Laura Mulley's and Goodwins Analysis

Laura Mulvey’s Male gaze theory is generally based around  the camera being placed in the position a man would be viewing the music video from, this generally leads to the women being objectified and almost as the women are just sex objects for the males in certain music videos. For example in Let me entertain you- Robbie Williams the women are shown behind Robbie sliding on polls and dancing around for him, as well as Robbie having lots of other women with him at a hotel room, the shots can vary being low down for the male to make them seem powerful and pans up the bodies of the women almost like a male would, the women are also moving promiscuously as if to entice the males. The theory is based around the audience being put in a heterosexual man’s perspective almost gazing at the women such as looking at their curves or them dancing such as the example above suggests, the traditional target audience in which these videos are aimed towards are heterosexual males probably late teens to young Adults, this is based on audience research and the age of the women shown in the videos. The majority of the music videos that this theory is presented in is Rap, RnB and other girl pop group songs such as The Saturdays or Girls Aloud.

Goodwin’s Theory is based around the music industry creating a certain look and feel and following a similar standard for genre’s such as Rock genre’s have a lot of the band playing their instruments, or indie bands having really deep emotional videos to add depth to their music, or hip-hop videos showing a lot of the stars being greatly portrayed and having lens flairs to amplify the lighting coming across the scene to give the light a streak across and could give the connotation that everything is really great with this particular star making the audience want to buy more from the artist. In the music video  Muse-Feeling Good the music video is very simple in terms of the location however it has almost been made into an abstract world which is something we might want to avoid in our video as it is very difficult to do on a low budget and does not seem like the true nature of the lyrics. The relationship between the lyrics and the visuals are somewhat similar with the “New life” and they seem to have created a new abstract world for the audience to be involved within, the videos seems to show the lyrics in an opinionated view with the lyrics amplifying certain aspects of the lyrics however contradicting other areas. For example having the lyrics “Feeling Good” and the people look almost angry at certain stages which is changing the feel of the music. The demands of the record label seem to be somewhat low with if seeming to be more about the music and the abstract nature of the video rather than the band, however having said that the band is shown very highly in the music video and has a huge group around them with no other story and mainly being performance based. This could be a way for the record label to promote the band trying to give the connotations of how unique the band is.