Feminist and Post Feminist reading

* Post-Feminsm - Feminism has now been achieved. Women want to surpass men. Women are adopting "the female gaze" (Women purposely dress themselves erotically for men to stare at them.)

* Feminsm - Equal opportunities for women.

Pussycat Dolls - Buttons

The Pussycat Dolls - Buttons
Uploaded by The-Pussycat-Dolls. - See the latest featured music videos.
The music video of Buttons by Pussycat Dolls offers messages of sexual empowerment alongside assertive provocative and in control of 'the gaze'. The females are shown as confident, sassy, sexy icons challenging traditional assumptions about passive females sexuality "I'm a sexy mama". The group also uses a provacative male address challenging Snoop to "loosen up my buttons babe", however the pussycat dolls prove "too hot to handle" for Snoop Dogg.

Britney Spears - Toxic

Britney Spears - Toxic (Music Video)
Uploaded by EnvBritney. - Music videos, artist interviews, concerts and more.
Post Feminist -
They would say this is a good video. This is because it supports the views of post feminists. In Toxic by Britney Spears, she is in control. She is seen to be aggressive, by pulling the men and dragging them in toliets. This shows she is the dominate one instead of the man. This does not support the steorotypical image of how men are reprensented, usually men are in control and the more superior one. She also conveys female power (sexual empowerment). In the music video, Britney also subverts the subvervient role of an air hostess, i.e. Air hostess are supposed to be polite and do welcoming and appropriate. However, Britney is dressed more provacatively (Mini Skirt, clevage showing, rubbing the man's crotch area). Also the use of fire in the video could be seen as a visual metaphor that conveys her female sexuality/passion. Moreover, cameleon effect is empowering. Dominatrix dress code has been used throughtout the music video which makes it more appealing. She has a sparkling naked costume in one of the scenes, which contrasts with other scenes. She looks more vunerable in this clip, this maybe because she is showing a side of her which is a conventional female image.

Feminist Reading:
- Provacative - inappropriate for young audiences.
- "Chameleon effect": She has to use her image rather than her talent.
- There is strong media demand for Female pop stars to look as sexual as ever.
- This may reveal Britney's low self esteem (Bowing down to peer pressure) which in turn embaresses and demeans herself for money.
- Sex sells. The industry has won, Britney can't convey her own image and be individual.
- The Female Gaze: There are half naked men in the video. The video isn't just for men to stare at Britney.
- Confirms female styles.
- She has to use her image rather than her talent
- Capitalises on her sexuality to "cash in".