My critical investigation is based on to what extent is consumerism and materialism glamorised within music videos, with a particular focus on the Hip-Hop genre.
The on screen representation of the specific group of individuals which I will be looking at (people in the music videos – in particular the rappers and models associated with the videos) is that The rappers, usually males, tend to be the central figures whilst their luxuries surround them such as women, cars, money and mansions, therefore consumerism and materialism is being glamorised within their music videos.
The off screen representation of the specific group of individuals which I’ll be looking at is again the people who are a part of the music videos i.e. the rappers and the female models. Off screen in reality a lot of rappers do not actually have all these women, cars , cash and mansions, therefore the videos can be seen as representations of what the rapper’s wish their life was really like. Moreover, the women in these music videos most probably off screen are not sexual objects for their male counterparts, this again shows that the music videos they feature in are just fantasy and are most likely to be far away from reality.
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