Theories

De Saussure - 1974

Offered a “dyadic” or two part model of the sign.

He defined a sign as being composed of:

•A signifier – the form which the sign takes

•The signified - the concept it represents

3 types of signs

•Icon/iconic – resembles/signifies

•Index/indexical – not arbitrary but is directly connected in some ways

• symbol/symbolic – signifier does not resemble the signified.

Roland Barthes (1967)

1950s – colour film, TV, record players, radio, magazines

Denotation – what is photographed

Connotation – how its photographed

Sven E Carlsson (1999)

Music artists represent themselves as:

Commercial exhibitionist 

Presenting themselves as a brand. Selling their appearance as well as their musical talent. For example, their face, clothing style and lifestyle.

“Jenny From the Block” Jennifer Lopez – 2002

“Drunk in Love” Beyoncé – 2013

Televised Bard 

Represent themselves as part of a story or a story teller.

“Seven Years” Lucas Graham - 2015

Electric Shaman 

Generally big budget productions where the artist has immortal powers or adapts the alter ego of another iconic character, personality or superhero.

“Scream” Michael Jackson – 1995

“Roar” Katy Perry - 2013

The Male Gaze

Objectification of women's bodies in the media has been a constant theme
Laura Mulvey (1975) argues that the dominant point of view is masculine. The female body is displayed for the male gaze in order to provide erotic pleasure for the male (voyeurism)
Women are objectified by the camera lens and whatever gender the spectator/masculine point of view.
"Wrecking Ball" Miley Cyrus - 2013

"California Gurls" Katy Perry - 2010



"Call Me Maybe" Carly Rae Jepsen 2012



John Berger "Ways Of Seeing" (1972)


"Men act and women appear"
"Men look at women. Women watch themselves being looked at"
"Women are aware of been seen by a male spectator"