The messages and themes Beyonce wanted to portray throughout the video is pride in one’s heritage and empowerment, she further goes on to reference her roots and where she’s from, and her parents she speaks in a powerful strong assertive tone, truly enforcing how powerful she feels about where she’s from. The song and video celebrate black culture and history, address issues of police brutality and racism, She touches on the subject of the long battle against racial injustice and standing up against it, Beyonce also touches on themes of self-love, empowerment as she encourages black women to be proud of who they are and embrace their heritage. Some examples of rhetorical devices are “Y’all haters corny with that illuminati mess.” She uses emotive words to refer to the people always referring to her in a negative light and constantly criticizing her just for being a successful black woman who made it on her own. Another rhetorical advice is when “I got hot sauce in my bag, swag”, this is an example of emotive language, demonstrating that she perpetually carries a piece of her culture at all times.The director Melina Matsoukas helped Beyoncé effectively portray such powerful themes in the song by using symbolism, lights, colors. Wardrobe’s, choreography and settings merging together to emphasize the power and amplify the message and make it more exuberant .
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