In the video 'Iggy Azalea - Change your Life' she is practically naked throughout the video which is available to anyone on Youtube. This is inapropriate for a younger audience as they should not be exposed to this open sexuality at such a young age as this may have an influence on them.
Throughout the video, references are made about the artist, for example, the male figure in the video is presented as being Azalea's pimp. This is an issue for two reasons, firstly the video does not seem to challenge this idea in any way and seemingly accepts this, not a very appropriate message for a younger audience that might be watching the video. Secondly, T.I is presented as the pimp and this could be seen as a stereotype as he is black.
We believe that this video conforms to Levy's 'raunch culture' theory, we think this because the video carries negative connotations of solicitation and gender/racial stereotypes, in summary this is not acceptable messaging for a young audience. Similar videos include; Britney Spears-Work, Ellie Goulding - I need your love (this video is interesting because Goulding used to be presented as innocent and this is strangely changed in this video), and Rihanna-Pour it up. The main reason for the theory being applicable is that Azalea is presented in a minimally censored way, going to the limits of classification for the video rating. Throughout the video explicit content is presented of Iggy Azalea which conforms to the raunch culture of Levy's theory.
One can see evidence of raunch culture in the male side of the music industry as well. However, males are more in control of how they dress. Whereas, women are less in control as they can be thrown off their record label if they do not accept the terms of their producer.
For example, Justin Bieber is objectified in his videos and in the press, we can see this in his video 'Beauty and a beat' as he is shown as the centre of female attention:
We believe that this video conforms to Levy's 'raunch culture' theory, we think this because the video carries negative connotations of solicitation and gender/racial stereotypes, in summary this is not acceptable messaging for a young audience. Similar videos include; Britney Spears-Work, Ellie Goulding - I need your love (this video is interesting because Goulding used to be presented as innocent and this is strangely changed in this video), and Rihanna-Pour it up. The main reason for the theory being applicable is that Azalea is presented in a minimally censored way, going to the limits of classification for the video rating. Throughout the video explicit content is presented of Iggy Azalea which conforms to the raunch culture of Levy's theory.
One can see evidence of raunch culture in the male side of the music industry as well. However, males are more in control of how they dress. Whereas, women are less in control as they can be thrown off their record label if they do not accept the terms of their producer.
For example, Justin Bieber is objectified in his videos and in the press, we can see this in his video 'Beauty and a beat' as he is shown as the centre of female attention:
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