The document discusses gender representation in music videos. It summarizes Laura Mulvey's 1975 theory of "the male gaze," where women are presented solely for display and as objects of male voyeurism. However, some argue this has declined with greater gender equality and women now assert their own "female gaze," actively choosing partners and using their sexuality and appearance for their own empowerment rather than just to appeal to men. Some music videos like those of the Pussycat Dolls are said to offer messages of sexual empowerment where women are assertive, provocative and in control of how they are viewed.

1. Gender representation:

2.  Sexual Objectification and the Male Gaze (Laura Mulvey 1975):
 • Presence of women solely for the purpose of display (rather than narrative function)- looking
seductive attracting male attention (image 1).
 • Female on display is passive and objectified for a male gaze regardless of viewers gender
(image 2).
 • 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.
 • Sexual power derived from physical attractiveness to men.
 • Snoop’s voyeuristic male gaze/POV shots invites male viewer to join in (image 4).
 • The seduction of the male audience by adhering to gender stereotypes, attractive females,
seductively dressed, connotations of lap dancing (image 5).
 • The Doll’s used literally as objects to create patterns in an aerial shot (image 6).
Image 3

3. Image 1:
Image 2:
Image 3:
Image 4:
Image 5:
Image 6:

4.  A re-appraisal (modernising of Feminist values
 Believes in the decline of sexisms- greater equality between the sexes.
 Argues that women are now more independent and less reliant / dependent on a male
economically as well as emotionally.
 (liberal feminist share these views also)
 Objected to theories which position them as objects of the ‘male gaze’ now a “female
gaze”. Women are now actively choosing their match, which gives them more power,
respect and rights.
 This was about empowering women and a celebration of femininity.

5.  Identifies a ‘female gaze’ - women actively desiring men (image 7).
 Women began to assert their right to dress and be sexually attractive, they are now able to
express them self in any way they chose to, they now have greater power.
 --Offer messages of sexual empowerment - assertive, provocative and in control of ‘the
gaze’ (image 7).
 “I’m a sexy mama/Who”- the dolls use their appearance to be sexually promiscuous to
their advantage for them self to be more assertive, confident and in command. This
subverts assumptions/stereotypes about females using sexuality to appeal to males only.
Women (pussycat dolls) are aware of their actions however still use their sexuality when
they choose to. This shows they have control over themselves and the situation.
 Uses a provocative male address challenging Snoop to “loosen up my buttons babe” –
however they go on to say “I wonder if im to much for you I wonder”- the lyrics represent
the female to be in control, through dialogue they do the commanding which subverts
serotypes. They are also being patronising through their dialogue.

6. Image 7:
This image shows the females
pov, this is the female gaze, she
is in control as she is
approaching the male. The
female walking is represented to
be very confident and
determined, this suggests
females now have more rights
and are more outspoken.
This image shows the female is in
control of the situation, in the image
she is moving away from the male.
This represents the female to now
have power over her relationship
with a man. This suggests that
feminist view that a relationship is
dominated by the man and society is
patriarchal is subvert in this image.