What does Miley Cyrus' reinvention tell
us about society and women in the media?
Women in the media are no longer perceived
as the innocent, obedient females that they once were. Society has changed and
so has the media. It is said that “we construct our identities through complex
processes of interaction with the culture around us, but today images of hyper
sexualisation dominate”[2]. With over sexualised
content in the media, “where is a girl to go if she decides Beyoncé or Miley
Cyrus aren't for her”[3]? Audiences argue that “more
realistic portrayals of women are needed since the media are said to reflect
society”[4]. Miley Cyrus in particular
has caused major controversy in the media throughout recent years. Having begun
her career in 2006 with her Disney hit teen show Hannah Montana, Miley has left
her innocent personality in the past and now produces provocative music videos
with RCA Records. Miley revealed her rebellious personality in 2010 when she
released ‘Can’t Be Tamed’[5]. It can be argued that
this is simply her growing up and in reality, happens to every female. However,
mothers of Hannah Montana fans couldn’t agree less as they no longer want their
daughters to look up to the singer and suggest that the star is creating a
‘moral panic’ in society. Some have even said they want her “Bangerz’ tour shut
down”[6] as they refuse to subject
their 9 year olds to a ‘porn show’ and walked out of her concerts early. Miley
Cyrus’ reinvention tells us that women in the media have become more
provocative and sexy and society needs to be more understanding of these
changes.
The main text that this essay will be
focusing on is Miley Cyrus’ ‘Wrecking Ball’ video[7]. ‘Wrecking Ball’ was released in 2013 by RCA
Records and was Miley’s first major controversial video. The video itself
gained over 700 million views and Miley has 7 million subscribers on her
YouTube channel. Miley currently has a net worth of $160 million[8] and the first week of release for ‘Wrecking
Ball’ sold 90,000 downloads. The Guardian stated that the video portrayed a message
to young women that they “should be sexually available”[9] and the nudity content
shocked audiences. In the video, Miley is conveyed as innocent and heartbroken.
Her lyrics state “you wrecked me”. It can be argued that this song was directed
to her ex fiancé as their three year engagement collapsed just before the song
was released, however Miley denied this in interviews.
The small white hot pants and crop top
Miley wears in the video have connotations of her purity and innocence.
However, her sexy red lipstick completely contrasts this image and makes her
look provocative instead. It is therefore unclear what representation Miley is
trying to portray of herself in the video. This relates to Mulvey’s Male Gaze
as Miley is presented as an attractive objective for men to look at. Miley is
alienated in the video and is surrounded by destructive tools such as hammers
and bulldozers. These are a denotation of the lyrics as Miley sings about
wrecking, which she is physically doing in the video by knocking down walls. The
linear narrative embodies values of hope and meaning as she sings “don’t you
ever say I just walked away, I will always love you”. Furthermore, the song is
a mixed genre of power pop and romance as Miley sings about love/heartbreak along
with diegetic/non-diegetic strong melodies, reinforcing power pop.
The audience for
Miley’s ‘Wrecking Ball’ is predominantly male and female teenagers and young
adults. The song also relates to anyone who has experienced heartbreak, gaining
a larger target audience. Miley appeals to females particularly as majority still see
her as a role model and are fans of her music, TV show and films. The ethnicity
group Miley appealed to when she first began her career on Hannah Montana was
white-middle class. However, due to her different character she is today, Miley
appeals to working class white/black females and males as well.
Using psychographics, Miley appeals to Explorers who seek individualism and do
not conform to society’s norms and values as she herself is an outrageous character.
Additionally, Miley targets Succeeders and Aspirers as she began her career at
the age of 13.
Miley embraces the beliefs of Liberal
Pluralists as she expresses herself to be care free of other people’s opinions.
However, it could also be argued that the media influence her to act in a
certain way for her music to sell and be popular with audiences. A journalist
stated “Cyrus's nakedness happens in the context of a cultural industry run
largely by men, filmed and produced by men”[10]. Nick Lacey argued “occasionally
the media does represent women as powerful independent characters, and yet they
still require a man to tell them what to do”[11]. This reflects the
producers/directors of Miley’s videos as they are largely male dominated.
Moreover, Simon de Beauvior stated “representation
of the world, like the world itself, is the work of men”[12]. This suggests that men
are in control and women are still living in a patriarchal society. It has also
been said that “women are ultimately refused a voice, and their desire is
subjected to male desire”[13]. In contrast to this, Audre
Lorde believed “women were expected to kneel to men. But women have survived”[14], reinforcing societies
changing values. This shows that the “dominant ideological views”[15] have been banished and the
empowerment of women has developed over the years as men are no longer needed
for survival. Miley is powerful in the music industry as her successful career
continues to build. Although some people highlight her controversy and try to
bring her down e.g. parents who want to shut down her Bangerz’ tour, she does
not let this stop her and continues to produce music and release images/videos
causing controversy in the media.
Despite all the negative coverage Miley
receives in the media, she has her own beliefs and argues she is “one of the
world’s biggest feminists”[16]. “Post-feminism does not
assume that gender issues are no longer valid. It acknowledges that there are
still areas of concern within gender politics”[17]. Miley does not follow
the traditional female characteristics in the way she presents herself. For
example, her hair is short and blonde and she often wears casual t-shirts and
shorts/jeans in her videos. Miley is an example of “hegemonic masculinity”[18]. However, she does wear
lipstick and small clothing therefore can argue that “tough women are still
expected to be feminine, attractive and heterosexually appealing”[19].
Miley could be interpreted as a Post-feminist
as she is extremely focused on her career while balancing family time as she
has worked in the acting industry with her famous father, Billy Ray Cyrus. As
Miley is in her early 20’s, her current focus is her career as oppose to
becoming a mother. Her values are similar to Feminist Toni Morrison who stated
“I don’t want to make somebody else. I want to make myself”[20]. Growing up in a
Christian family, Miley has been taught that men and women are equal and stated,
“no-one minds if a man goes topless on the beach, so why can’t we”[21]? She has also expressed
that negative coverage in the media does not phase her and “every time you talk
about me, you're bringing more awareness to me and my record”[22]. Moreover, she argues “I
think if people actually knew me they would be surprised at how normal I am”[23]. It is inspiring how
Miley does not let negative comments of others bring down her success and
confidence. After all, in order to remain in the music industry you must be
strong headed and be yourself which Miley does. It can also be argued that
Miley is in the third wave of Feminism as she is an empowered female,
representing women and reclaiming femininity.
Besides Miley, there have been several
other female singers in the music industry who have caused controversy in the
past. The Guardian stated “sexually explicit music videos should have ratings
system”[24]. With obesity, anorexia
and eating disorders largely common within young girls nowadays it is important
that girls are reminded that looking stick thin with curves in the right places
is not the norm, even if they are advertised by famous celebrities in music
videos.
Nicki Minaj’s recent ‘Anaconda’ video[25] released in August 2014
gained 19 million video views in 24 hours. The video was not a big hit with
parents as they stated “young kids like her music, they look at her as a pop
star and it's horrifying. She's twerking, she's gyrating, it's just vile”[26]. Tina Fey stated “all
Beyonce and Nicki Minaj have done is add to the list of attributes women must
have to qualify as beautiful. Now every girl is expected to have full lips, hairless
skin, a tan, long legs and doll tits. The person closest to achieving this is
Kim Kardashian, who was made by Russian scientists”[27]. This quote expresses a
Feminist viewpoint of celebrities and women in the media and the fact that they
are creating false representations of what women should look like.
Moreover, Rihanna’s music video ‘Pour
It Up’ (2013) gained over 145 million views on YouTube[28]. She wore revealing
clothes and showed women dancing on poles, provocatively splashing around in
water and shaking their assets in the camera. Mel C, former Spice Girl critiqued
Rihanna and stated she is “too raunchy for my daughter”[29]. She forbade her five
year old from watching the video due to her concern that pop has become ‘too
sexualised’. This is a major concern with several parents as music videos are more
explicit and women are portrayed as sex objects.
The historical text this essay will be
focusing on is Madonna’s first music video ‘Everybody’[30] (1983). Madonna started
her career late 1970's, where she began releasing songs and eventually her
first album. Since then, she has become the ‘queen of pop’ and world-wide idol.
Madonna’s main target audience is white middle-class males/females. The
‘Everybody’ video is completely innocent, with males and females dancing
individually around a stage. One obvious statement in the video is that
everyone is fully dressed with no revealing clothing, which female artists wear
in their videos nowadays. In fact, Madonna is wearing baggy clothes and looks
like a tom boy. This video is completely different to Miley Cyrus' videos such
as ‘We Can’t Stop’[31] which also features males
and females however they are all dancing with each other, half nude and taking
drugs.
‘Everybody’ emphasises that a few
things have changed since the 1980's. The genre of dance music was very basic,
whereas now there are more variations such as hip hop, RnB and dub. Also, dance
music has explicit videos and lyrics nowadays, therefore targets and appeals to
young adults. The zeitgeist of the 80's was not to be sexy/provocative.
Instead, it was to produce enthusiastic music videos which would be popular
with audiences. Nowadays it’s the opposite as ‘sex sells’ in the music
industry. Therefore, young females like Miley Cyrus have to be revealing and
sexy in their videos to attract views and fans. Madonna represents the second
wave of feminism where women began to gain more rights. As she was a female
artist producing her own videos, it reinforced the fact that women were
becoming empowered.
Madonna was idolised at the beginning
of her career. Audiences stated “it was an era where disco was anathema to the
mainstream pop, she had a huge role in popularizing dance music as a popular
music again”[32]. However, soon later
Madonna also began to cause controversy in the media. “In ‘Like a Prayer’,
Madonna takes on racism, appearing in a flimsy black slip and kissing an
African-American religious icon, and later stands among crosses engulfed in
flames”[33]. From this, we could
question whether every star grows and breaks free by challenging society’s
norms, especially when they start their career at a young age.
Like most Disney channel stars, Miley
Cyrus has simply grown as a person and has experimented with her music and identity.
Several celebrities who similarly started their career at a young age on Disney
channel have grown up to cause controversy in the media. Vanessa Ann Hudgens
for her nude leaks in 2007/2009, Dylan Sprouse in 2013, Demi Lovato, Lindsay
Lohan, Zac Efron and Shia LeBeouf all visited rehab for their drug addictions. Miley
is hardly a needle in the haystack when it comes to Disney stars who have grown
up to cause controversy.
Miley Cyrus' reinvention tells us that
women in the media develop into objects which sell. The famous term ‘sex sells’
encourages women in the media to be provocative as it attracts attention from the
media and fans whether it be positive or not, it still generates publicity. Society
needs to become more accepting of the changing values instead of viewing
controversial acts as something to be ashamed of as controversial artists will
only ‘get worse’. It is almost impossible to avoid nude and provocative women
in the media, they are everywhere, whether it be on TV, online or even in
celebrity magazines. An interesting feminist quote states “as women grow older,
that ‘status’ is then taken away and they are shown as sexless housewives. In
the process of living, women are made to feel self-conscious and guilty for
being real”[34].
Words with quotes: 2,714
Words without quotes: 2,255
[1] Miley Cyrus (2013, June 03) Mike Will Made It. USA-We Can't Stop from https://www.youtube.com/watch?v=LrUvu1mlWco
[2]
Dines, G. (2011, December 01) Moral panic? No. We are resisting the
pornification of women from The Guardian http://www.theguardian.com/commentisfree/2011/dec/01/feminists-pornification-of-women
[3] ibid
[4]
Branston, G. & Roy, S. (2003). The Media Student’s Book Third Edition.
London: Routledge. p. 96.
[5] Miley
Cyrus (2010, June 18) Hollywood Records. USA-Can't Be Tamed from https://www.youtube.com/watch?v=sjSG6z_13-Q
[6]
Sperry, A. (2014, February 20) Disgruntled Parents Want Miley Cyrus’ ‘Bangerz’
Tour Shut Down from The Huffington Post http://www.huffingtonpost.com/2014/02/19/bangerz-tour-shut-down_n_4815160.html
[7] Miley
Cyrus (2013, August 25) RCA Records. USA-Wrecking Ball from https://www.youtube.com/watch?v=My2FRPA3Gf8
[8] Warner,
B. (2015, January 13) Miley Cyrus Net Worth http://www.celebritynetworth.com/richest-celebrities/singers/miley-cyrus-net-worth/
[9]
Hann, M. (2013, September 10) Miley Cyrus’ new Wrecking Ball video says young
women should be sexually available from The Guardian http://www.theguardian.com/music/musicblog/2013/sep/10/miley-cyrus- wrecking-ball
[10]
Kitty, E. (2013, October 07) Miley Cyrus: does the music business exploit
women? From The Guardian http://www.theguardian.com/commentisfree/2013/oct/07/miley-cyrus-music-business-women-sinead-oconnor
[11] Grahame,
J. (2010, December) Media Magazine 34, the change issue
[12] Beauvoir,
S. (2009). The Second Sex. France. p. 636
[13]
Gauntlett, D. (2008) Media, Gender and Identity: An Introduction. London:
Routledge. p. 53
[14] Lorde,
A. (1984). Sister Outsider. Crossing, Calif. p. 35
[15] Lacy,
N. (2009). Image and Representation: key concepts in media studies (2nd ed).
Basingstoke: Palgrave Macmillan. p. 143
[16]
Silverman, R. (2013 November 13) Miley Cyrus: I'm one of the world's biggest
feminists from The Telegraph http://www.telegraph.co.uk/culture/music/rockandpopmusic/10445850/Miley-Cyrus-Im-one-of-the-worlds-biggest-feminists.html
[17] Grahame,
J. Media Magazine 26, the film issue
[18]
Brown, K. (2009). Sociology for A2 AQA. Cambridge: Polity Press. p. 240
[19]
Innes, S. (2004). Action Chicks-New Images od Tough Women in Popular Culture.
New York:
Palgrave. p. 14.
[20] Morrison,
T. (1973). Sula. Knopf, US. p. 114
[21] ibid
[22]
Butterfly, A. (2013, November 12) Miley Cyrus says she's 'one of the biggest
feminists' from BBC Newsbeat http://www.bbc.co.uk/newsbeat/24911610
[23] ibid
[24]
McVeigh, T. (2013 November 10) from The Guardian Sexually explicit music videos
'should have ratings system' http://www.theguardian.com/music/2013/nov/10/videos-miley-cyrus-rihanna-ratings
[25] Nicki
Minaj (2014, August 04) Young Money. California-Anaconda from https://www.youtube.com/watch?v=LDZX4ooRsWs
[26]
Petersen, S. (2014 August 28) Parents respond to Nicki Minaj's 'vile' music
video that's breaking records from Deseret News http://www.deseretnews.com/article/865609740/Parents-respond-to-Nicki-Minajs-vile-music-video-thats-breaking-records.html?pg=all
[27] Fey,
T. (2011). Bossypants. Little, Brown and Company, United States. P. 98
[28] Rihanna
(2013, January 08) Def Jam. USA-Pour It Up from https://www.youtube.com/watch?v=ehcVomMexkY
[29]
Petersen, H. (2014, October 14) Mel C: Rihanna is too raunchy for my daughter
from The Guardian http://www.theguardian.com/music/2014/oct/13/mel-c-rihanna-daughter
[30] Madonna
(1982, October 06) Sire. New York-Everybody from https://www.youtube.com/watch?v=cOqr_x_9fMc
[31] Miley
Cyrus (2013, June 03) Mike Will Made It. USA-We Can't Stop from https://www.youtube.com/watch?v=LrUvu1mlWco
[32] Erlewine,
S. (2005, November 29) All Music: Madonna from All Music http://www.allmusic.com/album/release/madonna-mr0000674567
[33]
Bixlar, B (2014, March 20) The Evolution of Madonna’s Feminist Message from All
That Is Interesting http://all-that-is-interesting.com/madonna-feminist-message#1BIkeMCmgUJLHxXp.99
[34]
Alexandre, L. (2011) WOMEN: Using Female Bodies For Sales and Profit from
Center for Media Literacy http://www.medialit.org/reading-room/women-using-female-bodies-sales-and-profit
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Fey, T. (2011). Bossypants.
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Gauntlett, D. (2008) Media, Gender and Identity: An
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Innes, S. (2004). Action Chicks-New Images od Tough Women in
Popular Culture. New York:
Palgrave. p. 14.
Lacy, N. (2009). Image and Representation: key concepts in
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Lorde, A. (1984). Sister
Outsider. Crossing, Calif. p. 35
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Newspapers and Magazines
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Newsbeat http://www.bbc.co.uk/newsbeat/24911610
Dines, G. (2011, December 01) Moral panic? No. We are resisting the pornification of women from
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Grahame, J. Media Magazine 26, the film issue
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Moving Image texts
Madonna (1982, October 06) Sire. New York-Everybody from https://www.youtube.com/watch?v=cOqr_x_9fMc
Miley Cyrus (2010, June 18) Hollywood Records. USA-Can't Be Tamed from https://www.youtube.com/watch?v=sjSG6z_13-Q
Miley Cyrus (2013, June 03) Mike Will Made It. USA-We Can't Stop from https://www.youtube.com/watch?v=LrUvu1mlWco
Miley Cyrus (2013, August 25) RCA Records. USA-Wrecking Ball from https://www.youtube.com/watch?v=My2FRPA3Gf8
Nicki Minaj (2014, August 04) Young Money. California-Anaconda from https://www.youtube.com/watch?v=LDZX4ooRsWs
Rihanna (2013, January 08) Def Jam. USA-Pour It Up from https://www.youtube.com/watch?v=ehcVomMexkY
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thicke
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Internet
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Moving Image Texts
Britney Spears (2013, September 17) RCA Records. USA-Work
B**ch from https://www.youtube.com/watch?v=pt8VYOfr8To
Mike WiLL Made-It - 23 ft. Miley Cyrus, Wiz Khalifa, Juicy J
from https://www.youtube.com/watch?v=bbEoRnaOIbs
