Hold It Against Me: Escaping the Media and Technology
No, I will not hold it against Britney Spears for almost encompassing her entire music video, Hold It Against Me, with technology. In fact, the technology in the video is what allows it to make a statement and to illustrate the story of the song. Technology such as lighting, TV, microphones, Internet and computers, cameras, and stereos each play a part in her recent music video. Although the technology did serve a purpose, it both enhanced and detracted from the experience.
Hold it Against Me tells a story of a woman (Britney) wanting to see a man but not being able to escape the crowds to go be with him. The video displays Britney in a limited number of sets, but the main one being with her surrounded by TVs, radios, microphones, cameras, and her fingers are even connected to wires as she sings. Metaphorically speaking, I believe Britney Spear is making a strong effort in this video to say she cannot escape the media and the news that follow her.
The Technology Used
Each technology was used to illustrate the song’s purpose. The lights were constantly blinking bright to represent flashing camera bulbs; while cameras were included as well. This was to show that paparazzi follow her. TVs and Radios surrounded her to show that she was on TV and in the media continuously and could not escape it. Wires were connected to her fingers to show she was connected to all of this communication technology, and that it has become a part of her. Britney evens uses a fake website resembling “Match.com” to find her man. This is actually extremely relevant because many people are resorting to technology such as the Internet, in order to socialize with potential significant others. The stereos shown vibrating and close up helped to elaborate on the beat of the music.
Enhanced
These technologies enhanced Britney’s new music video because it allowed her to display social media technology today through a different perspective. Today, new communication technologies, such as the Internet, make communication both effective and easier than ever. However, as Britney shows, it is incredibly difficult to now escape social media and technology. Once something is on the Internet, it’s there. Unlike a phone call to one individual, a broadcasted news report all over the daily news on TV is mass mediated. In her video, Britney continues to say, “if we could escape the crowd somehow” (Spears, 2011). Yet, you never actually see a live crowd; just the social media mentioned surrounding her throughout the video to the point that she cannot escape it.
Detracted
The music video was, at times, too much. All of the blinking lights and constant TV streaming, etc did distract the viewer from the song itself. I had to watch the video a few times to really understand the concept.
In Conclusion
Britney Spears did utilize social media technology and communication technology within her new video, Hold It Against Me, to prove a point. She, or anyone else, can truly escape these technologies. The internet and TV make it so much easier to be able to keep in touch and communicate, but also make privacy that much more difficult. Her video gave a different or negative perspective on the growing love for new social media tools and mass communication efforts. The technology did enhance the video to make a statement and display the meaning of the song. Yet, sometimes the amount of communication technology being displayed distracted the viewer.
Link
http://www.youtube.com/watch?v=-Edv8Onsrgg
Citation
Spears, Britney. (2011). Britney Spears-Hold It Against Me. You Tube. Retrieved from
I think you may have missed the meaning and reason behind Britney's video. The amount of technology and "encompassing" lights and cameras was Britney's message about her rise, fall, and rise again in the last 10 years. Her life has been documented since she was 16, including her fall from grace when she shaved her head and was committed by her family. The girl has issues and this video is a jab at all of that. How much the paparazzi and her audience has taken from her without giving anything back. Her in the white dress, surrounded by screens showing her past videos, is telling us she's aware at how much we watch her.
ReplyDeleteI agree with the post above. After reading the article and watching the video I feel that was the point of her video. I will say that there is definitely use of technology in the video. I would go as far as to say maybe sponsored by SONY...(overkill. Her music video I think more than anything helps people see that she sees everything that people say about her in the media and that she is still trying to have a career. Yeah she had some crazy times in her twenties..but we all have. I think that is the whole point of her video is " will you hold that against me" as to say check yourself before judging me. The technology in the video is cool. I liked all the effects that they used on the dancers and all the tubes and color. It was different, which makes it perfect for Britney Spears.
ReplyDeleteThis video reeks of technology. This entire video just has a technological feel to it. It’s very evident in the beginning just by seeing the font used that this is going to be a futuristic video. When I think futuristic I think technology. This video is futuristic so therefore it is technological. Her being surrounded by computers and television screens also gives this video a futuristic feel. It’s almost like she’s in a dirty version of the Matrix and getting that vibe from the video I just think futuristic. This video is a perfect example of how technology can make an ordinary video great.
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