Male Gaze Theory

Male Gaze Theory

written by Laura Mulvey 1975

All media products (film, TV, magazine, video games etc.) are made for heterosexual males. Women's costumes are often tighter, shorter and more revealing.

Uses and Gratifications Theory

Information: to learn about the world we live in

Personal relationships: talking points

Personal identity: to identify with a star

Entertainment: to fill time/ escape from normal life

Little Mix vs The Vamps ft. Demi Lovato

More engaging video?

The Vamps because it had familiar personnel in the video. There was quite fast editing so it didn't get boring and there was vivid colours in the setting. They also played football as well which is relatable. Little Mix for me wasn't as engaging as it targeted a young female audience.

Do they relate to Goodwin's theory?

The Vamps' song is intertextual towards Disney Channel as it especially includes former actors from previous shows on popular kids' shows. This is one of Goodwin's elements as there is often an intertextual reference. Little Mix related to Goodwin's theory as they were unattractive to the love interest and then the magic changed there appearance and they looked attractive to the love interest. This is one of the elements of Goodwin's theory as there is a focus on the female body.

How do the videos link to uses and gratifications theory and the male gaze?

The Vamps' song can link to uses and gratifications theory as it influences social interaction amongst people who watched it. For example, seeing Ally from 'Austin and Ally' created social interaction and a talking point amongst some kids. There is a little bit of the male gaze theory implemented in the video, as there are shorter clothes in the video, however they are not the main focus of the video. In the Little Mix video, uses and gratifications theory was applied, as viewers could resort to this video to seek out personal identity. This is because the song is about nerdy girls who turn into more popular people. Male gaze theory is applied through tight, short clothes worn by Little Mix, however it's not he main concept of the video.

How will the two videos get repeated views?

The Vamps ft. Demi Lovato - Somebody to You

- famous feature in the song (Demi Lovato)
- interesting collaboration (UK x USA)
- Disney Channel stars (Austin and Ally x Sonny with a Chance)
- famous artists (The Vamps)
- if the album is advertised on TV, billboards, magazines etc.

Little Mix - Black Magic

- famous artists (The Vamps)
- X-Factor winners
- big comeback
- if the album is advertised on TV, billboards, magazines etc.
- studied in Media



Comments

  1. JCoSS Media Dept7 February 2018 at 10:09

    You have answered these questions well - please embed The Vamps' music video.

    ReplyDelete

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