Representation theory.

Representation theory.

Reception theory- There are 3 major reception readings. I chose Body Party song by Ciara as in this music video for the dominant reading Ciara will always have a dance routine with some grinding and some other sexual movements, Some audiences find the singer very attractive. For the negotiated reading audiences could find this video fine for viewers, they would find Ciara very hot as stated earlier. For the oppositional reading viewers could be against the music video as it would have bad influence on younger children. Some parents would not allow their younger female children/child to view such explicit music video. Also, some people may find that all females should be hot, sexual and sex object to men which some females could find embarrassing and uncomfortable when in a certain environment.

The Male Gaze Theory-  Females characters are sexualised, camera work will show body parts that are considered sexual. This theory is used to describe when the audience is put into the perspective of a (heterosexual) man. At (2:17mins) of the video there is an example of The Male Gaze theory. Throughout the music video there are so many females wearing tight clothing, platform heels, hair extension, coloured makeups, jewelry. These females are shaking their bums in front of males and among themselves which can also symbolic lesbianism because the girls touch eachother. 



Voyeurism Theory- is present in many music videos, the pleasure of looking at females that will frequently objectifed using camera work. In male performance video, females are often adornants. Ideas become more complex when we see the male body on displays and we might raise questions on how females viewer is invited. In Rihanna- Pour it up music video there are strippers swinging and dancing on poles, there is a lot of booty shaking. 





Ways of seeing theory. For example- Many African individuals can relate to these types of music videos as they understand the culture and dance. It is targeted to young people who like this type of dancing and who understands it. Also, its for everyone to listen, some can relate to it and some can't but would still find it great and would want to learn the dance moves.