Feminist theory

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)?

HBO’s Pan Am and Beyoncé’s music video for ‘Why Don’t You Love Me’.

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

Both texts suggest that we are now in a time beyond the need for feminism, that we can now look back and laugh nostalgically at the way women were treated in those periods in our history.

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

• Male Gaze – The gaze referring to Laura Mulvey’s seminal article ‘Visual Pleasure and Narrative Cinema’ which argues that main stream Hollywood films subject female characters to the ‘male gaze’ of the camera, fragmenting and objectifying their bodies. 
• Patriarchy – An ideology that places men in a dominant position over women. 
• 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?

Children are taught to perform their gender from early on so that they align themselves with certain tastes and behaviours befitting their gender category.

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

The phrase ‘non-binary’, referring to someone who doesn’t define themselves as either wholly male or female, is increasingly in common usage. Butler would argue that this particular feminist perspective perpetuates the idea that masculinity and femininity are binary states (at opposite ends of a scale) which reinforces ideas of patriarchal control. The gender ‘trouble’ she describes is when identities are formed that mess with the two binary states of femininity and masculinity.

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

Behaviour changes that are linked to exposure to media, including newspapers, magazines, TV shows, and movies, are collectively referred to as media influences. Males are typically portrayed in the media as independent and controlling, while females are typically shown as unambitious and emotional. Studies have indicated that individuals who are exposed to these stereotypical portrayals of gender in the media more frequently than those who are not tend to develop stronger gender stereotypes. Media products you have been studying contribute to the social construction of gender roles because most products do conform to stereotypes. Whilst there have been more progressive representations on some platforms (online, on demand services), the mass media still has a way to go. It’s worth thinking (as always) about whose interests are served by perpetuating these roles. When females (and non-white, working class, LGBTQ+, disabled etc.) are presented as inferior, males (white, wealthy, heterosexual, able-bodied etc.) come out as superior

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.

Watch the Beyoncé video for ‘Why Don’t You Love Me?’ again: 

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

This music video contributes to Butler's theory that gender roles are a ‘performance’ as gender is culturally and socially constructed, and it isn't natural; in the music video, it portrays Beyoncé to be a housewife, which is a traditional stereotype for women.

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

Zoonen argues that the media presents the female body as ‘spectacle’ – sexualised for the benefit of male audiences. In the music video, Beyoncé wears clothes that reveals most of her body and Zoonen would suggest that males would watch it for entertainment and sexualised purposes.

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

In my opinion, Beyoncé empowers women in an interesting way, however the audiences take in the wrong way or don't fully understand the message that she's trying to tell the audience. Beyoncé is a feminist however some audiences tend to view her music videos in a sexualised manner (people fall victim to the male gaze) as nowadays our minds tend to link stuff to sexual references, but they don't see that Beyoncé is talking about the empowerment of women. Beyoncé transforms the male gaze into an opposing one with her music videos, intense dancing moves, seductive lyrics, and appearances. This gives her presentation of being a woman and feminism more strength. Beyoncé celebrates the fantasy and power of the black female body while revealing a critical side to the public, the media, and herself.

Watch Will Jay's video for ‘Gangsta’ again:



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

This music video suggests that the stereotype of being a strong man is by being a gangsta, references to guns, violence. This video subverts the traditional stereotypes ("but I don't give a damn"- he doesn't care what others think of him) and says that it's not essential for every man to be a gangsta to be a man. In the music video he shows himself struggling to pick up a dumbbell, then spinning and dancing around, in a more feminine way, so this tells us that he wants to move away from the male stereotypes and do what he feels comfortable doing.

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

Gauntlett looked at men’s lifestyle magazines and found a new, quite different representation of masculinity (reflecting similar changes in women’s magazines as third-wave feminism took hold in the 90s). 

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?

In my opinion, young men are still under pressure from the media. Men are generally thought of in society as not being emotional people. Men are influenced by culture to be aggressive and violent, which leads to violence. They turn to drugging, drinking, or abusing their relationships as a way to express their feelings instead of talking about them. The portrayal of men is changing from a depiction that emphasises total strength, stubborn independence, and emotional quiet towards one in which more male characters are at comfortable expressing their feelings and looking for guidance on overcoming issues related to masculinity.