Laura Mulvey is a theorist, who has ideas about how females are represented in the media. This is named the 'male gaze theory'. The theory is that the camera represents the view of a heterosexual man's perspective, usually viewing women in particular ways, which could be seen as objectifying women. The images shown are usually voyeuristic, and suggest that the audience is viewing women in this way. For example, if the camera zooms in on a woman's cleavage this is an obvious example of the male gaze theory. If a music video complies with the male gaze theory it is usually aimed at males, because the shots are intended for them.
Another part of the male gaze theory is that women are only portrayed in media as innocent, virgin characters, or are signified as "whores". The name for this part of the theory is 'the virgin/whore dichotomy'.
Examples of music videos that use the 'male gaze theory':
Shakira's and Rihanna's 'Can't Remeber to Forget', is an example of Laura Mulvey's male gaze theory. There are many long takes throughout the video of women's body parts, usually with the women having bare skin shown. The imagery of the women could be seen as to objectify them, being appealing to a heterosexual male audience. It is as if the male is looking at the women in a voyeuristic way.
Near the end of the video Lady Gaga can be seen on a bed, on the floor, being nearly nude. The shots are of a low level, for the audience to look upon Lady Gaga. This is an example of the male gaze theory.
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