Representation consists of analysing the gender, age, ethnicity and the location of the music video. The music video would construct an image or an idea towards the type of audience they are promoting the music video to.
"In a world ordered by sexual imbalance, pleasure in looking has benn split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly". (Laura Mulvey, 1992)
Laura Mulvey is a British Feminist. She has discovered the 'Gaze', which deals with how the audience views the artist represented in the music video.
The quote above by Mulvey, tells us that many music videos represent women in certain ways for pleasure, so you would expect women to be based as a sexual object. Therefore, many music videos would be shown from a male perspective view, this could be shown at a slow pace, where as the camera would move around the curves of
the female body and events that occur towards the women. They’ll be presented
in the contents of a man’s reaction towards these events. Genres such as RnB, Hip hop and Pop specifically contains this.
Examples
Tulisa Ft. Wiz Khalifa - Live It Up
Diddy - Dirty Money - Your Love ft. Trey Songz
Missy Elliot - All in my grill
however the music video Missy Elliot 'All in my grill' does not relflect Laura Mulvey's theory, as Missy Elliot is shown at an equal perspective and is focused as a dominant artist than Timbaland.
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