REPRESENTAT

ION OF

GENDER IN A MUSIC

VIDEOB Y A

N D R E W TH O M A S - P E M A G B I

THE TERM REPRESENTATION IN MEDIA!!!!

Representation within media are

the ways in which the media

portrays particular groups,

communities, experiences,

ideas, or topics from a particular

ideological or value perspective.

INTRODUCTION – THEME OF SONGThe music video that I decided to analyse was “Baby” by Shatta

Wale. Shatta Wale being an influential afrobeats artist in this present day could be a good example as gender roles are highlighted in this video. The video is about him being love struck by a beautiful girl he met at a store and his obsession of making sure he makes her his girl.

In the video the girl that he is after (on the right) is shown to be the centre of attention. She is first to the car highlighting her importance. Also she is wearing body hugging clothes which perhaps appeals to the type of audience watch this as it is almost a stereotype that African’s like women with a thick and curvy body. She perhaps conforms to this male pleasure in this video as her curves are enhanced by the clothes she is wearing.

MALE GAZE

One could say that there is a role reversal in gender roles here as the women seems to have the power over the man as she is perhaps dictating his emotions and potentially has the power to determine them. This is shown as the women is shown to be the focus of attention as the artist smoothens his movements towards her. Perhaps one could say that this is a stereotypical love video as the man is shown to be heads over heels for the girl. Presumably their could be aspects of Laura Mulvey’s male gaze here as the female is an object of male pleasure; perhaps this may be emulated as she may be physically objectified. Perhaps the man fell in love with her physical appearance in this video.

GENDER ROLES

In this point of time in the video Shatta Wale is sliding across the car. It is evident that he is emasculating himself by showing the expensive car, designer clothing (such as his Louboutin shoes) and his jewellery (such as his chain and watch) to hyperbolise his wealth and luxury living. Furthermore as you can see who is going to the drivers seat which again emphasises his dominance and the cliché of the man always being the driver in a relationship.

MASCULINITY – DRESS CODE