Femininity by The Queen of pop & The Queen B : En jämförande studie av hur Beyoncé och Madonna konstruerar femininitet i sina musikvideor och låttexter

Detta är en Kandidat-uppsats från Jönköping University/HLK, Medie- och kommunikationsvetenskap

Sammanfattning: The aim of the study is to investigate how femininity is depicted by the female, influential artists Madonna and Beyoncé through music videos. Besides their influence in the musical world, they have also become role models and feminist symbols for women all over the world – however not without also receiving critique. The study will identify the lexical and visual choices that the artists use by a critical multimodal discourse analysis (MCDA). To execute this, two videos from each artist will be analyzed. The most central theories are representation theory and gender theory. The theoretical framework relates to femininity and its representation in media along with relevant connecting concepts. The results show that Madonna and Beyoncé work in different ways to construct femininity in their music videos. Madonna portrays herself in various gender roles whilst Beyoncé usually shows one main character. Both norm breaking and normalized elements are found in the analysis, and it is discussed whether the theme of the video (love/female empowerment) is affecting the results. The relevance of the study is motivated by its anchoring to the UN’s Global Goals on gender equality, the influence of popular culture on young people’s gender-identity development and how this study differs from similar previous research.

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