The majority of the video is Beyoncé dancing and lip syncing to the song, her actions are mainly aimed towards the camera - directly towards the audience. Her performance works well due to it's theme of feminism, this links to the theorists Bulmer and Katz's theory of "use of gratification" as female audiences are able to identify with Beyoncé as a form of a strong independent individual woman. Females who consider themselves weak and vulnerable may use this video as a  form of escapism.

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Beyoncé and other performers complete a well choreographed dance routine throughout the video. This well completed and choreographed routine that Beyonce produces created a interesting atmosphere that engages the audience and makes it more visually engaging.

This defies Shuker's theory as the concept of Men vs Women is clearly not aimed at a hetrosexual male audience - This also links to Goodwin's theory as use of close up allows the audience to identify Beyonce as lead singer and it shows off her fierce strong persona