Feminist and 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)?

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?

   The article argues that these texts represent sexism in a different form, often disguised as empowerment. They perpetuate patriarchal ideals under the guise of post-feminism by emphasizing individualism rather than structural change.

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

Post-feminism: A media and cultural framework that suggests feminism has achieved its goals and is no longer necessary, often emphasizing individual empowerment over collective action.

Male Gaze: A concept by Laura Mulvey referring to how women are portrayed in visual media from a heterosexual male perspective, often objectifying them for male pleasure.

Hegemony: The dominant cultural norms and values perpetuated by those in power, shaping society's ideologies.

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 through societal expectations and practices, such as assigning specific toys, colors, and behaviors to children based on their gender (e.g., girls with dolls and pink, boys with cars and blue).

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

 

'Non-binary' refers to identities outside the traditional categories of male and female. It links to Butler's theory by challenging the idea that gender is biologically determined, instead presenting it as something shaped by cultural norms.

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

Depicting men as dominant, strong, and emotionally stoic.

Portraying women as nurturing, submissive, and focused on appearance.
Examples include advertising campaigns that use hyper-masculine or hyper-feminine imagery to sell products, reinforcing traditional roles for profit.

Music video analysis


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’?

Beyoncé adopts a retro housewife persona, emphasizing exaggerated femininity through her makeup, wardrobe, and actions. This portrayal highlights how gender roles are constructed and performed rather than inherent or natural.

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

Van Zoonen might argue that the video reinforces traditional gender roles by sexualizing Beyoncé’s character and placing her in a domestic setting. However, the self-awareness and irony in the performance could also challenge these stereotypes

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 Beyoncé could be seen as empowering women by reclaiming and controlling her image, using irony to critique stereotypes. Alternatively, the focus on her appearance might still reinforce 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 critiques toxic masculinity, showing that men do not need to conform to traditional masculine traits like aggression and emotional suppression. It emphasizes vulnerability and individuality as positive attributes.

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

Gauntlett suggests that media representations of men have become more diverse, moving away from rigid stereotypes to include portrayals of men as emotionally open, caring, and multifaceted.

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 that while progress has been made, media still places pressure on young men through images of physical perfection, success, and dominance.