Rihanna - Unfaithful , The Male Gaze

The Male Gaze  (Laura Mulvey) - Generally occurs when the audience is encouraged to view the woman's body through the eyes of a heterosexual man. The camera lingers on the curves of the female body, and events which occur to women are presented largely in the context of a man's reaction to these events. It relegates women to the status of objects to be admired for physical appearance. The female only exists in relation to the male. 

There are frequent close ups of the artists face in this video to sell her star image. The lyrics also match the visuals for the most part for example when she says "I am unfaithful" it shows her cheating on her boyfriend with another man. The music also matches the visuals as it is cut to the beat. Lastly, there is voyeurism. The camera pans her body frequently and objectifies her. This is linked to the male gaze. The panning of her body draws the audience to look at Rihanna in a sexual way. It shows her as weak. The camera acts as the eyes of a male focussing on her body. There are many mid and long shots used to fully highlight her whole body and use it as an erotic object for the spectators to view, mainly men because the producers take advantage of the fact that there is a pleasure derived from looking. Her clothing when she is singing further displays her as a sexual object and encourages the male gaze as she is wearing a tight, short and low cut black dress for the majority of the video.