- Men enaged in significantly more aggressive and dominant behaviour
- Men represented at independent, adventurous, unemotional and competent
- Stereotypical Gendered occupations apparent (i.e. Males as FireFighters/ Mechanics Women as Cheerleaders/ Waitress)
- Women engaged in significantly more explicit, sexual and passive behaviour
- Women are represented as objects of sexual advances or as sexual objects
- Sex role steretyping and negative attitudes towards females
- Women more likely to be presented in provocative or revealing clothing
- Women portrayed as decorative objects that dance, pose and do not play instruments
- Research findings are not restricted to the Hip Hop genre
FEMINISM (1960/70)
- A movement in which women questioned their position within patriarchal society & the 'private sphere' of home/children/domestic bliss.
- Serves to uncover, challenge and elimate oppression and dominant gender imagery
- Women began to debate the narrow range of stereotypes across all media
- Women were seen as either virgins, mothers or promiscuous
- Women were seen as sexual objects
- Women are inferior to men
- Women as domestic/based in the home
SEXUAL OBJECTIFICATION AND THE MALE GAZE (LAURA MULVEY 1975)
- Definition of Voyeurism: Erotic pleasures gained from looking at a sexual object (who is unaware of being watched)
- Presence of women solely for the purpose of display (rather than narrative function)
- Female on display is passive and objectified for a male gaze regardless of viewers gender
- Voyeuristic treatment of female body in 'male' videos- use of dancers as adornments to the male ego
- The inclusion of women for 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
POST FEMINISM AND THE FEMALE GAZE
- A re-appraisal of Feminist values
- 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'- women actively desiring men
- Women began to assert their right to dress and be sexually attractive as long as they are in control.
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