Feminist and Post-Feminist Analysis of Britney Spears- Toxic music video

Feminist Analysis of Britney Spears- Toxic

From a feminist perspective, they would argue that Britney Spears confirms female stereotypes. Through the duration of the video Britney capitalises on her sexuality to cash in. However they would argue that she is not in control and that maybe she is being exploited. In one scene Britney adopts a domimatrix image which is very provacative. This confirms the idea that the media pressure to adopt this particular image.Britney uses the cameleon effect in 'Toxic' as she changes her image/appearance several different times throughout the video. This implies that to sell music Britney has to use/sell her image rather than just using her talent.

Britney uses different male models/extras in her video. There is a scene in the middle of the video of male supermodel Tyson Beckford riding a motorbike with Britney on the back of the bike. In this scene Tyson Beckford is topless, gratifying the female gaze. By gratifying the female gaze, it indicates that Britney cannot make her video appealing to her female audience without gratifying their gaze. Although Britney uses maloe models in her video she also gives a more realistic depiction of men. One of the men on the plane looks realistic ''oridinary''; until she unmasks him and he looks like a mode, revealing they don't want their men to look ''ordinary''.

The popular saying 'sex sells' in the media industry strongly applies to the 'Toxic video'. However a feminist would express that Britney demeans herself. A physco analysis of this video may be that Britney has low asteem so she feels the need to adopt different personas and be very sexy, as she is not confident that her talent alone will sell.

In conclusion a feminist would argue the Britney music video toxic is demeaning to women as Britney exploits her body and image rather than showcasing her talent

Post- Feminist Analysis of Britney Spears- Toxic

Someone who would analyse this video from a post- feminist perspective would argue that the music video reflects women (Britney) positively and that the video is demonatrates Britney's dominance.

Throughout the video Britney demonstrates that she is control. This is highlighted by her physical movement. She pushes men around, forcing them into seats as she asserts her power by making men look helpless. By dominating men throughout the video Britney subverts gender stereotypes. She continues to demonstrate her aggressiveness by pushing and pulling men throughout the video also convveying her female, sexual empowerment.

Britney takes on many different roles in this video, one of them being an air hostest that is in complete control. This subverts typical female subservient roles.

Britney capitlises on her sexuality through the use of her costume throughout the musisc video. From a post-feminist perspective Britney demonstrates that it is fine for women to dress and act permiscuously whilst still being in total control. In one scene of the video where Britney adopts a different personality, she dresses as a domamatrix in a red wig. Whilst in this costume there is a short scene of Britney walking through fire. The fire may be a visual metaphor revealing Britney's sexuality and passion. It may also be a Eupheism for a female orgasm.

In conclusion a Post-feminist analysis of Britney Spears- Toxic would be that the video reflects a positive image of Britney being in control and subverting streotypical female subservient roles.