Representation

Representation within music videos creates huge controversy and issues in modern day.
Representation is a construction of aspects of reality. In music videos, this representation of reality is typically always altered and reshaped into something which does not correlate with the actual reality of which it is attempting to reflect. These representations allow the audience to reshape their understandings of what is the truth

There are certain groups of people who are stereotyped in music videos:

• Women. Many male rap artist's music videos feature at least one woman who is over sexualised for the purpose of entertaining the viewers. The women are there as a prop, an object for the artist to show off. Black women are typically used more for this purpose/
• Youths/ black men: this group of people are typically stereotyped as being reckless, drinking and taking drugs irresponsibly and being a nuisance to the older generation.

Voyeurism - Sigmund Freud
This is watching someone for the purpose of erotic pleasure. People who participate in this viewing wnt to watch the person without them being aware that they are being viewed.


Katy Perry's California Gurls shows Katy laying down naked for some shots, as well as being in a bikini for the most part of it. This invites viewers to watch her and to gain erotic pleasure. In some shots, Katy is looking away from the camera, allowing the audience to feel more powerful as it seems she is not aware that she is being watched.

Male Gaze - Laura Mulvey
Male film-makers use women for display, not narrative in order to produce a voyeuristic response. This allows the viewer to feel powerful and in control (a male gaze) through watching these displayed passive females. In male artist's videos, the male's have women dancers in order to boost the male's ego.


In Robin Thicke's Blurred Lines, the women are purely used for display in order to create a voyeuristic response. Here, Thicke is using women dancers in order to boost his ego and make him seem more powerful.

Exhibitionism
Female performers are sexually provocative and in control by inviting the male gaze themselves, this is the opposite of vouyerism.


Here, Nicki Minaj is aware that the camera is there and filming here. This is made obvious by her making eye contact with the camera throughout the video, she is in charge and inviting the male gaze herself.

Raunch Culture - Andrea Levy
Levy's book Female Chauvinist Pigs: Women and the Rise of Raunch Culture attacks increasingly sexualised culture which objectifies women. Levy states women are encouraged to make themselves seem like objects and have sex as their high source of power.



Here, Rihanna is dancing in the fashion of which a stripper would. Rihanna is aware of what she is doing and is empowering herself by taking control of her body, although it could be argued that she has been brainwashed to make herself seem like an object and use her sexuality as her source of power.




This video begins with the artist, Kendrick Lamar, being blindfolded, surrounded by approximately 15 women dancing around him in their underwear, some touching him. The use of the blindfold shows to the audience that he does not need to look at naked women in order to feel more manly, he is going against stereotypes of men in music videos by ignoring the women and not viewing them as objects. At the end of this scene, the women go against him and pull out a dagger to stab him, showing that in this video, women have more control over him.
The next scene shows Kendrick being approached by a gang of black men in balaclavas and bandanas, wearing all black and carrying weapons. This representation of would make the viewer believe that this reflects all black men, therefore showing a negative representation.
The third scene shows Rihanna approaching Kendrick's car in glamorous clothing: a white fur coat, expensive looking jewellery, a tight white dress and heels. This representation shows Rihanna being a strong dominant female as she is the person approaching the male. Rihanna also looks successful and independent, due to her expensive look, going against stereotypes of women being weak.
In the third scene, Rihanna is overlooking Kendrick and another black man having a fight whilst laughing. This makes Rihanna seem of higher significance as she is overlooking, making her seem omniscient. Additionally, the fact that it is two black men fighting supports the stereotypical representation of black men of being violent and in gangs.
Rihanna is then shown as a close up of her face, allowing her to look at heightened importance. A wide shot of both Kendrick and Rihanna is then shown of them sinking into the cement; this makes both the male and female seem at one and equal.
There is then a panning shot going into a birds eye shot of Kendrick holding Rihanna by the hand off a building. Rihanna is placing all of her trust into Kendrick, the male. This is a reflection of society - women being controlled and held up by higher corporate men.
Kendrick is then shown in a smart outfit, a black suit with a red rose in the pocket. This defies the stereotype of black men in music videos typically being in chains and rough looking clothing. Kendrick is facing himself sitting tied up in a white suit, where he starts shouting and a black woman puts a plastic bag over his face. This whole set up agrees with the stereotype of black people being in underground gangs, committing crimes.
The last scene of the music video is Kendrick and Rihanna doing doughnuts in a BMW at night in a city where Kendrick loses control and they crash. Their reaction is laughter, despite being covered in blood. This representation makes black people seem reckless with their money and irresponsible.