When I first saw one of her videos, my beginners’ mistake was assuming that, like a feature film, the imagery in that seems like it must be a metaphor, was. In fact, in the case of Alejandro, it was more like Gaga and Steven Klein (the co-director ) watched a bunch of war movies, and then a bunch of Pedro Almodovar movies, and decided to combine them into a meaningless mashup of machine gun bras and swallowed Rosary beads.
But that's another post. I actually wanted to talk about what I find interesting about the video. First, the bad stuff:
I'd say the worst offense is the song itself. I’m not sure if we have a word like Orientalism that applies specifically to Latino cultures, but if we do (or if it’s acceptable to actually use the word Orientalism here, which I'm told it might be), it’s certainly applicable here. The song is pretty heavy with Mexico-romanticization, most apparent in the cringe-inducing lyric “you know that I love you, boy, hot like Mexico…” (emphasis mine) Eesh. Also questionable are the three Spanish words (“en su bolsillo,” “in her pocket”) thrown in for no discernible reason.
Speaking of things without discernible reasons, why does this song have its Latino theme at all? Apparently the song is about Gaga’s frustration at having unrequited romantic love for her gay male friends. But I find it hard to believe that these friends are ALL Latino men whose names end in “-o.” The “spicy Latino lover” theme feels pretty tacked on for the sake of…spicy Latino lover-ness.
Now the stuff I think is probably pretty good maybe:
Most interestingly, the video is fairly a) not androcentric and b) queer. I would venture to say that it does not use the near-ubiquitous male gaze , instead using a gaze that prioritizes the visual pleasure of straight women and gay men (or really just anyone who likes men sexually). There are far more men than women (of which there is only Gaga) in the video, and they are all highly sexualized, wearing skimpy outfits and thrusting their hips around like there was no gay tomorrow. Obviously, this is hugely different from other mainstream music videos, in which women tend to be much more sexualized than men.
Another interesting note, gaze-wise, is Lady Gaga and her goggle thingies. Gaga wears said thingies while apparently observing the group of men from a separate room-type thing. This decidedly voyeuristic act is an interesting reversal of the far more common man-observing-woman voyeurism in films (I am currently trying to find a nice list of films that feature this, to link here, so please let me know if you find one). In her article Visual Pleasure and Narrative Cinema, film theorist Laura Mulvey argues that the observer’s gaze controls the observed (paraphrased by me). In mainstream film, obviously, the man is far more often the “bearer of the look” than the woman is.
There are also other hints of queer-type stuff throughout the video. A male guard wears fishnet stockings and high heels. The male guards dance with each other in a sexual (if silly) way. Most interestingly, much of the simulated sex in the video does not conform to heterocentric definitions of sex: namely, when Gaga simulates anal sex with one of the guards, and he is on the bottom. That’s pretty drastically different from the ideas of sex that many mainstream music videos adhere to.
The video and the song itself certainly have their share of problems. However, I think it's a good thing that an ultra-famous pop star's music video, seen by zillions, does a fair job of venturing away from conventions like heterocentrism and the male gaze. Popular media plays an important role in what we see as "normal," so I'm glad to see a pop superstar subverting norms that are ingrained in our culture pretty hard.