Feminist theory

 1) What examples are provided from the two texts of the 'male gaze' (Mulvey)?

The article shows the male gaze through retro advertising and fashion imagery, such as the Pan Am-style air hostesses, where women are styled to look attractive and glamorous for visual pleasure. It also highlights celebrity magazine images, where women pose in sexualised ways, reinforcing Mulvey’s idea that women are displayed to be looked at rather than to act.
2) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?The article argues that sexism still exists but in a post-feminist form. Women appear empowered and confident, but are still sexualised and objectified, suggesting feminism is still needed because inequality is disguised as “choice.”

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

Post-feminism – The idea that feminism is no longer necessary, even though traditional gender roles remain.

Male gaze – Media representations that position women as objects for male visual pleasure.

Objectification – Treating women as things to be looked at rather than full individuals.

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 gender performativity is established from a young age because ideas about how to be male or female are taught to us early through family, society, and especially the media. These ideas become so normal that we mistake them for natural behaviour rather than learned behaviour.
2) What does the phrase 'non-binary' refer to and how does it link to Butler's theory?
the phrase non-binary refers to people who do not identify as completely male or completely female. This links to Butler’s theory because it challenges the idea that gender is fixed and binary, showing instead that gender is performed and can exist outside traditional categories
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 reinforces gender stereotypes by repeatedly showing the same ideas about masculinity and femininity, making them seem normal and realistic. It does this because stereotypes are easy for audiences to recognise and understand, and they help keep existing power structures in place by presenting certain groups, especially men, as dominant.

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’?
The video supports Butler’s idea that gender is a performance because Beyoncé is clearly acting the role of the 1950s housewife. Her exaggerated outfits and behaviour show femininity as something constructed rather than natural.
2) What might van Zoonen suggest regarding the representation of women in this video?
women are being objectified 
3) What are YOUR views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ and oppression of women? 

reinforce the male gaze 

Watch Will Jay's video for ‘Gangsta’:



1) How does the video suggest representations of masculinity have changed in recent years?
the video suggests masculinity has changed by challenging traditional “gangsta” stereotypes and showing that men can be self-aware, vulnerable, and critical of hyper-masculine behaviour.
2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?
David Gauntlett suggests that over the last 20 years the media has offered a wider range of masculine identities, giving men more choice in how they define themselves rather than enforcing one fixed stereotype
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 think that the idea of masculinity is changing and there isnt a pressure to act a certain way