The idea objectification of men/women comes from Freud, and it has been used especially in Media Studies to explain the gendered pleasures of cinema. For example, women are always represented in a sexy way by wearing the least amount of fabric possible and men are represented as 'fit' and handsome with suits or abs. This allows audiences to gain sexual pleasure by just watching a video or film. Objectification is mainly used on women such as music promos where the female acts an display staple element for the male artist.
Jennifer Lopez
Jennifer Lopez
It is very common for women to be the objectification in the industry simply because they are women and the body. For a change, Jennifer Lopez has came up with making a music video for her song 'I Luh Ya Papi' based on the objectification of men to show the contrast with the gender reversed. Although it is another way of marketing the video because it is different and people like changes.
In the video, the first shot of her was a mid shot with half naked guys behind her on the bed and that shows the power she holds towards the men - almost like she is the queen. All the men who appeared in the video are naked which provide pleasures for the target audience who is females around the age of 17-30. This links to the song because the lyrics is about how women has the power and men are just 'puppies' that women can play around with.
The use of close up and water on the guy generate the 'ideal' type to show off the artist.
This shot of her looking at one of the shirtless guy washing the car shows exactly what is meant by voyeurism and how watching can brings the sense of pleasure. It also contrast with the 'normal' music videos full of half-naked girls by showing a guy 'undressed' instead of a women while washing the car which is considered as a attractive action.
Another example using men's body to provide sexual pleasure which is a total contrast to how a usual music videos would be with the male artist having lots of sexy girls around them.
The use of slow motion and low angle shots with pool boys wearing speedo allow audiences to get a clearer view of the body and enjoy the sexual pleasure. It also creates a dream-like feeling to connote that this is the ideal fantasy that all the female audience would dream of being in. The low shot angle once again suggests that he has very little power and is just an 'item' to style the main character like a piece of jewellery.
The number of guys around her serving her signifies that women is the 'boss' and the guys are just there to make her stand out. Those muscular guys are also holding the trays and feeding her which creates a sense of jealousy and all the women wishing that this was their life.
The use of close up and water on the guy generate the 'ideal' type to show off the artist.
This shot of her looking at one of the shirtless guy washing the car shows exactly what is meant by voyeurism and how watching can brings the sense of pleasure. It also contrast with the 'normal' music videos full of half-naked girls by showing a guy 'undressed' instead of a women while washing the car which is considered as a attractive action.
Another example using men's body to provide sexual pleasure which is a total contrast to how a usual music videos would be with the male artist having lots of sexy girls around them.
An example of how male artist always have girls dancing around them as decorative objects and how Jennifer Lopez swapped the role around. The male artist is not dressed in a way the other guys has been represented in the entire video shows that he is not on the same level as them and he has some sort of fame. However, this totally oppose the whole point of the video as the theme is meant to be objectification of men.
The use of posh cars and blings is a signifier for money which often appears a lot in music videos for male artist as that's what it is considered the most important thing to have in life for men- things that make others jealous. They also use girls to show that they are popular/show off and Jennifer Lopez has used boys to show that in this video.
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