feminist critical thinking notes

Representation

  • happen at a structural level in terms of institutional, companies and organisations
  • happens at a textual level, individual images and films
  • radical and reactionary

Toril Moi’s (1987) – distinction between ‘feminist’ ‘feminine’ and ‘female’

  • feminist- a political position
  • female – a matter of biology
  • feminine – a set of culturally defined characteristics

Laura Mulvey (1975) : visual pleasure and narrative cinema

  • visual pleasure and the signs of visual pleasure
  • ‘the woman is seen as image and the man as the bearer of the look’
  • the male gaze
  • a world of imbalanced power and the power is sexual
  • ‘the pleasure in looking is split between the active male and the passive female’
  • womens appearances are coded for strong visual and erotic impact
  • ‘scopophilia’ – pleasure in looking
  • ‘vouyerism’ – sexual pleasure gained in looking
  • ‘fetishism’ – the quality of cut out, stylised and fragmented

Jacques Lacan – ‘the mirror moment’

  • highlighting the parallel between the ‘mirror stage’ of child development and the mirroring process that occurs between audience and screen.

sexualising in music videos

  • woman sexualised in music videos
  • first wave of feminism = suffragettes
  • second wave of feminism = late 60’s/70’s society structured around male experience
  • third/fourth wave of feminism = more radical e.g. #metoo movement and #freethenipple

Raunch culture

  • performers believe they are powerful owners of their own sexuality – Hendry & Stephenson

Intersectionality: Queer Theory

Ariel Levey

Judith Butler

Bell Hooks

Jean kilbourne

  • Kilbourne is internationally recognized as an expert on addictions, gender issues, and the media. 
  • Jean Kilbourne has transformed the way in which organizations and educational institutions around the world address the prevention of many public health problems including smoking, high-risk drinking, eating disorders, obesity, sexualization of children, and violence against women. 
  • part of second wave femininsm
The fact is that much of advertising's power comes from this belief that  advertising does not

Leave a Reply