In 1999, Aguilera's popularity rose following her debut
album 'Genie in a bottle', 'What a girl wants' and 'Come on over baby (all I
want is you)', which were all on the 'Billboard Hot 100'. Later on during her
height she also had three hit albums that were a commercial success, including
the song 'Beautiful', 'Ain't no other man' and 'Candy Man'. She was an
international star in the lime light along with Britney Spears who influenced teenage
girls around the world. However, Christina Aguilera's
fame started to plummet down after a disappointing sixth album
"Bionic" (2010), which had mixed reviews and poor sales. People
started thinking that she was trying to copy the famous Lady Gaga's image and
as of that time, Lady gaga had just stepped into the lime light in late 2009
and had been increasingly popular with her look and how she dressed, therefore
fans accusing her of trying to be something she wasn't.
In most Christina Aguilera’s music videos, she has played
different types of characters to keep her audience interested, for example
Marilyn Monroe, a sailor, or a character in "Moulin Rouge" in Lady
Marmalade. Dancing is what she regularly does in her music videos like “Candy
Man” where she is dressed up as a sailor and “Ain’t No Other Man” where she is dressed up
as Marilyn, being a different character each time makes this her visual
motif. Her motif was her amazing multi-octave voice, which she is famous
for and not just her looks. In each music video she changes her character,
there are mostly close ups of her face and long shots of her body, showing off
her figure which creates that star image. The record company focuses on her
voice more than her image.
For camera work and editing, in her old music
videos like "Genie in a bottle" and "Come on over" in 1999,
the camera focuses on close ups of her face, less make up and her innocent
dance moves, portraying her innocence and youth making her a young role model
for her fans. However, during her rising fame the more she got famous, her
music videos started to give out a sexual essence showing mid - shots of her
revealing body, close ups of her assets and lips for example the music video
"dirty" in 2002. This also goes to show that Goodwin's theory of ‘Voyeurism’
comes into context with the subject of women being objectified as a sexual
pleasure and Mulvey's theory of the "Male Gaze", which is shown
through the low angle shots and panning of her body, making the music video
appeal to a male audience. She is no longer the innocent young teenager anymore
but rather more rebellious and mature artist.
Christina Aguilera has changed her persona
throughout her many years of being a pop sensation. In 1999, she was an
innocent teenager, talked about crushes and love, basically what a typical
teenager would be having problems about, so this appealed to young teenage fans
as her genre of music was "Teen Pop". In 2002 with the release of
"Dirty" she became more rebellious and seductive showing a totally
different and shocking side, which predominately made her audience men, as they
enjoyed watching her music videos and provocative dance moves. In 2003, she
shown a more powerful, strong and independent woman and is becoming
more intimidating to watch, which made her a role model for her fans. She also
had a different look; pale skin and black hair, following the fashion at the
period of time. This genre of music was "Rock Pop".
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