Laura Mulvey has proposed a theory that takes the idea of ‘sex appeal’ and puts it in the eyes of a typical heterosexual man. Such example included ‘California gurls’ by Katy Perry feat Iconic rapper Snoop Dogg, takes a concept of a board game and pictures Katy Perry as the character taking the role of a board game piece.
As the video progresses we see Katy Perry. We see her acting in two different ways. It is apparent that Katy Perry comes across as virginally innocent. This is quite clear due to the Alice in Wonderland-esque act Perry has put on. She is dressed in a sincere outfit that suggests to the audience she shows innocence. Throughout the video we learn that there could be another side to the character pictured. We quickly see a change in personality and it could become clear that the actions of the board game have changed the characters mindset.
It wouldn’t be that clear that Katy Perry is objectified. For a large amount of the time in the video, Snoop Dogg takes the place of a controller over this fantasy world we, as an audience, get sucked into. Whilst it would be critically incorrect to brand Katy Perry a ‘Whore’ in her second brash personality, there could be potential to brand Snoop Dogg a ‘Pimp’, often associated with vice and the idea that women are an object as opposed to human. This portrayal of Snoop Dogg justifies the Male Gaze theory.
Overall, this music video collates with the male gaze theory and the ‘sex appeal’ associated with the way a typical heterosexual man would view Katy Perry, accordingly. The typical attempt to perfectly present Katy Perry is shown when she is half nude surrounded by a flurry of pink colour to create a stand out effect.
In our Music video, we cannot really use the Male Gaze Theory to an extent because of the nature of our song genre, Rock. But what we can do is use extreme close ups and close ups to create a connection with the audience and maybe low angle shots as well .
Andrew Goodwin Theory
The Andrew Goodwin theory has spotted a number of key features that are used in a music video.
1. There is a connection between the lyrics sung, and the visual image, with the visual image representing the lyrics, or either amplifying them or contradicting them. For the song we used, I believe our group should be able to relate an image or sequence based upon the lyrics for example “lying on the floor”, could easily be done.
2. Also there is a relationship between the music and the visuals, the tone and atmosphere of the music reflects with the visuals illustrating, amplifying or contradicting the music. As most songs go the pace increases as it goes on, to represent this what we could do is steadily increase the number of cuts used or use different camera angles and shots to match the tone. In Katy Perry's video as she says 'firework' the visuals illustrate the words demonstrating this theory.
3. Numerous close up shots of the main artist/singer, this helps increase the popularity of the singer. I think this is an important feature in all music videos and that we must use it also, this is because it creates a connection with the viewer and is important to have a good actor, that can be comfortable with making eye contact with the camera. This offers escapism for our audience and makes them feel more involved, it gives the video a more professional touch as well, allowing the audience to see detail and expressions of the persons face.
4. Music videos demonstrate genre styles, bands on stage for Rock, and the materialistic nature of hip-hop, examples include the rock band The Cranberries who show their band during the music video zombie, and in the hip hop video for T.I whatever you like, showing a luxurious jet lifestyle. As our song is a Rock type song, we may have a band present, and as it’s this genre a narrative is usual to see, but whether we will use a narrative is undecided.
5. Intertextual references which I will go into further detail in a separate post on the blog to give further examples and explain how we might use this technique.
6. Voyeurism often plays a major part, especially in relation to females and reference to the notion of looking, such as spying or looking at the camera or reflections. It is used to make the video look more attractive aiming mainly at males, this relates to the male Gaze theory and even Laura Mulvey’s Theory about female influence.
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