Mulvey's Male Gaze

What is The Male Gaze?

In 1975 Laura Mulvey noted the term 'male gaze.' She believes that in media, audiences have to view characters from the perspective of a heterosexual male. Techniques are employed by directors to emphasise the sexuality of women and in some cases objectify them. This can include leaving the camera lingering on the females body, portraying female characters as dumb, inferior or sexual objects, and having female body on display. Within the music industry, the male gaze can take form through the music video, the lyrics or the artist character themselves.

Examples:

• Blurred Lines - Blurred Lines was released in 2013 as a single from Robin Thicke and Pharrell Williams. While it did reach number 1 for 3 weeks it sparked controversy all over the world. Masses argued that the song promotes rape culture and legitimates the exploitation of women through its music video and lyrics. For example the lyric 'I know you want it' insinuates a lack of consent and encourages males to pressure women. Similarly in the video, women paraded nude around the two men who acted conspicuously objectifying the female actresses.

• Female Artists - In recent decades, the sexualisation of female of artists in the music industry
  
  has increased with some perhaps arguing that it is now looks over talent which gets you admired. To the same extent, the performances of female artists have also become more sexualised, for example Ariana Grande features sexualised choreography, Miley Cyrus features sexual props, and Little Mix have revealing outfits. While in 2016 this is the norm and audiences of all ages and genders enjoy these artists, the sexualisation means we are indirectly viewing the artists as a heterosexual male would.

• She's So Lovely - She's So Lovely is a song by Scouting For
  Girls released in 2007. While at first glance it is an inconspicuous pop, feminists argue that the
  music video is a prime example of Male Gaze and is linked below. The video follows the narrative of the male pining over a girl, however if the audience was asked simple questions following the video such as what colour top was she wearing? they wouldn't be able to answer as they were too busy watching the woman just as the heterosexual male was.

Relation to my video

My proposed music video is linked closely with the ideas of Mulvey's Male Gaze as it tackles how females are pressured by images in the media. The media constantly portrays images of other women being sexualised and presented as the 'ideal,' this causes young females to have a low self image. Arguably some may even say that female present themselves in the eyes of their male counterparts, they will replicate how females in the media act in a bid to equal how these figures are viewed by males. In my music video I want to present the effects that the male gaze and representation of females in the media has on young girls in the hope that this would raise awareness of the issues. I believe that the music video is lacking such issues and if the video was spread to a young audience who is affected by the male gaze and pressures of society it could encourage them to step out and be themselves. Therefore, while the male gaze isn't initially harmful to anyone, it can influence how audiences perceive themselves and can have detrimental effects to self worth particularly among young girls.

Exhibition of Music Videos

Exhibition:

Over time music videos have been exhibited and accessed by audiences in different ways. As the music industry technologically advances, and the production values and complexity of music videos increases so does the platforms of which audiences view them on.

Cinema:

In 1983, Michael Jackson arguably changed music videos for ever turning what was once a method of promotion into a cinematic extravaganza. The 13 minute long music video was released at a private premiere in November of 1983 with music legends such as Diana Ross and Fred Astaire going to witness the first-of-its-kind music video. It was later shown to the public in a week long theatrical release which still to this day is a feat that only Michael Jackson could pull off and finally on December 2nd it was exhibited on MTV.

TV Channels:

In 1977 saw the birth of MTV and in 1981 it became what was soon-to-be a music video platform

with the showing of 'Video Killed The Radio Star' by The Buggles. Since this day more and more TV channel platforms have emerged with popular examples being:

- Kerrang

- 4Music

- Heat

- Capital TV

Different channels have different target audiences and different genre showings. For example Capital TV is targeted towards young, pop-lovers with their music videos up-beat pop-party songs. On the other hand Kerrang is targeted to a maturer audience most likely to be introverted and angsty therefore showing rock music videos. Therefore this range makes TV channels a good platform to exhibit as they are able to provide access for all music videos.

Youtube/Vevo:

Vevo is a platform for Sony Music, Universal Music, and EMI to publish their music videos. This Vevo certified publication may then be forwarded to sites such as Google and Youtube who will assist in the advertising of the music video. All of these sites have 24 hour access and audiences can choose what music videos they view and on whatever device they choose. Unlike Vevo or TV Channels YouTube is also good for amateur film-makers with anyone able to create videos and upload them onto the site. This is particularly effective for independent artists and amateur music video makers as they are able to share their content to mass audiences easily.

Social Media:

Social media is the final platform for exhibiting music videos as it is where content is shared and promoted. This is effective as artists can promote their music videos to an audience which may otherwise not discover the release on sites such as youtube. For example, when Taylor Swift released the music video for Wildest Dreams, #WildestDreamsMusicVideo trended globally notifying everyone on the new release of one of the biggest artists. Similarly, as shown in the image below artists can utilise social media such as Facebook and twitter to spread the link to their music videos, effectively promoting it to their followers.

Relation to my Music Video:

In relation to my music video I plan to exhibit it on youtube and through the artist social media pages.  As it is only an amateur video these are the most effective methods as youtube allows me to publish the video and social media pages will help to promote the videos for free. Promotion is a key part in the exhibition process as simply uploading a video onto a site like youtube will limit the audience. By using a social media page it directly targets the audience who are most likely to buy into the video and artist and makes it more effective in achieving its primary purpose of spreading a message and promoting the artist. 

Audience Research : Beyonce

Beyoncé, Brand or Artist? from CharlDale

Formation - Beyonce Textual Analysis

Beyoncé has always been an artist with the aim to empower whether that be to empower women, to empower races, or to empower her audience in general. At the beginning of this year came her latest motion of empowerment with the release of Formation but was empowerment really what she achieved? Formation tackled current issues that no other artists have the audacity to even address such as police brutality, the injustices of hurricane Katrina and the inequalities between races from history and present in modern society today. The accompanying music video directed by Melina Matsoukas, sparked controversy among critics and state police alike, however she has been applauded by many for making such a political standpoint in an era where the media has arguably the greatest influence of all.

The music video opens with a shot of Beyoncé herself on the roof of a state police car which is being submerged by the surrounding floods. The shot is used in reference to the floods caused by Hurricane Katrina in 2005. The hurricane quickly became one of the five deadliest hurricanes of US history and drastically affected area of the Southern and Eastern states of America, New Orleans being an area particular as referenced in the lyrics. During the floods, many believed that the aid provided by the US government to those living in poverty and on lower ground was lacklustre and if it was middle class citizens in that position they would’ve received a higher level of support.  Therefore, through the use of the shot Beyoncé is trying to connote how the uselessness of the police and state officials in dealing with the floods – hence the police car being immobile in the middle of the water - while also insinuating that she has more power than the police force through her positioning above the car.

Another significant shot representing a piece of history comes from the dance (shown at 2.27) creating the formation of an X. While it could be seen as a dance in protest, almost like a warrior march, I think it is a representation of the significant humanitarian and freedom fighter, Malcolm X. One of Malcom X’s greatest achievements was the Unity Rally he led in Harlem in 1960. A notorious extract from his speech reads “We are gathered here rallying for the freedom which we have long been promised, but have as yet not received. This Rally is for that perfect freedom which up until now this government has not granted us. There would be no need to protest to the government if we were already free.” This extract was in reference to the oppression Black people faced in America in the 1950’s by the Government and mirrors much of the message Beyoncé is trying to illustrate in our modern day society; the government promises freedom and equality but this is not the reality.

A final and what I believe to be the most powerful image is the scene of the young boy dancing in front of a row of armed officers. This image is hard-hitting and needs no explanation as to why it is so effective in reflecting the current topical issue of Black Lives Matter that ultimately is what the music video is channelling. The imagery of a child connotes innocence, and the idea of dancing connotes expression. The child is therefore a metaphor of the entire Black Lives Matter campaign. In the US, approximately 780 people have been killed this year alone and the number is rising every day. 25% of these killings are black people and campaigners argue a large percentage of these are unlawful killings with Black males aged 15-34 nine times more likely to be shot than any other demographic. Victims include Tony Robinson (March 6^th 2015) shot three times over reports of someone disrupting traffic, he was unarmed; Rumain Brisbon (2^nd December 2014) shot after an officer mistook his medication bottle for a weapon, he was unarmed; and Tamir Rice (November 22^nd 2014) who at the age of 12 was shot and killed after officers mistook his toy for a weapon, once again unarmed. This is a tiny percentage of the staggering number killed as a result of police brutality in recent decades. Race is now a trigger for police intervention and that is exactly what this shot represents. These people are innocent and these people should be able to live and express themselves, just as the child pictured is without police intervention or police brutality.

Beyoncé has since took the Black Lives Matter campaign and her message to the world stage…literally. When Beyoncé speaks people listen and she has used her platform of over 77 million followers to post messages honouring victims such as Alton Sterling and Philando Castile while also urging fans to take action. On the 7^th July 2016 at her sold out stadium show in Glasgow she halted her performance to hold a minutes silence in memory of that week’s victims and paid tribute to all the Black lives lost through a visual display in front of her 50,000 strong audience. She followed up by a performance of her song ‘freedom’ and was appraised by fans for her audacity to take a stand with some taking to social media to express their emotion regarding her powerful message.

Ultimately, Beyoncé is an artist willing to push boundaries and as one of the 21^st century’s most iconic performers she is using her influence to address and strive for a cause she believes in. It is expected she will continue to find ways in addressing racial injustice and will continue to draw attention to how important Black Lives Matter truly is.