In the world today there is a sexual imbalance where men are seen as dominant and the women as inferior. The male gaze has a fantasy of the female figure, which should be styled accordingly to fulfil their fantasy.
The image of the artist is carefully designed to accord their style to the situation. The audience then builds a particular opinion due to the way they are represented and also how the opposite sex are represented in the video.
The video 'GoldDigga' by Kanye West and Jamie Foxx represents women in a way that shows them to just be sexual objects that will take your money. They are presented as sex symbols, and are heavily made up to look attractive to the male gaze. They are not shown to be dominant or have any sense of respect or intelligence.
However some male artists do not portray women in a sexual way but give them a sense of respect. This can be shown in Bruno Mars' video. She doesn't dance or dress in a provocative way that is shown in most male videos, like the previous example.
A female artist Nikki Minaj portrays herself as a sex symbol in order to attract males to her. It is also a part of her identity so she objectifies herself. Nikki is her sexuality. However as she is the artist; her backing dancers are male and she is the one in charge and dominant over them, instead of the other way round which is the stereotypical view.
An artist who opposes Mulvey's theory is Alicia Keys, although she is attractive she does not use her body or sexuality to entice her audience but just focuses on her talent and her voice. In her video 'Superwoman' she presents females in a dominant and positive way by highlighting all the amazing things they do and not demeaning them in any way.
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