Voyeurism

Voyeurism came from the idea of Freud and has been used a lot in the media. It is mostly used to satisfy gender pleasures of cinema, this is done by objectifying females on display; such as showing different parts of the body close up making it seem like its a male powerful and controlling perspective, men as the dominant group, have been the audience. According to Goodwins theory, he states the the female performer artists are regularly objectify, being made to wear extremely revealing clothes and dance seductively. It is also being shown by the camera angles and the editing such as, extreme close ups of body shots, tilting up and down their bodies emphasising the sexuality of it all.

For example the music video 'Milkshake' by Kelis

The female performer, Kelis is wearing a short tight crop top which is revealing along with her tight jeans that show off her curves. The backup dancers dancer erotically in front of the men in short skirts showing their legs, while the men sit there and enjoy basically backing up Andrew Goodwins theory about what men would want to see, that male viewer gaze, which is geared to notions of voyeurism. Motors and women, are what a stereotypical man would love to dream of, therefore, having motors bikes and revealing women shows again, a mans perspective. The camera pans and tilts along the female performer's body, the extreme close ups and dancing on the counter, keeping the viewers entertained, making it sexual. There are also sexual innuendos and symbols, for instance the cherry's, eggs and the buns in the shape of breasts or formed, referring to the idea of looking in order to gain sexual pleasure, the way her necklace sparkles at her chest, alluring the viewers attention.

The same theory also goes for male performances as well, as they may have background dancers to make them look like the "chick magnet", which is part of the star image and heightens the male star ego. Like in the music video Candy Shop by 50 Cent. The girls are all over him, making him look good dressed to impress creating voyeuristic treatment for the male performer. There are mostly close ups and mid-shots of the girls bodies, showing their assets. Again there is the theme of women and cars again just like in the Kelis music video. The women are basically prostitutes, were there are scenes with them in bed with him also portraying how they objectify women and stereotype them in music videos as being "seductive", as being said in the song as well.

However, there is another theory by Laura Mulvey, where she believes that there is a male gaze but also, there is that question, when the male body goes in display, that gives off a sexual pleasure just as much as if a woman would be on display. For example, Madonna has turned the gaze around making her the one in control even though she may be sexual at the same time, the men look like objects instead of herself. Just like in the music video Material Girl, the men shower her with diamonds, gifts and roses, carrying her, staring at her face, admiring her beauty. Therefore, flattering her ego, making her obvious she is the star.