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)?

Beyoncé “Why Don’t you Love me?” And Pan An.

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

I believe that it shows that sexism still exists and feminism is still needed to stop woman from being sexualised for the “male gaze”.

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.

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.

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 suggests that gender preformativity is established at a young age through the clothing society assigns boys and girls.

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

The phase non-binary refers to people who don't identify with male or female which relates to Butler's theory as this phase doesn't necessary align with the idea that female and male are binary states.

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

They rely on these stereotypes to create a shortcut to the meanings they want to suggest to their audiences which in feedback reinforces the stereotypes they have set out. Some examples are Killing Eve and Old Spice.

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.

Both music videos show how gender is constructed by society (Butlers theory) as they show how not everyone fits into the usual stereotypes they are supposed to preform as Beyonce's music video showcases her character not being able to cook well whereas Will Jay's music video verbally says that he allowed to be a man without being extremely masculine. However, in Beyonce's music video, her character is still portrayed to be for the male gaze as she is seen wearing revealing clothing which caters to the stereotypical male and what they want to see - van Zoonen.

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’?

Beyonce's character wears revealing, feminine clothing which continues to build onto the idea that to be a woman you should dress like this.

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

The way Beyonce wears sexualised clothing related to van Zoonen's theory of the male gaze and how woman in the media are objectified to look good but we also see how Beyonce is defiant to these stereotypes as we see her fixing a car and being unable to cook which are unwanted characteristics (typically).

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 as she still dresses in revealing clothing in this the music video. Even though she may be doing this to exaggerate and mock the male gaze, it still aligns with the typical idea of the male gaze. 

Watch Will Jay's video for ‘Gangsta’:

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

It suggests that the pressure of masculinity hasn't changed and is trying to stand up to say that men can still be men without being too masculine.

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

Gauntlett believes that masculinity is not in a crisis and has found new representations in masculinity.

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 believe that men are still under pressure but it depends on your culture and where you are from as I believe these are important factors. Furthermore, the music video shows how different ways to express your self as a man iS becoming widely accepted.