Feminist theory: blog tasks

 

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.

1) How does the writer suggest gender performativity is established from a young age?
The writer explains that gender performativity is established through repetition from early childhood, such as the toys children are given, the clothes they wear, and how adults treat them. From a young age, children learn how to “act” masculine or feminine through everyday behaviours that are socially rewarded or discouraged.

2) What does the phrase 'non-binary' refer to and how does it link to Butler's theory?
The term non-binary refers to identities that do not fit exclusively into male or female categories. This links to Judith Butler’s theory because Butler argues that gender is not fixed or natural, but something that is performed, meaning it can exist outside traditional binary 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 traditional gender roles, such as girls being associated with appearance and emotion, and boys with strength and action. The article explains that repetition makes these behaviours seem natural, encouraging audiences to perform gender in socially accepted ways and maintain existing power structures.

1) How might this video contribute to Butler’s idea that gender roles are a ‘performance’?
The video shows gender as a constructed performance through Beyoncé’s exaggerated femininity, styling and behaviour. Her confident poses and self-aware performance suggest that femininity is something that is acted out, supporting Butler’s idea that gender is not natural but repeatedly performed.

2) What might van Zoonen suggest regarding the representation of women in this video?
Van Zoonen would argue that the video can be read as empowering, as Beyoncé appears confident, independent and in control. However, she would also note that the video relies on sexualised imagery, meaning empowerment exists alongside objectification.

3) What are YOUR views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ and oppression of women? 
In my view, Beyoncé mostly empowers women by presenting confidence, control and self-awareness. However, the use of glamour and sexualised visuals means the male gaze is still present, creating a mix of empowerment and traditional representation.


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

The video challenges traditional masculinity by rejecting aggression, dominance and toughness. Will Jay presents masculinity as emotional, reflective and critical of “gangster” stereotypes, showing that modern masculinity can be softer and more self-aware.

2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?
Gauntlett argues that representations of men have become more diverse and less stereotypical. Gangster supports this by showing an alternative to hegemonic masculinity, suggesting men no longer need to conform to one dominant masculine ideal.

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?
In my view, young men are still under pressure, but expectations have shifted. While aggressive masculinity is criticised, men are now expected to be emotionally open and socially aware. Media texts like Gangster help challenge stereotypes, but pressure to “perform” masculinity still exists.