An introduction towards theories of gender representation, couched in a summary of feminist critical thinking and applied to music videos, adverts and video games but equally applicable to all aspects of media, literature and cultural studies.

Feminist= a political position

Female= a matter of biology

Feminine= a set of culturally defined characteristics

1st feminist wave= suffragettes gaining the vote.

Second–wave feminism was a period of feminist activity and thought that began in the United States in the early 1960s and lasted roughly two decades. It quickly spread across the Western world, with an aim to increase equality for women by gaining more than just enfranchisement.

Critical Thinking= the objective analysis and evaluation of an issue in order to form a judgement.

A good starting point, in terms of key concepts, is to look at the work of Laura Mulvey and specifically focus on her 1975 polemical essay: ‘Visual Pleasure and Narrative Cinema‘. Central to her thesis was the role of the male gaze, a theoretical approach that suggests the role of ‘woman as image, man as bearer of the look,’ in contemporary visual media.

 ‘cinema offers a number of possible pleasures’. 

 scopophilia (‘taking people as objects and subjecting them to a controlling and subjective gaze‘ ie OBJECTIFICATION); 

vouyerism (the sexual pleasure gained in looking)

 fetishism (‘the quality of a cut-out . . . stylised and fragmented‘), the way in which parts of the female body are presented as something to be ‘looked at’ and therefore ‘objectified‘ and ‘sexualised‘ – ‘close-ups of legs . . . or a face‘, of lips, hips, bums, tongues, thighs, legs and breasts, etc. etc) which are exaggerated through cinematic conventions of ‘scale’, ‘size’, ‘focus’.

 Jacques Lacan and The Other

‘Man is reluctant to gaze at his exhibitionist like‘, thus, he must control the look, and thereby, the narrative. Made possible ‘by structuring the film around a main controlling figure with whom the spectator can identify‘. Rules and conventions of mainstream narrative cinema, that appear to follow ‘according to the principles of the ruling ideology‘. In other words, the dominant look is always hetero, rather than homosexual.

Third-wave feminism began in the early 1990s, coined by Naomi Wolf, it was a response to the generation gap between the feminist movement of the 1960’s and ’70’s, challenging and recontextualising some of the definitions of femininity that grew out of that earlier period. In particular, the third-wave sees women’s lives as intersectional, demonstrating a pluralism towards race, ethnicity, class, religion, gender and nationality when discussing feminism.

‘rebellion of younger women against what was perceived as the prescriptive, pushy and ‘sex negative’ approach of older feminists.’ 

• an emphasis on the differences among women due to race, ethnicity, class, nationality, religion
• individual and do-it-yourself (DIY) tactics
• fluid and multiple subject positions and identities
• cyberactivism
• the reappropriation of derogatory terms such as ‘slut’ and ‘bitch’ for liberatory purposes
• sex positivity

Judith Butler: Initial critical ideas that looked at the plurality of feminist thought can be found in the early work around Queer Theory. In the UK the pioneering academic presence in queer studies was the Centre for Sexual Dissedence in the English department at Sussex University, founded by Alan Sinfield and Johnathon Dollimore in 1990 (Barry: 141). In terms of applying queer theory to feminist critical thought, Judith Butler, among others expressed doubt over the reductionist, essentialist, approach towards the binary oppositions presented in terms of: male/female; feminine/masculine, man/woman. Arguing, that this is too simple and does not account for the internal differences that distinguishes different forms of gender identity, which according to Butler ‘tend to be instruments of regulatory regimes . . . normalising categories of oppressive structures‘

Reductionist: a person who analyses and describes a complex phenomenon in terms of its simple or fundamental constituents.

Essentialism is the view that every entity has a set of attributes that are necessary to its identity and function. In early Western thought, Plato’s idealism held that all things have such an “essence”—an “idea” or “form”.

some of the ideas presented by Laura Mulvey seem to suggest that gender is fixed – male/female – that it is structured by institutions and those powerful individuals who are able to exert power and control