TEXTUAL ANALYSIS-PUSSYCAT DOLLS- BUTTONS
DIRECTOR: Francis Lawrence
RELEASE DATE: 2005
PERFORMANCE BASED MUSIC VIDEO



The video opens with a Medium-Close Up of Snoop Dogg then cuts to a Long Shot of him. The mise-en-scene at this point contributes to creating a stereotypical perception of Snoop Dogg. His costume which consists of a Hoody, Cap and trainers are generic codes that conforms to the Hip Hop and Rap genre.This is reinforced later in the music video where there is a Close-Up of Snoop Dogg wearing jewellery (necklace) with his hood up and sunglasses on. From this it cuts to a Point of View, Long Shot of one of the members (Nicole Scherzinger) from the Pussycat Dolls. Point of View shot is from Snoop Dogg's point of view and is used to invite male viewers to join in with the voyeuristic male gaze (Feminist Reading). Nicole's costume and acting creates representations. At the beginning of the video she conforms to the feminist reading of females being seen as objects who dances as she dances on Snoop Dogg who is rapping and at this point isn't realised that she is also a musician. This theory is also highlighted near the end of the video where there is an aerial shot of The Pussycat Dolls who are used literally as objects to create patterns.
This music video futher promotes feminist and post-feminist readings. The use of suggestive body language used by the Pussycat Dolls whilist dancing gives off the impression that they are promiscuous which is one of the categories that females are categorised in according to feminism. (Females are either classified as Mothers, Virgins or promiscous). Futhermore, that their sexual power is dervied from physical attractiveness to men. On the other hand, the Post-Feminist approach offers a different explanation. The costume of the group ( revealing clothes- black short dresses and heels) offers the message of sexual empowerment as they are assertive, provacative and in control of the 'Male Gaze'; therefore having a right to be sexually attractive if they want to as long as they are in control. This control is subtly shown in the music video when Nicole dances with Snoop Dogg and walks away from him in the beginning of the video and the fact that the group use provocative male address in their lyrics which challenges Snoop Dogg as they tell him to 'loosen up [their] buttons babe' which shows them giving him orders which subverts stereotype of males being more dominant than females. Lastly, this is further connoted through long, tracking shots of the group walking towards Snoop Dogg than walking away promoting that the Pussycat Dolls are 'too hot to handle' for Snoop Dogg. The post-feminist reading also views the group as being confident, sassy, sexy icons challenging traditional assumptions about passive sexuality. This is connoted through their lyrics where 'I'm a sexy mama' is said.
The lighting and effects used in the video promotes sexuality and being provocative. The dark lighting used of brown and gold promotes luxury and intimacy. The use of CGI (Computer Generated Imagery) of the fire can be seen to connote the Pussycat Dolls as they are 'hot'.
The camerawork and editing of this music video conforms to a performance based music video through the used of tracking shots,Long shots and Close Ups used during performances and the straight cuts used.
In conclusion, I personally agree with the post-feminist reading of this music video, through the amount of control that the females in the group had, however I still see how some aspects of the music video can conform to a feminist reading.