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Feminist theory: blog tasks


Media Magazine reading - two articles on feminism and theory


 Mulvey's theory of the 'Male Gave' is the belief that the dominant view in media is masculine. Laura Mulvey also possesses the thought that certain media texts are created for the benefits of men and that women are, in a way, 'presented' for men. Examples of this theory are shown in thee article about Pan Am. In this article, the writer states that the main characters appearance is always the main topic of conversation. A line to support this is 'that ‘with a face like that you will find a husband in a couple of months’. This shows strong examples of Mulvey's theory. The main character is being told that her looks are 'up to standard' to satisfy a man. Other examples of the male gaze are shown in the article about Beyonce. The writer states that some of Beyonce's acts are contradictory as she simultaneously 'declares herself as an independent woman' whilst also 'objectifying herself'. The writer believes that Beyonce utilising the early 50's housewife aesthetic and parodying it puts her in the position of becoming objectified. The mise-en-scene, mainly focusing on her costumes, perfectly puts her in a position to be subjected to the male gaze. 

I believe that texts such as these show that sexism can be presented and broadcasted in different forms. These media texts show how sexism can be casually displayed whilst also being widely accepted by a large audience. Which, undoubtedly, emphasises how feminism is still required till this day. 

  • Patriarchy – An ideology that places men in a dominant position over women.
  • Third wave feminism – Was a movement that redefined and encouraged women to be dominant and sexually assertive.
  • 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.

The Theory Drop: Gender Performativity (MM69, page 25) 


The writer of this article suggests that gender roles are established from a young age. They state that 'Children are taught to perform their gender from early on so that they align themselves with certain tastes and behaviours befitting their gender category.' the writer goes on to make the point that gender is a social construct that is often mistaken for nature over nurture.  

 A non-binary person is someone who does not identify as exclusively a man or a woman. In really simple terms, someone who is non-binary might feel like a mix of genders.This relates to butlers theory as she believes that gender is culturally and socially constructed and it is not natural. 
3) How and why does the media help reinforce gender stereotypes? The writer provides several examples in the final section of the article.

Music video analysis

Watch the Beyonce video for ‘Why Don’t You Love Me?’ again: 




 This video is a perfect example of Butlers' theory that gender roles are a performance. In the video, Beyonce is acting in a very flirtatious and provocative way to catch her partners' eye. In terms of her costume & makeup; she is seen wearing very revealing clothes and "sultry" makeup. This, along with the way she is behaving, perfectly fits Butlers' theory and strongly reinfirces stereotypes pkaces on women. 

 Van Zoonen would suggest that this video solidifies the idea that in media products, women are constantly being objectified and are constantly been seen as a tool to satisfy sexual desires rather than an independent individual. Which, in fact fits his idea that women are presented as passive being. This idea is supported in the video as she is seen as a woman that is just there to cook, clean and satisfy her partner 
in my opinion, i believe that in this video, Beyonce is reinforcing this idea that women are only there to please the eyes of men. This is quite shocking and contradictory as Beyonce is known for being an independent and empowering woman. From the makeup, the costume choice, the way she acts, all the way to the title of the song, she is being portrayed as a secondary, subordinate character in comparison to the male. The title of the song; "why don't you love me" places her in the stereotypical "inferior" role as she is questioning and doubting the way she is for male approval.


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


In Will Jay's video for 'Gangsta' he is seen dancing throughout. His dancing and movements would be seen as theatrical an  slightly feminine. over the years, males have become more open and accepting of their feminine side, which would've been rare to see in about a decade ago. I believe that young men are still slightly under pressure to behave a certain way due to media. However, it is not as large as it used to be. 


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