In this investigation I shall be researching how the R&B genre constructs certain gender ideologies and why might this be a concern in a post feminist society. the artist I'll be primarily focusing on is Rihanna due to changes in her appearance, songs,and lifestages and compare it with Beyonce who represents women from the feminist perspective as her songs and videos reinforce the dependent weak women wheras Rihanna is more independant and free with songs such as 'hard' and 'te amo' where she challenges stereotypes.
1-talk about the typical representation in the olden days of artists such as Mariah Carey
(songs such as crybaby and always be my baby..to her recent songs like touch my body) where we see the more confident and direct attitude of women coild be argues to be sexually promiscuous like how men were.
2-Brief history of feminist period then post feminist
feminism in old days used to protest against the exploitation of women and conformed to stereotypes raised in society e.g the maternal housewife figure..evolved into women becoming the more dominant figure and them men becoming de-masculinised and becoming the meat (change in stereotypical gender expectations.)
3-effects (on audience and artist/s) these representation have had on women in the R&B genre
uses and gratifications- personal identity/escapism/entertainment/surveillance
effects theory- sees audience as passive
two step flow- The two-step flow of communication model hypothesizes that ideas flow from mass media to opinion leaders, and from them to a wider population.
Cultivation theory- watching tv affects peoples perception of the real world. 'cultivates' viewers perception of reality.
desensitization
male gaze
4-how they have become such a strong figure in the R&B industry through this new representation. the journey of artists such as Rihanna who has benefited from Mariah Carey and Beyonce.
Rihanna-positive messages to people a new confident typa of woman who doesnt need a man although her 'te amo' video sparked some conflict as they were presented as lesbians.
5-conclusion -the future of women in r&b? give examples
In the future women will become more stereotypically challenging, controversial and create new norms. Men tend to use women in their videos a lot more to sexually obejctify them and the number will become almost equal but women will not be at the forefront although they'll be close behind...hegemony..
proposal for linked production
