Feminist Theory
Media Presentation Feminist Theory
Introduction
* Feminist in the 1960’s and
1970’s was brought to address inequalities related to female/male gender roles. * Promotes equality for both male and female in political, economic, and social issues. * Believes women are oppressed due to their sex based. * Social division benefits for men. * Women in the media are representation of “domestic way of living”.
Laura Mulvey (1975) * Women are represented in which media emphasis on their sexuality and physical appearance. * Identified 3 common trends in Hollywood films:
1) Men controlled action and were responsible for moving narrative along.
2) Women are represented as passive objects for the “male gaze”.
3) The pleasure of viewing comes from; voyeurism, narcissism, and scopohilia.
Criticism of Feminist Theory * Many films do not pursue Mulvey’s idea of “passive heroine”. * The female lead is still a glamorous actress, who is sexually appealing men. The camera encourages the audience to view the women in a voyeuristic way. * Soap operas women's issues are central to the plot.
In 1988 Gammon and Marshment suggested an idea of "female gaze”.
Examples of Feminism in commercials Name of Video | Air Date | Description/Link | Women in Commercial | April 2007 | In this commercial we can analyze, how women are portrayed by the media. In regards to this advertisement, women are shown as “domestic” house working females. http://www.youtube.com/watch?v=0DnQypXp54Q | Britney’s Pepsi Commercial | July 2006 | This commercial is an advertisement of a drink Pepsi. However, there is a different technique of how women are used in this commercial.
Firstly, a famous singer is present in this ad, Britney Spears, this is to attract more viewer’s.
Secondly, at the beginning of the video, Britney tears her clothes a part.
This commercial shows, women being centre of attention, along with women being used
Introduction
* Feminist in the 1960’s and
1970’s was brought to address inequalities related to female/male gender roles. * Promotes equality for both male and female in political, economic, and social issues. * Believes women are oppressed due to their sex based. * Social division benefits for men. * Women in the media are representation of “domestic way of living”.
Laura Mulvey (1975) * Women are represented in which media emphasis on their sexuality and physical appearance. * Identified 3 common trends in Hollywood films:
1) Men controlled action and were responsible for moving narrative along.
2) Women are represented as passive objects for the “male gaze”.
3) The pleasure of viewing comes from; voyeurism, narcissism, and scopohilia.
Criticism of Feminist Theory * Many films do not pursue Mulvey’s idea of “passive heroine”. * The female lead is still a glamorous actress, who is sexually appealing men. The camera encourages the audience to view the women in a voyeuristic way. * Soap operas women's issues are central to the plot.
In 1988 Gammon and Marshment suggested an idea of "female gaze”.
Examples of Feminism in commercials Name of Video | Air Date | Description/Link | Women in Commercial | April 2007 | In this commercial we can analyze, how women are portrayed by the media. In regards to this advertisement, women are shown as “domestic” house working females. http://www.youtube.com/watch?v=0DnQypXp54Q | Britney’s Pepsi Commercial | July 2006 | This commercial is an advertisement of a drink Pepsi. However, there is a different technique of how women are used in this commercial.
Firstly, a famous singer is present in this ad, Britney Spears, this is to attract more viewer’s.
Secondly, at the beginning of the video, Britney tears her clothes a part.
This commercial shows, women being centre of attention, along with women being used