Male gaze/uses and gratifications theory

Male gaze theory

 Write by Laura Mulvey - 1975
- all media products (films, tv, magazines, video games etc...) are made for heterosexual (straight) males. Women costumes are often tighter, shorter and more revealing
- Women are highly sexualised in the media,


 Uses and gratifications theory

 Information: To learn about the world we live in

 Personal identity: To IDENTIFY with a star

 Entertainment: To fill time/escape from normal life

 Personal relationships: With each other - using the media as a talking point to build friendships.  E.G. "did you see Eastenders last night?"

With the media - building a 'relationship' with a celebrity E.G. Kim Kardashian - watching her show, following her on twitter, buying her branded products

Our set texts: - The Vamps - 'somebody to you' ft Demi Lovato
                        - Little Mix - 'black magic'






1. I prefer the Black Magic music video because it is a narrative based video which keeps the viewers more engaged. There is also lots of fast cuts mixed with slow cuts between shots which can make the viewers more interesting and want to ask questions about what is happening

2. These videos relate to Goodwin's theory because they both have strong convention of a pop genre. For example, 'black magic' has lots of bright colours and 'somebody to you' has lots of instruments viewed on the screen and also lots of male and female teens having fun portrays a pop genre

3. They both relate to the uses and gratification theory because in 'somebody to you' there is a strong sense of personal identity. For example, there are lots of girls around the boys and some viewers may want to act the same way as them so they could start echoing what they do such as play the guitar or another instrument. 'Black magic' relates to the theory because it a narrative based video which aims to entertain the viewers. This is done by using magic and special effects to entice the audience. It is based on a story that can be relatable for some viewers. The male gaze theory is shown in the vamps video as the girls are, at times, sexualised by wearing more revealing clothes and in bikini's by the beach which is appealing to males. For example, when they are in the swimming pool. The male gaze theory is present is the 'black magic' video because there are lots of cuts where females are wearing more revealing outfits that appeal to men. Such as the girl at the beginning who the group dislike for getting the boy they like in the video, also when the group use their magic to turn more popular, they are seen to be wearing more revealimg outfits.

4. Black Magic
    - Relatable to teens as it is set in a school
    - Some females will want to be like them
    - Fast paced editing will make the viewers skip back to watch what happens in certain clips

    Somebody to you
    - It is boys and girls having fun which is something that happens in tennagers everyday lives
    - The stereotypical cool boy look will make some boys want to be like them
 

Comments

  1. JCoSS Media Dept7 February 2018 at 06:25

    So far your answers are brilliant - you have clearly considered the theories we have studied.

    This needs completing ASAP please.

    ReplyDelete
  2. JCoSS Media Dept7 February 2018 at 06:25

    Additionally, you need to write more about the Male Gaze. Refer back to the powerpoint if necessary - you haven't provided any examples.

    ReplyDelete

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