With over 82 million views just from YouTube, the music video “Buttons” has definitely influenced the viewers unknowingly. It was unsurprisingly easy to find a video to discuss about gender and even throughout the video none of the actions or contents surprised me. Why?
The Pussycat Dolls are being portrayed as sex objects. (I am straightforward, I know) This was distinctively shown through their actions and costumes throughout the video. The movements in the music video are extremely provocative to the man and perhaps quite daring as well. (See source 1 and 2) The costumes expose the majority of the body parts creating the sense of seductiveness, but whatsoever could still find a way to strip more off, which I found was quite impressive. (Clearly, that was sarcasm) (See source 3). Not only were they presented physically as sex objects but it can be proved via the lyrics of the video (see source 7). This suggests that the audience should look at the video from another light. “This could be yours” suggests that they are doing this on their own decision and is as if willing to advertise their body is an object to give out.
There is a clear division of sexism throughout the music video. The fact that there is only a man throughout the video suggests that he is the centre of attention and has women surrounding which is typically what all men wish for. Women are being presented as if they thirst for sex simply through the choice of lexis chosen. (See source 5).
Due to this representation of the way women are presented in the media, it has a negative influence on young female viewers. Young women may grow up in a society where this type of behaviour is seen as acceptable, logical and becomes normality. (See source 6) This music video also delivers the wrong message to those of the male gender. It may alter their philosophy that all girls should behave in such a way and therefore they will simply associate all women as possessions.
However, there could be some positive elements in the music video. Perhaps, The Pussycat Dolls are not seen as promiscuous but simply expressing themselves. Showing skin does not necessarily mean that it is related to sexual needs but simply to fulfil self-satisfaction of feeling beautiful or merely just experiencing different identities. The lyrics also show that the girls are standing up to the male gender, through the words “But you keep fronting’” and “But I ain’t seen nothing” suggesting that they view men as all talk and no action which was, in my opinion, quite assertive. This video may also be proposing that the girls are in control of the situation and dominant over the man as they only tease him and do not actually give into his needs. This may even conclude sending a positive message amongst female viewers showing independence, confidence, and empowerment, but that’s up to you.
