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)? Sexualised posing and costume, Female characters are often dressed in revealing clothing that emphasises their bodies, making them objects of visual pleasure for the audience. Camera work, Close-ups and slow pans of women’s bodies focus attention on specific body parts rather than the character as a person. Narrative positioning, Women are sometimes presented as decorative or passive, existing primarily to be looked at or desired rather than driving the narrative.

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 may suggest that while feminism has achieved progress, gender inequality and objectification still exist within media representations.

3) Choose three words/phrases from the glossary of the article and write their definitions on your blog.  Male gaze - A concept developed by Laura Mulvey suggesting that media texts are often created from a heterosexual male viewpoint, positioning women as objects of visual pleasure. Post-feminism - The idea that feminism’s main goals have already been achieved and that women are now empowered to make their own choices about identity and representation. Objectification - When a person, usually a woman in media texts, is treated primarily as an object for visual or sexual pleasure rather than as a complex individual.

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 explains that gender performativity develops early through socialisation.

2) What does the phrase 'non-binary' refer to and how does it link to Butler's theory? Non-binary refers to people whose gender identity does not fit strictly into the categories of male or female. This links to Butler’s theory because she argues that gender is not biologically fixed but socially constructed through repeated actions and behaviours. If gender is performed rather than natural, then it can exist beyond the traditional male/female binary.

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 reinforces gender stereotypes by repeatedly presenting simplified and traditional representations of masculinity and femininity.


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’? The video exaggerates traditional feminine stereotypes such as domestic housewife imagery, glamour, and sexuality. Beyoncé switches between different roles and personas, suggesting that femininity is something that can be constructed and performed rather than naturally fixed. 

2) What might van Zoonen suggest regarding the representation of women in this video? Liesbet van Zoonen argues that women’s bodies are often used as a key site of representation in the media.

3) What are YOUR views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ and oppression of women? I think the video attempts to challenge stereotypes while still operating within them, which reflects the complexity of post-feminist media culture.

Watch Will Jay's video for ‘Gangsta’:

1) How does the video suggest representations of masculinity have changed in recent years? The video challenges traditional stereotypes of masculinity by presenting a male character who rejects the idea that men must be aggressive, tough, or emotionally distant.

2) What does David Gauntlett suggest about representations of men in the media over the last 20 years? David Gauntlett argues that media representations of masculinity have become more diverse and flexible.