Media theory, Goodwin's theory, male gaze

What is Goowin's theory?

Goodwins theory is based upon 8 main principles;

1)Links between lyrics and visuals
2)links between music and visuals
3)Genre characteristics
4)Intertextual reference
5)Notions of looking ( male gaze?)
6)voyerism
7) Demands of record label
8)Performance based, narratvie based or concept based music videos

Goodwin's theory allows us to analyse or compare a music video/s in depth and cover all the vital elements that a video will contain or be a part of. It allows us to see trends and connections between genre and content.

THE MALE GAZE THEORY!

The maile gaze theory suggests that the media produces imagry that is 'through the eyes of a man'. This of course often results in women being seen as sex objects, less powerful and often less intelligent. This theory is used largely in certain music genres such as rap, and R&B. With male rappers displaying 'power' it is not uncommon to see half naked women shown lower than the artists to give the audience the idea of power, and seductive powers.

REVERSE MALE GAZE THEORY!

Although not as common, it is possible for the opposit of the male gaze theory to take place. This is simply media through the eyes of women, making men the sex objects here, and the common steryotype of stupidity. A good example of this is the Alpon advert for breakfast cerial in which the ad starts of displaying 5 women doing aerobics in front of a lake and the narrater then says,' But this would be sexist'. The imagry then changes to men doing aerobics and the speach ,'That's better'.