This video indicates both the male gaze and the female gaze theories because of the way that both the males and the females are portrayed. In regards to this music video it is clear the the female gaze is going to be a lot stronger than the male gaze. I think that this video in particular is designed to appeal to the females because of the half naked males and the body that girls can look up to in Alexandra Burke. The female gaze theory is expressed in music videos in order to appeal to a certain gender. Some videos are designed to appeal to one particular gender, supposedly alienating the other, however, this video has many things that would appeal to males just as much as females. For example, the females would be most drawn to the male side of the video because of the bodies that they are looking at and the obvious way in which they are flexing their muscles. However, the males may also be interested in this video because of the desirable figure of Alexandra Burke. Men may watch this video and enjoy watching her dance which would be an indication of the male gaze theory. I think that this video is definitely a good example of how you can find both male and female gazes in music videos, in order to appeal to a much wider audience.
I used another Alexandra Burke video to show how an artist can change between two different ideas. This video focuses mainly on the male gaze theory without much attention to the female gaze. As the majority of this video is women dancing around half naked, it is clear that the video is intended to draw in the males attention. There is a lot of emphasis on the legs and bum in this video which are probably the areas that are seen as most desirable by men which is why they have included it. However, the main person in the video being Alexandra Burke, they have decided to make her wear a different outfit to the rest of the girls as to show that she is dominant and wouldn't be overcome by the idea of the male gaze theory. I think it is important that the female is a dominant character when it comes to the male gaze theory so that they male doesn't think little of the female or females that they are watching. Despite all of this, I still think that this video shows exactly the type of male gaze that you would expect to see from a music video featuring a lot of women.
This video is also a very good example of the male gaze theory as it features a lot of half naked women dancing around on a beach. The main subject in this video being Flo Rida, would also appeal to the males watching this because it would make them feel like they want to be him. This is another way of looking at music videos in regards to the male and female gaze theories. When males watch music videos they would probably most like to watching something where they can immerse themselves fully so that they can imagine themselves as the main person in the video with all of the women surrounding them. This is probably a good method of pulling in the males attention so that they will watch the video and get more out of it. I also think that the females dancing around in this video would greatly appeal to the males watching the video because of the provocative clothing. Despite this video appealing directly to the males, I think that it could cause some kind of dispute amongst women, regarding the very aspects that pull in the males attention. This video may make women feel degraded and worthless because of the way that they are portrayed however, to the males this is just a fun way to view women and most likely what most males dream about.
I think that both the male and the female gaze theories have a vast amount of aspects to it, however I think that the male gaze theory is a lot more prominent in the music industry that the female gaze, simply because women are seen as the less powerful gender and are easier to view in a desirable way. The female gaze theory is becoming more and more apparent in music videos so as to equal out the male gaze theory however I think that it will take time to get the female gaze up to the same standard and popularity as the male gaze.
