In depth Analysis of Geri Halliwell - Raining Men

For this blog post,  I will be analysing Geri Halliwell's music video entitled 'Raining Men'. 

The music video above is a key music video to look into and analyse; as it fits within Andrew Goodwin's theory of codes and conventions in which a music video usually has, or commonly requires. The song and music video fit in with the genre of pop, and this is portrayed within the following genre characteristics.


Genre Characteristics:

• Mainstream Pop
• Performance in a location
• Dance Routine
• Element of Narrative

The above screenshot clearly identifies the element of the use of narrative which is visible. In this screenshot, you can see five judges, these judges portray the fact that Geri is playing a character who is undergoing a journey.

Visuals and lyrics:

A connection between the visuals and lyrics is another code in which Andrew Goodwin claimed. This particular convention is communicated within this video as in the video there is a shot of rain; and of course the title of song is raining men. Therefore a connection is made.

As you can see above, this is a shot in which it is currently raining; whilst the song is called 'Raining Men.


Visuals and music:

The connection between the visuals and music is demonstrated in the following:

• There is a change in pace in the song. This is echoed in the editing
• The change of location changes within the music
• The video is cutting at the beat which provides a connection

Selling the artist:

Geri Halliwell has completely revamped her image and reputation with this music video. For example, prior to this music video she was labelled as 'Ginger Spice', whilst in this music video she certainly does not live up to this name.

How is Geri sold?

• Changes in costume - Use of the male gaze theory
• Several close-ups used for identity
• Central Framing
• Showing off her talent
• Her new image is sold through the notion of rebirth
• Use of voyeurism 

The above screenshot portrays Geri's new image, and this fits in with the male gaze theory which is commonly used in the media. The fact that Geri is walking around semi-naked expresses the ideology that she wants to be known as; sexy, confident and imaginative.

Target Audience:

The demographic of this music video is rather broad; as the use of shots like the above, simply put the male target audience as the primary focus group for enjoying this video. However also due to Geri's connection with the Spice Girls. Females and older teenagers may be interested, simply because of what her previous image and reputation were.

Intertextuality:

Intertextuality is portrayed in the video as there are references to Michael Jackson's 'Thriller'.

As it is aware, this particular shot demonstrates a similarity to Michael Jackson's 'Thriller' through the fact that the shot has been constructed rather the same in comparison to 'Thriller'.