Predstavljanje žene u muzičkim spotovima
Woman presentation in music videos

Summary/Abstract: In this article we analyze the way of presenting a woman in music videos. There are at least four reasons for that. One is the popularity of short form video in general, the second is hyper production of spots and screening of new song, the third is broadcasting video spots in television programs and Internet sites and their growing audience, and the fourth one is that the way of woman presentation in the current society is clearly and simply noticed in the example of music videos. Taking into consideration that besides traditional media, newspapers, radio and television, new media and new forms of expressing, such as Internet sites, are increasingly represented today, we can conclude that the ground for the woman presenting in media is unforeseeable and there are many possibilities for their usages as well as misusages. Through analysis of overseas and domestic music video we come to the conclusion that women, whether performers or participants, are mainly presented as objects through overproduction in which the standardization and stenciling are apparent. They are used for implementing the cultural manipulation through imposing stereotypes.

• Details
• Contents