Identities and the Media: Feminism
Are we living in a post-feminist state? Do you agree there is still a need for feminism? To what extent does the media contribute to the identity created for women in popular culture? These are some of the questions we need to consider in this next section of our Identities and the Media unit.
Complete the following tasks on your blog:
Media Magazine reading
1) Read Playing With The Past: Post-feminism and the Media (MM40, page 64 - our Media Magazine archive is here).
2) What are the two texts the article focuses on?
Pan Am and Beyonce
3) What examples are provided from the two texts of the 'male gaze' (Mulvey)?
When students ask for a definition of post-
feminism I tend to send them Beyoncé’s way.
Her star construction perfectly encapsulates
the contradictions of post-feminist culture,
simultaneously declaring herself as an independent woman, whilst objectifying herself
for the camera and the ‘male gaze’. Don’t get
me wrong – I love Beyoncé’s music; however
we should all be literate in the post-feminist
ideologies she reinforces.
Throughout the video
she plays at being a ‘housewife’, humorously
burning dinner, parodying mopping floors and
dusting, all the while playfully gazing at the
camera providing the audience with knowing
winks in her ‘sexy outfits’. This self-conscious
address allows Beyoncé to be objectified,
welcoming the male gaze but simultaneously also avoiding feminist criticism through this use
of parody and humour.
Whilst singing these lyrics Beyoncé reinforces
her ‘credentials’ by openly rubbing her chest and
body, whilst playfully looking down the camera,
clearly submitting herself to sexual objectification
and openly acknowledging the ‘male gaze’ (see
glossary). A post-feminist reading of this might
be that since Beyoncé is openly allowing herself
to be objectified, indeed encouraging it by
looking down the camera playfully and winking
at the audience, she is controlling ‘the gaze’ and is thus empowered. However, like so many other
post-feminist texts which openly acknowledge
‘the gaze’ in this playful postmodern ‘knowing’
way, we also see a simultaneous reassuring of
patriarchal anxieties.
4) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?
There definitely is a need for feminism is texts like these are perceived as 'liberating' and in the name of feminism. Although their intentions may be good, they are dangerously misconstruing what it really means to be a feminist.
5) 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 arguments
of feminism are no longer needed.
Third wave feminism – Was a movement
that redefined and encouraged women to be
dominant and sexually assertive.
Patriarchy – An ideology that places
dominant position over women.
No More Page 3
1) Research the No More Page 3 campaign. Who started it and why?
No More Page 3 was a campaign to stop The Sun from including pictures of topless glamour models on its Page 3; it ended when the topless feature was discontinued. The campaign was started by Lucy-Anne Holmes in August 2012; it reached 215,000 signatures by January 2015. The campaign gained widespread support from MPs and organisations but was criticised by Alison Webster, the photographer for Page 3. In January 2015, it was reported that. The Sun had ended Page 3, but the feature was revived for one issue published on 22 January. Following that, Page 3 has not been featured in The Sun again.
When asked whether he would be supporting the campaign, Prime Minister David Cameron replied, "I think on this one I think it is probably better to leave it to the consumer."
2) What are the six reasons the campaign gives for why Page 3 has to go?
objectifies women
degrades women
too explicit for younger audiences
3) Read this debate in the Guardian regarding whether the campaign should be dropped. What are Barbara Ellen and Susan Boniface's contrasting opinions in the debate?
4) How can the 'No More Page 3' campaign be linked to the idea of post-feminism?
Well, the fact that woman think they are being liberated by revealing skin, depicts that it the only thing that they have to be proud about is their bodies. It also shows how they have marginalised gender equality and objectified them selves thinking its a form of freedom.
The fact that famous women icons believe that there is no longer a need for feminism, links to the post feminism attitude.
5) What are your OWN views on the No More Page 3 campaign. Do you agree with the campaign's aims? Should the campaign continue?
6) Do you agree that we are in a post-feminist state or is there still a need for feminism?
Complete for homework if you don't get it finished in the lesson - deadline confirmed in class.
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