2. Laura Mulvey
• Laura Mulvey’s theory is called the Male Gaze.
• This is whereby traditional films/ music videos present men
as active, controlling subjects and treat women as passive
objects of desire for men.
• Men = act whereas women = appear.
• This can be shown in music videos such as Miley Cyrus’s
Wreaking ball and Rihanna’s Umbrella. Where the artist is
showing off their body for male attention and are shown in
a series of close ups to show their beauty and
attractiveness.
3. Berger
• Berger’s theory is called ‘way of seeing’.
• This is where every media text has a view; The
camera.
• Every time we view a media product, we are aware
of the photographer, cameraman and artist.
• The way we see the product is through these
different aspects.
Cameraman’s
perception
Constructs this
image
Audience sees this
image
Audience’s
perception
4. Gauntlett
• Gauntlett’s theory is called ‘Masculinity in crisis’.
• As women become increasingly assertive and
successful, men are said to be anxious and
confused about their role today.
• Should they be ‘new men’
• or should they be the ‘traditional man’.
5. David Bordwell
• David Bordwell argues that the audience, rather than the
director defines the genre of the music video
Mark Reid
• He argues that the genre changes based on what
you are told.
Barthes
• As an active audience, we decipher what genre is
through semiotics (Signs)
6. Goodwin’s theory
• He argues that there are five key aspects to every music video.
• 1) Thought through beat (seeing what the lyrics mean in your
head)
• 2) Relationship between the song and and visuals.
• 3) Narrative and performance of the song.
• 4) Technical aspect of a music video.
• 5) Star image (protagonist), lots of camera shots, making
him/her centre of attention.
