Gender, Feminism and the Media

By Emma, Danny, Jessica and Yiyang

Feminism in the MediaFeminism-

A social theory or political movement supporting the equality of both sexes in all aspects of public and private life.

Why is it important to have a positive/effective representation of women in the media?

• Audiences construct ideas and identities from the Media.• The representation of women in the media has a direct effect on how they

are treated in society.• Essential to Develop-to keep in line with the world’s context• Develops equal rights• Original Narratives-to subvert tired conventions and to inspire and

entertain.

Change over Time Flash Adverts-Development over time1960s http://www.youtube.com/watch?v=PTQ6zTVr3qA2008 http://www.youtube.com/watch?v=dET87gt4yeQ

Where are women frequently represented across the Media?

Romance Fiction‘functions as ‘an active agent in the maintenance of the ideological status quo because it ultimately reconciles women to patriarchal society and reintegrates them with its institutions’. (pg 57)

Soap Operas‘…is undoubtedly a hegemonic form, its pleasures designed to reinforce ‘dominant conceptualizations of women’ by positioning them as ‘consumers for their households’. (pg 60)

Comedy ‘humour became the means by which conventional ‘meanings’ could be ‘unmade’ and patriarchal assumptions overturned by female leads who were the physical and verbal centres of their shows’. (p.67)

Clip from ‘King of Queens’http://www.youtube.com/watch?v=Tk9G7QpW2Os

Woman as Sex Symbol/Object• ‘Woman, that is, are ‘to-be-looked-at’, and as such can only be objects not subjects of the

gaze, of the narrative, and of that which drives narrative: desire’ (Mulvey-pg 66)• It explains how woman, as readers or spectators, can be ‘seduced’ into complicity with public

narratives which position them as sexual object’ (pg 72)Hip Hop Culture• Woman frequently objectified in terms of being a sex object. • Reinforces patriarchal controlhttp://www.youtube.com/watch?v=_j_sblntjyA ‘Bond Girls’• Another almost accepted representation• Women must be glamorous.

Housewife to HeroWoman as the HeroCritical Example: Prime Suspect (1991-) Jane Tennison

• ‘for a female character to become the hero of such a series she must appropriate agency, action, command, the occupation of public space discursive authority and the control of the investigative gaze. All of these of course run counter to the norms of femininity’. (pg 69)

• Example of a text that elevates the importance of women, showing Tennison reaching a respected role. Yet, at the same time she adopts traditionally masculine traits like emotional detachment and alcoholism. Are audiences not yet ready for a feminine protagonist in a male dominated genre like Crime? Would such even be believe-able?

Post-Feminism• ‘is feminism today, complete with all its difficult debates and animosities,

its conflicts and contradictions, its pleasures and desires’.

Effective of ineffective?• Can backfire- The Quick and the Dead (1995)• Positive- Kill Bill (Vol 1 + 2) (2003-2004)• Erin Brockovitch (2000)

Further Questions• Do you think, overall, women have a positive representation

in the media?• Is there still room for progression of the representation of

women in the media? If so, in which particular fields and genres

• Can you think of any more examples of female characters in the media that subvert the traditional stereotypes of women? Particularly from recent years.