“All a bad b'tch need is money” -en kritisk analys av ambivalensen mellan feminism och kapitalism i musikvideor

Sammanfattning: This article argues for the ambivalence between the use of feminist discourses in commercial purposes as the music industry and popular culture is driven by capitalist logic. The issue is analyzed with a multimodal discourse analysis. By studying the visual and lexical resources in Cardi B’s music video to single “Money” we find that whilst the video from a feminist perspective can be viewed as sex positive and empowering, it simultaneously satisfies the male-gaze and reproduces the objectification and sexualisation of women. As the music industry is thrives from a commercial basis, it is capitalism that benefits from its profits.