Laura Mulvey’s theory on representation seems to be that there is a sexual imbalance between male and a female which shows just how sexist society is .She believed that men find pleasure in looking at female’s figures fulfilling fantasy’s which often includes women in minimal clothing.
The video’s are directed by a popular American music video direction called hype Williams who’s been directing since 1991 .some of his signature styles appear in the two videos such as placing shots in regular widescreen ratio, while a second shot is split and placed in the upper and lower bars. Which can be seen in the Check up on it . In the Gold differ video hype Williams used his trade mark of having female video models .
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The video seems to have a disjuncture relation to the song. All the women in the video are in minimal clothing and are represented as “pin ups” in provocative poses whilst all the males in the video are dressed in complete contrast .proving Laura mulvey’s theory on about sexual imbalance correct.
These second video is Beyonce – check on it. The video shows women to a similar manner in the one above. The representation of women as an object seems to still be active in this video as the artist herself( Beyonce) is seen in skimpy clothing throughout this could be seen as her empowering herself and encouraging other women or going back to Laura Mulvey’s theory she could be styled accordingly to fulfil a male’s fantasy .
