Scrapbook By Neelima Basra

SEXIST MUSIC VIDEOS

WORK FROM HOME BY FIFTH HARMONY

This music video demonstrates the sexy portrayal of young adult females with revealing clothing and submissive dancing. Each one of the artists have some sort of solo spotlight throughout the music video to enhance their body and personal submissive dance moves. I, personally, find this irrational because this young group of female artists have changed their entire reputation around within a year from song lyrics about teenage love and heartbreaks to submissive song lyrics; and not just one song, but almost an entire album. I believe that this music video is not only sexist to females with the submissive dancing and revealing clothing but also with the meaning behind the song's lyrics. "Work from Home" has lyrics which summarize that the male should "work from home", that way the two are together. With that, the female can still take on the submissive role at home.

SIDE TO SIDE BY ARIANA GRANDE FT. NICKI MINAJ

Ariana Grande has recently released an album called "Dangerous Woman", and with the name itself signifies "someone who's not afraid to take a stand, be herself and be honest" (Ariana Grande). Although Grande's song lyrics and the album itself may or may not follow that statement, however, in my opinion, I believe that her music videos definitely do not. In her music video, "Side to Side", Ariana starts off her video on a exercise bicycle, with revealing clothing, along with her backup dancers, with submissive dancing (as mentioned before with Fifth Harmony). I don't believe females are supposed to show that they aren't afraid to take a stand through that kind of message as well as the meaning behind the song. "Side to Side" is originated from Ariana Grande's sex life, where the meaning of side to side is practically incapable of walking straight due to sexual intercourse. Therefore, this is an example of a sexist music video because the producers are aware of the meaning and yet still pursue in the image of a female in a seductive and submissive view.

SEXIST COMMERCIALS

"OFFICE LOVE" — AXE

In 2014, Axe released a very sexist commercial called "Office Love", eventually portraying the message "Hair. It's what girls see first". The commercial demonstrates sexism because of the representation of how a head of hair and a pair of breasts fall in love; making it very obvious that the hair represents a male, and the breasts represent a female. In the commercial, it shows a variety of scenes where the two try to get close but eventually don't meet until the end where the faces are revealed and the slogan comes up. The idea of a sexist commercial is clear because Axe was trying to convey that if a man wants to be desired by a woman, than it would be through his hair (as it's the most important feature for desirability). On the other hand, while the female desires over the male's hair, the male desires over her breasts. In other words, by not showing the character's faces, the emphasis of sexism is showed on physical characteristics.

Opinionated Commercial

"DEFY LABELS" — MINI COOPER SUPER BOWL 2016

In 2016, Mini Cooper released a commercial for the Super Bowl to display their new advertisement "Defying Labels". In this commercial, Serena Williams was portrayed as the spotlight of the commercial, for her to express herself, through motivation, by overcoming her stereotyped labels. In the ad, Serena has been labeled "too strong, too sexy, too focused on tennis, and mean". For her to get pass those labels, she had to defy herself through motivation; this of course led to a backstory. She then connected herself with the labels to the advertising product, the Mini Cooper, of how it doesn't necessarily compete with others, but instead tries to be original. This commercial, doesn't actually fit under the category as sexist, however I did feel the need to share this commercial because it endures sexism to the point where you need to define yourself aside from the stereotypes and labels from the world. I believe Mini Cooper did a splendid job with this commercial portraying this statement of defying labels.

HETEROSEXIST COMMERCIAL

"#LASHEQUALITY" — COVERGIRL

This past November, Cover Girl released a new advertisement of "#LashEquality", which also leads to Cover Girl's first Cover Boy! He is James Charles from New York, and believes that the "industry is actually becoming genderless, and [they're] really making the push toward equal opportunities for everybody, regardless of race, sexuality, gender...[He] thinks it's a huge steppingstone for such a big and iconic company" (James Charles). I believe that this commercial fits under the category of being a homophobic/heterosexist commercial because Cover Girl has made such a big step in reaching out and being gender equal by having their first Cover Boy. James even said so himself in an interview, "We've made so many amazing progressions with gay rights, gender inclusivity and self-expression...[but] a lot of people still don't support or understand it". On top of the whole Cover Boy release, the commercial which involved James Charles and other female stars (such as Katy Perry), advertised a new mascara for "#LashEquality"; again portraying the fact that each and every one is different, and thus deserving the equality for everyone's needs.

What is Sexism?

Sexism, overtime, has improved immensely within our society, but there are still changes that need to be made. Today, women are equal compared to men with the opportunity of having a position in the workplace to earn money to provide for their family. Without being justified by individuals, women can take care of their children/family and work at the same time instead of staying home and taking on the role of a housewife. Women have beneficial rights such as maternity leave, which allows the female to leave work and still carry a child in her family without being penalized. Furthermore, females in the educational system have now been given the opportunity to freely get an education that they deserve; even though sexism still plays a role along the education issue. Research shows that females are overlooked in a classroom as males tend to get the attention. This issue can be resolved by changing a teacher's curriculum being in favour to all students of gender without any favouritism in the classroom. On the other hand, many women have been seen in the workplace, but rarely get the chance to reach a high-level paid position with their job. Statistics show that the average yearly income for a female is $39 600, whereas for a male it's $50 400 (Pay Equity & Discrimination). The wage gap signifies women still being looked upon of a male colleague. A perfect example of this would be the stereotypical role in a television show or movie; a male would take on the role of being the head CEO of a big company and would have a female as his assistant. This shows the female being overlooked with the visual representation of a wage gap—with the male covering a higher paid position than the female. In the end, sexism can lead to either positive or negative changes in the society, however it should not be overlooked or avoided as it still has a long way to go to be completely resolved.

Works Cited

“Pay equity & discrimination — IWPR.” 2010. Web. 9 Jan. 2017.

Safronova, Valeriya. “Meet CoverGirl’s New Cover Boy.” Fashion & Style. The New York Times, 15 Oct. 2016. Web. 9 Jan. 2017.

Iulu. “Axe: A Sexist Brand.” News Activist. 01 Apr. 2015. Web. 9 Jan. 2017.

Brucculieri, Julia. “Ariana Grande’s ’sIde to Side’ Is Way More Sexual Than We Thought.” Huffington Post. The Huffington Post, 31 Aug. 2016. Web. 9 Jan. 2017.

Greenwald, Morgan. Why Ariana Grande changed her album name to “dangerous woman.” Billboard, 3 Feb. 2016. Web. 9 Jan. 2017.

Credits:

Created with images by Sienna62 - "Vintage" • ctrouper - "Fight for a world without sexism" • shaire productions - "Purple Gradients"

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