The Prodigy's 1997 music video for "Smack My Bitch Up" caused significant controversy due to its graphic and explicit content. The video is shot from a first-person perspective and depicts alcohol and drug use as well as violent and sexual situations. While initially perceived as portraying a male point of view, the main character is revealed to be a woman. This unexpected twist challenged gender stereotypes but also made some viewers uncomfortable due to the exploitative depiction of women. The video was banned by some television networks and music outlets due to its controversial nature and perceived promotion of violence against women.

1. Stuart Hall
Audience Theory: Smack My Bitch Up

2. Smack My Bitch Up
An ideal video to look at audience response is the Prodigy’s music video to Smack My
Bitch Up, released in 1997. Throughout the video it is a POV shot, it has themes of
alcohol, violence and sex. From how the video is portrayed it is assumed the point of
view is from a males perspective however it is revealed that the main character is in
fact a female. The explicit content of the video means that the video caused a lot of
controversy and had a variety of reactions. Many people reacted to the initial name of
the song (Smack My Bitch Up) which they protested promotes violence against
women. However the group replied this was not the intention and the title is to be
taken literally, and means to do something with vigour and intensity. It was banned by
MTV and others who sold and showed music. The following slides show the three
different readings and a collection of responses to that.

3. Dominant: Women are breaking stereotypes and acting in ways the audience
assume to be a man. The institution want to break stereotypes and show the
different ways women can behave. It demonstrates Tessa Perkins theory that not all
stereotypes are true. The institution want to challenge societies perception of
women to shock the audience to show that women can act like men too. Its not just
men, who drink, fight, do drugs and act inappropriately. Men will probably have a
preferred reading of this text as they like the fact women are shown in a different
way. To put the audience in the shoes of the person in the music video to
demonstrate the negative impact of drugs and alcohol on the audience. Show the
negative impact of drug and alcohol abuse. Women and men can act in the same
ways

4. Negotiated: Audience can understand the point being made but don’t agree on the way its been portrayed. Women may not agree
with the way this video is presented as it breaks the values and norms of a traditional representation however they can understand
why the video has been presented the way it has. Because this music video challenged the representation of women it may make
the audience feel uncomfortable because it’s not something they are used to seeing. People might accept that women can be seen
in this light but they may reject the fact of how they are treating people and might feel offended by what’s happening in the music
video. The way the video goes against the audience’s expectation of gender stereotypes is effective as it makes the audience
question their views. The audience could disagree with the way that the women are exploited and portrayed in this video.
Understand the dominant representation but disagree with the negative representation of women. Audience may understand the
video challenges stereotypes however may not agree with the explicit content. Some people may understand one message but
could argue (probably women) that men are more likely to behave like this. When men know it’s from a woman’s point of view it
will make them perceive the text differently. Once they know it’s a girl they may think it makes a girl hot which is the wrong
message. May feel uncomfortable because of the extreme behavior but when they find out it’s a girl their understanding changes.
It could be the drugs that make her act like this as surely the drugs would make her act this way and not to blame the woman for
her actions. Understand the message, which is, its not just men who can act inappropriately however this is a very unusual
representation making me reject it. Women do these things however it is not shown in the media the fact the video has used a
woman creates more of a reaction from the public. Found it uncomfortable and disturbing and when you find out it’s a woman it
changed my reading. Not everyone who takes drugs behaves this way its unrealistic and has a negative impact on the audience
however I understand it has been exaggerated because it’s a media text. Different people with different views, such as feminists, or
people who are gay, will view this product differently only if they watch it to the end.

5. Oppositional: The audience may be offended especially females as the person who treats other
people inappropriately is a woman, the content is too explicit. A girl could reject this, as they
believe girls don’t excessively drink or act in that way. Many people will oppose as they find it
wrong or offensive. Most people will probably turn this off before knowing it’s a woman by doing
this they will not understand the preferred reading. Some people may think that the video is
promoting these actions. Depending on your religion, you may reject the text because of the
explicit actions and behavior. People may reject the unconventional stereotype. Women might
oppose, as they do not like women being shown this way. People with a religious background,
violence, drinking, drugs, sexual relationship. The music video is very unbelievable some people
believe girls cannot act in this way. Do not agree this is an accurate representation of women.
Lesbians might be offended as it stereotypes gay people in a negative way. It may lead onto men
thinking differently of women. Somebody who takes drugs may disagree with this representation.
Unrealistic because people are unlikely to go out alone and wouldn’t be let in if they was acting
that way. People may reject it as it makes them feel too uncomfortable to watch.