Experiential Learning #6
Critique on MTV video in conjunction with Dreamworlds II: Desire, Sex, & Power in Music
As put by the makers of Dreamworlds II, “the challenge is to make your ad stand out among the others by using powerful sexual images.” Dreamworlds is a video made to express the effects of the dominant images of desire, sex, and power in music. The purpose of the video is to inform society of influences music videos and advertisements hold. It is a known fact that besides the use of entertainment, music videos are used to help sell the music they represent. It was stated in the video that there is a distinction, however insignificant, between the advertisements that we view on TV and the videos that are associated with music. This is where the video represents its message.
Dreamworlds holds a type of persuasive message. The question of the video reads, “What is the story about sexuality that videos tell as they try and sell us music cds and tapes?” The video also points out the fact that sexual imagery has played an important part of music videos from the start. The author also points out the significance of the imagery of female sexuality as becoming a common sight in society. Another question to ask is, “Who tells the story?” Is it the females who are being exploited through the music or the writers and directors of the music and videos which studies show happen to be male and represent 90% of those in the industry? A second message of the video answers the question; “the story” is a story of female sexuality as told by men. This question and answer are not just limited to videos, they are also asked in commercials, TV programs, big-screen movies, and fashion magazines.
Persuasion is defined as: “Art of gaining fair and favorable consideration for our points of view.” The seven characteristics of persuasion that are evident in the Dreamworlds video include: the act of urging a choice from your audience, working as an advocate and a speaker, transforming supporting material into evidence that justifies advice, asking for a commitment from your audience, showing leadership, appeals to feelings, and identifying the ethical obligation.
The author of the Dreamworlds video starts off by urging support from the audience to be aware of the influential material in music. Next the speaker takes the role of both the speaker and an advocate for the acknowledgement of the effect of music in our lives. Third, the video uses facts, statistics, and plenty of examples that is based on “responsible knowledge” and is in the best interest to the listeners. Fourth, there is always a commitment asked from the audience to even consider the message and if need be help make a change. In this case, it would be quite difficult to make such a significant change in the advertisement of music and products. Next, the author of the video presents himself as a leader to be able to come out and almost protest the sex and power in music by making it a known and studied event. This is important because at this point the “ethos” of the author is in the spotlight. Sixth, the appeals to the feelings and emotions of the audience are important. This way you will have the attention of the audience because they know they are directly being affected. Just think about it, how much different do you think the message affect you if you were male or female? Lastly, is the greatest obligation, to use persuasion ethically. In your opinion, does Dreamworlds ethically confront us to believe and act in responsible ways in result to hearing its message?
My example of what Dreamworlds is representing in its message comes from the music video by Nelly Furtado Feat. Timbaland entitled, “Promiscuous”. This video is set in a club scene with repeated close ups of the girls dancing with the guys. Everybody is in clothes that would be considered “clubbing gear”, which for the girls would be tight fitting revealing clothing. The song is about a promiscuous girl trying to get with a guy she must have met in the club. A line from the song states, “Promiscuous girl you teasing me, you know what I want and I got what you need.” This was the perfect example because it spells out what Dreamworlds represents; the use of the sexuality of women to sell the music. In this case not only the video contained the sexual images, but also the lyrics defined the purpose of “Dreamworlds”.
A major challenge that Dreamworlds would have in putting out their message, which also goes along with persuasive speaking is: “enticing a reluctant audience to listen”. For example, if the majority of those who write and direct these videos and advertisements are men, you may have those who are members of the audience who simply oppose the position that Dreamworlds offers. Honestly speaking, there are steps to take to help combat this reluctance of individuals in the audience, but because music represents such large part of society, I highly doubt that one would be successful.
In my opinion, I understand where the author of Dreamworlds is coming from to expose this problem for what it is. But I also believe that this problem wouldn’t be such a big issue if it weren’t for those who are being exposed. The women; it is the women who allow this type of exposure and sexuality. In their opinion there is no problem and this is just a part of life, and “how things are supposed to be”. I chose the video I did because I like the song; though I had never seen the video before today. And I must say, in seeing this video in conjunction with the Dreamworlds video did make me view it much differently then what I probably would have, had I seen them separately.
In conclusion, we all know that “sex sales”; and as long as this view is accepted in society, everything else will be.
As put by the makers of Dreamworlds II, “the challenge is to make your ad stand out among the others by using powerful sexual images.” Dreamworlds is a video made to express the effects of the dominant images of desire, sex, and power in music. The purpose of the video is to inform society of influences music videos and advertisements hold. It is a known fact that besides the use of entertainment, music videos are used to help sell the music they represent. It was stated in the video that there is a distinction, however insignificant, between the advertisements that we view on TV and the videos that are associated with music. This is where the video represents its message.
Dreamworlds holds a type of persuasive message. The question of the video reads, “What is the story about sexuality that videos tell as they try and sell us music cds and tapes?” The video also points out the fact that sexual imagery has played an important part of music videos from the start. The author also points out the significance of the imagery of female sexuality as becoming a common sight in society. Another question to ask is, “Who tells the story?” Is it the females who are being exploited through the music or the writers and directors of the music and videos which studies show happen to be male and represent 90% of those in the industry? A second message of the video answers the question; “the story” is a story of female sexuality as told by men. This question and answer are not just limited to videos, they are also asked in commercials, TV programs, big-screen movies, and fashion magazines.
Persuasion is defined as: “Art of gaining fair and favorable consideration for our points of view.” The seven characteristics of persuasion that are evident in the Dreamworlds video include: the act of urging a choice from your audience, working as an advocate and a speaker, transforming supporting material into evidence that justifies advice, asking for a commitment from your audience, showing leadership, appeals to feelings, and identifying the ethical obligation.
The author of the Dreamworlds video starts off by urging support from the audience to be aware of the influential material in music. Next the speaker takes the role of both the speaker and an advocate for the acknowledgement of the effect of music in our lives. Third, the video uses facts, statistics, and plenty of examples that is based on “responsible knowledge” and is in the best interest to the listeners. Fourth, there is always a commitment asked from the audience to even consider the message and if need be help make a change. In this case, it would be quite difficult to make such a significant change in the advertisement of music and products. Next, the author of the video presents himself as a leader to be able to come out and almost protest the sex and power in music by making it a known and studied event. This is important because at this point the “ethos” of the author is in the spotlight. Sixth, the appeals to the feelings and emotions of the audience are important. This way you will have the attention of the audience because they know they are directly being affected. Just think about it, how much different do you think the message affect you if you were male or female? Lastly, is the greatest obligation, to use persuasion ethically. In your opinion, does Dreamworlds ethically confront us to believe and act in responsible ways in result to hearing its message?
My example of what Dreamworlds is representing in its message comes from the music video by Nelly Furtado Feat. Timbaland entitled, “Promiscuous”. This video is set in a club scene with repeated close ups of the girls dancing with the guys. Everybody is in clothes that would be considered “clubbing gear”, which for the girls would be tight fitting revealing clothing. The song is about a promiscuous girl trying to get with a guy she must have met in the club. A line from the song states, “Promiscuous girl you teasing me, you know what I want and I got what you need.” This was the perfect example because it spells out what Dreamworlds represents; the use of the sexuality of women to sell the music. In this case not only the video contained the sexual images, but also the lyrics defined the purpose of “Dreamworlds”.
A major challenge that Dreamworlds would have in putting out their message, which also goes along with persuasive speaking is: “enticing a reluctant audience to listen”. For example, if the majority of those who write and direct these videos and advertisements are men, you may have those who are members of the audience who simply oppose the position that Dreamworlds offers. Honestly speaking, there are steps to take to help combat this reluctance of individuals in the audience, but because music represents such large part of society, I highly doubt that one would be successful.
In my opinion, I understand where the author of Dreamworlds is coming from to expose this problem for what it is. But I also believe that this problem wouldn’t be such a big issue if it weren’t for those who are being exposed. The women; it is the women who allow this type of exposure and sexuality. In their opinion there is no problem and this is just a part of life, and “how things are supposed to be”. I chose the video I did because I like the song; though I had never seen the video before today. And I must say, in seeing this video in conjunction with the Dreamworlds video did make me view it much differently then what I probably would have, had I seen them separately.
In conclusion, we all know that “sex sales”; and as long as this view is accepted in society, everything else will be.
posted by jerseygirl @ 10:10 PM
1 Comments:
At 8:23 AM,
s said…
Nice work. You show how the video fulfills most of the attributes of good persuasion and menttion that it did give you a different perspective on the video you chose. I wonder if you thought that the use of the video footage from "the accused" was an ethical tactic. I also wonder if you think the adage that "sex sells" applies in the same way no matter what it is that is being sold--or in what manner. It seems to me that the issue in this case isn't that sex is being used to sell something but that it is selling us an unrealistic understanding of gender roles which viewers then transpose onto their actions and relations with others. Moreover, the idea that sex sells, in this case, seems mostly applied to women: the message seems to be that, if you want to be successful and sexually desirable, it is only accomplished by the erotic, open display of a managed, scuplted, idealized body which you make available to men at their request. I mention this not to refute your argument, but simply to keep the conversation going. Nice work on this post.
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