This is a presentation i've done based on postmodern theory and the media. It includes elements which are postmodern and examples of different genres. I've also analysed some film trailers and a timeline.
This is a presentation i've done based on postmodern theory and the media. It includes elements which are postmodern and examples of different genres. I've also analysed some film trailers and a timeline.
A2 Feminism and the Media part 1 (2020)
Stereotypes, Male Gaze, Symbolic annihilation, Bechdel Test, Beauty Myth, Objectfication and Dismemberment, Postfeminism
Feminists Family TheoryHistory, Ideas, Postulates and An.docxssuser454af01
Feminists Family Theory
History, Ideas, Postulates and Analyses
Family Feminists Theory essentially has its roots in feminist theory.
It is essential to acknowledge that there are several types of feminism.
Feminism in general is—
The organized movement which promotes equality for men and women in political, economic and social spheres.
Feminists believe that women are oppressed due to their sex—
patriarchy is the system which oppresses women;
ridding society of patriarchy will result in liberation for all.
As an ideology, feminism has existed in at least five waves.Some ideas of early theorists can be seen in some of these developments.1st Wave Early feminism 1700s—1920s2nd Wave Sufferage 1920s—1940s3rd Wave Modern 1950s—1960s4th Wave Reformation 1970s—1980s5th Wave Post Modern 1990s—now
Mary Wollstonecraft (1759—1797) was one of the first women to rebel against the idea of separate spheres.Public—men (finances, legal, politics, industry, struggle)Private—women (home, childcare)She saw these spheres as debilitating and reductionist.Wollstonecraft believe that these spheres kept women pretty, uneducated, and emotionally passiveThis meant that women could never be equal to men.
By the end of the 19th Century feminism started to develop as a major political movement known as women’s sufferage.During the 2nd Wave feminism was strongly supported by Simone de Beauvoir and Virginia Woolf.These two women are often called the “mothers of feminism.”
They were the first to attack and theoretically comment on women’s opporession
Simone de Beauvoir said, “one is not born but rather becomes a woman.”
She made this statement based on her distinctions between sex and gender.
Beauvoir became the first person to apply Hegel’s master—slave dialectic to the power relation between men and women.
In Hegel’s dialectic here is a struggle between self and other. The dependence of the other clashes with each self’s wish to be autonomous.Once self asserts its superiority and imposes recognition of his power of oppression on the other who submits—In other words, the master needs the slave to confirm his power—if he destroyed the other there would be no one to recognize him as master.Feminism in the 3rd Wave (contemporary) is committed to progressive or emancipatory goals of achieving equality for women in direct opposition to the Hegelian Master/Slave dialectic.
Modern feminism began in the 1960s concurrent with the Civil Rights and anti-Vietnam War protests—Issues wereequal pay for womenjob training for womenreproductive choicematernity leavesubsidized childcareend of sex discrimination.
The modern feminists movement generated several types of feminism
Liberal feminism
Marxist (Social) feminism
Radical feminism
Socialist feminismEach perspective examined the issues of subjugation and devaluation of women via male hegemonic systems.Each examined the laws and customs that that served to restrict and/or reduce women’s roles in society.
Libera ...
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1. << Media Studies >>
Feminist perspectives & the
Media
A2 Media Studies
Critical Perspectives - Feminism
2. Aims/objectives
• Understand relevance to media studies
• Understand key feminist concepts and terms
• Apply some feminist perspectives to own research investigation.
A2 Media Studies
Critical Perspectives - Feminism
3. What is Feminism?
On a post it note, write down 2 words you associate with this term?
A2 Media Studies
Critical Perspectives - Feminism
4. Feminism is concerned with the ‘analysis
of the social/historical position of women
as subordinated, oppressed or exploited
either within dominant modes of
production [such as capitalism] and/or
the social relations of patriarchy or male
domination’.
A2 Media Studies
Critical Perspectives - Feminism
5. In media and cultural studies, the central drive of feminist
perspectives is analysing how representations of women are
constructed in the media: what messages and values
(ideologies) are created, how, why and what their effect is?
Feminist film theories attempt to show how this view of women
is reflected and consolidated by the way they are represented in
film and to try and consider the effects of this on male and
female spectators.
A2 Media Studies
Critical Perspectives - Feminism
6. Origins: First Wave Feminism
• Started in the early1900s
• Concerned with creating equality between men and women.
• Based upon A Vindication of the Rights of Women by Mary
Wollstonecraft, which was written in 1792.
• Focused on legal inequalities such as voting rights and property
ownership
• Brought to public attention through the suffragette movement.
A2 Media Studies
Critical Perspectives - Feminism
7. Origins: Second Wave Feminism
Started in the 1960s.
Women now had equal voting rights
Feminists were interested in ensuring equality elsewhere in
women’s lives, such as the workplace and family.
Some second wave feminists were concerned with the impact of
pornography on women since the mass media was becoming a
bigger part of people’s lives.
Associated with the Women’s Liberation Movement.
A2 Media Studies
Critical Perspectives - Feminism
8. Origins: Third Wave Feminism
Began in the 1980s and continues to the present day.
Laws are now supposed to ensure equality for women in the areas
the second wave feminist were concerned about.
Concerned with
•negative stereotypes of women,
•their right to control their own sexuality (including how they dress)
and reproductive issues such as abortion and the availability of
contraception.
The most recent example of third wave feminism can be seen in
the SlutWalk movement.
A2 Media Studies
Critical Perspectives - Feminism
9. Types of
feminism
Marxist feminism takes a Marxist approach to
the study of women and women’s interests, and
emphasises the way in which women are doubly
exploited – both as workers and as women
Radical feminism tends to focus on the
problem of patriarchy – the system where
men dominate in every way in society such
as the family, the workplace and politics.
For radical feminists, the main focus is on
the problem of men and male-dominated
society
Liberal feminism wants to
ensure that women have
equal opportunities with
men, through steps like
changing to law to stop
sex discrimination,
removing obstacles to
women’s full participation
in society, and better
childcare measures to
allow women to be fully
involved in work.
Black Feminism is
primarily concerned with
black and Asian
women’s experiences of
oppression and
exploitation. It combines
ideas about capitalism,
patriarchy and anti-
racism.
Post modern feminism is
associated with third wave
feminists. It acknowledges the
diversity amongst women and
encourages individual women to
find feminist ideas that combine with
their own experiences of life to
create a brand of feminism suitable
for them.
A2 Media Studies
Critical Perspectives - Feminism
10. Early feminist ideas
•Early perspectives suggested that representations of women polarised around two
stereotypes reflecting central cultural values.
•Madonna (as in Mary, the mother of Jesus - not the popstar): saintly, asexual, virgin,
maternal, pure.
•Whore: highly sexual (– sex but not love) dirty, prostitute,
This has roots in Freud’s theory “the Madonna/whore complex”.
It is now seen as reductive by many critics.
A2 Media Studies
Critical Perspectives - Feminism
11. Key feminist ideas
Other perspectives include a study of the representation of women in
specific genres: the way in which women are most often passive in the
narrative with the male characters having most narrative agency.
Where women are proactive (film noir being an example) it is usually in
a negative way (femme fatale) and ends in control and punishment.
Horror films may sometimes be read in this way.
A2 Media Studies
Critical Perspectives - Feminism
12. What is ‘The Gaze’?
•A highly influential idea, particularly in feminist film
theory.
•It describes how the viewer gazes upon (views) the
people presented and represented.
•The term ‘The Male Gaze’ was popularised by
Laura Mulvey.
A2 Media Studies
Critical Perspectives - Feminism
13. Who is Laura Mulvey?
A Professor of Media and Film at University of
London.
A successful screenwriter, producer and director,
She has written and edited many books and
articles on contemporary film and feminist theory
and practice.
Her most famous work to date is her seminal essay
‘Visual Pleasure and Narrative Cinema’ published
1975
It has since been highly influential in film criticism.
A2 Media Studies
Critical Perspectives - Feminism
14. Who is Laura Mulvey?
The theory assesses the representation of gender
and the relationship between the text and the
audience from a feminist perspective.
It is based in a lot of the psychoanalysis work of
individuals such as Sigmund Freud
A2 Media Studies
Critical Perspectives - Feminism
15. The Male Gaze
Dominant cinema’s codes and conventions construct specific ways for women to be
looked at.
Put simply, the typical audience member is assumed to be male.
- or “The Camera is Male”
The typical audience member becomes aligned with the film’s male protagonist, by
identification, admiration or aspiration.
Hollywood cinema organises the spectator into the male position so that the spectator
has little choice but to identify with the male protagonist and become complicit with his
objectification of female characters.
Female spectators can either identify with the passive female role, or more often take
the male view.
In films, men look and women are looked at.
Women in film are simply objects for ‘the gaze’ of the protagonist/male audience.
A2 Media Studies
Critical Perspectives - Feminism
16. The Male Gaze
Examples:
Megan Fox in Transformers (car breakdown scene)
https://www.youtube.com/watch?v=y0V8hDBEVPU
Constructed by The Gaze
https://www.youtube.com/watch?v=2GsRK43Td0U
Cameron Diaz in Bad Teacher (Car Wash scene)
https://www.youtube.com/watch?v=bYhaRcfCEkI
The Bond Gaze
https://www.youtube.com/watch?v=pfL09c4cw2I
A2 Media Studies
Critical Perspectives - Feminism
17. Criticisms of The Male Gaze
A2 Media Studies
Critical Perspectives - Feminism
Mulvey’s work was based on her own conceptual analysis, rather than
empirical research.
Her work looked at the traditional mainstream films of Hollywood from
1920s-1960s.
Despite being hugely influential, the idea also has many critics. What
problems can you see with the theory?
Critics say it means that female viewers cannot derive any pleasure from
watching Hollywood films.
But critics claim that women can and do enjoy watching films from a male
perspective and Mulvey does not take into account the complex variety of
ways in which audiences consume and enjoy films.
18. Other types of ‘Gaze’
A2 Media Studies
Critical Perspectives - Feminism
Progress has been made since Mulvey’s work in the 1960s and we now see
a much more diverse range of gender representations in the media.
As women have gained more political, social and economic status, media
producers have identified them as a valuable market too, leading to the
development of what some call ‘the female gaze’
Diet Coke Advert: The gardener
https://www.youtube.com/watch?v=HuHV4gwSXn4
Others have gone further to identify a ‘queer gaze’ in some media forms.
19. Further feminist readings of the media
A2 Media Studies
Critical Perspectives - Feminism
In Killing Us Softly Jean Kilbourne discusses how advertising sells not just
products but also the belief that the most important thing about women is
their appearance. We are shown unattainable images of flawlessness that
are presented as the ‘normal’.
21. Further feminist readings of the media
A2 Media Studies
Critical Perspectives - Feminism
Naomi Wolf goes further in her book ‘The
Beauty Myth’ stating that the notion of beauty is
an entirely patriarchal, social construction. In
other words, men in any given culture set rules
about what is considered beautiful and
acceptable.
We can tell that these are constructed because
they vary between different cultures and different
times.
She notes that the more social and legal equality
women have gained, the more they appear to be
oppressed in other ways, especially body image.
22. Further feminist readings of the media
A2 Media Studies
Critical Perspectives - Feminism
“The more legal and material hindrances women have broken through, the
more strictly and heavily and cruelly images of female beauty have come to
weigh upon us. During the past decade, women breached the power
structure; meanwhile, eating disorders rose exponentially and cosmetic
surgery became the fastest-growing specialty. More women have more
money and power and scope and legal recognition than we have ever had
before; but in terms of how we feel about ourselves physically, we may
actually be worse off than our unliberated grandmothers.”
The Beauty Myth (Introduction), Naomi Wolf.
24. But it is not just male artists’ representation of women that is under
scrutiny.
Beyonce’s Runs the World (girls)
http://www.youtube.com/watch?v=VBmMU_iwe6U&ob=av2e
versus
Nineteenpercent’s Who runs the world (lies)
https://www.youtube.com/watch?v=p72UqyVPj54
A2 Media Studies
Critical Perspectives - Feminism
25. • Response to Backlash against 60s & 70s fem.
• Recognition of diversity of women black, post-colonial perspectives
• Rejection of dogma (including feminist dogma)
• Gender – less rigid, more fluid; idea that traditional notion of gender is
constructed and imposed by social cultural context
• Empowerment & celebration of femininity
• Women can wield sexual power
• Men have lost essential aspects of masculinity and have become more
vulnerable
• Fuelled by advances in abortion, employment and fertility laws
• Moderation of discourse on oppression
• Traditional feminism perpetuates the idea of women as victims, post-
feminism concentrates on ideas of empowerment and liberation
• Emphasis on choices and freedom of choice
A2 Media Studies
Critical Perspectives - Feminism
Post feminism/Post Modern Feminism
26. HeforShe
Emma Watson Speech UN 2014
https://www.youtube.com/watch?v=Q0Dg226G2Z8
Campaign Videos
https://www.youtube.com/watch?v=7ZptgM-jhZo
https://www.youtube.com/watch?v=cFHU32WuDzk
A2 Media Studies
Critical Perspectives - Feminism
27. Liesbet van Zoonen
gender is constructed through discourse, and that its
meaning varies according to cultural and historical
context
the display of women’s bodies as objects to be looked
at is a core element of western patriarchal culture
in mainstream culture the visual and narrative codes
that are used to construct the male body as spectacle
differ from those used to objectify the female body.
A2 Media Studies
Critical Perspectives - Feminism
28. Liesbet van Zoonen
“[There is] a depressing stability in the articulation of
women’s politics and communication…
The underlying frame of reference is that women belong to
the family and domestic life and men to the social world of
politics and work; that femininity is about care, nurturance
and compassion, and that masculinity is about efficiency,
rationality and individuality.”
A2 Media Studies
Critical Perspectives - Feminism
How can Van Zoonen’s ideas be applied to the set texts
from last year?
Consider: Tide/Wateraid/Formation/Vogue/Humans
29. bell hooks
feminism is a struggle to end sexist/ patriarchal
oppression and the ideology of domination
feminism is a political commitment rather than a lifestyle
choice
race and class as well as sex determine the extent to
which individuals are exploited, discriminated against or
oppressed. This approach is known as “Intersectionality”
A2 Media Studies
Critical Perspectives - Feminism
How can hooks’ ideas be applied to the set texts from last year?
Consider:
Wateraid/Formation/Humans
30. Judith Butler & Gender Performativity
identity is performatively constructed by the very
‘expressions’ that are said to be its results (it is
manufactured through a set of acts)
there is no gender identity behind the expressions of
gender
performativity is not a singular act, but a repetition and
a ritual.
A2 Media Studies
Critical Perspectives - Feminism
32. Judith Butler & Gender Performativity
identity is performatively constructed by the very
‘expressions’ that are said to be its results (it is
manufactured through a set of acts)
there is no gender identity behind the expressions of
gender
performativity is not a singular act, but a repetition and
a ritual.
A2 Media Studies
Critical Perspectives - Feminism
How can Butler’s ideas be applied to the set texts from last
year?
Consider: Tide/Wateraid/Formation/Vogue/Humans
33. Mulvey: The (Male) Gaze
Jean Kilbourne: Adverts:
flawless, unattainable images
presented as ‘normal’
Naomi Wolf: The Beauty Myth
Van Zoonen: Women and
men represented differently
Women = domestic caring,
nurturing, bodiy as object
Men = efficiency,
individuality, rationality, body
as spectacle
bell hooks: Gender, race
and class, diversity,
Intersectionality
Judith Butler: Queer theory,
gender fluidity Gender
performativity
Apply ideas to Y1 texts
34. Mulvey: The (Male) Gaze
Jean Kilbourne: Adverts:
flawless, unattainable images
presented as ‘normal’
Naomi Wolf: The Beauty Myth
Van Zoonen: Women and
men represented differently
Women = domestic caring,
nurturing, bodiy as object
Men = efficiency,
individuality, rationality, body
as spectacle
bell hooks: Gender, race
and class, diversity,
Intersectionality
Judith Butler: Queer theory,
gender fluidity Gender
performativity
Apply ideas to Y1 texts
35. Mulvey: The (Male) Gaze
Jean Kilbourne: Adverts:
flawless, unattainable images
presented as ‘normal’
Naomi Wolf: The Beauty Myth
Van Zoonen: Women and
men represented differently
Women = domestic caring,
nurturing, bodiy as object
Men = efficiency,
individuality, rationality, body
as spectacle
bell hooks: Gender, race
and class, diversity,
Intersectionality
Judith Butler: Queer theory,
gender fluidity Gender
performativity
Apply ideas to Y1 texts
36. Mulvey: The (Male) Gaze
Jean Kilbourne: Adverts: flawless,
unattainable images presented
as ‘normal’
Naomi Wolf: The Beauty Myth
Van Zoonen: Women and men
represented differently
Women = domestic caring,
nurturing, bodiy as object
Men = efficiency, individuality,
rationality, body as spectacle
bell hooks: Gender, race and
class, diversity, Intersectionality
Judith Butler: Queer theory,
gender fluidity Gender
performativity
Apply ideas to Y1 texts
37. Mulvey: The (Male) Gaze
Jean Kilbourne: Adverts: flawless,
unattainable images presented
as ‘normal’
Naomi Wolf: The Beauty Myth
Van Zoonen: Women and men
represented differently
Women = domestic caring,
nurturing, bodiy as object
Men = efficiency, individuality,
rationality, body as spectacle
bell hooks: Gender, race and
class, diversity, Intersectionality
Judith Butler: Queer theory,
gender fluidity Gender
performativity
Apply ideas to Y1 texts
