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)?

Beyoncé - Her star construction perfectly encapsulates the contradictions of post-feminist culture, simultaneously declaring herself as an independent woman, whilst objectifying herself for the camera and the ‘male gaze’.

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

They are sexism in a different form.

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.

Third wave feminism – Was a movement that redefined and encouraged women to be dominant and sexually assertive.

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. This is never more noticeable to me than when ironing (on the rare occasions I perform ‘good housewife’) my children’s t-shirts. My son – ‘Mummy’s little monster’ – has permission to be a scallywag, to be disruptive and chaotic – monstrous, even – and the main woman in his life will never disown him. My daughter – ‘Dancing with my friends makes the sun shine’ – has a duty to be nothing more than agreeable, pleasant and pretty in order to make the world a better, sunnier place.

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

The phrase ‘non-binary’, refers to someone who doesn’t define themselves as either wholly male or female

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

Of course the mainstream media relies on gender stereotypes for other reasons, mostly as a shortcut to meaning. Narratives (in film, TV, print, online) are easier for audiences to understand if the characters, subjects and story lines conform to a set of ideas that are already fixed in our heads from an early age. That’s a whole load of  telling and explaining that the magazine cover, advert, sitcom etc. doesn’t have to do. And of course, audiences are more likely to be drawn to things that they recognise, that chime with their own reality, even though those ‘realities’ are – as Butler would argue – false, socially constructed and mediated (shaped through the media).

Watch the Beyonce 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’?

Gender roles are taught from a young age and carried on through life

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

It reinforces the sexualisation of women

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

She reinforces the traditional "male gaze" - she is sexualising herself to attract male love

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



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

Men are starting to reject the stereotypes of them being "strong" and "gangsta"

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

The representation of men has moved away from traditional stereotypes of 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?

Yes, they are still under pressure to act tough as traditional values of masculinity are still engrained in the media and certain cultures, however this is slowly shifting