The video analyzes Shatta Wale's music video "Baby" and explores its portrayal of gender roles. In the video, Shatta Wale becomes obsessed with a beautiful girl he sees, and works to make her his girlfriend. The girl is the center of attention, wearing form-fitting clothes that emphasize her curvy figure and conform to stereotypical African male pleasures. Shatta Wale slides across his expensive car, wearing designer clothes and jewelry, hyperbolizing his wealth and reinforcing clichéd gender roles where the man asserts his dominance as the driver.

2. THE TERM REPRESENTATION IN MEDIA!!!!

3. INTRODUCTION – THEME OF SONG
The music video that I decided to analyse was “Baby” by Shatta Wale. Shatta
Wale being an influential afrobeats artist in this present day could be a
good example as gender roles are highlighted in this video. The video is
about him being love struck by a beautiful girl he met at a store and his
obsession of making sure he makes her his girl.

4. In the video the girl that he is after (on
the right) is shown to be the
centre of attention. She is first to
the car highlighting her
importance. Also she is wearing
body hugging clothes which
perhaps appeals to the type of
audience watch this as it is almost
a stereotype that African’s like
women with a thick and curvy
body. She perhaps conforms to
this male pleasure in this video as
her curves are enhanced by the
clothes she is wearing.
MALE GAZE

5. One could say that there is a role
reversal in gender roles here as the
women seems to have the power
over the man as she is perhaps
dictating his emotions and
potentially has the power to
determine them. This is shown as
the women is shown to be the
focus of attention as the artist
smoothens his movements
towards her. Perhaps one could
say that this is a stereotypical love
video as the man is shown to be
heads over heels for the girl.
Presumably their could be aspects
of Laura Mulvey’s male gaze here
as the female is an object of male
pleasure; perhaps this may be
emulated as she may be physically
objectified. Perhaps the man fell in
love with her physical appearance
in this video.
GENDER ROLES

6. In this point of time in the video
Shatta Wale is sliding across the
car. It is evident that he is
emasculating himself by
showing the expensive car,
designer clothing (such as his
Louboutin shoes) and his
jewellery (such as his chain and
watch) to hyperbolise his wealth
and luxury living. Furthermore as
you can see who is going to the
drivers seat which again
emphasises his dominance and
the cliché of the man always
being the driver in a relationship.
MASCULINITY – DRESS CODE