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Fergie-M.I.L.F.
Outline of the Video
This video begins with a man driving a milk truck and he is passing moms along the way. This video is about M.I.L.F.S who are sexually older women who has children. The video is reaching towards to older women showing them they can still be seen as an attractive women. Majority of the moms in the video has had plastic surgery to make them look young and have nice bodies.This video has women in here half dressed and showing their butts or boobs. The break down of the video is saying powerful working moms can still have an career and be moms.
De-sexualize breastfeeding
In this image it does little to help the fight to de-sexualize breastfeeding, as there are many moments when moms in the video pour milk on themselves in a suggestive way. Some people find it uncomfortable so they leave the room to nurse but miss out on socializing. Because of dirty looks and clear discomfort by others, women reported not wanting to breastfeed in any situation that could be considered public. The video just had this clip of breastfeeding (Figure 1) the argument can go either way. Some women will look at this as an empowering women who doesn't care to breastfeed in public even if women who come out or drive by and give her dirty looks. Men wouldn't find this no way because they just be staring at the women breast. As the man in the truck who was delivering milk was staring at the women breastfeeding her child but was really looking at the women boobs because she does not have anything covering her.
Figure 1
screenshot from "Fergie-M.I.L.F."
Sexualization of Women
Right away watching this part of the video you can say its very sexist.
The scene here had nothing to do with motherhood.
A teacher in room full of boys who has her shirt unbutton to where her
breast are out and very tight clothes on. She is dancing in front of the classroom full of boys who are not looking at her as a teacher anymore but looking at her in a sexual way because of how she giving herself away. Since she is the teacher she's the dominant person in the room over all them boys that are in the class. Whatever she say they must do. She advertising it in a sexually matter because she is suppose to be a teacher and dressed professionally but she is dressed to show off her body and get attention that she is receiving by the boys. The reason the boys are, because how she is caring herself around them. In Killing us Softly by Jean Kilbourne, it mentioned women are seen as things, as objects. The boys that are in the classroom are seeing the teacher as an object. The teacher is dancing in front of them because she likes the attention she is receiving. They use a teacher and other women such as Kim Kardashian, she is very successful so are the women in the video. It grabbed the audience attention by having successful beautiful women half dressed. Kim Kardashian speaks a lot to the audience in the video since she has a nice body that a lot of women like. It empowers women to want to be like her. When people think of her they think she is successful by having an nice body and advertising it all over social media.
Child Pornography
Figure 2
Screenshot from " Fergie-M.I.L.F."
From Two Ways A Women Can Get Hurt ,by Jean Kilbourne, it said " even little girls are sometimes held responsible for the violence against them" (Kilbourne pg. 590). This image is showing the little girl has picked up ways to be flirtations. She the only kid in the video with women are half dressed and dancing sexually. This is telling to people who watch this that girl as young as her can start picking up ways to become a young women with knowing how to get a man attention. She is standing beside a women who does not look empowering but a women who is not successfully dressed but dressed to get attention. (Figure 3)
Figure 3
Screenshot from " Fergie-M.I.L.F."
Video vs. lyrics
The way the video differs from the lyrics. The song is suppose to be for empowering women but the video is just displaying sexual scenery. With the women half dressed, the way they look into the camera giving sexual looks and dancing sexually. They are having a good time. But when you think of successful women who empowers people they don't wear shirts that unbutton and tight clothes. They are not going to take a bath in a tube with milk with lingerie on or shower in it. They are also not going to have inappropriate words on their shirts while pouring milk down their bodies. In today's world women are dressing this way going to work teachers, businesswomen, etc. Because people like Kim Kardashian is a successful women who dresses like that and women look up to people like her. The director of the music video tried to make motherhood sexy so thats why he went straight to boobs and milk. Majority of the women in the video had big boobs.
Conclusion
Throughout this video there were signs of sexualization of women and inappropriate clothing. People may listen to the song first before watching the video and think it is a good empowering song. But when they watch the video they would rethink about the song because of how the women in the video are displaying themselves. With the milk and older women who are consider as M.I.L.F.S. Its not like the women in the video are trying to get attention by the audience in a sexual matter. They just over did it by the clothing, pouring the milks on their bodies, giving sexual looks and sexual dancing. Before listenings to this song then watching the video there will be some confusion with why are they taking a bath in milk and pouring it on themselves. Milk had nothing to with the song. Watching the video I didn't pay attention to the lyrics my focus went directly to the women and asking myself whats with the milk.
References
Kilbourne, Jean. "Two Ways A Women Can Get Hurt." Rereading America. Eds. Colombo, Cullen, Lisle. Boston: Bedford/St. Martin's. 2004.
Picture, Screenshot. Fergie. "M.I.L.F." Youtube. 1 July. 2016. Web. 18 Oct. 2018
Killing Us Softly 4. Perf. Jean Kilbourne. Dir. Sut Jhally. Media Education Foundation, 2011.
"M.I.LF." Youtube, uploaded by FergieVevo, 1 July. 2016, https://www.youtube.com/watch?v=bsUWK-fixiA&list=RDbsUWK-fixiA&start_radio=1
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