Task Seven- Music Video Analysis- Task Three

Theorists/Definitions

Shuker- 

• The representation of women in music videos, and the nature of the gaze (usually constructed as male) of the viewer of such texts

Vernallis-

• Representation in music video is not monolithic, that progressive videos, ones that run against the grain, also exist.
• Music Videos often reflect cultural stereotypes but in majority they exaggerate them.
• Music Videos reflect gender stereotypes. There are elements that 'men act and women appear'.

Laura Mulvey-

• She believed that women were objectified in the media, used for the 'male gaze', pleasure for a male audience. 

Brannon-

• Man conforms to traditional characteristics to be a 'real man', showing strength and dominance. He believes that there is a pressure in society in men to show this 'masculinity'.

Connell/Bereska (2003)-

• Despite masculinity undertaking drastic changes, Hegemonic masculinity has changed little. For example, men are portrayed under four themes (Stoic, aggressive, dependable, not feminine). The theory also sees men as dominate and women subordinate to men.

Learning Comment

This task has shown me the differing representations of both genders music videos. It is clear that some artists deliberately attempt to 'go against the grain', with the videos portraying their own beliefs or deeper meanings to the songs. For example, Beyonce's 'If I were a Boy', using the video as a chance to show some inequalities. Stereotypes can be seen throughout the mainstream and majority of music videos, this is likely to be due to their themes of relationships etc. Some stereotypes include men being dominate over women and women being objectified. The 'Male Gaze' clearly exists in many videos, as a variety of shots have been chosen for a heterosexual male audience, with close ups on female bodies more than males. Another finding from the research is that representations of Gender are dependant on the genre of music. It is likely in a  rap video that men are 'hyper masculine', in an attempt to show off their wealth or status, due to the competitive nature of the genre. In my video I will decide which way I would like to portray gender, either in a conventional or unconventional way, however I have found that the unconventional videos are often the most engaging as they stand out in comparison to the majority. Which ever way I chose, I will consider the theories of Mulvey, Vernallis, Shuker etc.