This idea comes from the theories of Sigmund Freud,
originally referring to the notion that erotic pleasure may
be gained by looking at a sexual object especially when
the object is unaware it is being watched.
Laura Mulvey suggested that because producers are predominantly
male the presence of women in music videos is often solely for
display rather than narrative. The purpose of this display is to
facilitate the idea of the ‘male gaze.’ The gender of the spectator is
irrelevant, whether it be male or female, women present on screen
will still appear for display. This creates a powerful controlling gaze
at the female on display, resulting them to appear objectified.
This is often created through a combination of
camerawork and editing with fragmented body shots
sexualising the performer or female. This can be seen
in music videos for artists such as Beyonce and Nicki
Minaj, for example in the video for 'Rocket', Beyonce
shows off her figure by the camera moving slowly
over her body as she is dressed in lingerie.
Exhibitionism
The more powerful independent female artists such as
Lady Gaga to Lily Allen, have in contrast added the idea
of how they appear sexually provocative, however are
seen to be in control of a sexualised gaze. This is an
extreme opposite of voyeurism.
A music video which supports this ides would be Destiny's Child
'Survivor,' this is for the three members of the group appear with
power and attitude. They are sexualised to a certain extent as
they are clothed in hot pants and crop tops, there are also close
up shots of their bodies. However, the dancing in particular
creates the illusion of empowerment and a powerful
representation for women, reflected in the lyrics.
Representation of women has been influenced by rap music videos and
the recent trend for sexually explicit Jamaican style dance moves which
have influenced some mainstream performance styles. Is the female
revealing skin exploiting the female body simply to increase male profit
margins, or is the female depicting self-confidence and sexual
independence. Another idea is that women are so used to being viewed
through ‘the male gaze’ that they have come to only view themselves
through the eyes of a male.
Star Construction
"A star is an image constructed from a range of materials"
- Richard Dyer, 1979
Pop music includes these materials:
The songs (their lyrical themes and musical
structures/genres)
The CD covers (the image of the star they present)
Media coverage (from interviews about
career and private life through to tabloid
gossip.
Live performance (the image through their live show)
The music videos (arguably the most
important), which may draw upon the
image presented in other media.
Star Image
This is how a star is perceived by the audience,
this could be through the artists characteristics
or conscious construction by the industry in
which they work, also through extra publicity
by another platform of media.
Construction can only be controlled by
the star and their employers to a certain
extent, especially in the platform media,
magazines and tabloids.
A music video has a certain role to play in the construction of a
artist’s image, by creating visual features that become associated
with the artist, an example of this being through mise en scene, a
distinguished style of costume etc.
Star Vehicle
A product constructed around the image of the artist, this emphasises
the promotion of the star. A prime example being a music video. They
act as a showcase for the artist's talent, playing a significant part in the
construction of their image or brand.
Each video may draw upon its predecessor both in reinforcing
the star’s image and in taking their image further or even to
subvert it and to create a new one.
An example being Rihanna, how she has gone from a girly artist seen
in her 'Loud' album, to a more edgy "hard" artist seen in
'Unapologetic' and 'Talk that Talk'.
Applying particularly to artists who have had
lengthy careers.