Female sexuality was one of particular debate topics in the late 1960s. The debate was about female body and sexuality as a passive object.Women were seen powerless in controlling their body and became a consumable victim of male gaze. According to this traditional feminism point of view, female sexuality is seen disadvantage when young women were seen powerless in showing their sexuality. They as females would be considered as victims of patriarchy since they let their sexuality consumable for male gaze. It is believed that female sexuality is a brand new female weapon to gain power. This power can be achieved if women can own their sexualities. To show their belief about female sexuality as a female weapon to gain power, women express their sexuality in the media, particularly in one of the most dominant product of media, music videos. Women express themselves on their own terms and claim true freedom through music.
This research is conducted under the American Studies framework. Besides, it belongs to gender studies and media studies since it focuses particularly in analyzing and describing the representation of female sexuality of Robyn Rihanna Fenty a.k.a Rihanna through her three music videos; Hard, Rockstar101 and Rude Boy. This research is a descriptive qualitative research. The main data are taken from three Rihanna`s music videos in her fourth album Rate R in 2009 which are directed by Melina Matsoukas. The main data from the music videos are consisted of lyrics, music, and moving images. They would support to describe and explain the representation. The supporting data are taken from articles and news about Rihanna`s music videos which are taken from the internet sources. To collect the main data, I use data selection techniques to analyze the representation of Rihanna`s sexuality through her three music videos. Theory that is used is the postfeminist theory that focuses on the issue of female sexuality in media, especially music videos.
The research findings shows that Rihanna wants to celebrates her sexuality through her body by her own willingness in her three music videos and to attract audience. She uses her sexuality to empower and to enhance herself. Rihanna uses her body as a weapon to gain power in music industry. She shows herself and her own sexuality. It means that she is not being afraid showing her sexy body parts and her fashion style. She enjoys what she does and wants to show her sexuality bravely through her music videos. That sexuality in her music videos are well accepted by and attract the Audiences.
Keywords : Representation, Media Studies, female sexuality, postfeminism.