This document discusses the narratives constructed around female artists in music videos and how this is being challenged. Traditionally, female artists were depicted in ways that appealed to the male gaze, but artists like Lady Gaga and Pink have pushed back against these stereotypes. While progress has been made in achieving more empowering portrayals of women, the music industry remains predominantly controlled by men, and some problematic narratives persist. Contemporary female artists are analyzing how media represents women and attempting to promote more positive and diverse portrayals through their work.

1. Critical Investigation By: Yusra K

2. Critical Investigation Question:Why do music videos construct certain narratives around female artists?&To what extent is this being challenged by contemporary female artists?

3. Point1:Discuses of the different narratives constructed around female artists in music videos:WHY are they constructed this way: Appeal to audience/ Laura Maulvey 'Male Gaze'/patriarchal society/male dominated industry

4. Point 2: Effects on audience: How and Why?Relevant theory’s that relate to the topic:David Gauntlett- Gender identity, lifestyle Laura Mulvey- Visual pleasure and narrative cinema.Gaye Tuchman- symbolic annihilation of women Antonio- Gramsci-HegemonyJudith Butler- Gender as performance

5. Point 3:How has this been challenged by contemporary female artists? such as (Lady Gaga and Pink)

6. Point 4:What type of changes has been made and does it have any issues and debates surrounding the changes or artists.

7. Point 5: Discuss the success of women (female artists) in today’s society:• What has been achieved and consider whether it’s negative or positive.Articles:Positive:http://www.nowmagazine.co.uk/celebrity-news/505923/lady-gaga-to-get-8-madame-tussauds-wax-figures/1/ ‘iconic’/significant to society’http://www.nowmagazine.co.uk/celebrity-news/505857/lady-gaga-wins-3-mtv-ema-prizes/1/ ‘Gaga won awards’ Negative: http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/Arguable: http://www.associatedcontent.com/article/1107540/the_portrayal_of_women_in_music_videos.htmlhttp://www.suite101.com/content/media-portrayal-of-women-a189870

8. Representation in music videos Used as a decorationSexually objectifiedDegraded Subordinated Exploitation of female body to please men!

9. Audience + Audience TheoryA wide range of audiences. Demographics: C1,C2,D,EYoung girls: (idolize / inspiration)Cultivation / hypodermic needleCopycat / desensitization.Judith B– ‘Fix Gender roles’ or stereotypes Gaga copy's one of Madonna's many images during her dance sequence in prison from the ‘Telephone’ song. (Copycat)

10. Theorists Quotes: ‘Women as images. Men as bearer of the look’ –Laura Mulvey.Rise in ‘Girl Power’. OR ‘The number of housewives in advertising began to decrease after the 1950’s’.- David Gauntlett. Female are represented far less than men’.-Gaye Tuchman‘the matter of representation determines how we are seen or treated in society’. – Richard Dyer‘Identities are the names we give to the different ways we are positioned and position ourselves within that narrative od the past’- Stuart hall

11. S.H.E.PSocial- change in attitude in society are taken place. Historical-Throughout history and even today we see women who need/feel to dress and act a certain way or they will not be accepted by men and the rest of society.Economical-The artist wants to make money, the producers, the writers, the dancers; they all want to make money.”- people will do anything if they get enough money. Political-?

12. Contemporary media landscape Media industry is mostly owned by men. (male dominated industry).David Gauntlett: rise in ‘Girl Power’.Covers the HOW and WHY.Contemporary issues in society. (body image)(stereotyped)

13. Analysis of contemporary artists: Alejandro

14. Analysis of contemporary artistsSo What!

15. Linked Production • A short advert (moving image)Interview with a up coming female star (moving image) A magazine cover (photo shoot)Opening sequence that challenge the stereotypical representation of women.

16. Bibliography:Media Studies AS & A2 Bookhttp://www.nowmagazine.co.uk/celebrity-news/505923/lady-gaga-to-get-8-madame-tussauds-wax-figures/1/http://www.nowmagazine.co.uk/celebrity-news/505857/lady-gaga-wins-3-mtv-ema-prizes/1/http://www.associatedcontent.com/article/1107540/the_portrayal_of_women_in_music_videos.htmlhttp://www.suite101.com/content/media-portrayal-of-women-a189870http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/