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)?

Lara Croft in Tomb Raider: The character is constructed with exaggerated sexualized features, designed to appeal to a heterosexual male audience.

Advertising campaigns that use women as decorative objects or sexualized figures to sell products reinforce male gaze ideologies.

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 examples show sexism in a new form. They often pretend to be about empowerment but still reinforce patriarchal ideas by focusing on individualism instead of real change.

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

Post-feminism: The idea that feminism has achieved its goals and is no longer needed, focusing on personal empowerment instead of group action.

Male Gaze: A way women are shown in media to please men, often objectifying them.

Hegemony: The dominant ideas and values controlled by those in power that shape society.

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 taught through societal expectations, like giving girls dolls and pink toys, while boys get cars and blue toys, shaping their behaviors and roles early on.

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

‘Non-binary’ refers to people who don’t fit into the traditional categories of male or female. This connects to Butler’s theory, which argues that gender isn’t biological but created by cultural norms and behaviors.

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 shows men as strong, dominant, and unemotional, while women are nurturing, submissive, and appearance-focused. Ads often use exaggerated masculine or feminine roles to sell products, keeping these stereotypes alive for profit.

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’?

In the video, Beyoncé plays a retro housewife, with exaggerated makeup, clothes, and actions. This shows that gender roles are not natural but performed based on societal expectations.

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

Van Zoonen might say the video reinforces traditional gender roles by sexualizing Beyoncé and putting her in a domestic setting. However, the ironic tone could challenge these stereotypes by making viewers question them.

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

Beyoncé might empower women by owning her image and using irony to critique stereotypes. On the other hand, the focus on her appearance could still support the male gaze.

Watch Will Jay's video for ‘Gangsta’:

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

The video challenges toxic masculinity by showing men don’t have to fit traditional roles like being aggressive or hiding emotions. It celebrates vulnerability and individuality.

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

Gauntlett argues that men in media are now shown in more diverse ways, breaking away from old stereotypes and including portrayals of men as emotional, caring, and complex.

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 there’s been progress, but media still pressures young men to be physically perfect, dominant, and successful, creating unrealistic expectations