Profile• Artist Name: Jessie J• Track Name: Do It Like A Dude.• Producers: The invisible men, Parker & James and

mixed by James F Reynolds.• Written by: George Astasio, Jason Pebworth, John

Shave, Kyle Abraham,Peter Lyghie.• Release Date: Released in November 2010 and peaked

at no2 in the charts.• Labels: Lava , Island• Genre: Pop,PopRock and R&B• Type of performance: Performance Based

Forms and ConventionsMise-en-Scene – Adherence to Pop, Pop Rock & R&B Video’s* The Act of imparting or interchanging thoughts, opinions, or information without the use of spoken words. Is known as nonverbal

communication this is used in this video as a key variable to determine Jessie J’s attitudes, values, and beliefs regarding gender stereotypes. For example, the subversion of the way she dresses and the way in which her and the back up dancers dance in the video. The audience will pay special attention to the nonverbal cues of the video, such as body language, facial expressions, and eye contact, to identify her as an artist‘ and the way she expresses her true feelings about the issues explores in the video.

• The first few shots shown are montage images. The first image shows a women smoking a cigarette. The second image shows a women getting a tattoo done and the third image shown shows a women cutting and stabbing at a piece of meat. All these images shown are connotations and activities of a stereotypical male ‘thug’. For example a stereotypical view of a male ‘thug’ is that he smokes and has numerous tattoo’s which shows his exterior personnel to be quite hard looking and fearless. The fact that women are carrying out these activities suggests to the audience that Jessie J's video subverts male stereotypes and that females can be as equally ‘thuggish’ as men.

* All the women in this video are dressed sexually in a provocative manner, for example Jessie J the main singer in this video wears extremely high heels which emphasises her slim toned legs, she also wears a skimpy leotard which emphasises her breasts and body particularly her buttocks and hips. Her choice of costume therefore reinforces her feministic features. This type of dress code is typical in R&B video’s as women tend to wear minimal clothing as there shown to want to enhance their womanly assets in order to allure men.( The female gaze)

• The choreographed dancing in this video is sexually explicit in that Jessie J and the back up dancers grind and gyrate their bodies. A match on action is also used to reinforce the lyrics to the choreography – Jessie J holds her crotch and grinds, the lyrics match this as she says ‘ grab my crotch like you’.

• The dancers dance with pornographic intentions which suggest she is deliberately playing with gender stereotypes. The explicit dancing also attracts male audiences as she is being deliberately provocative showing she is a handful thus mimicking the female stereotype.

• She emasculates herself but doesn’t want to alienate her audiences therefore continues to have a feminine side.• She adheres to stereotypical masculinity with her aggression and arguably panders to a male audience with the explicit lesbianism

and sexualisation of women. • The adherence of masculinity is also shown in the lyrics whereby she says ‘ These B.I.T.C.H’s can grab my dick like this’. She plays with

gender here as she refers to females as ‘ bitches’ and tells them to grab her ‘dick’ even though she has not got male genitals. It could be therefore suggested that she is portraying men to be degrading to women i.e. the fact that she calls them ‘bitches’ and referring to women as sexual icons that perform sexual acts deliberately mocks the typical male stereotype as men tend to see women in a degrading sexual manner not women seeing women in that way.

• Underground settings ( the underground warehouse) represent the audience and niche she is aiming for. • The video also displays intertextuality in that certain conventions are displayed in Christina Aguilera's video dirty for example, the

sexual advancements( the erotic dancing), the type of clothing worn ( leotards, hot pants and bra’s) and the facial expressions displayed ( Faces of pleasure associated with sexual intercourse) These conventions could suggest that Jessie J is trying to emulate the success of another artist who is within a similar genre to her.

• The video is deliberately made to falsify gender representations as a way of announcing her as an upcoming artist. The way she cleverly plays with gender not only attracts both male and female audiences but also represents Jessie J as an artist who is new and fresh which is shown by her boldness, audaciousness and daring caricature hence making a statement that there is ‘a new girl on the block’.

Representation• The mise – en – scene –The fact that the video is shot in a abandoned warehouse emphasises the underground scene

which suggests that Jessie J has arisen from being an underground artist. This is proved as it was her first single that was played on the charts. Therefore the mise – en – scene was used to establish her as an new upcoming artist.

• The bling and jewellery that Jessie J wears connotes wealth and a high status. (Typical conventions of R&B music). Jessie J also wears a lot of black makeup e.g. her eyes and nails which also connote gothic and rock elements. This suggests that she is not an artist specified to one genre and that her music covers a number of genres e.g. R&B and Rock.

• Jessie J wears a number of leotards in the video alongside extremely high heels which presents her as sexually provocative. Her back up dancers however dress less provocatively in that they wear baggy jeans, hoodies and t-shirts all of which are deemed to be male clothing items. This suggests that she is playing with gender stereotypes in that she emasculates herself however dresses is a way which show off her body in order to not alienate female audiences.

• Jessie J supports the stereotypical view that women are presented in provocative and revealing clothing however subverts this view in that her lyric’s to the song express very male opinions e.g. ‘grab my crotch’.

• Ties in with Andrew Godwin’s theory of music video’s – There is a relationship with the music and visuals.• - There is a reference to voyeurism, particularly in the treatment of

women, however this video subverts this as Jessie J mocks male and female gender representation.• Jessie J is represented in this video as a sexy vixen, the way she dances allure’s the male gaze as she moves in a

provocative way which attracts male attention for example she grinds and thrusts her chest. The way she dances also represents pornographic elements as it is shown to be extremely sexually explicit.

• Close up’s of her face in particular her lips are also shown which also emphasises the male gaze as she pouts her lips in a seductive way which appeal to the male audience. On the other hand she is shown to have strong character as she dances as the lead dancer while the back up dancers who are female dance behind her. The fact that the dance routine is also synchronised in some areas highlights the fact that she is the main person in the video as she is always at the front of the routine shown by constant medium shots and medium close ups of her. The norm in most hip hop video’s is for women to subjectively dance for men eg in Kirko Bangz video What your name is . This video subverts that as Jessie J puts a performance on for the audience not for men within the video.

• Do it like a dude is a feminist video in that it uncovers, challenges and eliminates dominant stereotypical gender imagery.

Props• Poker cards• Cigar/Ciggarettes• Meat carving Knife• Era hats & Du’rags• Grills• Alcohol All the props mentioned above are props that recur throughout the video. Typically these props are associated with ‘thuggish’

males and their way of life i.e. men tend to play poker and they smoke cigars, whereas traditionally women aren't seen to carry out those activities.

Camera shots• Extreme close ups - Used to emphasis and highlight features for example in the video extreme close up’s of Jessie J’s lips

and eyes are emphasised . This is highlighted as it makes a statement about Jessie J as an artist.• Medium close ups – Used to show facial expressions and body language. An example of this is when Jessie J dances with the

back up dancers in a provocative way . The medium close up enables the audience to see her facial expressions which are shown to be to quite teasing and sexual as well as the erotic dancing.

• Long Shots are used to establish the setting . This tells the audience where the video is set and enables them to see the exterior surroundings.

• Low key lighting sets the mood of the video which is austere and dark. The low key lighting also works hand in hand with the setting as it establishes the underground theme Jessie J is trying to portray which suggests to the audience that she is a underground artist.

• Wipe cuts and jump cuts are used to make smooth transitions from one scene to another. This allows the video to commence in one continuous flow thus always engaging the audience.

Insitutions• Record Labels: Lava & Island records• Do it like a Dude Jessie J’s first single reached no2 in the UK

singles charts.• The video was distributed digitally on YouTube, iTunes,

streaming websites like Spotify , music channels and various radio stations such as Choice Fm and Kiss.

• The A Team was and is still currently played on all the MTV channels, Kiss, VIVA,Channel AKA, Starz, The Box, NME and Flava. As the genre of the video& song is diverse in that is contains elements of various types of music genres it appeals to the viewers of all the music channels stated previously as music played on those channels range from Hip Hop R&B to Rock.

Audiences• The target audience for this video is 16-25 year olds, male and females this is because the

nature of this video is sexually explicit therefore not suited for a younger audience.• Audiences would watch this video as it explores, subverts and mocks female and male

gender. Jessie J cleverly does this as she tells the audience a message in that females are just as equal as males.

• Jessie J’s appearance connotes a negative image in that she proposes herself as a sexual object although she mocks this in her lyrics her sexual advancements allure male audiences.

• Male audiences may receive visual pleasures from the video ( The male gaze) –Laura Mulvey , feminist theory.

• Although Jessie J appeals to male audiences she enjoys herself in that she explores gender stereotype. She is represented as a confident, successful, independent and boisterous mainstream artist, female audiences therefore may emulate and imitate her in the hope that they can acquire similar attributes.

• As this video may be seen to have intertextual references to Christina Aguilera's video dirty, audiences may gain pleasure in that they recognise the similarities.