AH: Laura Mulvey Gender Analysis

• The video begins by 50 cent arriving in a Ferrari at a mansion. The sports car symbolises his wealth, typical of a dominant male.
• The door opens and he is met by a women dressed erotically with many others wondering around in similar attire. This suggests all the women are dressed to grab the male’s attention, reinforcing the idea of commodification in that the women are objects of desire for male’s pleasure.
• The whole atmosphere and look of the mansion could be in ways link to that of a brothel, this link is also present in the lyrics when Olivia says “I’ll have you spending all you got”.
• There are also many examples of how post production techniques have been used to create an artificial look, one example is how lighting has been added or subtracted to create a glow from the women’s body.
• This sense of an artificial look effects the male gaze upon the music video as most males will look at the women with lust, therefore denying women agency.
• The way in which 50 Cent walks through the mansion taller than all the women is evidence of relative size, in that he is taller than all of them so is socially higher than them too.
• Relative size in this context supports residual ideologies of a patriarchal society.