Although sexual objectification is common in the media culture, music videos provides the most potent examples of it. Compared to male artists, female artists were more sexually objectified, held to stricter appearance standards, and more likely to demonstrate sexually alluring behaviour. In addition, sexual objectification was more prominent in R&B/hip hop and pop genres than in country videos.
There are a lot of music videos featuring male artists that is a good example on objectification of women. For example, 'Whistle' by Flo Rida have a lot of sexy scenes in it. This video is all about the body of a women and how having a sexy girl around and being rich is all guys would ever want.
At the beginning, there are lots of inter-cuts with mid shots of Flo Rida raising his arms and establish shots of the place he is in to connotes that he owns the place and he is rich. The choice of location also gives audiences a glimpse of something amazing(sexually) is going to be shown like a party with a bunch of girls in sexy bikinis.
Since there are lots of sexual shots of women therefore the target audience will be men who are around the age of 16-35. The first thing we see with women is a extreme close up of a girl 'whistling'. This links to the song lyrics and 'whistling' could signify an sexual action which is considered as a sexual pleasure to men. Women are represented in a wet look to make them look sexier and attract more male audiences.
The 'happy' nooding reaction from guys suggests that they are what males likes to see - women in bikinis on the floor with wet hair at a beach. This almost shows exactly what male audiences will look like when they view the video. Videos with these images create the sense of sexual pleasure just from watching (same principle as watching porn).
There is a stereotypical way to show off a women's body and it has shown that in the music video by using all sorts of sexy pose to lure male audiences. For example, a shot of a model half naked staring at the audience giving the sexy eye contract or laying on the sand bed to show off her 's line'.
Actions like crawling towards the camera can give audiences the sexual intention that the
women wants to go on top of him and have fun.
Extreme close up/close up shots of women's lips, buttocks and boobs are very common to create an eye candy for men and make them want to continue to stare at the screen and possibly repeat the video over and over again.
Here, Flo Rida is making an action that looks like he is calling for something connotes that he is the leader and no only has he got the power towards guys but he also can 'boss' around good-looking girls. By wearing gold chains/watches and having big houses suggest he is rich and is popular.
Directors love to use water and beach to associate with sexiness in music videos. This is all because we think that flicking hair around is sexy and water on women's body creates the ideal sexual pleasure. Therefore this suggests that objectification of women is heavily used in most music videos by male artists to achieve the male target audience.
This is a good example of how guys find women's body a sexual pleasure. It is also a good advertising technique to get sponsors from companies by featuring their product in their video.
According to the theory, male artists always have some sort of female dancers dressed quite minimal dancing around them when they sing. Here are some examples from Flo Rida's videos. This again show the class difference and it also points out who is the main lead of everything.
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