This is a very high budget video by Beyonce which fits in the amplification/ disjuncture genre. It uses the conventions of a band and solo artist performance. Beyonce could also be included of the idea of the 'star image'. She makes the record company a substantial profit through her songs and music videos as she is so popular worldwide. The conventions that are used demonstrate the effective use of camera movement and angles, editing, post production digital effects, lighting and mise en scene. Her look and style is very attractive which makes the viewers hooked. The choreography is also a huge part of the video and makes it successful as a whole. The close ups identify different features and show her facial expressions and emotions. The song is very catchy and the visuals have a strong link with the music. The theme of 'girl power' is expressed by the display of many women joining together to create a force. This is very clear throughout the video and works well with the song.
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