1. Kanye west – heartless
Goodwins theory: put in practice
Notions of looking: the video ‘heartless by kanye west follow generic conventions by
objectifying woman (the focal point of the video). The print screen shows woman being used
as sex symbols and icon for male viewers.
Intertextuality: the fact the artist has gone down a cartoon as a part of his visual challenges
the typical conventions of RnB but reflects on the game world e.g. this print screen looks
similar to shots/visuals that could be found in the popular game ‘grand theft auto’ reflecting
on the ‘hood life’ the genre stereotypically promotes where the second images has direct
images from ‘the jetsons’ a children program representing family life which is complete
contrast from the first image and the representation of ‘grand theft auto’.
Lyrics and Visuals: ‘in the night’ the video’s mise en scene fits the lyrics when the artist is
walking through the darkness (relating to setting)
The artist expresses being ‘heartless’ many times in the lyrics and the visuals fit that message

2. being told through his actions of being in pain because of the woman.
Music and the visuals: throughout the music video the viewer is introduced with flashing
lights and bold objects, which all flow and follow through with the beat of the song. Also this
flashy life the artist promotes fits with the message the song is trying to send across about
money and the idea that can get you woman and the side effects, but the lights help draw in
the viewer and can represent (paparazzi) and the idolized life of the artist and promoting it as
a positive thing although it may not be.
GENRE CHARATERISTICS:
In the video you could see woman dancing provocatively in revealing clothing, shots of the
artist were mainly close range of the artist singing directly to camera (making more
personal) the setting of the video was an urban atmosphere (ghetto) with clubs and reflecting
allot of night life. Contrast to the setting of the overall video the representations were
reflecting the artist lifestyle as being modern, classy and very wealthy. As the music video
went on the different variations of shot from high to low shots emphasized mainly on the
woman and their bodies in some sense a form of selling woman (difference in behavior
according to their sex).