Female music artists are often highly sexualised, including women that feature in music videos. In music videos with male artists, women are objectified and treated as an accessory to the man, or for men to look at. The shots are often longer and closer than shots of a man's body, isolating their more "sexual" body parts, almost detaching them from the person and making them more like an object. They are often portrayed as decorative objects that dance, pose and do not play instruments. This is called the "male gaze", named by film theorist Laura Mulvey, which is very prevalent in media today.
Music videos for female artists often have a voyeuristic treatment of the female body, and their videos are often heavily marketed towards men. Women tend to engage in significantly more explicit, sexual and passive behaviour.
Example of damage caused: http://www.dailymail.co.uk/femail/article-2419993/Miley-Cyrus-Rihanna-damage-girls-self-esteem--harm-education-job-prospects--says-academic.html#ixzz2etrRgHRE
Britney Spears adheres to traditional genre stereotypes by taking on roles such as a secretary, air hostess and waitress in her music video. Each of these occupations emphasise highly sexualised costumes and behaviours.
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