10 KEY WORDS

Feminism: political movement to advance the status of women by challenging values, social constructiosn and socioeconomic practices which disadvantage women and favor men.

A feminist point of view is one which supports my hypothesis.

Male gaze: term used by Laura Mulvey in her essay "Visual Pleasures and Narrative Cinema" to describe what she saw as the male point of view adopted by the camera for the benefit of an assumed male audience.

A theory which ties in with my study as rap videos portray a male point of view adopted by the camera for the benefit of an assumed male audience.

New ladism: term applied to the male backlash against feminism and girl power, as exemplified by the values represented in magazines such as Loaded, FHM and Maxim.

This attitutde towards women is also shown in rap videos through exploitation of women.

Uses and gratifications theory: an active audience theory, developed by Jay Blumer and Elihu Katz that focuses on 'what people do with the media' rather than what the media does to people, arguing that audiences are free to pick and choose from a range of media products to satisfy their own needs.

Audiences of young male teenagers have been known to copy and become attracted to the fantasy lifestyle that is represented through rap videos.

Gender: Male/Female

Although my study is based on the exploitation of women, i have to remember to also focus on the male representations and aspects of hip hop.

Hero: The principle male or female protagonist in any narrative, with whom the audience identifies with; there's always a hero in every rap video.

Censorship: The practice, exercised by elite groups in society of monitoring and controlling media content by removing elements deemed offensive.

Censorship is something which people argue there is a lack of in rap. Important to find out why such explicit content is not censored more.

Institution: The organisation responsible for the production,marketing,distribution or regulation of media texts.

Important part of my study to research why, what, where, who and how they go about marketing and promoting their artists as they are so often accused of being morally irresponsible for exploiting women simply to generate more sales.