Angela McRobbie's Gender Representation Theory

Angela McRobbie has a theory that we are socialised into our gender roles through what we have seen in the media. Although most of her research has been mostly in magazines, it is still relevant, because she applies it to the media in general. Therefore, the theory may be applied to music videos.

She states that women are denoted in weak positions in the media, such as being a mother, or a carer. In addition, she believes men are denoted in a masculine, aggressive, powerful way. Her theory is that from these representations people act accordingly, and fall into their gender roles. 

In Katy Perry's 'California Gurls', the theory of McRobbie is supported. This is because Katy Perry , and the rest of the women, are connoted to being less powerful than Snoop Dogg, the only male in the video. Snoop Dog is in charge of what happens to the women, as he is playing the board game they are all inside. The size difference is a clear indication here, but also the fact that he is rolling the dice. It is signified that Snoop Dog owns the women, as he owns the board game, and he is in power and can choose what happens in the world.

However, McRobbie does accept than in some media, women are are shown in powerful sexual roles. She thinks this is a good representation, because it empowers women as sexually powerful, letting them be the dominant gender.

Miley Cyrus' 'Wrecking Ball is one of these times that women are shown in powerful sexual roles. Although the music video contains many voyeuristic imagery, such as Miley Cyrus on a wrecking ball nude, she is being empowered. Being portrayed as dominant. This is by the fact that she is in control of the wrecking ball crashing down walls, also the sledgehammer she uses. These shots signify Miley Cyrus is powerful.

Commonly in music videos McRobbie's opinion of how men and women are portrayed is correct. This could be because these representations are expected of the sexes, by society. The genders are usually signified in a conventional way, to best imitate the majority of people. In society we have a set criteria of masculinity, and femininity. This is why genders are shown how they are in music videos, and in the media in general.