Identities: Feminist and gender theory

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?

The two texts that the article focuses on is a drama named Pan Am and Beyonce's music video of "Why don't you love me?". 

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

• The iconography of Beyonce's clothing objectifies her. It applies to the "male gaze" theory of how females are there for the sexual pleasures of men and the audience look at females in the eyes of heterosexual men. 
• The self-conscious approach that the music video does allows Beyonce to be objectified, welcoming the male gaze 

3) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?

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 right 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 might this video contribute to Butler’s idea that gender roles are a ‘performance’?

2) Does this video reinforce or challenge the view that women should perform certain roles in society?

3) Would McRobbie view Beyonce as an empowering role model for women? Why?

4) What are your OWN views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ (Mulvey)?

- In my own views, I believe that especially within this video, Beyonce mainly reinforce the traditional "male gaze" through the iconography of the clothes shes wearing. The mise-en-scene of Beyonce wearing tight and short clothes that expose her skin, links with Mulvey's male gaze theory as females are seen as sexual objects and we as an audience see them through the eyes of heterosexual men. Also, the lyrics "Why don

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

• Beyonce in the video, is perceived as the figure that everyone sees. 
• This is relevant as the audience's attention is attracted towards her. 
• It is as if the performance is made to please the audience.

2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?

• I sensed that there was some parts of the overall music video that had a hint of parody. 
• However, people that watch music videos for leisure would see the video as the norm for women in music video.

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?

- My view on representations of men and masculinity is that I still believe that it's a huge factor within the media that impacts young men to act a certain way to be a "man" and become "masculine". The media is predominantly used by the younger generation and social media platforms such as Instagram mainly, allows the younger generation consume images and videos that might impact them negatively in terms of mentally. Younger men can come across pictures of fit men with physical masculinity and they might believe that having that body, can attract many girls and bring happiness. Through this, they can lose huge amount of confidence with their body which could lead to depression.