Laura Mulvey's Theory
In 1975, theorist Laura Mulvey created the theory of the 'Male Gaze' which suggests that females are continuously sexualised within the media and are used as a tool of performance or an object to look at. This theory can be referred to in many music videos of today, including Rihanna's 'S and M' video; within the video Rihanna wears scarcely any clothing, provocative make up and dancing, whilst also using printed 'censored' vests and PVA shoes to represent sexual habits. The video was also not allowed to be played on television during the day as its contents included many scenes that were too sexually explicit for younger audiences - therefore reaffirming the fact that the contents of her music videos are directly targetting a certain type of audience of whom focus with the suggested 'Male Gaze'. Artists with videos such as Rihanna's conform to this type of media representation in every way as the majority of their attraction from audiences are through the promiscuity promoted within their videos.
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