laura mulvey's feminist theory
Laura Mulvey devised 'feminist theory,' in the late 60's/early 70's which was the concept that women should not have to be passive or submissive. It broke the stereotype that women should be housewifes and want to be perfect for their husbands, and instead should instead be able to speak their opinion and live for themselves. If they chose to wear (or not to wear) a provocative or attractive outfit, it was for her benefit, not her partner's. Mulvey rejected the idea that men were the dominant gender within society, and proposed that women should 'de-gender' themselves of sexuality and feminity - if they chose to break this, it would be for themselves, not for the pleasure of a male. Mulvey believed in a post-feminist society, and rejected any form of patriarchy. The post-feminist society would consist of gender equality, and it would be a time when women could be confident in their bodies. They would be able to use their sexuality for themselves, and often it could play to their advantage.
feminist icons in the music industry
laura mulvey's male gaze
Mulvey said that women were often portrayed as passive in the media. Within film and TV the men were always shown as the protagonists, whereas the women were shown as submissive. The men would drive the narrative, and their role would be essential to the plot, however the women were only used to respond to the actions of the male characters instead of holding an important role in the narrative like men did. The females were often fetishized by the cameras, and their presence would often only be to provide pleasure for the men; Mulvey called this the 'male gaze.' It was thought that the Hollywood industry was lead by men, who would incorporate women into the film by objectifying them and therefore reducing them to nothing more than a body. Mulvey proposed that Hollywood is to blame for much of the gender stereotyping. By fetishizing women's features it meant that a female was not represented as a person, but was instead an object. It was seen as acceptable to view women in this sexual way as the film industry did it frequently by using the male gaze. Mulvey's male gaze theory is often used in the music industry to show status. Many men like to surround themselves with women in their music videos as it adds to their star image; they will be perceived as desirable and enticing. They also objectify women to dehumanize them and make men look more important and dominant over the female gender.
applying mulvey's THEORies TO MUSIC VIDEO
wiggle - jason derulo ft. snoop dogg
Jason Derulo's song 'Wiggle' featuring Snoop Dogg demonstrates Laura Mulvey's theories by dehumanizing women. The video opens with Jason surrounded by girls in his bed, which adds to his star image and tells the audience that he is craved by females because he is attractive and talented. Throughout the video the males are constantly outnumbered by the amount of women that want to please them.
The video makes women look shallow and obsessive over material things, as they are all wearing revealing and skimpy outfits leaving nothing to the imagination. A woman is also featured opening a present containing an expensive pair of heels, which not only shows that they want the material things in life, but also that Jason is successful enough to provide her with expensive things.
The low angles used in the video demonstrate Mulvey's male gaze and are used to objectify the women and show them as Jason's possessions. The lyrics of the song are often demands, to which the women will comply, showing that they are obedient to the male's desires. For example "Can you wiggle for the D-o-g-g again?" and "Now make it clap," to which the women gladly obey and proceed to dance for them.
While women are shown as only good for their bodies, the males are instead shown as multi-talented in the video. It focuses on them dancing, singing, and acting, which tells the audience that they are accomplished and also adds to their star image, as they are talented and can do more than a female can.
They are also shown as successful by the mise-en-scene. Snoop Dogg possesses golden teeth, implying that he is rich. Not only this, but they also have a mansion in which they cater for all of the girls, and they are all dressed in high-brand and expensive clothes, proving their success and adding to their star image.
The lyrics of the song suggest that the women need their help to get anywhere in life, for example when Jason's says "I can make you famous on Instagram." Not only does this show that the females need Jason's help to achieve anything, but it also rectifies the theory that the girls are only concerned with material things, making them seem conceded and shallow. The song ends with Snoop saying "you've got a bright future behind you." when referring to her ability to 'wiggle.' This implies that the only way a woman could achieve anything is with her body.