MUSIC VIDEOS: Age-rating that gyrating!

To play or not to play? A question, I'm sure, we all know the answer to...

To play or not to play?
A question, I’m sure, we all know the answer to…

It’s true. The male-gaze in music videos was long established before Miley Cyrus decided she liked licking sledge-hammers. Women have always be portrayed in a sexual light to the point it is almost an established understanding that, if you are to turn to music channels, you will be greeted by skimpily clad women. Buttocks first. Most say it is diminishing, others say it’s merely a matter of claiming female sexuality.

Nicki greets us buttocks first. Not her own, for once.

Nicki greets us buttocks first.
Not her own, for once.

But forget the ‘blurred lines’! In a world where a young girl’s role-model is Rihanna, Nicki Minaj, or the dreggs of Hannah Montana, the argument is no longer about why they portray themselves so sexually, but who sees it.

Rihanna's latest video... Well, at least she's got a thrown. See kids?

Rihanna’s latest video…
Well, at least she’s got a thrown. See kids?

Gone are the days when the charts consisted of S-Club 7, Crazy Frog, and Steps. No longer are music videos the dance-routine highlights of Top of the Pops on a Friday night. Music is less innocent than ever before. And with a wider, more technologically advanced audience, the kids see what the adults see.

As the Prime Minister attempts to stop the sexualisation of children with planned internet restrictions, and as mothers campaign to remove ‘lads mags’ from the lower shelves, the music industry is the next point of attack.  Especially for group ‘Rewind and Reframe’,  a joint campaign made up of  EVAW, Imkaan and OBJECT, taking the battle against the media into their own hands. They petition that sexually explicit videos receive the same viewing treatment as do films, in the hopes that innocence in the younger generations can be restored. With supporters such as Annie Lennox, and David Cameron already behind the cause, it’s time to sign!

You can check out the cause’s manifesto and blog at www.rewindreframe.org.

Sign the petition here!

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