Feminist theory

 Media Magazine reading - two articles on feminism and theory

1) What examples are provided from the two texts of the 'male gaze' (Mulvey)?

The examples provided of the male gaze are 'Down With Love'  (2003) and Virgin |Airlines and retro eighties adverts. These show

2) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?

These texts show that this is simply sexism in a different form because both use a historical setting of the fifties and early sixties, a time before the feminist movement, to reinforce post-feminist ideologies.

3) Choose three words/phrases from the glossary of the article and write their definitions on your blog.

Post feminism-– An ideology in culture and society that society is somehow past needing feminism and that the attitudes and arguments of feminism are no longer needed.

Third wave feminism- – Was a movement that redefined and encouraged women to be dominant and sexually assertive.

Male gaze- The gaze referring to Laura Mulvey’s seminal article ‘Visual Pleasure and Narrative Cinema’ which argues that main stream Hollywood films subject female characters to the ‘male gaze’ of the camera, fragmenting and objectifying their bodies.

fragmenting and objectifying their bodies.

Now read The Theory Drop: Gender Performativity (MM69, page 25) and answer the following questions:

1) How does the writer suggest gender performativity is established from a young age?

The writer gives an example of  a teacher spotting a student talking while doing some group work so they perform 'good student'.

2) What does the phrase 'non-binary' refer to and how does it link to Butler's theory?

'Non-binary' is a term used to describe someone that doesn't identify with any gender. This links to Butler's theory as he argues that gender is a 'performance'.

3) How and why does the media help reinforce gender stereotypes? The writer provides several examples in the final section of the article.

The media helps to reinforce gender stereotypes as it still subtly perpetuates gender roles. For example, using a woman for a lipstick ad. 

Music video analysis

Watch the Beyonce video for ‘Why Don’t You Love Me?’: 

1) How might this video contribute to Butler’s idea that gender roles are a ‘performance’?

Beyoncé exaggerates her femininity through her clothes, makeup and actions. This mirrors Butler's idea that gender roles are a 'performance' as her gender role seems to be constructed instead of being natural.

2) What might van Zoonen suggest regarding the representation of women in this video?

Van Zoonen may argue that this video reinforces traditional stereotypes of gender by placing Beyoncé in a domestic setting.

3) What are YOUR views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ and oppression of women? 

I think Beyoncé empowers women as she uses irony to challenge gender stereotypes.

Watch Will Jay's video for ‘Gangsta’:

1) How does the video suggest representations of masculinity have changed in recent years?

This video challenges toxic masculinity, demonstrating that men don't need to conform to traditional masculine traits.

2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?

David Gauntlett suggests that representations of men in the media have become more diverse as society seems to be moving from traditional male stereotypes.

3) What is YOUR view on the representation of men and masculinity? Are young men still under pressure from the media to act or behave in a certain way?

I think the media still puts pressure on men to have a certain image, but progress has definitely been made.