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Nostalgia is a seductive liar': A discourse analysis on the female role and sexuality within music videos

Columbine, Emma (2011) Nostalgia is a seductive liar': A discourse analysis on the female role and sexuality within music videos. Manchester Metropolitan University. (Unpublished)

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Abstract

Recent research by Gill (2008) claims that women within the media are being presented as powerful, sexually active and independent women. Gill uncovered three common figures women used to express these characteristics; the hot lesbian, the midriff and the vengeful women. The current research claims these figures could be seen to have a double meaning, and are being used to exploit female sexuality, and are the result of heteronormative boundaries. A discourse analysis of numerous female music videos was undertaken in order to investigate these assertions. The findings showed that Gill’s research failed to notice the importance of binaries and that many other characters are used by women in order to sell. It also showed that heteronormativity appears to be the barrier, preventing women from being seen as empowering, and the images of irony and nostalgia may reveal the females desire to revert back to a traditional role. It was suggested that future research should consider a way to surpass the heteronormative desire, and one way to do this maybe through using a masculinised woman. Future work should also explore the prevailing feelings of nostalgia, with consideration of the role heteronormativity will play, in determining how women will present themselves in society.

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