Gender in Music

Videos
LO: To prepare for our component 2 Mock exam
▪ What is included in the music video to appeal to the target audience of media savvy 16 -24
year old female and the wider demographic?
▪ 18 A-list celebrities , models and artists who were revealed by Swift over seven days before
the video’s premiere at the Billboard Music Awards. The age demographic of the celebrities
varied from 18 to 51 to appeal to a wide demographic.
▪ Rumours also circulated that the song was written about Swift’s relationship with fellow pop
artist Katy Perry. This was unconfirmed but did prompt Perry to comment on her Twitter
account. This added a sense of voyeurism to the video, are the audience gaining a glimpse
into the lives of these celebrities?
▪ The intertextual references create pleasure for the audience.
▪ The video uses many tropes(motifs) from the Superhero/ Sci-Fi genres which would appeal
to fans of those genres. The repetition of familiar conventions engages the audience.
▪ The video has high production values which influences audience expectations through use
of CGI and visual effects.
 Van Zoonen “Masculine” “Feminine”
Characteristics  Characteristics 
▪ Active ▪ Irrational

▪ Caring ▪ Nurturing

▪ Compassionate ▪ Muscular
Which of the
▪ Competitive ▪ Passive
following are
▪ Public/work-oriented
traditionally ▪ Delicate
masculine ▪ Rational
▪ Domestic
characteristics, ▪ Efficient
▪ Rough
and which are ▪ Respected
▪ Harsh
feminine? ▪ Sensitive
▪ Heartless
▪ Strong
▪ Heroic
▪ Vulnerable
▪ Individual
▪ Weak
▪ In Bad Blood, Which of Van Zoonen’s gender characteristics are conformed to?
▪ Which ones are subverted, and why?
McRobbie’s Post-Feminist Icon Theory
Lara Croft, Lady Gaga and
Madonna could be identified as
post-feminist icons
Exhibit the stereotypical
characteristics of both the male
and female – strength, courage,
control and logic
Also willing to be sexualised for
the Male Gaze
They control their own
representations
 McRobbie’s Post-Feminist Icon Theory
Exhibit the stereotypical characteristics of both the male and
female – strength, courage, control and logic
Also willing to be sexualised for the Male Gaze
Control of their own representations
▪ Villain

▪ Donor

▪ Helper

▪ Princess

▪ False Hero

▪ Dispatcher

▪ Hero
 Butler’s Gender Performativity
Conforming to Gender Performance Subverting Gender Performance

Men

Wome
n
 Mulvey’s Feminine Stereotypes
Sexual Object Motherly Figure Threat
 Women on screen are looked
Mulvey’s Male Gaze at by 3 groups of men:
 Notions of Looking
Voyeurism = the act of looking at people’s bodies for
sexual pleasure (often without the people’s knowledge)
From French, voir = to see

Scopophilia = the pleasure felt from looking at people’s

bodies as erotic objects

skopein
look at

-philia
abnormal fondness or
love
▪ Which of Van Zoonen’s gender characteristics are conformed to?
▪ Which ones are subverted, and why?
 Gender in Lyrics
Bad Blood Freedom

Description
of women

Description
of men
 Gender Representation in Music Videos
BAD BLOOD FREEDOM
Women: Women:

Men: Men:

Similar
Women: Women:

Men: Men:

Different
▪ Feminism ▪ Metrosexuality
▪ Misogyny
Ideologies
▪ Halls’s Reception Theory
▪  
▪ Hall considered media audiences to be ACTIVE, and therefore would respond to media texts in
different ways. Audience responses would not always be what the media producers would
want

▪ Preferred Reading
▪ The reading that the media producers want the audience to have. The way institutions want
the audience to interpret representations & accept the values and ideologies within the text.
▪ Oppositional Reading
▪ They might disagree with or misinterpret some aspects of a message and come up with an
alternative or negotiated meaning that differs from the preferred reading in important ways,
and…
▪ In some cases audiences might develop interpretations that are in direct opposition to a
dominant reading. In that case, they are said to engage in oppositional decoding.
▪ The preferred reading of the video would be for the audience to accept the
representation of Swift’s star persona. That she is a strong independent female
and an influential popular culture icon.
▪ A more oppositional viewpoint might be that the representations of females
are overly sexualised. • The ideology that Swift wants to present is one of girl
power, shown through the dominance of the female characters and their
physicality. However, the video has been criticised for its superficial
understanding of feminism. It still supports the body image ideology that
beautiful must equal slim, white and full chested.
▪Written Analysis on What messages does the video present about violence?

▪ How are Swift & her girl squad represented in this section of the video? Consider: actions, physical appearance, framing, lighting
▪ What is the preferred reading of this section of the video?
▪ What oppositional readings to this section of the video could there be?

Taylor Swift and her girl squad are represented as dominant and independent in the last section of the video.
▪
Taylor is dressed in all black which has connotations of….
▪ The rest of her girl squad are holding….
▪
The lighting is this section of the video is…
▪
This suggests...
▪
This makes the audience believe….
▪
The preferred reading of the text would be….
▪
I can see this because
▪
An oppositional reading of the text might be.  I can see this because …
▪ Images of constraint
▪ Slavery
▪ The city - rat race
▪ Sweat shops - children/women sewing
▪ Stepford wives
▪ Images of freedom
▪ The mountains
▪ Muhammad Ali sparring
▪ Stepford wives remove their wigs
▪ Old lady weight lifting
▪ Rodeo

▪ Child at school? ▪ Horses running

▪ Sailing a small boat in a large ocean
▪ Dilapidated shopping mall
▪ Swallows
▪ Busy traffic
▪ Playing piano
▪ Dock worker ▪ Birth of a child (the initial freedom)
▪ Religion (face covered) ▪ Whale
▪ Cheetah/Antelope
▪ Run down tower block
▪ Running naked in mountains
▪ Favela
▪ Motorbike stunt rider
Possible Content

● Mixture of settings. Some positive and joyful. Some oppressive and sad/empty. To show
the mixture in the world (those with freedom, those without).
● Pharrell maintains a consistent costume throughout in order to make it easy to follow
him. Neutral colours allow you to focus on the issues shown.
● Colour clearly shows the difference between ‘free’ scenes and those who are oppressed.
Grey colours are used more often in the ‘slavery’ style scenes. Sunlight and more
greens/natural colouring used to have connotations of happiness.
● References to key historical events/settings related to freedom (Muhammad Ali and
Tiananmen Square)
Pharrell Williams - Freedom
What is this song and music video about?

What is Pharrell’s message?

What do these parts of the
video suggest about the
relationships between people
of different races?
Representations of Race

• In this image the black man is being

forced to work at gunpoint by a lighter
skinned person. This is a clear reference
to slavery.

• In this image a variety of hands come

together. They are from a variety of
ethnic backgrounds and therefore have
connotations of global unity.

Update your notes to show this

information.
Summary - Representations of Race in
Freedom
● Diverse representations of ethnicity, for example ethnic minorities with
specific religious beliefs, such as the close up of a woman in a hijab,
reflective of contemporary cultural contexts
● Representations of oppressed minorities including links to contexts of
slavery indicated via long shots of black workers carrying out physical
manual labour under the rule of a white aggressor
● Use of images of positive black representations such as Mohammed Ali
● Ideas about unity between races presented through examples such as the
bird's eye view shot of all races joint hands

Update your notes to show this

information.
● • Ethnic, cultural and religious diversity is promoted in the video. People from a global range
of cultures and traditions are shot in rich, bright colours, with no particular lifestyle being
given dominance. Western capitalist culture is actually portrayed quite negatively (e.g. the
dilapidated shopping mall in which Pharrell sings) compared to the joyful dancing and
singing of the non-Western scenes.

● • The diversity of the human experience is also celebrated. We see a range of different
cultures, clearly indicated by costume (colourful scarves, robes, make-up and jewellery) and
location. Many of the cultures are shown in a joyful, energetic way, for example the Gospel
church singing and dancing. The message is that all cultures should be respected, and our
differences embraced and celebrated.
• There are also iconic images of rebellion and revolution that construct representations of
issues and events, such as: black slaves seizing the gun of their oppressor; a Lego recreation of
the Tiananmen Square protests in 1980s China; a sweatshop factory. The mise-en-scène for
these segments is less colourful and more dimly lit. This creates a feeling of oppression that
symbolises what the characters in each clip are rebelling against.

• Being ‘different’ and rebelling against conformity is also a main theme. In one segment, a
room full of robotic female models rip off their wigs and this could be seen as a portrayal of
women rejecting stereotypical ideas of female beauty
 Comparing Representations of Ethnicity
How is ethnicity represented in Bad Blood?
Challenge Q - what is the
preferred reading of
Do the representations in Bad Blood challenge or reinforce stereotypes of ethnicity?
ethnicity in this music
video?
Point Evidence from the video

Taylor Swift is presented as a white idealised

female

Kendrick Lamar is dressed stereotypically for a

black rapper

Lamar & Swift are presented as equals

Trinity is represented stereotypically

Ethnic characters Arsyn & Dilemma are

represented negatively
 Representation of ethnicity
Use the two set music videos you have studied: ‘Roar’ by Katy Perry or ‘Bad Blood’ by Taylor Swift and ‘Freedom’
by Pharrell Williams or ‘Uptown Funk’ by Bruno Mars

‘Music videos reinforce stereotypes of ethnicity’ How far is this

true in the two music videos you have studied? (20 marks)
- Make sure you discuss both music videos
- ‘How far’ = agree/disagree
- SHEP – think about the relevant contexts
- Relevant theory e.g. Binary opposites
- Freedom – black slaves, white male in control, oppression of minority
groups
- Bad Blood – Swift/Lemar, Gomez as antagonist, other cast selection
▪
'Music videos are a promotional tool, designed to represent the artist in the best
light.'  How far is this true of the two music videos you have studied?  
▪ [20]
▪ In your response, you must
▪ Explore representations of the artist in the two music videos you have studied
▪ Refer to relevant media contexts such as social or cultural
▪ Consider whether you agree or disagree with the statement.
 Industry
▪ In the UK the music industry contributes billions to the economy
▪ UK = 3rd largest music market in the world.
▪ Record industry facing challenges recently – sales decreasing & internet has changed
listening habits

▪ Online streaming services now account for 50% of music consumption in the UK
according to the BPI (British Phonographic Institute – they represent the British music
industry and are responsible for Mercury Prize & The Brits)
 Industry
▪ Online streaming services allow users to access a wide range of music.
▪ Record label receives payment per stream
▪ Sites funded by advertising/subscription fees
▪ Artist’s own YouTube & Vevo pages also generate income via advertising
▪ Streaming can be seen as negative due to decline in physical sales, but has
opened up music to wider, global audiences, which is a positive.
 Industry
▪ CD sales in decline, but vinyl is making a comeback (2017 = 1in 10 physical copies
as vinyl)
▪ Some fans like to have physical copy – look at album artwork etc
▪ For older fans it’s nostalgic
▪ Younger fans = trendy
 Ownership & Industry
Record labels usually fund the cost of producing, distributing and circulating
music. The process is as follows:

1. Artist & Repertoire (A&R)

This department finds new talent. They give artists money to live off whilst
recording their material.
2. Production
Recording & mixing music, production of physical CDs.
3. Distribution & Circulation
Marketing, press & promotion teams advertise & publicise the music in the
following ways:
 Ownership & Industry
a) Single accompanied by music video – becomes part of marketing campaign
b) Newspaper/magazine articles + TV & Radio appearances by artist
c) Airplay on the radio & music channels
d) Online & social media departments will ensure reach to audiences via digital platforms
e) Sales department get the products into shops and online retails outlets
 Record Labels
There are 3 major record labels:

All 3 are part of major conglomerates (big companies which own lots of other companies) and are
all vertically integrated. They have subsidiary labels which operate under them.

Vertically integrated companies are ones which own companies that produce the same type of
media product.
EG. Universal Music Group owns numerous different music labels.
Some of their subsidiary labels used to be independent & are associated with a certain genre

Eg. Established in Jamaica & produces a lot of Reggae

▪ Typical music video budget = over $1 million
▪ Universal music, Sony music & Warner music are all owned by large parent
companies who have lots of money to spend on their artists on a global scale.

RECORD LABEL CONGLOMERATE SUBSIDIARY LABELS

SONY CORPORATION Columbia
SONY MUSIC (Films, games, smartphones, Epic
electronic goods) RCA
VIVENDI Capitol
UNIVERSAL MUSIC GROUP Studio Canal = TV & Film EMI
Island
ACCESS INDUSTRIES Atlantic
WARNER MUSIC GROUP Media & Communications, Asylum
Chemicals, Technology Parlophone
• There are also independent record labels e.g.
Big Machine Records (these tend to be more
alternative genres rather than mainstream)
• Some artists are not signed to a label at all – they use the
internet & social media to promote themselves. Especially
prevalent with non-mainstream genres eg Grime -
Stormzy (now signed to Atlantic), Skepta, Lady Leshurr
etc.

Extension task
Research an independent artist who has achieved success
by using the internet to reach an audience.
• Look at how they promoted themselves and what
 Industry

Republic Records (part of Universal Music

Group) Records
Big Machine
Joseph Khan (Other famous music video
include Toxic by Britney, Without Me by Eminem. In 2014, Kahn was given
The Icon Award by the UK Video Music Awards . He has also done some less
well known films) Universal Music Group
Grammy & MTV awards for – Best Music Video
2015
Colombia
Sony Corporation
 REGULATION
▪ Music industry = not regulated by a single organisation
▪ Regulatory guidelines do exist in the UK for things like music videos

▪ BPI runs the parental advisory scheme to notify parents

of potentially unsuitable content.
▪ The record company is responsible for assessing the
product & applying the logo where needed according to BPI guidelines
o Strong language
o Depictions of violence
o Sexual behaviour
o Discriminatory behaviour eg racism
o Dangerous or criminal activity eg drug abuse
 REGULATION
Music videos released on DVD are rated by the BBFC

Online
▪ Since 2014 the BBFC has been working with YouTube, Vevo etc to age-rate online music videos
▪ UK Record companies have to submit any video if they feel it would gain above a typical 12
rating.
▪ It is displayed as ‘partner rating’

https://www.bbfc.co.uk/what-classification/onli
ne-music-videos
 Fandom
There are many ways to actively engage with music as
a fan:
• Buy CDs, DVD’s etc including special editions
• Collect memorabilia eg concert tickets, posters,
programmes
• Buy merchandise eg Tshirts
• Dress in the style of a genre/artist
• Attend concerts/festivals
• Follow on social media
• Join on online fan community eg The Swift Life app /
create their own fan site
The internet has blurred the lines between reality and fantasy, as it allows fans to feel
more involved in the artist’s life. Artists can also become involved with fans e.g liking
their tweets, fan meets.
This interaction is beneficial for the record label as fans will help promote new content
and ultimately increase sales.
 Uses & Gratifications
1) PERSONAL IDENTITY – Finding reinforcement for personal
values, finding role models etc.
2) INFORMATION - Finding out about events, seeking advice,
gaining knowledge.
3) ENTERTAINMENT - Escaping or being diverted from real
life, relaxation, filling time etc.
4) SOCIAL INTERACTION – Basis for conversation, sense of
belonging.
▪ How could you apply the uses and gratifications theory to your music artists?