Music videos represent a very important part of the music industry; videos have become a place where artists are given a chance to impress the public with their vocal talent, looks and moves.
Many trends have emerged from popular music videos such as storylines with fantasy-like lifestyles of fame and fortune. Most these videos feature extremely beautiful women parading with the music star. As a result of this the ‘video girl’ phenomenon has emerged. Many photogenic young women have made a successful career as ‘video girls’ because they appear in more than one video and become stars in their own right.
As much as this is good for giving young women opportunities to showcase their talents in the creative industry there is a concern that these women represent a stereotype in society which some consider demeaning. The recurrent standard in terms of the image of women is a concern as most these women are scantily dressed in the videos and are featured dancing and humping throughout various scenes as props. It can be argued that beauty and sensuality cannot be limited to sexual connotations and can be explained as a style to reaffirm a woman’s pride in her feminine features.
Shift investigates how society, especially women feel about their representation in these videos. Is it fun and entertainment or is there far reaching impacts in the real world whether positive or negative. We will talk to video girls, music video producers and gender activists about their views regarding the ‘music video girl’.
Our questions to you are:
- Do you enjoy watching music videos? Which is the hottest video you have seen recently that you enjoyed?
- How were the women in the videos represented? What where they wearing and what were they doing? Did you like it or did it disturb you?
- Do you think the images you saw in the video affect how men think about women?
- Do music videos have an influence on women and what they should look like and aspire to be as adults? Is this empowering to women or demeaning?
- As a young women if you had a chance to appear in a music video would you take it? Would you have a problem dancing and humping your assets? Do you consider that to be fun or undignified?
- As a guy do you always look forward to seeing the ladies in music videos that are dressed oozing sex appeal? Does it add to the entertainment value of the music video?
- If you had a daughter would you have a problem as a parent if she aspired to be a ‘video girl’ as a short term career?
Write to us on email addres shift@sabc.co.za and visit us on facebook – our Poll Question:
- In your opinion what image about women does the ‘music video girl’ in mainstream music represent? Is it a positive or negative one? Tell us your thoughts?
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