S&M music video analysis...

Much controversy has occurred over Rhianna's new music video S&M promoting sadism and masochism which implies sexual gratification gained through pain or the degradation of others. The video Rhianna has produced is a post modern parody of other music videos consisting of many typical conventions. The video takes editing to the the extreme almost mocking the extent of previous video's by making the edits so insanely quick it is almost vertiginous. The director has also adapted the typical convention of camera shots using different angles and de-focusing effects which makes the audience aware that they are watching a music video. The vibrant colours used within the mise en scene is emphasized to reduce the realism of the location in doing this it also increases the hyper realism. 
The first shot of Rhianna singing is a close up using the effect of a fish bowl, it is a close up shot which is a convention of many music videos. Throughout the video many effects are used, a very successful shot is the pulsing of the camera and the tilting in sync with the beat of the music. 
Within the music industry the costumes used  signify a huge part of the video. In this video the director has taken costumes to extremes making them hyper real almost as if she is mocking other extremely creative artists such as Lady Gaga. 
Although Rhianna has subjectively mocked the music industry and videos, along with Lady Gaga she has taken expectations to a new height creating a new boundary for other artists to enter.