Music Video theory

Male Gaze Theory

Written by Laura Mulvey - 1975

- all media products (film, TV, magazine, video games) are made for heterosexual males. Women's costumes are often tighter, shorted and more revaling. 

- Women are higly sexualitied in the media, in order for media industries to make money and for men to gain sexual pleasure.

Uses and gratifications theory

Information
- to learn about the world we live in
Personal Identity 
- to IDENTIFY with a star
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 twitter, buying her branded products.
Entertainment 
- To fill time/escape from a normal life 

Our set texts 

- The Vamps - Somebody To You ft. Demi Lovato

- Little Mix - Black Magic

1. I prefer the Little mix "Black Magic" video to The Vamps "Somebody to Love" ft. Demi Lovato as for me, it is much more entertaining as it has a narrative and engages me into the video.

2. The Goodwin theory is used in the Little mix video "Black Magic". The lyrics and visuals are links, for example when it says 'Take a sip of my secret potion', the shot is of the girls sitting around a spell book. Both the videos shows the genre of "pop" through there visuals. Little Mix wear bright, bold colours and The Vamps include insturments, beach and females.

1. I prefer the Little mix "Black Magic" video to The Vamps "Somebody to Love" ft. Demi Lovato as for me, it is much more entertaining as it has a narrative and engages me into the video.

2. The Goodwin theory is used in the Little mix video "Black Magic". The lyrics and visuals are links, for example when it says 'Take a sip of my secret potion', the shot is of the girls sitting around a spell book. Both the videos shows the genre of "pop" through there visuals. Little Mix wear bright, bold colours and The Vamps include insturments, beach and females.

3. The music is linked with the video as when the music goes faster, so does the pace of the editing.

4. The Arists in both the videos are constantly on scene and in the eye of the audeince so therefore will be viewed more fans and etc.

5. In Little Mix's video, the main girls come back in beautiful and all done up. In the Vamps video there are women on the beach also looking pretty. They sexualise themself/others to provide pleasure or for their audience.

6. There are no significant references to other media texts, however the Vamps video includes a girl from 'Austin and Ally' which can attrach the target audience. And Little Mix's story line is similar to 'Mean Girls' due to the typical stereotypes of nerds, jocks and mocking.