Kanye West - Heartless (Favourite Pop Video)

I like this video because of its cartoon effect and the uniqueness which it has standing out from many other music videos.



The music videos follows some of Goodwins theory:



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 screens looks similar to shots/visuals that could be found in the popular game "Grand Theft Auto" reflecting on the "Hood Life" that so many people admire. 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" 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 of the song. Also the song is trying to send across the idea that money can get you woman however there is side effects to that, the lights help draw in the viewer and can represent paparazzi and the idolised life of the artist and promoting it as a positive thing although it may not be.