Applying Goodwin's theory of voyeurism to music videos

To what extent can you apply Goodwin’s theory of voyeurism to a music video? Use 3 music videos to illustrate your case.

Goodwin’s theory of voyeurism is about emphasising a sexual side of the star. Goodwin argues that a female artist will be objectified in this manner often, by focusing on body parts and wearing revealing costumes. Where as, for male performers, the idea of voyeurism is mainly on the female body or dancers. It is fairly evident in music videos through a system of screens within screens, such as: CCTV footage, characters shown watching performers on TV, characters shown watching performers live, via webcams etc. Examples of music videos that illustrate Goodwin’s theory of voyeurism are: Beyonce - 1+1, Rihanna - Rude boy, and 50 cent - Candy shop.

 Goodwin’s theory of voyeurism applies to Beyonces’ music video 1+1, this is shown by the numerous shots of her coated in oil and in revealing outfits. The music video starts with a close up shot of her staring seductively at the camera revealing her bare shoulders. Then there’s a tracking shot going down her body which emphasises the sexualised treatment of the star. Throughout the rest of the video there are more ways in which the star is portrayed sexually, for instance they have a close up of water pouring on her, a close up of her lips, shots of her rubbing an ice cube on herself, shots of her in slow motion dancing and she then takes off her top later in the music video. Her lyrics also connect with the visuals when she sings make love to me.  

Rihanna’s music video for rude boy uses similar camera work and methods as Beyonces video. It opens with a shot of her legs walking then to many shots of her dancing seductively. She also has a close up of her lips but instead of sticking to the cliché her shots are mainly of her dancing on different objects such as a motorbike and a lion. Her lyrics are about sex as well which is blatantly shown in the music video. She also winks at the camera which gets the audience involved.   

The last one is 50 cents video for his song candy shop. His music video is fairly diverse from the previous two videos, especially since he is a male performer. However the is still a lot of jump shots used, and editing with fragmented body parts. The opening shot is of him going into a mansion full of pretty girls wearing next to nothing. The idea of voyeuristic treatment of the female body is shown a lot in this video, especially with the use of dancers dressed up as nurses, cheerleaders, statues, and with whips. In addition there’s a shot of a girl in a bath of chocolate which links with the lyrics.