4th march

 Explore the ways media language combines to create meaning in Streets by Doja Cat 

how ideology is constructed by the producer

she's dancing provocatively 

the use of media language creates a erotic mode of address

the use of colours is synonymous with sexuality 

the video uses a sexualised representation of a hegemonically attractive woman to appeal to a target audience.

store window 

classy 

bag 

808s 

pointy nails

lap dance

window shopping

shot counter shot

red 

new york

close up shots

slow 

seductive

moody lighting 

voyeurism 

sex passion love red

hegemonically attractive man

reaction shots

stuart hall 

black people

gender performativity is the argument that the performance of gender changes the world around us.

introduction 

media language refers to the way the producer encodes meanings and ideologies 

in this essay i will argue that streets by doja cat uses sexualised images of a hegemonically attractive woman and a hegemonically attractive man in order to appeal to a target audience. additionally, i shall also argue that that the sexualisation in highly stereotypical, and reinforces Van Zoonen argument that women are typically used in media for the spectacle.

window shopping 

one way in which media language is used to construct a sexualised representation of women is through the selection of woman in the music video and how she is represented. doja cat is wearing sexually provocative costume which has clear connotations of sex and sexuality. this is further anchored through the mise en scene of the red lighting which constructs a representation based on the symbolic connotations of red, namely sex, passion and love. furthermore, the slow zoom on her body constructs a voyeuristic gaze from the taxi driver. this is a clear example of the male gaze theory and conventions of female sexuality are used to a spectacle for the assumed heterosexual audience. the preferred reading of this music video is one of female empowerment through self sexualisation.

in addition the significant sexualisation, a number of elements combine to create meaning to structure the song itself. the songs heavy bass which overwhelms the vocals, and could symbolise power, aggression and violence.

a range of close up shots are shown in a fast paced montage, which emphasises the sexual and voyeuristic characteristic. 

the combination of the use of redlight and the setting of the shop window combine to create referential code to amsterdam, which encodes and represents doja cat as a sex worker

doja cat moves and dances like a stereotypical male fantasy. she moves her hips in an exaggerated way, moves her hands in a way that frames her hips. her gender performativity has a very real effect on the taxi driver as he opens his mouth- proairetic code suggesting awe and lust. it is important to note that there are real implications for hyper sexualised representation of women. representations recreate reality a fake idea that women must appear attractive all of the time


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