THE MALE GAZE

Taylor Swift


The music video is empowering because it is all about women being in control of men and the majority gender in the video is women. Also the women are dressed in bulletproof costumes showing that they are strong and powerful. This shows women are in control.
The video may be aimed at both male and female as it is showing the importance of being in control to women and encouraging them to be more dominant. Although it may also be aimed at the male gender as it may be showing them that women need more control in relationships and that they are not the 'stereotypical women'.

Justin Timberlake 


This video is degrading to the female gender because the women are naked in the entirety of the video which is showing their sexuality, whereas the male in fully clothed. This makes the women look worthless and as though they are just there for the male entertainment/pleasure. Therefore this is showing the 'stereotypical women'. The women are not in control at all and are shown as just a prop to the men.
This video may be aimed at men because its all about how they are viewing women and being entertained by the female body.

Rihanna

This music video is empowering to women as it is empowering the female body as it is a sexual video yet no males are in the video, so its almost as if the females are doing it for themselves not for men, so the opposite to the 'stereotypical women'. Women are in control as similar to the Taylor Swift video there is a majority in the ratio of women to men. Also they are using their sexuality to embrace their women culture.
This video may be aimed at women because it is showing that women can use their body from themselves not just for men.