Marxist Approach

In the marxist theory there is the dominant ideology message which could have influential and controlling effect on the masses.
The dominant ideology forces that determine how society functions.Marxists belive that all powerful instituions subtly control, how we the masses conduct our lives in society.

The most dominant institutions are
The press
The media
The internet
The music Industry

The supposed subtle dominance with which the media control the masses is known as hegemonic control.

Hegemony was a ideological concept first introduced by Italian Marxist Antonio Gramasci. He belived that the media message could perform a subtle indoctrination, influencing the manner in which society viewed the worl until the message becomes 'common sense' unchallenged by the masses. Hegemonic control is an acceptance of the 'status quo'.

A Marxists annalysis on Goldies-Inner City Life video.

The video's narrative is about the pressures faced when living in the inner city. This is evidenced in th emusic video by the setting being london and some of the scenes being set in a club and in a council flat. The narrative also shows a single mother raising two kids in a council flat and dealing with ways to pay off the bills reinforcing the pressures of innercity life. There are high angled shots looking down on people displaying their vulnerability whilst it shows that the upper class are controlling the working classes.

Marxists would say this video demonstrates a small amount postive emssages of kids playing around sohwing a postive aspect on life however, it is mainly portaying negative messages as their is youths chucking trollies off roofs, people smoking in a club etc. This challenges the hegemonic control as usually people would vision living in the city to be a happy and postive life, with lots of money and little worries however the video shows the non realistic aspect of that.

The target audience for this would be the masses and a niche young audience who are interested in listening to drum and base. It gratifies the audience as it challenges what most videos do and subverts the stereotypes of these type of videos.

Post Feminist Vs Feminist view of Britney Spears Toxic

In a feminist's point of view Britney Spears Toxic music video would

• Confirm typical stereotypical representations of women's jobs
• It capitalises on her sexuality
• The video is very provocative making it a inappropriate example for younger generations
• She uses the 'Chameleon Effect' with her various costume changes showing that she can't just use her talent to sell records she has to change her style to do it.
• She demeans herself by exposing her body as it is the only way for her to sell records
• As 'sex sells' she is being pressured in the industry to reveal her body to make money
• The male on the air plane shows a realistic representation of men
• When she is holding onto the back of the guy on the motorcycle it could show that she needs a male to do it and to protect her

In a Post-Feminist's point of view the music video would

• Subvert female stereotypes as she dominates all the males and is in control of every situation
• It shows Britney to be strong and aggressive i.e when she pushes the man to the floor, it connotes her own power and dominance as well as showing her sexual empowerment.
• She subverts the stereotype roles of air hostesses
• She is dressed as a dominatrix and changes her costume often showing the 'Chameleon effect' and how it empowers her.
• The fire in her video is a visual metaphor as it represents her as hot and confirms her female sexuality and passion
• It is also a euphemism for the female orgasm

Textual analysis of After School- Ah

The music video is a mixture of a performance , narrative and concept.

In the opening of the music video there is the instrumental playing and a tracking shot of the bands members inn a school classroom wearing typical school uniform of a pleated skirt, blouse and a jumper. You can see the various members doing different activities such as doing ballet, teaching someone how to dance and studying which some of these stereotypical for females to do in a feminist reading of the text.

As the song starts there is a mid shot of the girls performing part of their dance routine in different outfits such as vest tops, blazers, dance trousers which are bright vibrant colours and are dancing against a white plain background. This is stereotypical for girl groups in music videos as their videos consist of half of their dance routine and the rest based on a theme or concept.

There is then a close up on the male teacher who enters the classroom. He is dressed in a orange top , shirt, trousers and glasses with messy hair. This is not stereotypical in music videos as the guys are usually portrayed as visually stunning. The girls are all sat behind classroom desks staring at the board in front of them. There is a close up when Kahi enters and it switches to a long shot of her running her hand up her thigh and lifting her leg up demonstrating her sex appeal to gratify a male audience. There is a close up on one of the girls winking at the teacher and n response he drops his book that she bends down to help pick up as a means of flirting. As the teacher is conducting the lesson Kahi rebels by dancing sexually on a chair standing up so she is centre attention. The sound matches in time with the girls singing and can be evidently seen throughout.

As the second verse is sung the background changes to a girls locker room where all the members are standing by lockers in gym clothes doing their hair and various other things. There are towels with the groups logo and name on promoting the group as well in the video. They are all dressed in gym clothes and the scenes switch between the locker room and the underground basement. In the underground basement where the girls are performing their dance routine they are seen wearing shorts, short tops that reveal their stomachs, long socks and trainers as they are dancing to enhance their sex appeal. The male teacher accidentally walks into the changing room and tries to back out however the girls all grab him and start adjusting his looks and style so he is more appealing to grab the female gaze.

As Beckah and Kahi rap the girls are seen kicking down doors and sitting on top of cars and having fun showing their strength and dominance and flaunting their sexuality. At the end of the music video the instrumental is replayed and the girls all hurry to sit back down in their desks and adopt the good school girl image. However as the teacher walks in this time he is dressed in a suit and looks visually stunning and starts dancing about a tiny bit as the girls study showing a role reversal.

In a feminist reading of this text they would note how the girls are made to portray stereotypical female jobs activities such as doing ballet and would be against how they are made to flaunt their body and use their sexuality as the only way to sell their music.

However in a post feminist reading they would praise this music video as the girls show their dominance over men and show their sexual empowerment and are in control of 'the gaze'

they are seen as sassy sexy icons which challenge the traditional assumptions that females are passive and just dancers in videos.

Post-feminism and the female gaze

Post-feminism (1980's)
- a re-appraisal of feminist views
- does not strive for 'equality' as this assumes men are 'the best'- they wish to surpass male achievements
- Objected to theories which position them as objects of the 'Male gaze'
-Identifies a 'female gaze' and women are actively desiring men
-Women begin to assert their right to dress and be sexually active.

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Feminism ( 1960's/1970's) & the male gaze

- A movement in which women questioned their position within patriarchal society and the 'private sphere' of home/children/domestic bliss
- serves to uncover, challenge and eliminate oppression and dominant gender imagery.
-women began to debate the narrow range of stereotypes presented across all media;
-womens as virgins, mothers or promiscuous
-women as sex objects
-women are inferior to men
-women as domestic/based in the home.

Sexual Objectification and the Male Gaze

( Laura Mulvey)

Definition of voyerism: Erotic pleasures gained from looking at a sexual object ( who is unaware of being watched)

- Prescence of women solely for the purpose of display rather than a narrative function

-Females on display that are passive and objectified for the male gaze regardless of the viewers gender.

-Vouyeristic treatment of the female body in 'male' videos and the use of dancers as adornments to the male ego

-The inclusions of women for display is a staple element in music video's across all genres.

-women connote to-be-looked-at-ness and are the object of the Male gaze.

Gender stereotypes in Music

Research taken from Joining the dots may 2009 OBJECT

- Men are engaged significantly more aggressive and dominant behaviour
- Men are represented as independent, adventurous,unemotional and competent.
-Stereotypical gendered occupations are apparent i.e Men as firefighters/Mechanics and females as waitresses/cheerleaders
-Women are engaged with significantly more insignificant roles and are usually involved in explicit , sexual and passive behaviour.
-Women are represented as objects of sexual advances or as sexual objects
-Women are more likely to wear revealing and provocative clothing.
-Women are portrayed as decorative objects that dance, pose and do not play instruments

these research findings were not restricted to the hip hop genre only

Textual analysis of Because I'm Stupid-SS501 boys over flowers ost

This music video is a example of a narrative and concept music video as the song and video were created for the drama Boys Over Flowers and is used as part of the Ost.

The music video is made up of various scenes from the drama to demonstrate the love triangle between the 3 main characters which is stereotypical in Korean dramas and Ost music videos.

The beginning shows a close up of one of the males called Jihoo who is involved in the love triangle playing the violin as the main girl Jandi first see's him, hinting to the audience that this will be a important pat to the drama. Later on there is a close up of the 4 main boys walking through the school however there is only a close up on the two main boys involved with the love triangle as Jandi watches. The 4 boys are meant to be "flower boys" which is known in Korea for being extremely good looking and this is used to gratify the female audience who is the main target audience.

For half of the music video it then shows scenes representing the love that will occur between Jihoo and Jandi which is a much more romantic side. She is seen clutching the handkerchief he used to clean her face when she was attacked, signifying that she will have strong feelings for this character. The lyrics of the song match the scenes as at one point the lyrics say " only you, i looked only at you, i'm making memories alone" which is when Jihoo is in his house alone and depressed suggesting that their will be difficulties for the two.

The other half of the music video is dedicated to the love between Junpyo and Jandi showing the different love between them compared to that she has with Jihoo. As the lyrics "Even though i cannot hold you lie this, I need you I cannot say any more then this i need you,I keep hoping i'll keep hoping " are heard there is a scene between Jihoo and Jandi with them hugging as she cries and he then kisses her, however the Junpyo then see's and a small fight breaks out between the two suggesting to the audience there will be lots of difficulties for all 3 of the characters and lots of rivalry to gain the audiences interests to watching the drama. The music video ends by repeating the end scene suggesting that it is important to the drama or that the drama is like a cycle.

The characters are all in high school which is represented by the mise en scene of the location and the school uniform that is often scene worn by Jandi.

Textual Analysis of T.O.P-Turn It up

This music video is a stereotypical example of the rap genre based on American rap videos.The entire video is in black and white. The opening shows a mid shot of T.O.P facing the back in a white suit, the scene then changes to a girl dressed in a marching band uniform banging a drum in time to the beat. The rest of the opening switches between different scenes of women in tight black leather body suits. One is tied to a spiderweb and two have aces pained on their cheeks and dance provocatively.

The scene then focuses on T.O.P in chair with lots of women surrounding him dancing as he says the line "I'm the biggest pimp T.O.P" which is the first line of the song. The scenes then flick between T.O.P rapping and the girls dancing provocatively. At one point he is sitting in a chair whilst a girl is next to him dancing and then begins to lean over onto him. The girls being dressed and doing this also help to gratify the male audience. He says a line " Kung Kung Kung" which in korean is often associated with when you pop your chest. However in the music video 3 target shooting cut outs in the shape of women are shot in the chest as this is said. In the music there is a part that sounds like going down a piano scale, as this is heard a girl is seen lying over T.O.Ps lap as he pretends to go down a piano scale on her back with his hands.
Also when he says the words " Monkey magic" a monkey is shown holding a guitar linking the words and images once again.

In the 2nd verse he begins to mention various designers names such as Galliano and Louis Vitton and shows examples of their products on him. Which is showing his wealth and status which is stereotypically linked with rap artists. His clothes begin to swap in the scenes between a white suit and a black suit as well as a sports car being shown. T.O.P is seen lying on the boot of the car posing once again showing his status and wealth. The end of the video shows a mid shot of him sitting in the chair with a smug expression. As the last beat is heard, he does his signature move of lifting up one eye brow.

The music video gratifies the female gaze through T.O.P's appearance. In a feminists point of view this music video stereotypes women as sex objects and being controlled by a patriarchal society as they all seem to belong to him. However in a post feminists point of view the women are dancing by themselves most of the time and not surrounding him which allows them to go against the stereotypes of women being passive and being in control of the male gaze.