Laura Mulvey's theory argues that in media, the male gaze objectifies and sexualizes women for the pleasure of male viewers. Representation in music videos carefully constructs the image of the artist, with women often depicted as passive objects for male entertainment through their clothing, roles, and positioning within a narrative. Examples that support Mulvey's theory include music videos that show women entertaining men through half-naked displays or depictions of men living lavishly while women spend money. Lady Gaga's videos sometimes challenge these conventions by subverting traditional gender roles.

1. The main points
of Laura Mulvey
Petya

2. Representation
 Representation consists of many parts – gender, age, ethnicity,
place and others. One of the most obvious areas of
representation is gender.
 The image of an artist(s) in a
music video has to be
carefully planned – from the
choice of clothes and style of
hair to the story or ‘narrative’
that the artist is placed within.

3. “In a world ordered by sexual imbalance, pleasure in looking has
been split between active/male and passive/female. The
determining male gaze projects its fantasy onto the female figure
which is styled accordingly.” (Laura Mulvey, 1992)
Meanings:
Women are
looked at as if
they are objects.
Women’s
purpose is to
entertain the
men.
Men are the ones
who make money,
while women just
spend them.
Women are
sexual objects.
It’s “cool” when a man
have many women to
entertain him.

4. Examples which support Mulvey’s theory:
Women entertaining the
men.
Half naked women.
The men have expensive
cars and live like Kings.
Tyga –
Hookah;
1 of 1
The most common genre which
follows Mulvey’s theory is rap.

5. Examples which challenge Mulvey’s theory:
A female which is the
“bossy” character and
males working for her.
Males which entertain the
female.
A female figure in the
role of a royalty.
Lady Gaga –
Alejandro;
Paparazzi
An artist which seems to
challenge this idea is Lady Gaga.