This document analyzes the representation of gender in the music video for "She's So Lovely" by Scouting For Girls. It finds that women are represented as young, attractive, and physically perfect objects for the male gaze. Men are shown as almost hypnotized by the pretty woman, conforming to stereotypes of only being interested in "hot" women. Both representations conform to common media stereotypes but could potentially be seen as offensive by some.
2. Who/ What Is Represented?
• In this music video by Scouting For Girls, the main
representational focus is gender.
• To summarise, the video is set in a bowling alley and follows
an attractive young woman who gains a lot of attention from
the opposite sex.
3. How Are They Represented?
• Women:
-Represented as young, attractive and physically perfect. Their
physical features are focused on very often, with close ups
drawing the audiences attention to certain areas of their body
such as legs, chest and face.
-The main woman in the video is wearing a lot of make-up,
including bright pink lipstick, which may be linked with being “hot
and sexy.” She is also wearing skinny jeans with red high heels
which highlights her figure and shows confidence.
-She is also represented as an object due to the way the males
stare at her, and her boyfriend shows her off to the other males.
4. How Are They Represented?
• Men:
-They are represented as almost being “hypnotised” by the pretty
woman. This could be directly linked to Mulvey’s Male Gaze theory
which states that media texts are created through the eyes of a
heterosexual male, and that women are viewed for the pleasure of
men. This theory is certainly followed in this music video.
-Close ups are also used of the men as well as the woman to get the
message across of how drawn into the woman these men actually are.
Their facial expressions (wide eyes and open mouths) are stereotypical
yet relatable to young men.
-The boyfriend of the woman is represented as very masculine and
pleased with himself. He makes eye contact with the other men when
he hugs her, which gives the impression that he sees her as some sort
of prize to be won rather than a person.
5. Could This Representation Be
Offensive?
• This representation could be taken in an offensive way by
females due to the fact that they are representing all women
as having perfect teeth, hair, and body. They are also implying
that women must look like this in order to please men, which
is a negative message.
• Men could also find this representation offensive as many
men are respectful to women, and may disagree with being
shown as disrespectful.
6. Does The Video Conform To
Stereotypes?
• In the media especially, women are often portrayed as
“perfect” and have no flaws. This music video does therefore
conform to this ideology, as it is conveying women in the same
way that magazines, films and TV adverts do.
• Men are also stereotyped as only being interested in “hot”
women. Their gormless facial expressions as the female walks
by are also very stereotypical, even if they are slightly
exaggerated.
7. Does The Video Challenge
Stereotypes?
• This video seems to conform to all stereotypes of gender,
which suggests that it is trying to appeal to a very wide
audience due to following conventions.
• This view on men and women may be the dominant ideology
within society, and therefore will be taken into account by the
band in order to make their music video appeal to a mass
audience.
