Essay

How are Beyonce Knowles and Britney Spears represented within the media?

Up until the 1980’s women were portrayed and seen as the less dominant of the sexes from the society’s perspective, there would be clear binary opposites between women and males, being that women were only seen as a “male gaze” and a mother or wife, never an independent woman who provides for herself and her family – she would always depend on a male. Whereas, the males would be rough and ready, the more dominant and successful. But after this era, the boundaries changed in society and women were able to have the same traits as the men – they could now be seen as successful women and stars as well as the ideal wife, mother and role model material.

Women would always be objectified as “the body” or the “gaze” within the media and this analysis of women was consistent. Laura Mulvey (1975) argues that “the dominant point of view within cinema is masculine, especially where a woman is concerned. The female body is displayed for the male gaze in order to provide erotic pleasure (voyeurism), and ultimately a sense of control over her".

Worldwide phenomenon’s Beyonce Knowles and Britney Spears are prime examples of the “male gaze” in the media today because not only are they highly successful, independent women that have worked hard for what they have achieved, they are beautiful women who are popular with both the male audience and the female audience. Both women have been in the public eye and not far from the tabloids throughout most of their life, from being young teenagers they have been in music videos and films looking elegant and very appealing to their audience.

An example of Beyonce portraying herself as the ‘’male gaze’’, would be in her music video for ‘Dance For You’. From the very beginning of the video, Beyonce is constantly teasing us which instantly entices us and makes us want to keep watching. Throughout the video her clothing is short, revealing and constantly hugging her voluptuous figure whilst she sings lyrics like ‘I wanna show you how much you got your girl feeling good’ and dances seductively for her partner. We then begin to see close up shots of the male and his reaction towards Beyonce, which is always positive and satisfied and he is always paying 100% attention towards her. But then, we then get tracking shots and close up shots of Beyonce looking directly at us and singing to us. This direct mode of address satisfies us as viewers and keeps us engaged to make us continue feeling as if it is us that she is teasing and taunting. The video consists of seductive and sexy dance moves, sexual related lyrics and various different types of camera shots in order to see Beyonce at her best. As well as this, for a vast majority of the video, there is a spotlight on Beyonce which ensures that all eyes are on her and it enhances her beauty for her audience. The male barely moves and his eyes are constantly on her and it is clear that he is satisfied with the performance she did for him which leaves us as viewers satisfied too.

An example of Britney Spears portraying herself as a “male gaze” would be in her music video for “Toxic” where she too seduces and takes charge of her male opponent as well as wearing sexy revealing outfits and singing sexual related lyrics such as “I’m addicted to you, don’t you know that you’re toxic”. As well as this, she sings to her audience which entices and gains attention from the male audience. As well as seducing the males within the music video, she is using the direct mode of address throughout the video which entices her audience and makes them feel as if she seducing them. Whether it is the males within the music video or her audience, Britney Spears has full control and all eyes are on her. As an audience, we feel satisfied after seeing Britney looking sexy and dominant.

Both videos from Beyonce and Britney prove that they are a positive representation of femininity, they both dominate their male opponent and make them feel good, which shows a positive change in representation for females, rather than them being the typical housewife, they can be sexy and the more dominant sex.

Within the media today, we are told and shown of what the “ideal woman” should be; slim, sexy, beautiful and successful. According to Studying the Media; An Introduction, articles, news reports, photographs and other media would be seen as “providing step-by-step instructions into how to achieve womanhood, with two main roles being central to that status: 'wife' and 'mother'’ which would help a woman achieve “perfectness” which would include being a good wife, a good mother, overcoming misfortune such as a personal crisis, and as well as that, being an independent woman.

Beyonce and Britney are both mothers and are or has been a wife, who are both independent and hard working to provide for their families and be seen as the independent woman.

Beyonce Knowles has been married to worldwide superstar, Jay Z for five years and been together for ten years. In 2012 they had their first child Blue Ivy Carter which gained full attention of people all over the world and up until this point, the couple kept their private life as much out of the media as possible, they were very private but still satisfied their fans with collaborations and videos with each other such as “Crazy In Love” and “ Upgrade U” but after a year of their daughter’s birth, Beyonce began to let her fans in on what is her “greatest achievement” – her daughter. She began putting pictures of her family on Instagram and created a documentary called “Life Is But A Dream” in early 2013 which focuses on her life. Before her documentary premiered, Beyonce featured on Oprah’s Next Chapter and we see Beyonce like we never have before. She not only discusses her passion and successful career of performing but she emotionally in-depth discusses her unconditional love for her daughter, husband and family and archi-footage of the family in her documentary. In the interview, Beyonce emotionally states that “I’m a mother and it’s what I am the most proud of and having my daughter just made everything make sense to me. I cannot imagine my life now if I didn’t have my daughter. My story for “Life Is But a Dream was not complete or ready to release until I had my daughter”. She continuously discusses with Oprah her love for her family, her passion for her career and life which portrays Beyonce as both, a great mother who loves her daughter but keeps her safe from the media, a loving wife who respects and admires her man and as well as that, an independent woman. Oprah describes Beyonce as a woman who “balances between being the fierce independent woman as well as being a woman who loves and adores her man and a loving mother”.

Britney Spears however, is not always portrayed as the better mother or lover. In July 2004 she became engaged to a dancer, Kevin Federline who she had known for only 3 months, who was already involved with another woman. In 2005, she gave birth to their first child Sean Preston Federline and her second, Jayden James Federline in 2006 before filing for her divorce two months later. A newspaper article from Daily Mail in October 2007 showed Britney Spears in a very negative way –  the newspaper report discusses, Britney Spears losing full custody to her two children due to drug abuse, poor parental skills and her families fear for her safety and well-being. The article also includes images caught of Britney Spears by the paparazzi hounding her when she is struggling, rather than seeing her defend herself and protecting her children and because we do not see the protecting side of Britney Spears, the paparazzi continue to take advantage and portray her in negative ways. She is described as a “drug abuser”, “terrible mother”, a “train wreck” and “embarrassing”. Britney Spears might be successful in the music industry but articles such as this, show that Britney Spears has not achieved womanhood by being a good mother and wife.