Feminist theory - blog tasks

 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)?

Examples provided of the male gaze are Beyonce's Why Don't You Love Me and Pan Am.

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

These texts suggests that there is still feminism as it still reinforces the typical stereotypes of women as passive. This is due to the idea of Pan Am was constructed aspired by women and enjoyed by men while Beyonce's one focuses on the domestic chores of women.

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

Feminism – A movement aimed at defining, establishing, and defending women’s rights and equality to men.

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.

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 performativity is established from a young age by external influences. It is ingrained at a young age that we often mistake it as ‘nature’ rather than ‘nurture’ such as picking a colour or the toys we play.

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

Non-binary refers to someone who doesn’t define themselves as either wholly male or female. This is linked to Butler's theory as it suggests that gender is not fixed and can be socially constructed.

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 reinforce gender stereotypes as they use it as a shortcut to meaning such as in narratives of film and TV. This allows the audiences to understand the meaning of the narrative much more easier as the ideas of a typical stereotypes are already fixed into their heads at an early age.

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?’: 

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

This video contributes to Butler's idea that roles are a performance as it shows how women only stays at home and have already done their make up as well as doing domestic chores.

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

van Zoonen might suggest that it is representing the idea of patriarchal as the female character is at home and the male character might be working. This also reinforces the idea of Mulvey's male gaze as it is shown that the female character's costume and make up are too overpowering which is probably for men.

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

I think that it reinforces the traditional 'male gaze' and oppression of women as it shows how she's staying at home, done her make-up and doing domestic chores all by herself. This also reinforces the idea that women are passive as the the lyrics says 'Why Don't You Love Me', which is linked to the idea of Berger's ways of seeing, that men act women appear, where women rely on men.

Watch Will Jay's video for ‘Gangsta’:



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

The video suggests that the representations of masculinity have changed in recent years as it shows that men are not staying or relying on the typical stereotypes anymore to become a man and to be able to get a girl. Also, the lyrics states that 'I don't need to be a ganster', suggesting that being manly in today's generation is now called 'gangsters'.

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

Gauntlett suggests that representations of men over the last 20 years have shifted away from traditional stereotypes but some men and women are still somewhat constricted within particular gender roles.

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 feel like some young men are still under pressure from the media as the media still mostly sticks to the traditional stereotypes and the fact that in this generation most people use the internet which allows everyone to be active about their own perspectives. This could lead to some men to be bullied or called out for due to how they act or that they are not manly enough.