Feminist and gender theory: blog tasks
Media Magazine reading
Read Playing With The Past: Post-feminism and the Media (MM40, page 64 - our Media Magazine archive is here).
1) What are the two texts the article focuses on?
Pan Am - HBO series
Beyonce- Why dont you love me
2) What examples are provided from the two texts of the 'male gaze' (Mulvey)?
On the magazine cover, the Pan Am stewardesses are "highly constructed and mediated"- to be aspired by women and enjoyed by men. In the last sequence of the pilot episode, there is a shot of the stewardess' legs as they walk through the airport causing several men to glare at them as they walk past. This idea of the "male gaze" is therefore clear in this scene as the women's appearance e.g "perfectly coiffed hair and make up", attracts the male characters in the show. They appear like this only for the pleasure of men. However the stewardesses ignore these reactions and continue walking- showing that they are not affected by the "male gaze".
In Beyonce's "Why dont you love me? " music video, her costumes (inspired by 1950s fashion), are "highly sexualised, as she wears tight fitting clothes, which appeals to a male audience. in the video she plays a housewife and does things that are exaggerated and satirical e.g burn dinners, mopping the floors while winking at the camera. This mise en scene allows her to be objected and "welcomes the male gaze" yet manages to avoid feminist criticism as its only a parody.
3) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?
I think that they are leaning towards supporting the feminist movement as they are just campaigns that are created in an artistic way- they are meant to challenge the beliefs/ideas of the viewer and make them see what is wrong with today's society especially in terms of gender roles and expectations. Although they might be quite misleading, with Pan Am clearly representing stewardesses as highly sexualised and Beyonce taking on the role of a typical housewife, an educated viewer would realize that these sexist perceptions are actually being mocked and in turn suggests that we have to adapt to the significant changes in today's society.
4) 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.
1) How does the video suggest representations of masculinity have changed in recent years?
In the video Will Jay claims that men do not have to conform to typical gender roles/expectations, just because of their gender. He uses phrases such as "its not about the gun-show" and "make your voice deep" to highlight the typical characteristics that a man needs to have, and suggests that conforming to these expectations doesn't necessarily make you a man. He also touches upon the issue of sexism and how men should treat women by saying that men need to tell their group of friends about the women they've "been with". The video as a whole therefore suggests that representations of masculinity have changed over the years as he points out that characteristics mentioned dont necessarily have to be followed by males and that being more "masculine" is not a way to assert your gender.
2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?
He suggests that the representations of masculinity have changed in recent years in men's lifestyle magazines for example. He believes that men have sightly different roles now than they previously had.
3) What is YOUR view on representations of men and masculinity? Are young men still under pressure from the media to act or behave in a certain way?
In a way I think in some cases for example on social media sites such as Instagram- we see men showing off their muscular bodies. However I believe in today's society men are under much less pressure to act in a certain way because of gender equality and movements that support both genders and their right to express who they really identify as. The topic has been explored in many films, such as Moonlight and doesn't necessarily suggest that men have to conform to the typical male characteristics.
Read Playing With The Past: Post-feminism and the Media (MM40, page 64 - our Media Magazine archive is here).
1) What are the two texts the article focuses on?
Pan Am - HBO series
Beyonce- Why dont you love me
2) What examples are provided from the two texts of the 'male gaze' (Mulvey)?
On the magazine cover, the Pan Am stewardesses are "highly constructed and mediated"- to be aspired by women and enjoyed by men. In the last sequence of the pilot episode, there is a shot of the stewardess' legs as they walk through the airport causing several men to glare at them as they walk past. This idea of the "male gaze" is therefore clear in this scene as the women's appearance e.g "perfectly coiffed hair and make up", attracts the male characters in the show. They appear like this only for the pleasure of men. However the stewardesses ignore these reactions and continue walking- showing that they are not affected by the "male gaze".
In Beyonce's "Why dont you love me? " music video, her costumes (inspired by 1950s fashion), are "highly sexualised, as she wears tight fitting clothes, which appeals to a male audience. in the video she plays a housewife and does things that are exaggerated and satirical e.g burn dinners, mopping the floors while winking at the camera. This mise en scene allows her to be objected and "welcomes the male gaze" yet manages to avoid feminist criticism as its only a parody.
3) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?
I think that they are leaning towards supporting the feminist movement as they are just campaigns that are created in an artistic way- they are meant to challenge the beliefs/ideas of the viewer and make them see what is wrong with today's society especially in terms of gender roles and expectations. Although they might be quite misleading, with Pan Am clearly representing stewardesses as highly sexualised and Beyonce taking on the role of a typical housewife, an educated viewer would realize that these sexist perceptions are actually being mocked and in turn suggests that we have to adapt to the significant changes in today's society.
4) 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.
Music video analysis
Beyonce- ‘Why Don’t You Love Me?’:
1) How might this video contribute to Butler’s idea that gender roles are a ‘performance’?
In the video we see Beyonce performing various household tasks such as mopping the floors or making dinner- these are seen as typical female roles as some believe that all domestic work should be carried out by women. This links to Butlers idea of gender roles are a "performance" as this typical household role was socially constructed and made to appear normal.
2) Does this video reinforce or challenge the view that women should perform certain roles in society?
In the video we see Beyonce performing various household tasks such as mopping the floors or making dinner- these are seen as typical female roles as some believe that all domestic work should be carried out by women. This links to Butlers idea of gender roles are a "performance" as this typical household role was socially constructed and made to appear normal.
2) Does this video reinforce or challenge the view that women should perform certain roles in society?
In a way it both reinforces and challenges gender role expectations at the same time. In the beginning we see Beyonce's character trying to repair a car but failing miserably. This suggests that this is a man's job as they are seen as more skilled and educated on cars and mechanics. We then see her character performing and excelling at household tasks such as doing the laundry, gardening and cleaning, which reinforces typical gender roles for women. However the music video, is essentially a parody and mocks the idea that women have to conform to gender expectations in society. Furthermore, the message "why dont you love me?" suggests that despite the fact that she is conforming to these typical roles, she is still not being "loved" and ultimately respected, leading to the idea of women not being treated equally in society.
3) Would McRobbie view Beyonce as an empowering role model for women? Why?
Yes, as Beyonce has appeared on many magazine covers including Cosmopolitan and Glamour. McRobbie suggests that women are "empowered" in these types of magazines as they are seen as strong and independent women who have accomplished many things in their career, including the work they've done for the feminist movement.
4) What are your OWN views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ (Mulvey)?
I think that Beyonce empowers women as she expresses the idea that women do not need to be ashamed of trying to assert their sexuality through their choice of clothes for example, as it is not for the purpose of pleasure but instead for the empowerment of women. If a women wanted to either conform to their typical gender roles, it is her choice, however, the idea of the "male gaze" and women only "performing" for men, is certainly outdated and needs to be re-evaluated in today's society. With the feminist movement evolving throughout the years, most of us have certainly come to grips with the idea of gender equality and not discriminating someone due tot heir gender. Therefore I believe Beyonce had made this music video, with the idea in mind that most men and even women now realize that typical gender roles are not needed in today's society and are educated on the feminist movement and its beliefs.
4) What are your OWN views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ (Mulvey)?
I think that Beyonce empowers women as she expresses the idea that women do not need to be ashamed of trying to assert their sexuality through their choice of clothes for example, as it is not for the purpose of pleasure but instead for the empowerment of women. If a women wanted to either conform to their typical gender roles, it is her choice, however, the idea of the "male gaze" and women only "performing" for men, is certainly outdated and needs to be re-evaluated in today's society. With the feminist movement evolving throughout the years, most of us have certainly come to grips with the idea of gender equality and not discriminating someone due tot heir gender. Therefore I believe Beyonce had made this music video, with the idea in mind that most men and even women now realize that typical gender roles are not needed in today's society and are educated on the feminist movement and its beliefs.
Will Jay-'Gangsta':
In the video Will Jay claims that men do not have to conform to typical gender roles/expectations, just because of their gender. He uses phrases such as "its not about the gun-show" and "make your voice deep" to highlight the typical characteristics that a man needs to have, and suggests that conforming to these expectations doesn't necessarily make you a man. He also touches upon the issue of sexism and how men should treat women by saying that men need to tell their group of friends about the women they've "been with". The video as a whole therefore suggests that representations of masculinity have changed over the years as he points out that characteristics mentioned dont necessarily have to be followed by males and that being more "masculine" is not a way to assert your gender.
2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?
He suggests that the representations of masculinity have changed in recent years in men's lifestyle magazines for example. He believes that men have sightly different roles now than they previously had.
3) What is YOUR view on representations of men and masculinity? Are young men still under pressure from the media to act or behave in a certain way?
In a way I think in some cases for example on social media sites such as Instagram- we see men showing off their muscular bodies. However I believe in today's society men are under much less pressure to act in a certain way because of gender equality and movements that support both genders and their right to express who they really identify as. The topic has been explored in many films, such as Moonlight and doesn't necessarily suggest that men have to conform to the typical male characteristics.
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