Gender Representation

As part of my research. i analysed gender representation in music videos. I wanted to focus on women, and concluded that woman are either objectified or presented as empowering. We do not want our female DJ to be sexualised as the idea is that it is all about the artist.

Gender representation

Feminist/maneater

Rihanna – S and M

In this video Rihanna, takes the dominant role, displaying an ‘I’m hot and I know it’ attitude, this is all despite the sexual nature of the video, does not objectify her. Instead it is Rihanna, responding to critic’s reactions that she may be objectify herself and being over sexual in her presentation, in order to sell records,

Riahanna is the dominating and role and powerful from her sexuality

The scene of her being interviewed by the press is representative of critics reactions to her over suggestive sexual nature; this video is her response- she disregards the suggested ‘reasons’ for her attitude (‘daddy issues’), and puts it down to simple enjoyment of sex and liking being in a position of power. She is saying she enjoys her body and her looks, and is happy to show it off. This video; while easily misinterpreted as simply selling sex, is actually very empowering to females.

Riahanna like most female artists is sexualised. Goodwin's theory of looking can be applied here as there is clearly a voyeuristic treatment of the female body.  With our artist we would certainly look to break this convention. If she were to feature in her video it would be in a cool way that only shows off her natural beauty. 

Fergie – Fergalicious

This video can be interpreted in conflicting ways. One way is that she is conforming to the gender stereotype of women being nothing more than sex objects. She lies around in skimpy outfits looking hot, and the video is not much more than that. This could be seen as demeaning to women; suggesting their looks are their most valued trait; or could be seen as empowering to women; in that Fergie enjoys her looks and enjoys the attention she gets from all these guys. 

Fergie uses her sexuality to control men and make them buy her gifts

Objectifying

Akon - I wanna Love you

This video is the most obvious objectifying of women that you will see in music videos. The woman are all dressed the same, showing how they have no individual personality. Akon and Snoop Dogg appear to ignore the women, pretending they aren't even there and taking no notice of the attention they are receiving.

No individualality

Pitbull - I know you wan't me

This video is similar to the Akon one, focussing on the women and presenting them in a sexual manor. Once again, they have no personalities and are baring lots of flesh.

Objectifying Woman

Positive Portrayal - Ellie Goulding

Here is a female artist that goes against Goodwin's theory of Voyeuristic presentations. Goulding's body is not focussed on, instead there are CUs of her face and wide shots of her having fun. This videos slow editing style also conveys a sense of innocence, contrasting the above vidoes with their fast cutting which may connote that the women in their video have no control. Although perhaps not through cutting, if Absynth is to feature in her videos I would want to emulate Goulding's innocent style yet still maintain the cool and trendy DJ image. Perhaps it would therefore be best to focus more on the image rather than how it is created as the two genres are fairly contrasting.