How useful is this idea in understanding gender is represented in both the Score and Maybelline advertising campaigns?
Structure
- Introduce the overall aim and argument that you are going to make
- Establish your first main critical approach (I would suggest Gender as Performance by Butler, but . . . )
- Develop this approach by using key words, phrases and quotation (Mulvey, Kilbourne, Moi, Wander, Wollstonescraft, Woolf, de Beauvoir, Van Zoonen, Dollimore, Woolf, Levy)
- Apply your theoretical ideas to either or both of the set CSP’s
- Show some historical knowledge about societal changes
- Establish a secondary theme or idea that you wish to raise (1st, 2nd, 3rd or 4th wave feminism, Raunch Culture, Queer Theory, Intersectionality)
- Develop this approach by using key words, phrases and quotation
- Apply your theoretical ideas to either or both of the set CSP’s
- Show some historical knowledge about societal changes
- Establish a contradictory argument that shows your ability to think and engage
- Develop this approach by using key words, phrases and quotation
- Apply your theoretical ideas to either or both of the set CSP’s
- Apply your theoretical ideas to either or both of the set CSP’s
- Summarise your main arguments
- Ensure you have a summative, final sentence / short paragraph
Introduce the overall aim and argument that you are going to make
Establish your first main critical approach (I would suggest Gender as Performance by Butler, but . . . )
Develop this approach by using key words, phrases and quotation (Mulvey, Kilbourne, Moi, Wander, Wollstonescraft, Woolf, de Beauvoir, Van Zoonen, Dollimore, Woolf, Levy)
Laura Mulvey is a British feminist film theorist. She was educated at St Hilda’s College, Oxford. She is currently professor of film and media studies at Birkbeck, University of London.
Laura Mulvey is a feminist film theorist from Britain, best known for her essay on Visual Pleasure and Narrative Cinema. Her theories are influenced by the likes of Sigmund Freud and Jacques Lacan whilst also including psychoanalysis and feminism in her works.
“It is said that analysing pleasure, or beauty, destroys it.”
Apply your theoretical ideas to either or both of the set CSP’s
Show some historical knowledge about societal changes
Establish a secondary theme or idea that you wish to raise (1st, 2nd, 3rd or 4th wave feminism, Raunch Culture, Queer Theory, Intersectionality)
“Male and female identities are not naturally configured” – You can choose who you want to be (butler).
“Popular culture within the process of constructing their sense of identity” – The general idea of genders is constructed by opinions and stereotypes.
“Audiences learn how to perform gender via the media.” – The media in today’s society constructs our own gender identity for us.
“Society constructs a binary view of gender” – A binary view is a social construct made up of two parts that are framed as complete opposites (e.g. male and female).
“Audiences realise they can change their identities” – They can be whoever you want to be without being held back by society.
Develop this approach by using key words, phrases and quotation
Apply your theoretical ideas to either or both of the set CSP’s
Show some historical knowledge about societal changes
Similarly, feminist critical thought became much more prominent and pronounced during the counter cultural movements of the late 1960’s and early 1970’s, which heralded, among other changes a greater acceptance of birth control and divorce, abortion and homosexuality.
There was also the abolition of hanging and theatre censorship, and the Obscene Publications Act (1959) which led to the Chatterly trial. Nevertheless, as Johnathon Dollimore wrote: ‘all this should not be seen as a straightforward displacement of dominant conservative attitudes‘ (1983:59).
However, the Score advert was produced in the year of decriminalisation of homosexuality and as such, the representation of heterosexuality could be read as signaling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire.
Establish a contradictory argument that shows your ability to think and engage
Develop this approach by using key words, phrases and quotation
Apply your theoretical ideas to either or both of the set CSP’s
Summarise your main arguments
Ensure you have a summative, final sentence / short paragraph