How are males and females typically represented or portrayed in music video?E.g.Men are likely to play a musical instrumen...
   Men engaged in significantly more aggressive and dominant    behaviour   Men represented as independent, adventurous,...
•   A movement in which women    questioned their position within    patriarchal society & the ‘private    sphere’ of ‘hom...
   Definition of Voyeurism: Erotic pleasures gained from    looking at a sexual object (who is unaware of being    watche...
   Britney adheres to    traditional gender    stereotypes by taking on    the roles of:   Secretary   Air Hostess   W...
Buttons                                         (Pussycat Dolls/Snoop                                                     ...
   Sexual power derived    from physical    attractiveness to men.   Snoop’s voyeuristic    male gaze/POV shots    invit...
Post-Feminism (1980’s)• A re-appraisal of Feminist values• Does not strive for ‘equality’ as thisassumes men are ‘the best...
• Rihanna is not on show for the benefit of male audiences, but isenjoying herself experiencing different identities.• She...
Thinking back to the Buttonsvideo what post-feminist readingscould be made about therepresentation of gender?
   Offer messages of sexual    empowerment - assertive,    provocative and in control of    ‘the gaze’   Confident, sass...
Gender representation
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Gender representation

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Gender representation

  1. 1. How are males and females typically represented or portrayed in music video?E.g.Men are likely to play a musical instrumentWomen are more likely to dance
  2. 2.  Men engaged in significantly more aggressive and dominant behaviour Men represented as independent, adventurous, unemotional and competent Stereotypical Gendered occupations apparent (i.e. Males as FireFighters/Mechanics Women as Cheerleader/Waitress) Women engaged in significantly more explicit, sexual and passive behaviour Women represented as objects of sexual advances or as sexual objects Sex role stereotyping and negative attitudes towards females Women more likely to be presented in provocative or revealing clothing Women portrayed as decorative objects that dance, pose and do not play instruments Research findings NOT restricted to the Hip Hop genre Research Findings taken from ‘Joining the Dots’ May 2009 OBJECT
  3. 3. • A movement in which women questioned their position within patriarchal society & the ‘private sphere’ of ‘home/children/domestic bliss’• Serves to uncover, challenge and eliminate oppression and dominant gender imagery• Women began to debates the narrow range of stereotypes present across all media;• Women as virgins, mothers or promiscuous• Women as sex objects• Women are inferior to men• Women as domestic/based in the home
  4. 4.  Definition of Voyeurism: Erotic pleasures gained from looking at a sexual object (who is unaware of being watched) Presence of women solely for the purpose of display (rather than narrative function) Female on display is passive and objectified for a male gaze regardless of viewers gender Voyeuristic treatment of female body in ‘male’ videos – use of dancers as adornments to the male ego The inclusion of women for display is a staple element in music video’s – across all genres Women connote to-be-looked-at-ness and are the object of the male gaze.
  5. 5.  Britney adheres to traditional gender stereotypes by taking on the roles of: Secretary Air Hostess Waitress Each occupation emphasises highly sexualised costume & behaviours
  6. 6. Buttons (Pussycat Dolls/Snoop Dogg)- Having watch the Pussycat dolls ‘Buttons’ video, (taking Mulvey’s theory)into account what do you think a feminist reading of the video would say?
  7. 7.  Sexual power derived from physical attractiveness to men. Snoop’s voyeuristic male gaze/POV shots invites male viewer to join in. Suggestive body language. The Doll’s used literally as objects to create patterns in an aerial shot.
  8. 8. Post-Feminism (1980’s)• A re-appraisal of Feminist values• Does not strive for ‘equality’ as thisassumes men are ‘the best’ - they wish tosurpass male achievements• Objected to theories which positionthem as objects of the ‘male gaze’• Identifies a ‘female gaze’ - womenactively desiring men•Women began to assert their right todress and be sexually attractive
  9. 9. • Rihanna is not on show for the benefit of male audiences, but isenjoying herself experiencing different identities.• She is successful, independent and in control.• Connotes messages of Empowerment/Confidence/Independence to female audience. In contrast to other representations here Britney is in control and dominates men within the narratives. She also takes a variety of identities e.g. super heroine. There is also opportunity for the female gaze.
  10. 10. Thinking back to the Buttonsvideo what post-feminist readingscould be made about therepresentation of gender?
  11. 11.  Offer messages of sexual empowerment - assertive, provocative and in control of ‘the gaze’ Confident, sassy, sexy icons challenging traditional assumptions about passive female sexuality “I’m a sexy mama/ Who Uses a provocative male address challenging Snoop to “loosen up my buttons babe” - however, the dolls prove ‘too hot to handle’ for Snoop

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