Feminist Gender 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)?

   

Hbo'S Pan An and Beyonce's  music video for 'Why Don't You Love Me?'  

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

 

 With HBO's Pan An -  it is clear that the preferred reading for the show is to be post-feminist and that they encourage women to use all that men have been objectifying them for to their own advantage. However I believe this is just sexism in a different form, as it promotes women using their bodies to get what they want, diminishing women to sexual creatures as if that's they only way they would be able to get a good job. Reinforcing the idea that they only way for women to get to thew top of an industry is to "sleep their way to the top".

With Beyonce's music video for 'Why Don't You Love Me?' - it contradicts everything that post-feminism stands for as she claims herself to be an independent woman but simultaneously objectifies herself for the camera, and therefore panders to the "male gaze". Everything from the way she chose to dress to how she presents herself in the video pertains to a male audience as well as her playfully winking to the camera. However she subverts criticism from feminists as she mockingly mops the floor and comedically burns dinner as she plays the role of a housewife. 

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 the need for feminism and that the attitudes and arguments for feminism are o longer needed

Third wave feminism - A movement that redefined and encouraged women to be dominant and 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?

  We ingrane into young girls that they should be a ray of sunshine and that they have a "duty to be nothing more than agreeable, pleasant and pretty in order to make the world a better sunnier place."  We teach girls to be passive,caring and responsible for others happiness whereas boys can act as they please because it's "attractive, cute and roguish" 

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

The Identity "non-binary" refers to a person who doesn't identify with femininity or masculinity wholly. Linking to Butler's theory that the idea of femininity and masculinity is a social construct and it is learned behaviour. Those who identify as "non-binary" are perfect examples of this as they feel as if they don't fit into either box, reinforcing that those ideals are more "nurture" than "nature" 

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 present women, POCs, the working class, LGBTQ+ people and disabled people to be inferior to their male, white, upper class, straight and able bodied counterparts who are presented to be superior to them. However they do this for the narrative of ie. print, online or Tv as its easier for audiences to understand and therefore categories characters. Media also uses stereotypes for a shortcut for identification- in the words of Medhurst.  People also feel excited when they see a character they identify with, giving them a sense of belonging as they feel drawn to things they believe they're represented in.  

Music video analysis

Finally, write up our analysis of the two music videos we studied in class. This is your opportunity to develop your own opinions on these crucial media debates. If you're not sure on any of these theories, look at the theory notes above to help you.

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

Why Don't You Love Me? - Beyonce

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

  In this instance Beyonce is literally performing, everything from the way she dresses to her makeup style is an act for the cameras and her male audience. Since she was going for a 1950s theme she could've dressed exactly how housewife's did but she chose to wear extremely provocative outfits inspired by that era. 

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

She would say that she's reinforcing patriarchal stereotypes of women with her provocative outfit and suggestive looks. 

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

I think Beyonce utterly reinforces stereotypes of women but I think she does it because her industry demands it. Although women commend her for her craft when it comes to lyrics and her overall music, men are fans of her because she shows off her body. I think the same goes for a lot of over female artists in the music industry ie. Iggy Azelia, Niki Minaj and Cardi B( it's imperitive to note that these are all female rappers and for them to flaunt their body is almost an absolute must in the music industry due to the way women are presented in the rap industry.) 

Watch Will Jay's video for ‘Gangsta’:

Gangsta - Will Jay

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

 He may fall into the category of Metrosexuality as he strays from the style of a more traditional point of masculinity. Masculinity has shifted towards metrosexuality in my eyes, where men who are comfortable showing their femininity are appealing to women. 

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

He disagrees that masculinity is in a crisis, however I disagree as I believe traditional masculinity is dying out. Men are no longer chivalrous in response to the rise in independence from women, among a plethora of other things. 

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?

As a young woman I don't believe I can tell a man how he should act and I also don't believe there is a certain way men should portray their masculinity. I think people should do as they please and conforming or subverting stereotypes are just ways people express themselves therefore I think such individuality should be celebrated and welcomed, but that doesn't mean we can shun those who prefer to present more traditionally. I'm unsure if men are still under pressure to act more traditionally masculine or otherwise, I think that different types of masculinity are now highlighted in the media but I don't think that dims or shuns the light of traditional masculinity.