Sexism in pop videos

1. Sexism in Pop Videos

2. Laura Mulvey: The Male Gaze Theory
Mulvey’s theory suggests that the male gaze
denies women human identity, relegating them
to the status of objects to be admired for
physical appearance. They are commodified
and so act as essential symbols within
mainstream pop videos. The theory suggests
women can more often than not only watch a
film from a secondary perspective and only view
themselves from a mans perspective. This
poses the threat of a masculinized mindset in
reality therefore many feminists criticize media
texts, particularly pop music videos.
• Only 16% of media creators are female which
undoubtedly has a detrimental effect on the
media. It is not likely that the male gaze will
disappear any time soon.

3. The male gaze
Women are objects
of male erotic desire
within the media text
and audience
Women do not have
agency
Men are active/women
are passive
Patriarchy and
phallocentrism are
linked: phallus (penis)
is a symbol of power
– e.g. in cinema: guns
= phallus = power
Cinema reflects
patriarchal (male
dominated) society Audience is forced to
identify with male
gaze

5. The effect on society
The male gaze leads to Hegemonic ideologies within our society.
Hegemonic = ruling or dominant in a political or social context
The media is a powerful tool which has the ability to influence our
thoughts and opinions without our control. As I previously mentioned,
pop videos have this effect. The male gaze can be applied for many pop
videos therefore women themselves can begin to find themselves looking
at other women in the same way as men do. For example, the insecurity of
body image majorly stems from the media: pop videos often use slim or
hourglass women that are presented as the “ideal woman” therefore
anxieties are created within the female society.

6. The effect on society
The male gaze leads to Hegemonic ideologies within our society.
Hegemonic = ruling or dominant in a political or social context
Mulvey argued that we live in a patriarchal society in which men set the
majority of the rules and construct and represent the ideal visions, roles
and male dominance over woman. Therefore the risk of media influence is
evermore present in our society where men already rule.

7. The effect on society
The male gaze leads to Hegemonic ideologies within our society.
Hegemonic = ruling or dominant in a political or social context

8. Miley Cyrus
“Wrecking Ball”
In 2013, Miley Cyrus released “Wrecking Ball”. This pop video caused
outrage and controversy, particularly due to her drastic change in image
from the innocent, teen idol “Hannah Montana”. Although a fictional
Disney character, Hannah Montana acted as an older sister figure for
young girls. A shift in her career leading her to leave this image behind
proved to be shocking for this audience in particular. Miley Cyrus bleached
and cut her hair, opting for an androgynous look, wore bold makeup and
skimpy clothing. “Wrecking Ball” provided a “bridge” for Miley as she left
adolescence and began to find herself as an adult. Many popular music
artists do this in their careers, like Britney Spears who, according to
Stephen Thomas Erlewine of AllMusic, “strived to deepen her persona,
making it more adult while still recognizably Britney.”

9. Miley Cyrus
“Wrecking Ball”: From Hannah Montana to Miley
Cyrus

10. Miley Cyrus
“Wrecking Ball”: Is she exploiting or being exploited?
It is debatable whether Miley is exploiting herself or forcefully being
exploited in this music video. To some extent I feel that she was partially
exploited due to the market and her career. After leaving behind her
Hannah Montana status, financially, this would have left her looking for
something new. Due to the space in the market for controversial artists and
celebrities, Miley and her record label, RCA ceased the opportunity to
make a comeback with an extreme image. However her erratic behaviour
which is often seen in the press suggests that she is not being exploited by
record labels and deals. Perhaps this is the real Miley Cyrus that was once
hidden and repressed by the idealised Hannah Montana.

11. Miley Cyrus
“Wrecking Ball”: In the press

12. Is she exploiting or being exploited?
“Do not let them
prostitute you!”
Sinead O’Connor to Miley:

13. Miley Cyrus
“Wrecking Ball”
Phallic symbol (the weapon) is
sexualised by Miley
Wearing little or no clothing throughout;
pornographic music video to appeal to the make
audience > the male gaze

14. Lily Allen
“Hard Out Here”: A ‘feminist’ pop video
Lily Allen’s music video begins with a graphic surgical scene where the
men standing around her criticise her. The manager questions how
“somebody [lets] themselves get like this?”, the surgeon suggests that is
merely a “lack of self-discipline”. This view is misogynistic as they lack
empathy for Lily Allen who insists she’s has children. Therefore the
audience are lead to view this music video as a feminist statement. The
lyrics also indicate that this Lily Allen is trying to fight back against female
stereotypes:
“You'll find me in the studio and not in the kitchen”

15. Lily Allen
“Hard Out Here”: A ‘feminist’ pop video
It is important to
note how the
surgeons are all
men. This suggests
that plastic surgery
is a critical male-dominated
industry.

16. Lily Allen
“Hard Out Here”: Parody or sexualising women?
However, she refers to herself as a “bitch”. It is ambiguous as to whether
she is putting on a male persona in a sarcastic tone or whether she believes
it is empowering. Nevertheless it is a derogatory tone which Lily Allen is
reinforcing in a music video that is supposedly ‘feminist’.

17. Lily Allen
“Hard Out Here”: Parody or sexualising women?
Further evidence to argue against this pro-feminist message:
Little clothing often worn to sell
records, stereotype that black
women have thick thighs and large
bums reinforced
Similarities with African-American rap music
videos: flashy car with half-naked women
acting seductively around it > the attraction
to masculinity and materialism

18. YG ft. Drake
“Who Do You Love?”: Presentation of women in
rap music videos
Curvaceous women in
skimpy bikinis
surrounding the men
by a pool
The male gaze > women are
filmed in a way that makes them
subjects of male erotic desire
Alcohol, luxury, wealth
are typical features of
rap music videos

19. YG ft. Drake
“Who Do You Love?”: Presentation of women in
rap music videos
A scene of what
appears to be YG’s
girlfriend at home
while he parties with
friends and other
women > misogyny

20. Jennifer Lopez ft. Iggy Azalea
“Booty”: The male gaze
Sinead O’Connor warned
Miley Cyrus not to let the
industry “prostitute” her
however many female artists
do this to some extent in
order to sell records and
attract attention. The ‘male
gaze’ attracts this attention
from males and females
alike as we are all forced to
identify with it on our
screens. The woman’s body
has been commodified and
made an essential feature of
music videos.