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/