• Representation = different groups re-presented (room for interpretation)

• Focus on: gender, age, ethnicity, class etc.

• Music video carefully plan image of celeb
• Audience deconstruct + relate to own cultural references

Laura Mulvey, The Male Gaze + Music Video

In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze project it’s fantasy onto the female figure which is styled accordingly (Laura Mulvey 1992)

• Women ‘dismembered’ in media – focus on body part
• Men shown as whole