The setting and the artists clothing is dark and sinister, subverting the traditional stereotype of women as being pure and innocent. She doesn’t present herself in a welcoming manner. Instead, it seems she wants to make the audience fearful. It is often believed that someone who is feared has power and so this is our first impression of Missy Elliot; a powerful woman
During the video we see Missy wearing a cowboy hat and driving a fast car; both of which are associated with men. Her masculinity again connotes a strong character. She also appears to wear a cap which makes her look bold. This again reinforces her masculinity. Even the lyrics exemplify her masculinity; ‘Give yo’ ass a black eye’ displays her aggressive side and ‘she’s a bitch’ is an offensive statement but it shows she isn’t afraid to swear or cause offensive. She is confident in this statement, not worrying about the consequences. Her dominance her reinforced by the lyric ‘say my name’. This imperative instruction shows her assertive manner.
It isn’t common to see females dress in this way. They are usually presented sex objects whilst men are presented as dominant but seeing as Missy displays her masculinity, she is portrayed as dominant. The dancers behind her are revealing more skin, however the positioning is significant. Missy challenges the stereotype yet she is in front of the other girls, in the centre, a position often associated with power. The girls reinforce the stereotype yet remain in the back. Connotations reveal that by challenging the stereotype women can become powerful and successful. The majority of females are reinforcing the stereotype but Missy stands strong and her independence results in her power.
Near the end of the video all the dancers at the back are now wearing the same clothing as Missy and no longer revealing skin. Evidently Missy was successful in influencing the females to be independent. This all challenges the expectation as one would think a woman has to be sexy to be successful but Missy seems to want change. She seems to have influenced these women, showing her style is effective and has led to female empowerment. Women don’t always have to be seen as a sexual object to be successful.
At the end it looks as if she is standing in the middle of the road, suggesting she is a dangerous character and is willing to take risks. Much like she has done by challenging the stereotype. She also sticks out her tongue which is a childish act but again demonstrates challenge.
Feminist Reading
It may be that Missy purposely chose to use dancers dressed in revealing clothing because she knows she must also appeal to male audience/ male gaze. It could be that she covers her body because she knows she doesn’t have sex appeal. The lyric ‘I'mma keep it hot’ can be interpreted as sexual. At one point she appears to be touching herself and this may be for the benefit of the male viewers as she still wishes to maintain their interest. Although she wears the bold cap she still wears earrings, suggesting she doesn’t want to take away all of her femininity. It is likely that the video is aimed at woman as Missy tries to encourage female empowerment. However she still appeals to the male audience by maintaining a few seductive, feminine qualities.
