Revised Proposal , Its becoming serious

Sally Jenkins

Revised proposal

At the very beginning of the project I wrote my proposal wanting to make a light hearted poke at the 21^st century beauty culture and to the extremes young women go to get accepted in current trends like “selfies” and this new “fake” beauty. I wanted the video to be humorous so women could reflect and maybe next time applying all the falsities becomes more subtle. I have read up on current debates , researched photographers ,looked into popular culture and where this trend stemmed from and also a massive r influence for my video will be from the book of essays “visuals and other pleasures” by Laura Mulvey which was written alongside the feminist movement .

I now realise after researching my topic properly I have become to feel quite strongly about my subject. I can see this 21^st century “fake” beauty culture turning into its own conformed mass sub culture and I don’t ever think I will be a part of. I think the use of social medias and Things shown in other medias are a continuing sub message that everyone has to be “perfect” to be accepted and its putting masses of pressure on the younger generations or the more impressionable to change their appearance to “fit in”. These sorts of things are leading to body dismorphia, eating habits , low self esteem ect.

My new video concept is to base my video on the readings from Laura Mulvey. “The gaze” is my main concept and I want to take it very literal in my filming. I want to create an “outside” arcwardness between my viewer and the subject being filmed. I want it to be close up and going past the boundaries of personal space. I want to create awareness that the viewer is looking (gazing) at my subject and that the subject is also comfortably aware she is being watched.

I still want to be the video to be shot around a young female’s beauty routine before going out clubbing. I want to include in depths the amount of make-up she uses, the oddities like body controlling underwear, stuffing her bra and putting in her hair extensions. Things that people wouldn’t normally watch other people doing. Its a very personal process I believe and I think it will be interesting to see how that comes across in filming. I want it to be a studio based piece purposely to isolate the subject from a comfortable environment.

I have gotten back in contact with Sonny-Jay Woodhouse, my audio guy, and have told him the updates that I have made so he will have a better idea of what I want. Its going to be louder and more invasive and I want to avoid it becoming light hearted like I originally wanted.