Beyoncé ft. Lady Gaga video phone Kerri Hilson the way you love me
Working title
How have women been sexualised in the music video’s?
Angle:
What effect do these over-sexualised music videos have on today's diverse society? Does this conveys the message of misogynist or is to attract the audience’s attention.
Hypothesis:
Music videos have represented women as being weak over sexualised and as sexual objects; this has been continued and will continue in order to keep its target audiences interested.
Linked production piece
Create a music video which has women treating men as sexual objects and represent the women as being in power.
MIGRAIN
Media language:
· Long shot to enable the audiences to see the posture of the women
· Close-up of body parts
· High-angle shot to make the subject look weaker
· Established shot to set the scene and how it links to the women being sexualised
Clothes:
· Lingerie to connote how women are treated as sexual objects
· Skirts and bikini's to attract the male gaze
· nudity with just a pillow in front or a thin strip of clothing to attract audience’s attention
· Women in high heels and short dresses to make them look seductive
· Natural lighting in order to give it a natural look
· High-key lighting to make the subject appear much clearer
· Low-key lightings for clubs and night light
· Males get lighter which shows that they are in power
Setting:
· In bedrooms
· Clubs
· Colourful backgrounds to make the artist/ object stand out
· In cages to show they are treated as sexual objects and are imprisoned
· On a beach
Props:
Handcuffs
Dancing poles
Objects as a sexual toy or pleasure gained from
Actors:
· Backstage dancers
· Protagonist
· A man that obviously treats the girl as an object
· Heterosexual relationships
· Women dancing with other women
· Inequality between genders and ethnicity
· Men dominating women
Institution:
· The institution constructs the type of language used in the
music video depending on what genre the song is.
· Rnb
· Hiphop
Representation:
· Representation of women being treated as objects
· Representation as women being weak
· Representation of men dominating women and controlling them
Audiences:
· The primary audiences for this music video is 14-28 year old as a primary audiences as they are the younger generations who like to listen to artists who produce these songs.
· The secondary audiences can be 29-35 years as they may listen to it whilst coming from work
· Uses and gratification-Blumler and Katz entertainment and escapism
· Preferred reading will accept it oppositional reading will reject this reading and argue that
· Marlowe hierarchy of needs love and needing in their life’s.
· Male gaze- Laura Mulvey men may watch to gain voyeurism.
Narrative Todorov- narrative structure
· Equilibrium- women have been sexualised
· New-equilibrium women still being sexualised
SHEP
Social:
More acceptable of women becoming sexualised by men or in music video as it is clearly their choice if they are not successful in education system.
More women have challenged this stereotype and have made them self-look more independent.
Historical:
Economic:
Political:
· REPRESENTATION AND STEREOTYPING
· Women have been stereotyped for being sexualised and being weak
· Men and have sexualised women by being dominating
· men are also represented as being sexually attractive by challenging the negative stereotypes
· Stereotyped as being a typical housewife who looks after the children and husband
· Stereotype of men been the breadwinner and powerful one
· Hypodermic needle as passive audiences who accept how women are portrayed and how the audiences are always injected with wrong assumptions made about women.
· Uses and gratification theory Blumler and Katz- informs how women are sexualised, entertainment- attracts the male audiences for voyeurism
· Reception theory by Stuart Hall preferred as they accept the fact how women are portrayed and men are portrayed on the other hand, the oppositional reading might be that not every women is portrayed like this.
· Effects theory- the passive audiences are holding on to the negative representation of women. Consumers such as men are addicted to what they see on screen such as women being nude.
· Maslow hierarchy of needs: argued that you need love and belonging your life therefore some of the music video portrays men wanting women for this but with the negative portraying such as the type of clothes which then represents the women in a negative way.
· McQuial: entertainment such as escapism and relaxation from female portrayal
Regulation and censorship
OFCOM are a government proved regulation and censorship who censor what goes on moving image and radio. This links with how women are represented on tv a OFCOM will have to put video's that contain flashing images or women been sexualised after watershed time on music channels as young audiences would not get effected. Also, if a customer or person doesn't approve of what is shown on TV then they can complain to OFCOM and they then examine the program content to see if censorship is require.
THEORIES
Gender and ethnicity:
My critical investigation links well with the theories of gender and ethnicity this is because mainly in RnB and Hip-hop music videos, it is mainly women who are Black and White ethnic backgrounds who are being represented as being sexual objects. An example can be white women with blonde hair also known as the 'dumb blonde' they are represented as being a toy for the male and only experienced for sexual reasons. This portrays them as being not intelligent and weak which shows a sign of women being powerless and not achieving the jobs they want to therefore, are encouraged to perform like this in music video's
Barthes the media theorist had argued about a how a certain things such as symbols, written or spoken are a way of conveying a meaning. For example in music video's a pole is a symbol which represents a sexual object for women which they attract the male gaze and gain pleasure from however, a red lipstick is another symbol which represents women being sexually attractive and seductive.
Uses and gratification (Blumler and Katz) can be lined as it informs the audiences of what some women are being portrayed as which then could be challenged. Also, it can link with escapism as audiences may listen to the video for the pleasure gained of how women are being treated and enables them to escape from their day to day boring life. It can also links with entertainment as pleasure is gained for men through the male gaze as men not only are entertained but also exited for how women are representing themselves.
Preferred audiences may prefer and accept how women are portrayed in music videos however, and oppositional reading may argue that women are portrayed as they have failed in education system or to be the eye of the audiences so they sell themself in order to become famous.
As society has become diverse women have challenged the negative stereotypes of how they had been once been portrayed in music videos and this is done by some of the successful artists such as Beyoncé and Rihanna. Although, they are sexualised by what they wear they have still become so successful globally. Women have challenged these negative stereotypes and have started to become a icon in the music industry who are well known for their talent and loved by audiences. The diversity has enabled them to become successful and more popular within the younger and older audiences.
My critical investigation fits into the contemporary media landscape as it enables the audiences to be aware of how in today's diverse society women still face negative representation in the media however, it also discusses how women have challenged these representations.
My main media texts are: Beyoncé ft. Lady gag video phone and Kerri Hilson the way you love me
Rihanna- we found love= talk that talk 2011
Pit-bull- room service 2009
Florida- Whistle
Nicky Minaj-
The codes of gender http://www.youtube.com/watch?v=HX5WwmMkESQ
How women are portrayed in hip hop videos. http://www.youtube.com/watch?v=r2q5zlgkKas
Sexism and Misogyny in Rap Music video
http://www.youtube.com/watch?v=q3mGy9LAxJI&feature=related
The exploitation of women in music videos
http://www.youtube.com/watch?v=6ee8BFjL_wM&feature=related
Miss representations Documentary turns lens on Media's negative treatment of Women
http://abcnews.go.com/blogs/politics/2011/11/miss-representation-documentary-turns-lens-on-medias-negative-treatment-of-women/
ACADEMIC TEXTBOOKS:
· Hanna Rosin- The End Of Men 2012
· Introducing Feminism 2012 A Graphic guide
· Judith Butler Gender trouble 1990
· The myth of male power 1993/2000 = Simon and Schuter
· Getting real: Challenging the sexualisation of Girls 2010
· Laura Mulvey, Visual Pleasure and Narrative Cinema 2008 Carolina Hein
· Female Chauvinist Pigs: Women and the Rise of Raunch Culture 2005 Ariel Levy
INTERNET LINKS
1. At least five from media guardian or culture
http://www.guardian.co.uk/commentisfree/2010/aug/15/the-debate-pop-sexualising-children - Is pop music sexualizing our children?
http://www.ioe.ac.uk/Study_Departments/SIG_Gender_SexCulture_Julia_Dane.pdf
http://www.winchester.ac.uk/research/attheuniversity/FacultiesofHumanitiesandSocialSciences/CentreforGenderStudies/Documents/Evans%20abstract.pdf
Dr Adrienne Evans, Doubled stagnations and sexualized representations WINCHESTER UNIVERSITY
http://www.ucl.ac.uk/english/graduate/issue/2/silke.htm
3. Other articles
http://www.equalitynow.org/ru/node/1495 Levson enquiry challenging representations of women in the media
http://www.youtube.com/watch?v=eMTOVmWjKlI Face the nation Are women still treated as sexual object?
http://www.bbc.co.uk/programmes/p00n5fhv BBC PODCAST on how women are sexualised in music videos
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