From Jessie's point of view she was illustrating the fact that women can do what men do, and she was essentially delivering a feminist text. The low angle shots that are used with the lyrics 'grab my crotch wear my hat low like you' match what is being said. Additionally, a variety of fragmented shots are used and there are close ups of her lips. The reference to grabbing the crotch, a sexual act, highlights the fact that men can do it and not care and that there are no consequences to their actions. This crotch grabbing was initially done by Michael Jackon:
From a post feminist point of view, the video shoes Jessie J embracing her femininity and wearing whatever she wants, even if it is sexy. They see this as women empowering themselves. In the mid 90's the Ladette era emerged, in which women were drinking, partying and participating in activities seen as unladylike. Moreover, Jessie is seen kissing a girl in the video, which shows her teasing men as it is supposedly a lesbian fantasy.
However, other feminists have criticised this view and argue that Jessie is essentially objectifying herself and would go as far as saying she is encouraging the male gaze, seen through her make up, costume and racy dance moves. They see her as inviting a sexual reading of her video and in some sense, portraying the wrong types of equality, for why would women want to be equal to men in the way they wear their hats and crab their crotch!
Here is a short insight into what the video looked like:
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