Dominant Ideologies - John Bone

Are music videos a site for challenging dominant ideologies on ethnicity and gender, or do they simply reingorce simplistic stereotypes.

Ethnicity;
Kanye West - Stronger
This video challenges the stereotypes because the audience do not see lots of money, flash cars and en expensive lifestyle. Instead the video focuses on more of a futuristic theme. The video is more performanced based with a huge amount of screen time for Kanye.

T.I. - Whatever You Like
The main star, T.I. is focused on intently throughout the video. This video reinforces the typical stereotype becasue of the use of money. Throughout the song, the women is given whatever she wants, you see large sums of money, jewerly, expensive cars, private jets, expensive clothes, a millionaires life style. The women shown in the video all want to be with the main star, they enjoy and want the lifestyle. This is the typical stereotype for american black rappers, they have the money, the girls and the lifestyle.

Representation of gender;
Britney Spears - Womanizer
This video both challenges and reinforces the typical stereotype of gender, Britney is seen playing the dominant roll in the video, which challenges the stereotypes. However what reinforces the stereotype is how she dominates the video. It seems the only way she can gain dominace is sexually, commoditising herself to the audience. The clothes she wears are (tight skirt and revealing top) gets the audiences attention, but not for her music, rather her body. Alot of the video is shot wear she is completely naked in a sauna, which reinforces dominance through sexuality.