2. Introduction to Mulvey’s theory
Laura Mulvey’s theory can be applicable to any kind of media text, however in this
case I will be relating her theory to music videos in order to ensure that I take her
theory into consideration when planning my music video and include it in my final
product. Her theory draws upon the Male Gaze and this theory suggests that the
music video presents the audience with a representation of a heterosexual man’s
perspective of the scene as it objectifies women. In addition, the second part of
her male gaze theory suggests that women are only portrayed as either a virginal
innocent character or a ‘whore’ that is portrayed in a promiscuous way. That kind
of representation that is stated in her theory is called the virgin/whore
dichotomy. Laura Mulvey discovered and introduced her theory in 1975 and
therefore it has been highly noticeable and many people are aware of it when
studying music videos, or perhaps even watching them. Personally, I feel that
Mulvey’s theory impacts many females life on a daily basis, as inequality
differences between males and females is an ongoing issue that occurs all the
time, not just in media forms. I feel that Mulvey’s theory that is used in music
videos is a reflection of the ‘real world’.
3. What Mulvey is trying to indicate?
• Through Laura Mulvey’s theory, she is trying to portray the fact that
inequality is present in many media texts between men and women. In
many music videos, females are conveyed as more promiscuous and
vulnerable and males a portrayed as more dominant and powerful.
• In many music videos, men tend to seem very powerful as they are
surrounded by several women, indicating the fact that the male artist is
able to ‘pick any girl he wants’. Women in music videos tend to be
presented in tight clothing, showing cleavage. The use of close up shots in
music videos are used to focus on specific parts of women's bodies.
• I have realised Mulvey’s theory is common in many music video’s,
particularly in pop and hip hop music videos. On the other hand, I feel like
Indie Folk, the genre of the music video I have chosen, focuses more on
the situation and the lyrics of the song, rather than amplifying men or
objectifying women.
4. J Spades – ‘Twerk’ music video
The music video ‘Twerk’ by J Spades is a good example to back up Laura Mulvey’s theory.
The music video portrays promiscuous women surrounding the men in the music video
and ‘twerking’.
In this scene in the music video for example, there is a mid
shot of the girl putting on lipstick in the mirror in a teasing
sort of way. In addition, their is a close-up shot on her
arms. This may be done to attract the male audience in
order encourage them to watch the music video.
In this scene, there is a wide shot of five girls sitting around
three men, indicating the fact that the male artist have an
‘option’ of females to pick from. This belittles women and
under represents them in a music video.
In this scene, there are many close up shot on the
females breasts and bums which objectifies women and
under values them.
5. Beyonce – ‘Single ladies’ music video
In this wide shot of the three females in this music
video, that shows them dancing in swim suits. In this
case, Beyonce herself is portraying females in a sexual
way as the camera focuses on her body parts. However,
in this case the music video is all about single ladies and
what Beyonce may be doing is proving to men that
women are independent.
In this high angle shot there is Beyonce, a female
artist and two other females dancing together.
Beyonce is going against Mulvey’s typical theory as
she is portraying how women are strong and
powerful as well as sticking together. On the other
hand, Mulvey’s theory is also represented in this
music video in a way that women are given the
choice to show off their enticing body parts and
making it clear to the audience that they are not
forced to do so.
6. Jason Derulo – ‘Wiggle Wiggle’ music
video
This video portrays a clear example of Laura
Mulvey’s theory due to the wide shot of Jason
Derulo in a bed surrounded by females. This makes
him seem powerful, almost an analogy of a King.
This makes women seem weaker and men stronger
and have more authority.
In this scene, there is a low angle shot highlighting
the female’s belly and thighs. The fact that it is a low
angle shot may portray how women are low and less
important than men. In addition the camera focuses
on the females thighs and belly in order to entice the
male audience.
In this extreme wide shot, the audience is
presented with the men in the music video walking
down a pier whilst many females a stood in a line by
the aisle. This empowers men even more and
signifies the inequality we see in music videos.
7. How I will use Mulvey’s theory in my
product
From my research on Laura Mulvey’s theory, I feel that it is very important to take the
‘male gaze theory’ into consideration when thinking of my final product as it may
further widen my audience and diversifying it as it is likely to attract many male
audiences.
For example, as a group we have decided that the protagonist is going to be a female
that is a dancer as she will be dancing throughout the music video. This may
attract the male audience as a female dancer is usually an interesting thing to
watch from the males point of view.
However, for my female protagonist, we have decided to not portray her in a
promiscuous way and focus more on the narrative of the music video as it is typical
of Indie Folk music videos.
We have also decided as a group to portray our female protagonist as an independent
and strong young lady similar to how Beyonce portrays herself in many of her
music videos. This will convey women in a better picture as I feel that Indie Folk
music is all about peace and happiness.
