The music video for Chanmina’s song “Bijin” (Beauty) uses its visual elements and lyrics to deeply explore the concept of beauty and its complexity within society and culture. It reinforces the song’s critique of beauty stereotypes, aligning with the idea that visuals enhance the message of a song.

“Bijin” (“beauty” in Japanese) symbolizes the intense scrutiny and expectations placed on women’s appearances by society. The video frequently focuses on makeup, mirrors, and the struggles women face in trying to meet certain beauty standards. Through her lyrics and performance, Chanmina exposes the challenges women encounter in modern society, where they are constantly pressured to conform to external beauty ideals—ideals often shaped by the male gaze and commercialized culture. This socially constructed definition of beauty not only limits women’s self-expression but also reduces their value to their physical appearance. This idea echoes Naomi Wolf’s statement in The Beauty Myth: “Beauty is an instrument of control; it is used to keep women submissive and to undermine their autonomy in society” (Wolf, 1991).

In the music video, Chanmina is portrayed as both sensual and powerful, repeatedly challenging the traditional stereotype of beauty as weak and passive. Through confident dance moves, a direct gaze, and intense expressions, she conveys her mockery and defiance of conventional beauty norms. Her performance underscores the notion that women can reclaim beauty as a source of power rather than a form of constraint. Chanmina’s self-expression emphasizes that beauty is diverse and multi-dimensional, rejecting narrow and exploitative definitions.

Additionally, the video actively deconstructs the traditional male gaze. Through direct eye contact and assertive body language, Chanmina asserts herself not as a passive object to be observed but as an empowered individual in full control of the narrative.

Bibliography:

WOLF, NAOMI. THE BEAUTY MYTH: HOW IMAGES OF BEAUTY ARE USED AGAINST WOMEN. NEW YORK, W. MORROW, 1991.

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