The representation of women in the media can be diverse, but the thesis focuses on two kinds of media representation of what women’s role in society is like. The first representation is that of a woman in traditional patriarchal society, making the women more objectified. The second follows a path of women in modern society, where the empowerment takes centre of attention. Objectification is based on separation of a woman’s character from her sexual parts, emphasizing her physical image as that of an object in light of male gaze. The so-called male gaze is common in the media, as a consequence of portrayal of women as the object of desire for male characters and viewers. The implication of said view is to showcase the submissivness and passivity of women in patriarchal society. On some occasions, women also engage in self-objectification, using their sexuality to create more commerically successful content. Contrary to that, empowerment of women creates a depiction of socially autonomous, equal members of society. Woman’s role is active and not submissive to a man and traditional patriarchal order or to man gaze. The thesis discovers the terms mentioned before, which are crucial for the exploration of qualitative and interperative standing of women performers in music videos by Jennifer Lopez, Ain’t Your Mama and Ariana Grande, Side to Side.
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