The 'Male Gaze' theory
- In her 1975 essay "Visual Pleasure and Narrative Cinema", Laura Mulvey introduced the second-wave feminist concept of "male gaze" as a feature of gender power in film. The concept was present in earlier studies of the gaze, but it was Mulvey who brought it to the forefront. Mulvey stated that women were objectified in film because heterosexual men were in control of the camera.
Andrew Goodwin
1. Music videos demonstrate genre characteristics. (E.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in hip hop).
2. There is a relationship between lyrics and visuals. The lyrics are represented with images. (Either illustrative, amplifying and contradicting).
3. There is a relationship between music and visuals. The tone and atmosphere of the visuals reflects that of the music. (Either illustrative, amplifying and contradicting).
4. The demands of the record label will include the need for lots of close-ups of the artist and the artist my develop motifs which recur across their work. (A visual style).
5. There is a frequency reference to notion of looking. (Screens within screens, mirrors, stages etc.) and particularly voyeuristic treatment of the female body.
6. There are often intertextual references. (To films, TV programmes, other music videos etc.)
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