Women and the Media: The influence of music videos...

1. How women are portrayed in music videos and why?

Negative things...
I have always had an interest on the topic of women’s representation in the media. Since my AS coursework, where I have to do my own research on music magazines, I always wondered why the women had to dress a certain way or why some music videos have to be so sexual. I also thought whether or not women between ages fifteen and twenty-six really followed the fashion in these music videos.

The social norms/expectations and messages that have facilitated my interest to the topic were basically the plain fact that young adult women, were falling victim to the advertisements presented in the music videos. The fact is that, the same things which are presented in the music videos are also shown on television or magazines.

The most of people has got a problem listening to the condescending lyrics of hip-hop towards women, as well as the fact that it is made mandatory for women artists to have that look, and to be always very attractive and sexy in those videos, just to get attention from male audience. This seems to me like, that in music industry, the women artists doesn't really need to be talented as long as they look sexy and attractive, like their talent isn't as important as their look.

Here's an example of Snoop Dogg- 'Sweat' music video clip

The fact is that the popularity of these kind of music videos has reinforced the overt sexuality found in hip-hop music. As you can see here, there are only young, pretty women who are barely wearing anything to looks more sexy, which appeal to mainly male audience. This is kid of stereotype as you don' really find a hip-hop music video without women, wearing some attractive outfits or just some bikinis, and they use their bodies to get material things as you can see in this video clip. The sad thing is that, young women are surrounded by these negative images and presentations, and many have adapted their lifestyles to fit them or because they want to look like their favorite artists or just to get some more attention from people,for male gender .

Music video producers beginning to realize that woman are tired of being portrayed as objects. Rapper LL Cool J, was one of the rappers take a stand and demand classier women in videos. The reason why is because negative images of women are setting a bad example for younger generations. So when young women turn on the TV or read some magazine, they will see women acting the like women and not like strippers.

Here's a music video video by LL Cool J- 'Paradise'

In order to support my ideas, I have done a small research on women and the media, and how they are represented in negative way, and these are the facts which I have found out:

-''Women represented as objects of sexual advances or as sexual objects''
-''Women engaged in significantly more explicit, sexual and passive behavior.''
-''Sex role stereotyping and negative attitudes towards female.''
-''Women more likely to be presented in provocative or revealing clothing''
-''Women portrayed as decorative objects that dance, pose and do not play instruments.''
-''Stereotypical gendered occupations apparent ( For example; Men as Mechanics, Women as Cheerleaders etc.)''

Contrasting with this, I decided to use as an example Britney Spears music video of 'Womanizer' in order, to show stereotypical 'female' occupations

As you can see she adheres to traditional gender stereotypes by taking on the roles of secretary,
waitress, car driver etc. Each of them emphasizes highly sexuality costume as well as behaviors and the lyric of the song which is suggestive.

Pussycat Dolls- 'Button'

Here are women presented in a negative way because of:
-Sexual power derived from physical attractiveness to men
-Snoop's male gaze shots invites male viewer to join in
-Uses a provocative type of language, when the rapper Snoop Dogg says: 'Loosen up my button babe', and then Pussycat Dolls prove 'too hot to handle ' for him.
- Suggestive body language
-wearing quite provocative clothes
-The Doll's used as objects to create patterns in an aerial shot.
- They are confident, sexy icons challenging traditional assumptions about passive female sexuality 'I'm a sexy mama/Who'

Post-Feminism and the female gaze

Post Feminism (1980's)
In order to understand why women want to be treated like an objects, I have to do some context research (the background), which leads us to the idea of ''post-feminism and the female gaze...'' within the media.
While I was doing my research, I have found out some key elements, which helps to shape the cultural and social background. Here are some points I think are significant within the music industry such as:

-'''A re-appraisal of Feminist values''
-''Does not strive for 'equality' because this assumes men are 'the best'- they wish to super-pass male achievements.''
-''Identifies a 'female gaze'- women actively desiring men''
-''Women are began to assert their right to dress and be sexually attractive.''

Here's an example of Rihanna- Umbrella music video to show post-feminism and the female gaze representation.

To support my idea, I have made few bulled point which shows on post-feminism and female gaze representation. As you can see, the singer Rihanna;
- Is on the show for the benefit of male audiences, but, enjoying herself experiencing different identities at the same time.
-She is presented as successful, independent, and in control female artists.
-Connotates messages of Empowerment/Confidence/Independence to female audience.

In contrast to this , I have found this music 'Toxic' by 'Britney Spears'

To support my idea, I have made few bulled points such as:

- She is in control, dominates men within the narrative.
-She is the one who manipulated with men
-She takes a variety of identities from car driver, to waitress etc.
- Opportunity for female gaze


Positives things...
The quality of music videos today has upgraded, and artists are competing against each other, to have the best concept, graphics etc. I think that having images of women jiggling and half naked is no longer cool , and this might play a part in the change of the portrayal of women.

Rapper David Banner's music video to the single "Shawty Say", is a perfect example of how musicians are changing the way they portray women in their videos. In this video, David Banner gives abused girlfriends his card while interrogating their boyfriends. Near the end he invites them to his house for a party. At the party, the women are seen holding roses and enjoying champagne.
What I like about it is that the women are appropriately dressed, and are dancing like young women adult.
The concept and the way that the women were represented in this video, stood out because, a few years ago, a house party would consist of women barely clothed, grinding on fully clothed men, which in other side it showed the male power, and dominance and that women would do anything for a men with lot's of money.

Here's an example of this music video, by David Banner -'Shawty Say'

Another example, is R&B singer John Legend's music video to his single "Heaven." What I like about this video is that women posed as various renaissance era paintings, in a very elegant, decent and classy way.

The websites which I have used in order to support my ideas included:

• http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/women_sex.cfm
  

• http://en.wikipedia.org/wiki/Feminism

• http://www.slideshare.net/sawtrymedia/media-and-collective-identity-feminist-film-theory