Beyonce - Representation and emotional response

“How are media language and representations used to create emotional responses in the audience in Beyoncé’s “Formation” video?”

Beyoncé’s music video ‘Formation’ uses various media language devices and representations through visuals and lyrics in order to create an emotional response from the audience. The music video is based on the flooding that was at the time in New Orleans caused by Hurricane Katrina. This would immediately create an emotional response from the audience as there were many issues that had arisen from the natural disaster, both physically and politically. Naturally, there would have been a crisis in the loss of homes and building being washed away by the floods; however racial tensions did come about following from this. It was brought to attention that many of the New Orleans black citizens felt that there was a prejudice against them and that they were not aided or treated the same way as the white Caucasians may have been, post the floods. It was found that people of a coloured race were not given the same service and care for when the floods did occur, as if they were almost “brushed off”. This was a heated topic at the time as it would refer to the past of black slavery and as if people, most importantly the police who are “authoritative” figures, were undermining black people and possibly disrespecting them.

Beyoncé presents this racial frustration through her music video in different ways. To begin with, the use of the costume, the antebellum dresses, can be seen as a heavy contrast to the stereotypical outfits a “pop” music artist may wear. The dresses can reference slavery but also very cultural outfit emphasising their unity as a community and that they are able to be empowered by themselves. It is almost as if Beyoncé is subverting expectations of their “image” or representation of them as black people in order to emphasise their identity and that it will not be erased. Using Paul Gilroy’s theory of ethnicity and post-colonialism, the music video looks at the racial hierarchies and subverts the expectation by using an all-black “cast” in the music video and having a music video being focused on black women in a position of power. This could also relate to bell hook’s feminist theory but be contradictory to it within other representations shown in the music video. The video presents women being a prime part of it and whether the clothing can also subvert the expectations of a woman.  The clothing which is worn by the women can be perceived as revealing but further emphasise feminism and the concept of women being able to wear whatever they choose to, even if it provokes a sexually objectifying image of a woman.

In the first couple of seconds, we are presented with quick snapshots of various settings, scenes and people. We see an immediate reference to the frustration with the “high authority” police with the back of an officer’s jacket. This can create an emotional response from the audience as they would be able to relate to the reference and the racial tensions that had existed at the time. Then before Beyoncé starts singing, we see a shot of a house which has collapsed and been damaged by the hurricane. It is just about submerging from the water caused by the floods, further creating an emotional response from the audience of devastation and sadness. The next scene is of Beyoncé sitting on top of a police car which is also immersing from the murky flood. This can be seen as a very powerful message as it can show that Beyoncé is demoting the meaning of the police as “authority” as if all respect has been lost for them. It is expected for the police to be impartial and respect all citizens, but it seems that there was a racial bias post the Hurricane Katrina tragedy.  By presenting these powerful messages through the music video, Beyoncé stimulates an emotional connection with the audience to remind them of what happened and that things need to be changed and stimulating a possible awareness of the events caused post the natural disaster. Beyonce also sings the lyrics “albino alligators”, possibly referencing not only the police officers but the white community as a whole.

The genre of "Bounce" is one which is based in New Orleans which is a type of energetic style of New Orleans hip-hop music, and Beyonce's "Formation" can give off that feel. The powerful and emphatic dance moves which go alongside the beat of the music can give a feeling of comfort and lead to an emotional response from the New Orlean's community as it may be a reference to their roots and identity.