Feminism and gender theory

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 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)?

Beyonce- "Why don't you love me" Parody of 1950s stereotypes. References the iconic 1950s Betty Paige

Pan Am- Set in early 1960s highlighting on the lives of pilots and staff working for the Pan American Airline

2) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?
There is a need for feminism, the Beyonce clip is channelling the third wave of feminism through a way of mocking the male gaze.
There is definitely a need for feminism and both the media  texts do address sexism. It might seem that Beyonce is inviting sexism but she is inviting the male gaze and controlling it almost mocking it in a way.

3) Choose three words/phrases from the glossary of the article and write their definitions on your blog.
Post feminism- An ideology in culture and society that society is somehow past needing feminism and that the attitudes and values of feminism are no longer needed

Feminism – A movement aimed at defining,
establishing, and defending women’s rights
and equality to men.

Nostalgia – A sentimental longing for the past,
often only remembering the positives of the
time.

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?
it is taught to us by
external influences and it’s ingrained at
such a young age that we often mistake
it as ‘nature’ rather than ‘nurture’. In
short, having male genitalia has no
bearing on whether or not you like cars,
nor does having a womb make you
obsessed with unicorns and mermaids.


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

None binary is when someone does not consider themselves a male or female. Butler believed gender is a performance which is played by somebody.

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

The media relies on stereotypes to tell you about a specific theme or character without using details


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.

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 is sexualised and appealing to the male gaze
2) What might van Zoonen suggest regarding the representation of women in this video?

Zoonen puts forward that women are passive and restricted to secondary views, while endorsing western standards of beauty 


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

I think she is channeling the same empowerment as in the third wave of femnism by taking control rather than adhering to gender stereotypes of being submissive and restricted to secondary roles by making this parody and mocking the male gaze.

Watch Will Jay's video for ‘Gangsta’:



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

This opposes traditional views on masculinity and re brands them


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

He sees masculinity evolving rather than devolving
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 beleive young men are under a lot of pressure to conform to traditional ideas of masculinity which can limit growth and wellbeing


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