Identities and the Media: Feminism

Playing With The Past: Post-feminism and the Media (MM40, page 64)

1) What are the two texts the article focuses on?

Beyonces 'Why don't you love me' and the period drama Pan AM

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

Beyonces music video is suggested to be an example of the 'male gaze', as the article suggests that she is submitting herself to sexual objectification. However it could also be argued that she is controlling the gaze, which links back to the concept of post-feminism as although she may be controlling the gaze and putting herself in that representation she is still creating an image that reinforces male activism and female passivity. In terms of Pan Am, the period drama reinforces the male gaze while also subverting it as the image of the main steward is constructed and mediated. She is represented as someone to be admired and aspired to by women, and visually enjoyed by men.

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 believe that these texts all have their contradictions and in some form create a sense of passivity in women rather than empowering them, as women are represented as either needy or self-conscious rather than fully empowered. On the other hand, one could argue that in fact women are empowered and that there is no need for feminism, as the steward in Pan Am is represented as independent and a woman of the new world, and in Beyonce's music video Beyonce is embracing her sexuality which women were not able to do a few decades ago. 

4) Choose three words/phrases from the glossary of the article and write their definitions on your blog.

Post-Feminism - A concept and ideology which argues that in our current society we are past our needs for feminism and that the attitudes and arguments of feminism are no longer needed.

Male Gaze - A theory created by Mulvey in her article ‘Visual Pleasure and Narrative Cinema’ which argues that mainstream Hollywood films subject female characters to the ‘male gaze’ of the camera, as a result objectifying their bodies.

Third wave feminism - A movement that redefined and encouraged women to be dominant and sexually assertive.

No More Page 3

1) Research the No More Page 3 campaign. Who started it and why?

No More Page 3 was started in August 2012 by Actress and Author Lucy-Anne Holmes as a response to the objectification and sexualisation of women in the tabloid newspaper The Sun. 

2) What reasons did the campaign give for why Page 3 had to go?

The main reason that had been stated to explain why page 3 had to go is the fact that society has transformed, and that sexual objectification has become recognised as am offensive and discriminatory factor, and contributory to the derogatory treatment of women. 

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?

Susie Boniface believes that the campaign against page 3 should be dropped, due to her belief that society has reached a stage of evolution where some people see page 3 as an empowering force for women. On the other hand, Barbara Ellen believes that the campaign against page 3 shouldn't be dropped, as it is sexist and demeaning to women. Ellen states that the campaign isn't about forcing women to cover up, bur rather a major news outlet recognising that Page 3 is outdated.

4) The main campaign website has now been replaced by a site called Sexist News, designed to highlight sexism in the media. Give an example of a recent story the website has highlighted. Do you agree with the view of the website?

The article "Little mixed up about what to wear?" discusses how the music Little Mix faced backlash during their performance on the X Factor due to their chosen attire. The article continues on the feminist viewpoint that no one should tell women what to wear, and how the pressures bearing down on young women to conform are linked to neo-liberal ideas of choice and the marketing of female flesh.I agree with the view of the website as the double-standards within mainstream TV shows are having a negative impact on women, and that women are constantly being degraded because of it.

5) How can the No More Page 3 campaign and Sexist News website be linked to the idea of post-feminism?

I believe the No More Page 3 campaign and the Sexist News website can be linked to the idea of post-feminism because they both highlight how we live in a society where sexism still exists. The fact that we still need feminist movements and campaigns to empower women and educate others on the importance of going against sexism suggests that we have a long way to go before we reach a state of post-feminism.

6) What are your OWN views on these campaigns? Do you agree with their aims? Is there still a need for these campaigns in the media?

I believe that these campaigns have legitimate aims and that there is still a need for these campaigns in the media because the media is an influential mechanism in society. Therefore, if the media were to distribute sexist content such as Page 3, it has a serious impact on society and the status of women as represented by these campaigns. 

7) Finally, do you agree that we are in a post-feminist state or is there still a need for feminism?

Personally I believe that we are not in a post-feminist state and that there still is a need for feminism simply because many people do not understand the blatant sexism that surrounds us today. Although progress has been made, there are still various improvements that need to be made on the protection of a womans dignity and rights not only in the UK but around the world.