Eliana Hajicosta

The Sound of Media

Evidently throughout the years, the 21st century is known to open up a dispute towards the representation of females within the media. The music video industry plays a dominant role in portraying this gender stereotype in a sexualised manner. Therefore, this project demonstrates these significant features within the music world through music video cinematography and lyrical analysis based on relevant artists’ currently involved in impersonating this image towards the female gender. Through conducted research, including the analysis of music videos such as Robin Thicke’s Blurred Lines, The Weeknd’s Often, Beyoncé’s Run the World (Girls), and Nicki Minaj’s Anaconda, there will be an established objectified state of women shown. Additionally to this, research methods including an essential interview with professional dancer Suzannah Ruth will guide this project further to reinforce professional mind-sets and their reasons as to why this representation is controversial within the music world. The case study of Robin Thicke’s Blurred Lines is evaluated in this project, as it is one of the most known music videos to create controversy based on its explicit role in displaying women in an objectified address. Forward to this case study comes relevant theorists such as Laura Mulvey, whose theory of the ‘male gaze’ (1975) relates to the female body being ‘objectified’ through camera cinematography conventions. These conventions are present within music videos of today’s generation, and will be analysed based on prominent music genres and lyrics as well as cinematography techniques including costumes and settings.