MIGRAIN: Feminist theory

Media Magazine reading - two articles on feminism and theory

Read Playing With The Past: Post-feminism and the Media (MM40, page 64 - our Media Magazine archive is here). This is a great example of sophisticated media analysis and an indication of the level we want to be writing at by the end of the two-year course.

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

Whilst singing these lyrics Beyoncé reinforces her ‘credentials’ by openly rubbing her chest and body, whilst playfully looking down the camera, clearly submitting herself to sexual objectification and openly acknowledging the ‘male gaze’

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

There should always be feminists and women should always have equal amount of rights as males  and women should be represented in a better way than being objectified and controlled they should have the right and freedom of what they want to do. 

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.

Nostalgia – A sentimental longing for the past, often only remembering the positives of the time.

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

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?

Gender is a social construction, it is taught to us by external influences and it’s ingrained at such a young age.

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

The phrase ‘non-binary’, referring to someone who doesn’t define themselves as either wholly male or female, is increasingly in common usage.

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

The mainstream media relies on gender stereotypes for other reasons, mostly as a shortcut to meaning. Narratives (in film, TV, print, online) are easier for audiences to understand if the characters, subjects and story lines conform to a set of ideas that are already fixed in our heads from an early age. Audiences are more likely to be drawn to things that they recognise, that chime with their own reality,

 Examples : stereotypical feminities (Tuca and Bertie, Russian Doll and Killing Eve).

 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’?

This music video contributes to Butler's theory as Beyonce was doing a whole performance objectifying and showing off herself and body to the audiences. 

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

van Zoonen also builds on Mulvey’s idea of the ‘male gaze’ by arguing that the media presents the female body as ‘spectacle’ – sexualised for the benefit of male audiences. This links to Beyonce's video as she was sexualising and showing of her body to be able to get the mans attention that she wants to love her or for the audiences to look at her she is objectifying herself. 

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

This reinforces the male gaze by showing off her body purposely and sexualising it and showing it off to the males and she is asking and seeking for ale attention by doing what she is doing but also she was showing that women are supposed to be housewives and cleaning at home which subvert women stereotypes and showing that they are forced to stay at home.  

Will Jay's video for ‘Gangsta’ 

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

The video presents that men doesn't have to always present themselves as dominant , violent and masculine to be males. 

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

 He believes that the media doesn't  create identities, but just reflect them instead. 

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?

Not all men act masculine and dominant now instead they have the freedom on the media to show off the identity they want to have and show the media how they are subverting male representation nowadays of doing things that females do and not acing the way they are supposed to.