Avril Lavigne is dressed in a hat, baggy top and bottoms which is clothing stereotypically associated to males. This suggests that she is trying to appeal to people through the male influence. However, the genre of the song is Indie/Rock and the clothing that she is wearing represents this. Also , there are a lot of low angle shots to show the power that Avril Lavigne has which suggests that it is not only men who have power.
The music video is urban and sexy. It involves Beyonce being dressed in a stereotypical view. She is very exposed as she is wearing a sexy short dress which appeals to the male audience. Therefore, she is using her body as an object of attractiveness.
The video focuses mainly on Shakira’s body and sex appeal, she is wearing short skirt and a tight top. This appeals to the male gender as it attracts them to watch the video. Also, shakira’s dance moves are seen as very seductive reiterating the female stereotypes. This suggests that women use their body as a selling and appealing point.
The clothing of Lady Gaga is of bare minimum which reinforces the same images which are created by the above two music videos. This shows that women using their body as appeal is very popular. The camera shots, angles and movement focus on Lady Gaga as if it’s purpose is to tempt men to watch it. These all follow the conventions of a R&B video but also emphasise on stereotypes.
Laura Mulvey was born August 15 th , 1941. she was educated at St Hilda’s College, Oxford.
As a feminist, she focused on the imbalance between men and women. She did this through analysis of how men see women and how women see themselves and also other women, she found that the audience is forced to see women in a way that the heterosexual male does.
This refers to the view that men see women as objects and women also in some cases do themselves, for example in.. Page 3 of some newspapers, TV, music videos etc..
Also, people are seen to view women as objects even in advertising even when the image has nothing to do with the product. For example, a semi dressed woman on a men’s fragrance poster. This shows the ‘Male Gaze’ because it portrays women in a male image.
Lastly, men watch films and music videos in 2 ways, either VOYEURISTICALLY or FETISHISTICALLY . Once again this has emphasis on the MALE GAZE , the male image of women.