Lauren Mulvey's Theory

'In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly'

This quote explains that the female is usually represented in a sexual way to attract the male audience. The 'male gaze' used in music videos usually belittle females, as if they are there only for male pleasure.

This quote would relate mostly with the genres R'n'B and rap, as they usually have the most dominant males. Specifically rap, male or female artists usually use the male gaze to either make themselves desirable (females) or show their status (males).

Bedrock by Young Money is a good example of this. Young Money is a collective of rappers/artists formed together. Many of these are well known, including Nick Minaj who is known for her curvaceous body. In this video she takes on the role of a girl being represented in a sexual way. In fact, she is probably sexualised more than the other females in the video. This could also attract a bigger audience.

Nicki Minaj surrounded by males, making her the main objective and portraying her as the 'sexual desire'.

A 'love struck' look from one of the rappers. Male fantasy. 

From a males point of view. Appealing to the target audience.

Empowerment of a male surrounded by women.

'Dismembered' to look at her chest.

The reaction of the men to the women is typical. They have styled the girl in shorts and tight tops showing a lot of flesh, attracting a male audience.









As well as this, the house which they have filmed in is full of girls in skimpy outfits, having a good time. The men hold them and are playful with them, but are not directly disrespectful.

The reaction of the women to men is also playful, they walk around doing actions that typically could attract males such as water fights in bikinis. The lyrics and video portray the woman as a mans fantasy, slim bodies with attractive faces. Whilst the men walk around them rapping about them.

We are observing for the males point of view at all times, even when Nicki Minaj does her verse, she still puts herself in the males gaze (1:43-1:46), showing her assets and attracting the male audience. This video is aimed at males possibly 16-25. In this video we can find evidence for 'dismembered' bodies of females. The director has chosen angles specifically to emphasise a womens bum, legs and chest.