Independant Study Proposal

Hypothesis:
Has the exploitation of women and materialistic values in music videos become a requirement for black hip hop artists in order to gain a sense of identity, image and power?

Below is an example of a migraine analysis of just one of the many music videos I will be studying:




Media Language
Many close up shots of cash and jewellery emphasising their wealth. Slow panning shots of women with little clothing who are often holding rappers money in a lustful way which has connotations of sex and wealth. A few low angle shots of the rappers which represents them as powerful. Money seen to be flying around the mise-en-scene and also a shot of the rapper standing on a carpet of money as if it is nothing, this glorifies having huge ammounts of cash.

Institution
Universal/Motown

Genre
Rap/Hip Hop Music Video

Representation
The lyrics 'I make it rain on them hoes' repeated throughout the chorus has negative and degrading connotations for women. They are being referred to as 'hoes'which suggests that they are promiscuous sex objects. Women are exposing their bodies and dancing in a sexual way while they hold the rappers money which almost portrays them as the rappers property as they are satisfying the male protagonist in exchange for his money. This portrayal of an unequal relationship between men and women is being forced upon teenagers who are easily influenced by what they see on TV and in music videos.

Audience
This genre of hip hop music videos have rapidly become mainstream and are aimed to heavily target a teenage, male audience who are drawn to materialistic objects and female exploitation (male gaze, Laura Mulvey). This audience of adolescent boys are typically easily influenced and are therefore targeted by the hip hop genre.


Ideology
Women are seen to be holding rappers money and shaking their bodies in a seductive way which encourages young people who watch these music videos to believe that they must exploit women, money and themselves in order to gain an identity. Materialistic values are very strong in this particular video with the amount of emphasis placed on cash, jewellery and flash cars in most shots.

Theories/theorists:
I will be making reference to some theorists that I am already familiar with such as Laura Mulvey’s ‘Male Gaze’. Also I will be looking for new theories that relate to my topic.

Where and what to research
Books about the representation of women, internet websites about exploitation of women in hip hop and music videos, materialism in music videos, and masculinity in hip hop videos. I will also carry on watching and analysing many hip hop music videos so I familiarise myself with the characteristics and conventions as this will help me to build my argument up. I will also research necessary theories.