research into gender representation in music videos from the same genre

I decided to research into the gender representation within our song choice's genre (R&B/slow pop). This will help me to define characteristics of our music video that defies and matches the stereotypes and help me to conclude certain decisions we need to make in regards to our music video. This research will also enable me to understand why we follow this stereotypes but also why, in our music video, we chose to go against them. 

Research into R&B gender representation in music videos (particularly females who match the same image as our artist): 

In general, R&B music videos (particularly from the 2000s era) hypersexualize women within music videos. In Normani's music video for 'Wild Side' feat Nicki Minaj, she wears revealing clothing to emphasize her figure which would predominantly be seen as something presented for the male gaze. These hypersexualized images of women within the music industry who portray negative, false images can be associated with the modern cultural views on masculinity. Popular music, and therefore their music videos have a large impact on how gender is constructed within our society. 

A study was carried out in 2018, where databases like google and Google scholar were used to conclude the investigation, showed that female artists are more sexually objectified, held to stricter appearance standards and were more likely to demonstrate sexually alluring behaviour in music videos. Sexual objectification was found to be most prominent in R&B/hip-hop and pop music videos rather than genres like country or classical due to the audience types and culture around the genres. (most of these studies were concluded in the United States)

Mulvey highlights that the constant sexualisation of women denies them of human identity, relegating them to the status of objects to be desired for their physical appearance. Her theory then suggests that women can more often than not only watch a film (or in this case a music video) from a secondary perspective and only view themselves from a mans perspective. This is clear in R&B music videos as the camera often focus on singular parts of the body, cutting out the artist face and denying them of a personality: 

Kilbourne's gender theories are also really prominent in the R&B and pop music genres, women are constantly sexualized as well as often thinner than the average person. Women in music videos as a whole are presented as flawless, this then attracts both male and female audiences- for the 'male gaze' but also to advertise a superficial body for young female audiences. 

However, within a post feminist society where women are claiming back their sexuality, a lot of these modern music videos where women show off their bodies are more seen as empowering rather than hypersexualizing themselves for a male audience. 

Normani's R&B music video 'Wild Side'

How is Normani represented as a women in her R&B/pop inspired music video? 

• minimal, figure hugging clothing suggests her sexuality and femininity. 
• Close up shots of the body - sexualized for the male gaze. 
• Clothes are modern and fashionable - attractive to younger, female audiences.
• Sets are futuristic creating a modern atmosphere, highlighting the artists star persona as wealthy and cool. 

Is this representation typical of this genre? Yes - she dances and her revealing clothing emphasizes a character that is presented for the male gaze and therefore prominent in R&B music videos. 

Although this music video is of the same genre as ours, our song is a lot slower (more slow R&B) and therefore I wanted to do research into a video with a more similar song to our own to see how women are presented: 

Mahalia's R&B music video 'Grateful'

How is Mahalia represented as a women in her slow R&B inspired music video?

• comfy yet trendy clothing - presented as effortless --> she looks good in anything, she is natural 
• Occasional shots her of figure and body presents her as youthful and moderately sexualized. 
• Modern, quirky set design shows how she is up to date with current trends as well as being unique: attractive to younger audiences. 

Is this representation typical of this genre? Yes in a way that she uses her body to help lift up the music video yet she still seems relaxed and effortless. 

Recently, R&B artists like Jorja Smith, Willow, Mahalia, SZA and Ella Mai have started to create a new normal for slow R&B videos. Although older music videos tended to hypersexual women for the male gaze, recent female R&B music videos show often only the lone female being empowered, often in my trendy clothing showing off their independent star persona's. 

Our music video adopts this new music video style similar to SZA's and Jorja Smiths who are popular female artists of today. 

Examples: 

Although, these artists do still contain aspects that relate to both Mulvey's and Kilbourne's theories where their bodies are used as a selling point for them as artists. Many of these artists still wear revealing outfits in their videos despite seeming more relaxed and independent. This shows how ingrained the need for male validation is in our society. 

In our music video, we will be supporting these theorists as our artist will be wearing tight fitted clothing in some sets which shows her femininity and sexuality, we will also be using close ups of the artist.