Research: Laura Mulvey's theory.

Laura Mulvey's theory on representation states that in a world where men have all the power, every aspect of the media is directed towards a maletarget audience; which generally consists of the objectification of women. Also, in an industry where 'sex sells' women are forced to dress according to what is attractive to men in order to be successful. This theory is particularly relevant to the music industry, where we can often expect to see women presented as possessions of the male singers/rappers. Genres of music where these representations are particularly expressed are heavy metal and hip hop/RnB videos.

In E40's music video for 'Candy paint', women are very closely compared with the cars, this gives the impression that women, however beautiful and attractive, are still possessions for males to take pleasure in.

There are a few artists however, who challenge this view/theory; Alicia Keyes, Adele, Missy Elliot etc. Most of these artists have emerged quite recently, which proves that today's media is moving further away from the objectification of women in music videos in favour of promoting an image of strong, independent women, who are their own person rather than someone's possession.

Alicia Keyes 'Superwoman' shows how women can be strong and support themselves & their families; it shows women aren't just objects for men but can work for themselves.