“Telephone” Video Not Only Offensive, but Psychologically Subversive
A friend recently asked me to watch the ridiculously long “Telephone” video by Lady Gaga and Beyoncé as she wanted my feminist opinion on it. She described it thusly: lady gaga is thrown in prison, has explicit lesbian relations, gets telephone call for the sole purpose of showing a virgin mobile shot, gets out of prison, goes to a restaurant and poisons Beyoncé’s boyfriend and everyone else, dresses in an American flag and dances around in the dead bodies before driving off Thelma & Louise style in a vehicle labeled “pussy wagon.”
It’s a pretty accurate description:
And here’s Fox News’ conservative reaction to the clip:
But the objections of feminists, while similarly concerned for the representation of women and the sexualization of violence in this clip, are inherently different than those expressed at Fox News. Sean Macaulay at the Daily Beast sums it up when he says the video is all about “lezploitation”:
The women-in-prison genus has been in steady use since the 1920s, and its rules and clichés are among the most strictly observed of exploitation fare. “Telephone” is no exception, and reverently starts with a New Fish (Lady Gaga) arriving at a jail to Run the Gauntlet of Leering Inmates before being Sexually Assaulted by pair of strapping Lesbian Guards.
Sadly, the video epic doesn’t have time to include other staples of the category, such as the Sadistic Warden; the Queen Bee; the Inmate on the Edge, usually carrying a pet mouse; the Wise Old Lifer, who generally works in the library; and the aforementioned Shower Scene. This last one is a glaring omission, rather like reviving Oklahoma! without “The Surrey With the Fringe on Top.”
But “Telephone”—directed by Jonas Åkerlund—makes up for these omissions with a vicious catfight, a mass murder, and a deadpan Beyoncé doing a Kill Bill homage as the “butch top” in this criminal partnership. “You’ve been a very bad girl,” she tells her wayward lover. “A very, very, bad, bad, girl, Gaga.”
I found this last quote interesting as it’s followed up with both women putting a very phallic object in their mouths. You see, unfortunately Sean Macaulay isn’t critical of lezploitation as a genre that sexualizes violence and constructs a fantasy ideal of women as secretly loving abuse and as always ravenous for sex (from men, btw).
But besides the obvious gender issues of the clip, what I find much more subversive and dangerous is the advertising in a way that I can only really compare to the 2001 film Josie and the Pussycats:
Upon a little further investigation, I realized that Virgin Mobile was getting so many shots because they’re sponsoring Gaga’s world tour and she has multiple deals with them in the works. But then, I came across this really interesting list in The Moderate Voice, from which I learned that a lot of the labels were unpaid spots:
* Wonder Bread: Unpaid. Used in a sequence showing Gaga poisoning diner customers, because Gaga wanted to contrast the poisoning with an all-American brand.
* Miracle Whip: Paid. Used in the same scene-and for the same reason-as Wonder Bread; seems to be part of the spread’s new, edgier campaign.
* Diet Coke: Unpaid. It was Gaga’s idea to curl her hair with Diet Coke cans in the video as an homage to her mother.
* Virgin Mobile: The cell phone in the video is a nod to the company, a mobile sponsor of Gaga’s Monster Ball tour.
* Polaroid: Camera and photo booth featured acknowledge Gaga’s role as Polaroid’s creative director.
* Heartbeats headphones and Beats laptop : Unpaid. An extension of her partnerships with Interscope Music and Hewlett Packard.
* PlentyofFish.com: Unclear. Possibly the weirdest deal of the bunch; result of the dating site’s partnership with Interscope.
And of course, the sponsors of the video knew what they were getting into – this video wasn’t meant for regular airplay. It’s allegedly been banned from MTV. This video was made to be viral, so people like me and my friends would discuss it and then look for it online, post it on our blogs, and discuss more. All to benefit Virgin-fucking-mobile and Miracle Whip (though I really love the latter…). As Feministe points out:
It was not designed to be shown on television, ever! It is ten minutes long, and it has more dialogue than music, and it has the “fuck” word and naked breasts and vaginas and girl-on-girl action and basically everybody gets murdered. At no point did anyone making this video think, “I’m still pretty sure we could get this on television, though.” No. It was made to be on the Internet. And you can tell because this affects the form itself, like the actual decisions of how to shoot and edit the damn thing. You can tell this video was meant to be turned into nine million animated GIFs, for example, because there are several parts of it that are shot to look like animated GIFs: you know that thing where there’s like two seconds of movement that loops back around on itself in a weird, jerky, headache-inducing way? That’s what this video looks like, a lot of the time. Gaga has now apparently incorporated not just an analysis of gender and sexuality into her work, she has apparently decided to take on the issue of new media.
Advertisers are getting smarter. We’re all becoming more susceptible. Damn them.
author on March 20th, 2010 | File Under Commentary, Feminism, Media | 1 Comment - |

























