Alison's MEST4 Coursework Blog: October 2015

Working title

Do music videos like ‘Anaconda’ by Nicki Minaj empower or objectify women in the music industry?

Angle

Are the explicit video's and lyrics displaying the power of women? Are they being pressured to present themselves in such a way? What impact does this have on the audience especially towards the female audience? Is this a recent thing or has women started this attitude since the past? How will it affect the future? Is it only the hip/hop genre that enhances the portrayal?

Hypothesis

What would have seemed to objectify women in music industry in the 1900s is what empowers women in the 21st century due to the normality of the representation of women.

Linked production piece

A music video

MIGRAIN

Media Representations

Who is being represented? In what way? By whom?

Through the music industry, women are being presented as sex objects.Both music videos and lyrics objectify women and they are seen for no more than their physical features. This then leads buyers of the music to give into negative female stereotypes.

Why is the subject being represented in this way?

The subject is being represented in this way to attract viewers. Society has gotten so use to seeing women showing of their body parts in music videos that it has become the norm. It is normal now for men to watch women and for women to be watched (Berger) in such a way and this conveys the male gaze (Mulvey).

Is the representation fair and accurate?

You could say that the representation is not fair because women are represented as helpless sex objects that somehow need a man in their lives. Not all women are like that and most women do not like being portrayed as objects. As Medhurst's theory shows, not all stereotypes are positive because the representation of women in the music industry can be quite negative.

What opportunities exist for self-representation by the subject?

The majority of women don't like or agree with the way they are conveyed in the music industry and would rather be represented as strong besides powerful. However, it can be said that some women today enhance the idea of being represented as sex objects due to their behaviour or the songs that have been produced lately.

Media Languages and Forms

What are the non-verbal structures of meaning in the text (e.g. gesture, facial expression, positional communication, clothing, props etc)?

Nicki Minaj's body language and posture accentuates the body features that she wants to be noticed the most. She also is dresses very seductively because the atmosphere created in the song is very sexy and seductive.

What is the significance of mise-en-scene/sets/settings (CLAMPS)?

The music video is set in a jungle which is significant because it links with the title of the song "Anaconda" which are found in jungles. The lighting in the music video is significant as is portrays the scenery of a jungle as high-key lighting was used throughout the music video. However, the setting was misty with rays of light peeking through just as in the jungle rays of sunlight would peep through the trees. Also, the end scene of the song, there is low-key lighting when Nicki dances on Drake and this is done to create and seductive and mysterious atmosphere especially considering the fact that the two are both wearing dark colours. Nicki Minaj is dressed in manner that link to the sexual theme of her music video. It is significant that she herself is the music video because the song is all about big butts and she is known for having a big butt.

What work is being done by the sound track/commentary/language of the text?

The soundtrack of the song helps to increase its popularity as helps the audience to remember the lyrics to the song. The language used in "anaconda" conveys the rap and hip-hop genre therefore it would attract to Nicki Minaj's target audience and other fans of the rap and hip-hop genre. Also, the language used in the song was quite explicit besides offensive and this would bring great shock to the public that people would want to find out more about the song.

What are the dominant images and iconography, and what is their relevance to the major themes of the text?

The dominant image and iconography is the images of the seductive clothing worn in the music video as it link to the theme of the song "anaconda"

What sound and visual techniques are used to convey meaning (e.g. camera positioning, editing; the ways that images and sounds are combined to convey meaning)?

There are a lot of high angle shots in the music video that are used to accentuate certain body features that she wants her audience to notice the most. In certain parts of the song, the sound was matching what was being shown due to editing. This was done for effect and to add humour in some parts of the song.

Narrative

How is the narrative organised and structured?

The narrative is structured to escalate and to shock the audience as the song continues.

How is the audience positioned in relation to the narrative?

The audience is positioned to constantly see the content shown in the music video so that they can follow the story by listening to the lyrics.

How are characters delineated? What is their narrative function? How are heroes and villains created?

The characters in the "anaconda" music video are shown as sex objects through the way they have dresses, the way they act and their facial expressions. They are in the music video to look seducing and sexy and to get the attention of men and women but mostly men. In the music video, there are no villains but you could say that the hero (or protagonist) is Nicki Minaj herself as she is always in the camera frame with lighting all around her to make her look glamorous.

What techniques of identification and alienation are employed?

As soon as the music video begins, the camera tilts down and you can see Nicki Minaj amongst other girls lying on trees with extremely revealing costumes. This helps the audience to identify the genre of the music but it gives the audience an idea of what the music video will be about.

What is the role of such features as sound, music, iconography, genre, mise-en-scene, editing etc within the narrative?

The role of sound and the music helps to keep the audience's interest in the music video and the lyrics. It also helps people to identify the genre of the song. The role of the mise-en-scene is to try and get the setting to link with the title of the song "anaconda". The editing of the song plays the role of trying to add humour to the song. The editing also helps to maintain the audience's attention so that they don't get bored. The editing also plays a part in helping the song to navigate from scene to scene so that the narrative can be some what clear within the music video.

What are the major themes of the narrative? What values/ideologies does it embody?

The major themes of the narratives in "anaconda" is mainly about being seductove. This shows that in the hip-hop genre, there is a strong portrayal of women as sex objects as women were dressed seductively in the music video.

Genre

To which genre does the text belong?

Rap / Hip/hop

What are the major generic conventions within the text?

The consistent use of a stylized rhythmic music that was accompanied by rapping. The clothing worn in the music video is a generic convention as it turns women into sex objects. The use of rings, bangles and necklaces (expensive jewellery) are all generic conventions for a hip-hop video which was seen within this media text.

What are the major iconographic features of the text?

The costumes worn, the props used, the language spoken and body movement as well as body language also plays a part in the major iconographic features in "anaconda"

To what extent are the characters generically determined?

The characters shown in the music video are generically determined as they are put into the usual stereotypical setting of a hip-hop music video. Their attitudes also show this as their facial features and body language show that they need to portray themselves sexually.

To what extent are the audience’s generic expectations of the text fulfilled or cheated by the text? Does the text conform to the characteristics of the genre, or does it treat them playfully or ironically?

The audience's generic expectations of the text were fulfilled to a certain extent as the usual generic codes and conventions were displayed in the music video. Also they were able to detect that the song was hip-hop by listening to the lyrics of the song. The song in a way conforms to the characteristics of the genre but also treats it ironically. This is because, the music video includes or the characteristics and features you would see in a normal hip-hop music video however, usually in these videos you would see a male as the main star or constantly nearby so that they can aid in creating the seductive atmosphere. In "anaconda", the girls were dancing with each other and Drake only appeared at the very end of the music video. This sort of thing greatly differs from the usual hip-hop music videos.

Does the text feature a star, a director, a writer etc who is strongly associated with the genre? What meanings and associations do they have?

The star in "anaconda" is no other then Nicki Minaj who is strongly associated with genre. She has collaborated with many other hip-hop artists as well as make hip-hop music herself.

Media Audiences

To whom is the text addressed? What is the target audience? (Demographics, Psychographics)

The target audience for the song "anaconda" is people mostly likely to be aged from 14-24 who would be strugglers and they would enjoy listening to the hip-hop genre. The language used in the song would appeal more to teenagers.

What assumptions about the audience’s characteristics are implicit within the text?

Some parts of the song can be argued to be a bit offensive and explicit also the music video was editing in order to be shown on music channels on tv therefore assumptions about the audiences characteristics would definatively be quite open minded and enjoy the use of free dom of speech. They would also not be afraid to say what's on their mind and they would enjoy listening to hip-hop music.

In what conditions is the audience likely to receive the text? Does this impact upon the formal characteristics of the text?

The audience is likely to be shocked at first as the public in general would when they watch the music video as well as listen to the lyrics. This does not impact upon the formal characteristics of the text as if they were a fan of the hip-hop genre then they would enjoy the song.

What do you know or can you assume about the likely size and constituency of the audience?

From looking at the music video, the likely size and constituency of the audience must be really bigger due to the shocking content. Not only will former fans of nicki minaj as well as fans who enjoy hip-hop will watch the music video but also the public who would here from social network that a shocking song has been produced- they would be intrigued to watch it also.

What are the probable and possible audience readings of the text?

The possible audiences reading of the music video is oppositional overall due to the fact that not everyone would agree to the lyrics or the sexual content that is being shown in the music video.

What are the audience pleasures, uses or gratifications? (Refer to theory).

The audience would use this music video as a diversion (Blumler and Katz) because they could listen to music to escape but they would also find personal identification as they might find Nicki Minaj inspiring and they may also be trying to get famous through a hip-hop career.

How do you, as an audience member, read and evaluate the text? To what extent is your reading and evaluation influenced by your age, gender, background etc?

As an audience member I find that the text has an oppositional reading as it is quite shocking. The lyrics are quite offensive to people with a certain body type and women are portrayed a sex objects. The music video encourages the portrayal that has been created in the music industry. My reading and evaluation is influenced by my age, gender and background to a certain extent as since I am female, I more likely to dislike the sexual portrayal being shown then a male would. my background also plays a part in my evaluation as despite enjoying listening to the hip-hop music, I was taught to not like sexual explicit content. Another thing is, the song says "f*** you if you skinny" which is quite offensive to those who are skinny which is another reason for my reading and evaluation.

SHEP

Social-

How women are represented can affect the audience, (especially the younger audience) and how they act. This links to the hypodermic needle model as the main people in the media, such as Nicki Minaj, inject their views and values on to the audience. Therefore, teen aged girls would copy and imitate the way she acts.
This portrayal can affect the future generation as they will view these stereotypes as normal.
Society will have a permanent view of how women are represented in the media and the representation might not apply to all women but the media had made it look that way
Women get paid less than men and are influenced to take jobs that are more feminine such as house wife, childcare, teacher etc.

Historical-

The suffragettes fought for the equality of the sexes and went through great measures to be treated like men, to vote and to have similar jobs to the male gender. It was one of the most moving movements.
In the 1920's , flappers were considered as quite daring women. Around year 2000, artists like Kylie Minogue and Madonna started becoming popular and had quite explicit music videos. However, over the years, you see the sexual concept in women's music video's have definitely increased.
Feminist musicians aimed to show a positive, proactive, and assertive image of women that not only critiqued the rifts in regards to gender, but also demonstrated the goals of the feminist movement such as social justices regarding gender as well as the right of privacy concerning abortion and birth control. With the goal of breaking down the gender divide and level the gender differences, some women in this genre of music "adopt[ed] male dress codes and hair styles". Women also voiced their opinions and the goals of the feminist movement through lyrical contributions. In "I Am Woman," Helen Reddy sings, "I am woman/hear me roar/And I've been down there on the floor/No one's ever gonna keep me down again. Reddy creates a feeling of "girl power" that reflected the ambitions of the feminist movement.

Economic-

Till this day women get paid less then men. On average, full-time working women earn just 78 cents for every dollar a man earns.
These days, it feels like a balance has been struck. There are certainly jobs within the industry that appear to have a gender lean - more female PRs, more male tour managers - but discrimination feels like it's on the way out
Read more at http://www.marieclaire.co.uk/blogs/547787/is-music-still-a-male-dominated-industry-we-ask-the-women-working-in-it.html#WxJ6wCqEsetzsY5d.99
"These days, it feels like a balance has been struck. There are certainly jobs within the industry that appear to have a gender lean - more female PRs, more male tour managers - but discrimination feels like it's on the way out."
Only 6% of women in the business earn more than £29,000 compared with 22% of men; in 2010 47% of women in music earned under £10,000 a year, compared with 35% of men and the gap has barely changed in 2015; less than 5% of recognized producers are women

Political-

In 1908, March 8, to be exact, fifteen thousand women were marching through the streets of New York City demanding voting rights, better wages and fairer hours.

The issues women are facing in our society are not being taken seriously. We have a government that thinks women's issues are topics for social teas and the patron of gala fundraisers.
With some outstanding exceptions, women who have gone into politics are refused serious consideration by the men leaders. Generally they are treated most courteously, to be sure, but what they want, what they have to say, is regarded as of little weight. In fact, they have no actual influence or say at all in the consequential councils of their parties. In small things they are listened to; but when it comes to asking for important things they generally find they are up against a blank wall. This is true of local committees, State committees, and the national organizations of both major political parties.

Issues/Debates

Representation and stereotyping

Representations provide models of how we see gender, social groups, individuals and aspects of the world we all inhabit. Its a part of cultural mythology and reflects deep-seated values and beliefs. It's also a key to many media debates and is usually described as being positive or negative, depending on the group being represented. A stereotype is the social classification of a group of people by identifying common characteristics and universally applying them in an often oversimplified and generalized way.This relates to my study because the their is a negative representation that is portrayed about women in the music industry. They are presented as sex objects. There is also a debate that suggests that in fact they are not being presented in such way but simply as powerful.

Media effects

This part of the audience theory that tends to see the audience as passive and seeks to measure how exposure to particular aspects of media content can influence the behavior of the audience. In traditional effects theory, the audience is influenced by media content in negative ways, resulting in effects that are often regarded as problematic in the terms to threatening social stability. The theory helps explain moral panic responses to media content, particularly in relation to representations in sex, violence and deviant behavior and its supposed effects on youth. This relates to my study because i will be researching about how women in the music industry who act act a certain way in their music videos influence the audience especially when they are conveyed in a sexual manner.

Reality TV

A style of television which claims to represent real-life situations rather than scripted pre-recorded constructs, and which places members of the public in everyday or contrived situations and then films their behavior for "live" transmission.By encouraging tensions between different participants, the television producers (backed up by newspapers) can influence how the public views their behavior and build a simple binary narrative of heroes and villains. This somewhat links to my study as, on these reality TV shows, often representations of women are reinforced. This affects how the audience will act as subconsciously they imitate the manner in which celebrities act and speak.

Moral Panic

The way in which media focuses on the behavior of a social group or an event can be inflated by sensational reporting and the repeated use of stereotypes, leading to public overreaction or panic as a supposed threat to society. Although the representation of women is not considered as a moral panic, it can be seen as a threat to society if women in music videos are portrayed in such a way that parents do not want their children to imitate such actions.

Regulation and censorship

The practice, exercised by elite groups in authority, of monitoring and controlling media content by removing, suppressing or classifying elements deemed offensive or subversive for moral, political, economic, social or religious reasons. Systems devised to restrict access to the internet and to television channels are available to protect children from sexuality, explicit, horrific or violent images.This relates to my study in a way because some music videos such as "Anaconda" by Nicki Minaj are censored due to the sexual explicit scenes in the music video. On music channels the video was cropped to a few mins because it was to explicit for the younger audience to watch.

Theories

Gender and ethnicity

Gender is the psychological and cultural aspects of behavior associated with masculinity and femininity, acquired through socialisation, in accordance with the expectations of a particular society. Girl power, launched as a marketing device for the Spice Girls in the early 1990s, created new role models of assertive young women, rejecting the traditional passive female role. My study fits into this because i will be examining how the female gender is represented in the music industry and if the portrayal is positive or negative.

Marxism and hegemony

Modern Marxist concentrate on the ways in which social institutions such as the media sustain dominant ideology and false consciousness in the interest of the ruling elite. i found that this links to Marxist feminism which is a feminist perspective which sees capitalism as the principal source of gender inequalities. In a capitalist class hierarchy, women are seen as being subordinate to men and serving the male workforce in terms of low-paid, low-status employment and unpaid domestic labour and child rearing. Hegemony is the total cultural, economic and political dominance achieved by the ruling elite in a society. Once a particular group has achieved hegemony, their viewpoint becomes accepted by public opinion as common sense, making it difficult for opposition groups to make an effective challenge. My study fits into this as it gives an oppositional reading towards the capitalist class hierarchy as women now are more and more being presented as powerful besides independent. Also my study agrees with that once a group has achieved hegemony their viewpoint is becomes normal to the audience as nowadays women's music videos are becoming more and more sexual which is now being seen as the norm by the public.

Audience theories

Any of various theories about the behaviour of audiences with regard to media texts. Audience theories can be broadly divided into active models where the audience is seen as reacting to texts in a challenging, engaged way and passive models where the audience is seen as being influenced and manipulated directly by media content. My study fits into this because I will be researching how the portrayal of women in the music industry effects the audience wither in a manipulating way or in a positive way and gives a good role model for young girls to imitate.

Genre theories

An explanation of the role played by genre in differentiating media texts and aligning audiences. This links to my study because I will examining different genres in the music industry to see how different genres portray women so as to see if it is only the hip/hop genre that represent women in such a way.