Music Videos

Sexuality is now constructed through various media such as magazines, advertisements, movies, TV series, songs and video clips, in general television. Our understanding of sexuality is distorted by the media. Females are portrayed as objects and the males as subjects. Based on this depiction of sexuality, we define masculinity and femininity. Recently, music videos have become a very popular means of illustrating sexuality. Many music videos expose the male at the forefront of the video and the female performing sexual acts in the background. Despite many music videos there are some that do not buy into the current discourses surrounding beauty and sexuality, such as Pink’s music video ‘Stupid Girls’ , The Pussycat Dolls ‘ I don’t Need a Man’ and Beyonce 'Run The World (Girls)'.

The construction of masculinity and femininity in these videos are quite different to what is usually presented in most of the video clips presented to viewers. Research has also shown that music videos often differ in their portrayals of men and women. In general, males are portrayed in a more positive light than females. Research shows, specifically women, are often depicted in positions of submission to men. Additionally, men are more likely to perpetuate violence, while women are more likely to be portrayed as victims. According to the principles of the ruling ideology and the physical structures that back it up, the male figure cannot bear the burden of sexual objectification.

Music videos are one type of media that commodifies sexuality. Viewers passively take in what they are fed. Studies show that portrayal of sexuality has become more explicit in the recent years emphasising physical aspects of sexuality and less emphasis on emotional aspects Many music videos will have a heterosexual, masculine male at the forefront and a highly sexual female, who is usually blonde, skinny, tall and half naked or barely wearing any clothing, performing exotic dances either behind or around the male.  Research shows that the female figure is styled according to the male gaze. Studies also show that women, in their traditional exhibitionist role are simultaneously looked at and displayed, with their appearance coded for strong visual and erotic impact so that they can be said to connote to-be-looked-at-ness. Unfortunately video clips have lost their meanings. And it is even more upsetting to know that there are many young people out there who take these music videos as examples. It is a pity that famous singers promote such behaviour when they should be better examples.