The music video for "Worth It" by Fifth Harmony contradicts the group's feminist message by objectifying them through suggestive clothing, choreography, and camera shots that position the audience to view them as objects. While the lyrics and roles portrayed aim to show women's empowerment, the oversexualization undermines this and implies that women are valued for their looks and ability to please men. The video reinforces many gender stereotypes through its portrayals of women.

1. Analysis of representation of
females within a music video.

2. CASE STUDY
Music Video: 'Worth It'
Artist(s)/Band: Fifth Harmony ft. Kid Ink
Director: Cameron Duddy (note that the
director is male)

3. 'Fifth Harmony' is evidently made up of five female
vocalists who shot to fame in 2012, when they
finished third on the US version of 'The X Factor'.
They are known to be strong feminists and 'Worth
It' is the third single lifted from their debut album;
'Reflection'; and features the girls as various
professional figures who are dominating their male
counterparts and enforcing their superiority.

4. Instantly, the audience are made aware of their position of power, through
Laura Mulvey's theory of 'The Male Gaze', this is seen, through loose
framing of the females stood in front of backdrops, and close-ups of their
legs and mid-shots of their upper-body, 'strutting' in front of businessmen-
type extras, wearing suggestive clothing and later, using suggestive
choreography. The audience are positioned to view the females, both
voyeuristically and fetihistically, turning Fifth Harmony into a fetish
(object) that are beautiful and celebrated for their looks, but considered as
objects. This immediately contradicts the feminist message behind the
video as it could imply women are only noticed when they are being
objectified. The clip is seen here.

5. The song behind the video uses phrases within the
chorus such as: “give it to me, I'm worth it, baby, I'm
worth it” and “I like it a little rough, not too much, but
may be just enough” which further implies women are
there to pleasure the men.
It should also be made aware that the legal age of
consent in America is eighteen; not all members of the
group were this age when the video was first released
and therefore, the sexually charged song/video/lyrics
could be seen as under-age exploitation.

6. • When Kid Ink is introduced within the song,
through long, mid and close-up shots, this could
imply the female extras and Fifth Harmony are his
property and are there to boost his status and to
make him look good, like 'trophy girls'. This could
perhaps relate to the idea from Judith Butler, that
gender is socially constructed. We, the audience
would imply the whole 'female's are used to boost
his image' idea by the way the media have
constructed our perceptions.

7.  Stereotypically, shoes are seen as a popular female accessory, therefore when Fifth
Harmony's Dinah featured below, is shown to be having her shoes cleaned by a man, while
still wearing them, (portrayed through a range of angles, including high, mid-shots and
loose frames) this enforces the image, showing she wants to uphold 'perfection', like the
media lead women to believe. The female vocalist is 'performing' the materialistic, shallow
and image conscious stereotype of a female, like Judith Butler says. She also dismisses the
male (like all the other females do) by moving him away with her foot, which could imply
dominance or that she is using him for her advantage or that women have to rely on men, all
creating a negative impression on females.
 While having her shoes cleaned, she is lying upon a desk, which shows something
professional is being sexualised.
 You could further read that women are abusing their status (i.e. having their shoes cleaned
through their power) and that is perhaps why they had problems, historically, being taken
seriously and gaining power. Men believed they were incapable of making rational
decisions.

8. Also, the 'sexy secretary' image portrayed by one of the
females through loose framing and close-ups, could imply
what men believe women in this role should look like.

9. In the shown image, taken from the video, the female vocalist, through a
low shot, is seen to be wearing heels, while playing golf, sexualising the
stereotypically male sport.
It could also be implied women are obsessed with looks and would rather
put appearance before practicality.

10. In continuation, another scenario within the video is one of the females
being shown, through mid-shots and loose frames, sat within a car, which
is seen as a masculine symbol, yet a man is driving, which defeats the
point, as it could show females are not great at such activities.
This also contradicts the aim of the video as they are trying to show
women are just as capable as men, yet this is not the case here.

11. Within the backdrop of one of the shots the
phrase 'Feminism is sexy' is also seen. It goes
against the movement by sexualising it and
enforces that women have to be sexy to be noticed.

12. The lady pictured is wearing Smiley Faced contact
lenses, which could show men are happy for this to
continue.

13. • There are several fan-tweets on the subject of feminism
within the video. These are displayed on the stock-market
inspired backdrop, with one reading: “to break through the
glass ceiling”- this is a direct reference to the “Glass-ceiling”
metaphor for the invisible barrier preventing women from
getting promotions, pay rises and further opportunities.
• Ironically, the fact that their sexuality is being exploited is
their own “glass-ceiling” as it is hindering their aim to be
taken seriously/professionally.

14. Long hair on a female is seen as stereotypically
attractive and therefore, the females, throughout
the whole duration of the video are using this to
their advantage.
This could relate to Judith Butler’s theory that
gender is a performance. E.g. The girl’s using hair
choreography are performing to the stereotype of
females.

15. Within media, it has become a re occurrence over the
years, the idea of ‘sex selling’. Within the ‘Worth It’
music video, this is showcased through examples of
professions, sport and general male-stereotypical
activities being sexually modified and altered for Fifth
Harmony to appear attractive in their superior roles.
However, this has backfired as it gives the incorrect
image over femininity; making almost a mockery of
females in professional and superior roles as it shows
there is still a long way to go in terms of gender
equality before females are refrained from being
objectified upon.