Program Length: 1/2 hour
Produced: 2004

This study guide has been designed to apply effective reading strategies to the viewing experience.  You will see before, during and after reading strategies described and applied to each section.  Just as effective reading strategies include an examination of the conventions of a printed text (e.g., narrative, descriptive, persuasive, non-narrative), the guide will refer to video conventions that viewers must consider when making meaning from the viewing experience.

Before Viewing

1. This program explores issues focusing on the sexualization of female artists in music videos, and the influence their images might have on themselves and on the young teen women and men who watch them.

a) Which artists, and which of their videos, do you predict The NewMusic producers will choose to include in the program?  Which CANADIAN artists do you expect to see?

b) The term hypersexuality is used to describe the movement and clothing of some current female artists.
 
 - What does hypersexuality mean to you? 
 - Do you think that some current artists are hypersexual?  Why? 
 - What examples can you provide to support your opinion?
 - Which female artists are NOT hypersexual?

c) Do you think female artists suffer in any way from being hypersexualized?  Explain.

 - Do you think their music suffers from hypersexualized images in music videos? Explain.
 - Do you think female fans suffer from the hypersexualized images in music videos? Explain.
 - Do you think MALE fans suffer from the hypersexualized images in music videos? Explain.
 - Does the influence of the images in music videos change depending on the age of the fan?
 - Is there an age where young males and females are too young to be exposed to hypersexualized images in music videos?  Explain.

d) Unlike MTV, MuchMusic does not edit any of the music videos it presents.  Instead, a MuchMusic team views each video and either clears it for broadcast or decides not to broadcast it.  Do you agree with this policy?  Have you seen videos on MuchMusic that you think are unhealthy for young males and females?  Explain.

e) Is the sexual imagery in music videos increasing, decreasing, or about the same as usual?

Do you think the sexual imagery will remain as it is, or will it increase or decrease?  Why?

f) The NewMusic: Female Imaging Now is divided into four sections that are begun with questions.

The question examined in section one is:
What is the effect on the women who are seeing these artists?

The question examined in section two is:
Do artists in the media have a responsibility to their younger fans?

The question examined in section three is:
What are the risks for female artists who refuse to bare their flesh?

The question examined in section four is:
Is hypersexuality here to stay, or are we beginning to move on?

Record your own ideas and responses to these questions.  Then, watch the video to discover how your responses compare to those expressed by the artists and fans.

g) Watch the first few minutes of the program in fast-forward scan mode.

What kinds of video information do you see?  (hosts talking to the camera, musical artists, fans or experts talking to off-screen interviewers, and samples from music videos that contain female images)

What kinds of listening and viewing skills will you have to use to understand this information? (Viewers will have to listen carefully to the statements, read the names and titles of the speakers, and consider how the samples from the music videos might relate to what the speakers are saying.)

During Viewing

2. Did image always come before the music?

We see a rapid collection of scenes from various concerts and music videos, beginning in the early 1960s.  The voice-over explains that the music scene was pretty conservative until the sexual revolution of the late 60s.  This was followed by sultry disco stars, then Olivia Newton-John got physical.  In the 80s, Madonna played with sex and sexuality, then grunge music banned sexy women.  The 90s became a time of strong female artists, but Hip Hop brought in rump shaking.  Now, it is the artists rather than the dancers that are sexualized.

a) Re-view and listen to the short history of female imagery in popular music.  Consider the statements made in the voice-over.

Do you agree that sexuality in today’s popular music is greater than what Madonna was doing in the 80s?

The 90s may have been at a time of strong female artists, but was it stronger than the ‘70s or the ‘80s?

Do you think female artists today are more sexualized than a few years ago?

3.  What is the effect of sexualized videos on the women who are seeing them?

a) Britney and Christina talk about self-expression.  Do you agree that their videos are simply ways that they are expressing their art, or are they exploiting their bodies?

MC Lyte says, “Women who use body more than brain are playin the game.  They’re smart.  They know what’s goin on.”

What ‘game’ do you think MC Lyte is referring to?  Do you think Britney and Christina are smart, and know what’s going on?  If they are playing a game, what is the game and what are they trying to win?

b) Britney says, “It is healthy to be in touch with your sexual side.”

Do you agree that it is healthy to be in touch with your sexual side? 

Do Britney’s videos suggest that she is in touch with her sexual side?

Do her videos help viewers get in touch with their sexual side?

If they do, how do they do this?

 
c) Molko says, ‘Madonna is neither particularly sexy nor talented but has become a pop star.  Because of this, she is a good role model.”

Do you agree that Madonna is a good role model?  Explain.

 
d) Nelly Furtado says, “People have blurred the lines between sexuality and sensuality.  This is confusing women.”

What is the difference between sexuality and sensuality?

Why is it important for women and men to understand the difference?

What are the sexual qualities expressed by Britney and Christina?

What are the sensual qualities expressed by Britney and Christina?

Does Nelly Furtado express sensual or sexual qualities?  Explain.

 
e) Pause the video at the end of this section.

Describe how the video has answered its question: What is the effect of sexualized videos on the women who are seeing them?

Summarize the answer(s).

Explain why you do or do not agree with the answer(s) provided in the video.

Describe one or two ways that The NewMusic producers might have added to the responses to the question.

4. Power and Responsibility

In section 2 of Female Imaging Now, Hannah says, “Power should be tempered with accountability.  Do artists in the media have a responsibility to their younger fans?”

a) One fan states, “They’re teaching 12 and 13-year-olds how to be sluts.”

Who do you think ‘they’ are in this statement?

How true is this statement?

Is it possible to dress like a music video artist without being a slut?

If so, what should we call a girl who dresses like a music video artist?

 
b) We see several magazine covers, first of Christina, then of Britney.  What impressions of them do you think magazine readers get from these images?  Are these images evidence of Christina and Britney ‘teaching 12 and 13-year-olds have to be sluts?’

Do Christina and Britney dress differently in videos than on the street?

Is there a music video ‘uniform’ – a particular type of clothing that female musical artists wear only in their videos?

Is there a music video uniform for pop stars? 

Is there a music video uniform for hip hop artists?

If so, what is the street uniform for these people? 

Is there a school uniform version of music video clothing?

 
c) Ben Kenney states, “Britney’s image shines insecurity into a young girl’s mind.”

Sheryl Crow states, “And even young boys.  They all want to be with girls like Britney.”

Do you think that Britney’s image encourages young girls to feel insecure?

Do you think that Britney’s image encourages young boys to want girls like Britney?  Explain.

 
d) Nelly Furtado states, “Sexuality is awful because it hammers down the idea that you can’t be smart and sexy at the same time.”

Do you agree with this statement?

What examples can you give that support this statement?

What examples can you give that show that this statement is wrong?

 
e) Hannah asks, “Do young girls believe that music videos influence their choices of self-image?” and then accompanies two teens to the mall to see what they will buy.

Stephanie Pharant explains that she gets her fashion ideas from magazines and from TV.  She also describes her school’s dress code, which states that she is not allowed to wear any tops unless their straps are at least 2” wide. 

Sharmilla Allen talks about ‘stripper empowerment’ – women who are empowered using their body but not their mind.   She disapproves of this kind of empowerment.  Do you?

 
f) During the shopping trip, we see a close up on a safety-pinned patch on the back of a jacket that includes pictures of Pope John and George Bush.  Its caption reads, “Why do we put old men in control of what young women do with their bodies?”

How does the message in this patch connect to the explorations of hypersexuality in this NewMusic video?

How does the message connect to the concept of ‘stripper empowerment?’

g) This section of The NewMusic: Female Imaging Now ends with the statement, “Not that you’re just feeding people’s most carnal impulses because everybody can feed into that.” This statement accompanies the image of Paris Hilton.  How might Paris Hilton’s image influence the meaning of this statement?  How might it influence a viewer’s thinking about the relationship between young girls’ clothing choices and sexualized videos?

 
h) Pause the video at the end of this section.

Describe how the section has answered its two questions: Do artists in the media have a responsibility to their younger fans? Do young girls believe that music videos influence their choices of self-image?

Summarize the answer(s).

Explain why you do or do not agree with the answer(s) provided in the video.

Describe one or two ways that The NewMusic producers might have improved the responses to the questions.

5. What are the hazards for female artists if they refuse to bare their flesh?

a) In this section, we hear from Amy Lee, Chantal Kreviazuk, Sarah Harmer and The Donnas.  Are these artists as powerful as Britney and Christina?  To what extent does artists’ power depend on the degree of sexuality in their images?  What OTHER kinds of power do they have?

b) Chantal Kreviazuk says, “We are confused about empowerment.  Is empowerment that people like you?  That you have money?  No. Doing something positive with the successful position is empowerment.”

What positive things does Ms. Kreviazuk do with her position?

What other positive actions have you seen female artists do?

 
c) Nelly Furtado looks at an image of Christina Aguilera’s half-flesh, half wire-framed face in a magazine.  How might that half-flesh and half-wire image of a face be symbolic of the ideas presented in The NewMusic: Female Imaging Now?

 
d) Pretty, Porky and Pissed Off are a performance activist group whose goal is to expand public awareness and acceptance about body issues.  Their spokesperson says, “We feel duped into feeling less than we are.  We don’t want people to be fat, we just want people to be who they are.”

Pretty, Porky and Pissed Off seems like a parody of female music videos and some people might think they are funny. 

Is Pretty, Porky and Pissed Off silly, or is their message an important one for music video fans to hear?

Is their message more important for female fans or male fans?  Explain.

 
e) Chantal Kreviazuk says, “If you are hot, it might have an instant effect, but the lasting effect is bad.  You may not feel the instant gratification of being intelligible and having substance and having your clothes on, but in the long run, it will go way further.”

Give some examples of what Ms. Kreviazuk might mean in this statement.

Do you agree with her?  Why?

 
f) Pause the video at the end of this section.

Describe how the video has answered its question: What are the hazards for female artists if they refuse to bare their flesh?

Summarize the answer(s).

Explain why you do or do not agree with the answer(s) provided in the video.

Describe one or two ways that The NewMusic producers might have improved the responses to the question.

6. Is hypersexuality here to stay, or are we beginning to move on?

 
a) A caption says, “It seems these days people are choosing substance over style as artists like Norah Jones, Sarah McLachlan and Alicia Keys are selling better than Britney and Christina.” 

Does the fact that Norah Jones, Sarah McLachlan and Alicia Keys are selling better than Britney and Christina mean that fans are preferring substance over sex?  What might be some other reasons their sales are stronger?

 
b) We see Beyonce, Mary J Blige, and Norah Jones, each of whom states that sexuality is declining in favour of quality music.

 
c) Fifi Dobson addresses the camera.  She says, “Everyone’s an individual.  Be strong and love yourself.”

How well does this advice match the images you have seen and the feelings you have gotten from this NewMusic episode?

 
d) Pause the video at the end of this section.

Describe how the video has answered its question: Is hypersexuality here to stay, or are we beginning to move on?

Summarize the answer(s).

Explain why you do or do not agree with the answer(s) provided in the video.

Describe one or two ways that The NewMusic producers might have improved the responses to the question.

 
a) Review the predictions you made about the video.

How accurately did you predict the artists that appear?

How effectively were you able to understand the statements made by the people being interviewed?

How effectively were you able to understand the voice-over commentaries?

How easy or difficult did you find it to pay attention to the many video samples while still listening to the speakers?

How effectively did the samples contribute to your understanding of the questions and their answers?

 
b) How has The NewMusic: Female Imaging Now changed your understanding of the issues regarding hypersexuality in music videos?

How has the program changed your understanding of the relationship between females and hypersexuality in music videos?

How has the program changed your understanding of the relationship between males and hypersexuality in music videos?

What additional information do you need to better understand the issues?

Where might you find that information?

 
c) Is Fifi Dobson’s statement a good way to end the video?  Why?

What might be the effect of The NewMusic: Female Imaging Now on female music fans?

What might be the effect of The NewMusic: Female Imaging Now on male music fans?

 
d) What new issues or new artists have recently appeared that might add to the debate about the effects of female imagery in music videos on artists and fans?

If you were to add a 5-minute update to this video, what and who would you include?

Which of the questions would your new material address OR

what new question might your new material explore?

How would your new material add to viewers’ understanding of the issues?

Written by: Neil Andersen

Neil Andersen is a Curriculum Consultant with the Toronto District School Board. He is also a speaker and consultant in media and communications technology. His most recent work includes the Media Launchpad website, the teachers' study guide for the award-winning Scanning Television, and study guides for Space, Bravo! and MuchMusic's Cable in the Classroom broadcasts of original media literacy programming.

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