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By: Yusra K
Critical Investigation
Critical Investigation Question:Why do music videos
construct certain narratives around female artists?&
To what extent is this being challenged by contemporary female artists?
Point1:Discuses of the different
narratives constructed around female artists in music videos:
WHY are they constructed this way: Appeal to audience/ Laura Maulvey 'Male Gaze'/patriarchal society/male dominated industry
Point 2: Effects on audience: How and Why?
Relevant theory’s that relate to the topic:1. David Gauntlett- Gender identity,
lifestyle2. Laura Mulvey- Visual pleasure and
narrative cinema.3. Gaye Tuchman- symbolic annihilation of
women4. Antonio- Gramsci-Hegemony5. Judith Butler- Gender as performance
Point 3:How has this been challenged
by contemporary female artists? such as (Lady Gaga and Pink)
Point 4:What type of changes has been
made and does it have any issues and debates surrounding the changes or artists.
Point 5: Discuss the success of women
(female artists) in today’s society:• What has been achieved and consider whether it’s negative or positive.
Articles: Positive: http://www.nowmagazine.co.uk/celebrity-news/505923/lady-gaga-to-get-8-ma
dame-tussauds-wax-figures/1/ ‘iconic’/significant to society’
http://www.nowmagazine.co.uk/celebrity-news/505857/lady-gaga-wins-3-mtv-ema-prizes/1/ ‘Gaga won awards’
Negative:
http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/
Arguable: http://www.associatedcontent.com/article/1107540/the_portrayal_of_women_in_music_videos.html
http://www.suite101.com/content/media-portrayal-of-women-a189870
Representation in music videos Used as a decorationSexually objectifiedDegraded Subordinated Exploitation of female body to please men!
Audience + Audience Theory
A wide range of audiences. Demographics: C1,C2,D,EYoung girls: (idolize / inspiration)Cultivation / hypodermic needleCopycat / desensitization.Judith B– ‘Fix Gender roles’ or
stereotypes Gaga copy's one of Madonna's many images during her dance sequence in prison from the ‘Telephone’ song. (Copycat)
Theorists Quotes: ‘Women as images. Men as bearer of the look’ –Laura
Mulvey. Rise in ‘Girl Power’. OR ‘The number of housewives in
advertising began to decrease after the 1950’s’.- David Gauntlett.
Female are represented far less than men’.-Gaye Tuchman
‘the matter of representation determines how we are seen or treated in society’. – Richard Dyer
‘Identities are the names we give to the different ways we are positioned and position ourselves within that narrative od the past’- Stuart hall
S.H.E.PSocial- change in attitude in society are taken
place. Historical-Throughout history and even today
we see women who need/feel to dress and act a certain way or they will not be accepted by men and the rest of society.
Economical- The artist wants to make money, the producers, the writers, the dancers; they all want to make money.”- people will do anything if they get enough money.
Political-?
Contemporary media landscape Media industry is mostly owned
by men. (male dominated industry).
David Gauntlett: rise in ‘Girl Power’.
Covers the HOW and WHY.Contemporary issues in society. (body image)(stereotyped)
Analysis of contemporary artists:
Alejandro
Analysis of contemporary artists
So What!
Linked Production • A short advert (moving image) Interview with a up coming female star
(moving image) A magazine cover (photo shoot)Opening sequence that challenge the
stereotypical representation of women.
Bibliography:
Media Studies AS & A2 Book http://www.nowmagazine.co.uk/celebrity-news/50592
3/lady-gaga-to-get-8-madame-tussauds-wax-figures/1/
http://www.nowmagazine.co.uk/celebrity-news/505857/lady-gaga-wins-3-mtv-ema-prizes/1/
http://www.associatedcontent.com/article/1107540/the_portrayal_of_women_in_music_videos.html
http://www.suite101.com/content/media-portrayal-of-women-a189870
http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/