract male (or female) viewers.




In the first 3 seconds of the video, we see 5 close ups. Beyonce's body is presented in all of the closeups in a sexualized way. As seen in the image above, Beyonce is staring at the camera and therefore 'breaking the fourth wall'. Beyonce is also stroking her lips in a seductive way which viewers would connote with sex.

At about 50 seconds in we see Beyonce on a bed holding bed sheets up around her, in this clip it appears she is only wearing underwear. The underwear Beyonce is wearing accentuates her curves and therefore suggests Beyonce is trying to show off her body in the video in  a sexual way. Also the fact she's holding bed sheets around her suggests Beyonce wanted to create the impression that she had just with a partner.

Water is a common theme throughout the video. Beyonce may have chosen to do this because we connote wet skin with sex. In the image above we see Beyonce's stomach with droplets of water falling on to it. From what we can see she is naked which again emphasizes ideas of sex/pleasure because we connote being naked with intimacy. 

At approximately 1 minute 40 seconds we see an extreme close up/upwards panning shot of Beyonce with a slight grin on her face.  Her smile suggests that she is thinking of a lover because she looks happy but also has a seductive look on her face too. 

At about 2 minutes 20 seconds in we see a low angle Beyonce seductively crawling towards the camera while staring at it. The low angel makes Beyonce seem in power and suggests she's looking down to a lover who's lying on the bed.  They way Beyonce is crawling and the fact she is only in underwear again implies that the director is trying to make the video sexual because the viewer will connote sex with the way she's moving and her lack of clothing. In this clip Beyonce's cleavage is exposed which suggests the director has done this to get the attention of male viewer. 

3 seconds later the audience is presented with a close up of the back of Beyonces head. We see her let her hair down and shake it out. This could be associated with intimacy/pleasure  because the phrase 'letting your hair down' may suggest sex. 

At 3 minutes we see a close up of Beyonce in a shower, her skin is wet and she appears naked. This empathizes the sexual theme throughout the video because wet skin suggests sex. Beyonce is presented with an intense, almost orgasmic expression on her face which creates the image that she is thinking of sex. 

At about 3 minutes 40 seconds we are presented with a long shot of Beyonce walking down what appears to be a hotel corridor. She is again wearing provocative underwear and she is carrying her heals. This clip suggests that Beyonce is walking away from an encounter with a lover. The combination of the hotel and the sexy underwear is connoted with sex.

The video ends with Beyonce looking directly at the camera and then closing her eyes and grinning. 

Is this video empowering or degrading? 

I think the video can be perceived as both empowering and degrading at the same time. On one hand, it may be seen as empowering because it is clear that Beyonce is embracing her sexuality and using it to her own advantage to make money. Beyonce appears to be in control of the video which suggests the video is empowering because she's using her body in a positive way and how she wants to use it.

However the video may also be viewed as degrading because her body is over sexualized throughout the whole video for a mans enjoyment. It may also be seen as degrading because Beyonce is presented in a very sexual way to increase sales and therefore so she can make money.