We live in a society that’s based around the media. But why is media so important in culture? “Media images help shape our view of the world and our deepest values” states Douglas Kellner. It
reveals what is idealized in society, which alters our behavior and the way we think. The media portrays gender, race, class, and sexuality in a way that is seen to be the “norm.” We conform to these norms without even realizing it and accept them because they become a part of our everyday life, when in reality, a lot of what we see in the media is unattainable. The media can have a bigger
influence on us than our friends and family because of how often we are exposed to these texts, whether it be written or visual images. They are being processed and stored in our brains to form views that teach us how to look, dress, feel, believe, desire, and act. They also teach us what’s popular and how to avoid failure. The media becomes part of our culture and helps us to form our
identities. It teaches us especially the norms of being a man or woman.
Being masculine or feminine is something we develop over time. It is not something we are born with. It is socially constructed through our interactions with other people and what is
current in popular culture. Hegemonic femininity is the universal and dominant traits of a woman, which females are exposed to in the media.
current in popular culture. Hegemonic femininity is the universal and dominant traits of a woman, which females are exposed to in the media.
An example of hegemonic femininity in the media is the music video “I’m a Slave 4 U” by Britney Spears. The whole point of the song is her telling the audience that she wants to dance, in
particular with a guy. It shows how women are supposed to be sexy and on display for men. Women are seen as objects, not as people, who fulfill the
needs of men.
particular with a guy. It shows how women are supposed to be sexy and on display for men. Women are seen as objects, not as people, who fulfill the
needs of men.
In this music video, some may say she is subordinate to men, while others may say she shows a sense of empowerment.Throughout the whole video she is dressed in very little clothing exposing vast amounts of skin. How is this music video seen as subordinate verses empowering? She is an object of male attention. She is nothing more than a hot body for male pleasure. On the other hand, this can be viewed as empowering because she is the one performing and taking control. By exposing so much skin and putting her body on display, she is viewed as being sexy and attractive which is what every
girl wants.
girl wants.
Music videos typically send out the message
that the most important aspect of the female body is her sexuality. In Jhally’s film “Dreamworlds 3,” he unravels how women’s sexuality is portrayed in music videos. Not just in this music video, but in many music videos, women wear very limited clothing and are constantly being perceived as always being in a state of arousal and they need men to boost their self-esteem and confidence and without it they feel down about themselves. They are continually serving men, in any way possible, whether it’s washing their car or pouring them drinks, or in this case for sexual pleasure by dancing on them, of course with little clothing on. The lyrics and music video definitely support this theme that women are expected to cater to men. She constantly talks about how she needs to dance with a guy to
prove she is sexy and in order to be sexy she needs to show she is not a little girl. Wet female bodies are typically present. This represents a predominant male fantasy which aids in the video’s success. Another stereotype of women in music videos is that no matter what location they are at, whether it’s on a boat, a plane, by the pool or at a house, they are constantly shown partying and as stated before, only partially clothed. This helps reassure the idea that women’s identities are based solely on their sexuality.
that the most important aspect of the female body is her sexuality. In Jhally’s film “Dreamworlds 3,” he unravels how women’s sexuality is portrayed in music videos. Not just in this music video, but in many music videos, women wear very limited clothing and are constantly being perceived as always being in a state of arousal and they need men to boost their self-esteem and confidence and without it they feel down about themselves. They are continually serving men, in any way possible, whether it’s washing their car or pouring them drinks, or in this case for sexual pleasure by dancing on them, of course with little clothing on. The lyrics and music video definitely support this theme that women are expected to cater to men. She constantly talks about how she needs to dance with a guy to
prove she is sexy and in order to be sexy she needs to show she is not a little girl. Wet female bodies are typically present. This represents a predominant male fantasy which aids in the video’s success. Another stereotype of women in music videos is that no matter what location they are at, whether it’s on a boat, a plane, by the pool or at a house, they are constantly shown partying and as stated before, only partially clothed. This helps reassure the idea that women’s identities are based solely on their sexuality.
The song is about her growing up and growing into her sexuality. It is very suggestive. She starts off by saying, “All you people think I’m a little girl. Well did you ever think it was okay
for me to step into this world?” She’s trying to prove herself to others but specifically men. She proceeds to say, “Baby don’t you wanna dance up on me? Leaving behind my name and age?” While she is being depicted as an object, rather than a person who is just used to please men, she is asking for it. She is asking to be the center of male attention. As she is dancing, she is hot and
sweaty which supports the male fantasy of females having a wet body. She is always dancing and shaking her body, whether it’s by herself with others watching, or with a man.
for me to step into this world?” She’s trying to prove herself to others but specifically men. She proceeds to say, “Baby don’t you wanna dance up on me? Leaving behind my name and age?” While she is being depicted as an object, rather than a person who is just used to please men, she is asking for it. She is asking to be the center of male attention. As she is dancing, she is hot and
sweaty which supports the male fantasy of females having a wet body. She is always dancing and shaking her body, whether it’s by herself with others watching, or with a man.
Spears is representing the world around us, even if it’s just a dream or fantasy for those watching. Mayne mentions in her article “Women, Representation, and Culture,” “represention,
then, is both a form of socialization and a form of utopia.” Girls can dream of being like Spears and men can dream of being with her. A dreamworld, or utopia, is formed around this one music video.
then, is both a form of socialization and a form of utopia.” Girls can dream of being like Spears and men can dream of being with her. A dreamworld, or utopia, is formed around this one music video.
Works Cited
Kellner, Douglas. "Cultural Studies, Multiculturalism, and Media Culture." Gender, Race, and Class in Media. 3rd. ed. Los Angeles: Sage, 2011. 7-17. Print.
Mayne, Judith. "Women, Representation, and Culture." Reading Women's Live
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