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Feminist Critical Thinking

  • Feminist = a political position
  • Female = a matter of biology
  • Feminine = a set of culturally defined characteristics

1st Wave Feminism

The first wave of feminism was galvanised by organisations such as, the British Women’s Suffrage Committee (1867), the International Council of Women (1888), the The International Alliance of Women (1904), and so on who, in early part of the 20th Century, worked to get women the right to vote.‘sexism was coined by analogy with the term racism in the American civil rights movement in the early 1960s. Defined simply, sexism refers to the systematic ways in which men and women are brought up to view each other antagonistically, on the assumption that the male is always superior to the female

(Michelene Wandor 1981:13)

Virginia Woolf asks the question “what if Shakespeare was a woman”. She states that if Shakespeare was a woman he would not have had the same opportunities as he did when he was a man, and therefore, his work would never have been published.

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2nd Wave Feminism

the feminist literary criticism of today is the product of the women’s movement of the 1960’s’

(Barry 2017:123)

Indeed 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: the facilitation of of birth control and divorce, the acceptance of abortion and homosexuality, the abolition of hanging and theatre censorship, and the Obscene Publications Act (1959) – which led to the Chatterly trial. Nevertheless,

all this should not be seen as a straightforward displacement of dominant conservative attitudes‘ .

(Johnathon Dollimore 1983:59)

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3rd Wave Feminism -Raunch Culture

‘rebellion of younger women against what was perceived as the prescriptive, pushy and ‘sex negative’ approach of older feminists.’ (344)

Barker and Jane (2016 p. 344)

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 1960s and ’70s, challenging and re-contextualising 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.

According to Barker and Jane (2016), third wave feminism, which is regarded as having begun in the mid-90’s has following recognisable characteristics:

  • 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

a product of the unresolved feminist sex wars – the conflict between the women’s movement and the sexual revolution‘ .

Ariel Levy (2006:74)

Raunch culture is the sexualised performance of women in the media that can play into male stereotypes of women as highly sexually available, where its performers believe they are powerful owners of their own sexuality’ Hendry & Stephenson (2018:50)

Miley Cirus’ video wrecking ball is an example of how raunch culture can be empowering for women.

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Intersectionality:

‘In an attempt to understand what it means to be oppressed as ‘a woman’, some feminist scholars sought to isolate gender oppression from other forms of oppression’. Put another way, there was a tendency to be either ‘preoccupied with the experiences of white middle-class women or to ignore completely the experiences other women’ (Sigle-Rushton & Lindström, 2013, 129). It is from this that the development and articulation of intersectionality began to take shape. The early ideas around intersectionality can be traced to theoretical developments from the 1980’s, see for example, the work by Kimberlé Crenshaw (1989) or some of the propositions asserted around Queer Theory (see below) that brings together a set of complex ideas around the ‘multidimensionality of subjectivity and social stratification’ (ibid, p.131). In other words,

you cannot ‘understand Black women’s experiences of discrimination by thinking separately about sex discrimination and race discrimination’ (ibid)

Sigle-Rushton & Lindström, 2013 p131

Hook: Multicultural Intersectionality

As Barker and Jane note, ‘black feminists have pointed ot the differences between black and white women’s experiences, cultural representations and interests’ (2016:346). In other words, arguments around gender also intersect with postcolonial arguments around ‘power relationships between black and white women’. So that ‘in a postcolonial context, women carry the double burden of being colonized by imperial powers and subordinated by colonial and native men’ (ibid).

As a way of exploring this notion of intersectionality ie the idea that an approach such as feminism, is NOT UNIVERSAL, SINGULAR or HOMOGENEOUS as this is a REDUCTIONIST and ESSENTIALIST way of seeing the world. Rather intersectionality highlights the way ideas and concepts such as ‘female‘, ‘feminist‘, ‘feminine‘ (Moi 1987) intersect with other concepts, ideas and approaches, such as, sexuality, class, age, education, religion, ability. A way of exploring these ideas is through the work of bell hook.

bell hook (always spelt in lower case – real name: Gloria Jean Watkins) advocates media literacy, the need to engage with popular culture to understand class struggle, domination, renegotiation and revolution. Put another, encouraging us all to ‘think critically’ to ‘change our lives’.ethnicity and race, see for example here work ‘Cultural Criticism and Transformation

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 reductionistessentialist, approach towards the binary oppositions presented in terms of: male/femalefeminine/masculineman/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‘ (14:2004).

Judith Butler: ‘gender as performance’

identity can be a site of contest and revision

Butler (2004:19)

In many ways Judith Butler counterpoints earlier ideas of gender representation, for example, 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 – Weinstein et al. While still recognising those argments presented by Mulvey, Jean Kilbourne, Sut Jhally and others, Butler suggests that gender is fluid, changeable, plural a set of categories to be played out and performed by individual subjects in individual moments in time and space.

Put another, it suggests that we have multiple identities that are performed to different people, in different social settings, under different social conditions. For example, look at categories such as lipstick lesbianbutch and femmegirly girl and so on, which illustrate the multiple, plural nature of identity, representation and performance with feminist critical thinking. Which can be explored and mapped out into similar studies on male identity (again see work by Sinfield, Dollimore and others).

The idea of identity performance is explored further in another post: Representation, Identity & Self. However, to understand the approach of gender as performative is to recognises a ‘phenomenon that is being reproduced all the time‘, which perhaps suggests that nobody is a gender from the start.’ The question for Butler (and for students of media and cultural studies) is therefore: how does gender get established and policed? Which, of course, is why we look at her ideas in subjects like Media Studies.

key notes-judith butler and David Gauntlet.

Judith Butler:

  • our bodies or sex do not define our gendered identities. – we do not have to conform to society’s demands of being masculine or feminine.
  • “our gendered identities are not naturally given but constructed through repetition and ritual.” 
  • the media assists in the marginalisation of subversive identities through absent representations, abjection and parody. 
  • the performance of gender trouble is a difficult, sometimes painful, process given the entrenched nature of heteronormativity. 
  • contemporary culture reinforces a traditional gender binary- identities that fall outside of that binary are constructed as subversive. 

David Gauntlet:

  • Audiences realise they can change their identities”– David refers to Anthony Giddens’ theory who suggests “late- modernity” – where our identities are transitioning from the rigid stereotypes and starting to construct our own. 
  • Contemporary media practices mean that heteronormatitvity does not completely dominate”– showing how heterosexuality is not in complete control over society and that we are becoming a more inclusive community.
  • Audiences are in control of the media – adapting and assimilating ideas about themselves through the various representation that the media presents.” – illustrating how audiences are collectively adapting cultural norms and adapting themselves to fit in to society. 

Wider reading

Key Notes:

Judith Butler:

  • “our gendered identities are not naturally given but constructed through repetition and ritual.” – showing that this is how we act because it is a rigid stereotype given by society.
  • our bodies or sex do not define our gendered identities. – we do not have to conform to society’s demands of being masculine or feminine.
  • contemporary culture reinforces a traditional gender binary- identities that fall outside of that binary are constructed as subversive.
  • the media assists in the marginalisation of subversive identities through absent representations, abjection and parody.
  • the performance of gender trouble is a difficult, sometimes painful, process given the entrenched nature of heteronormativity.

David Gauntlet:

  • Audiences realise they can change their identities”– David refers to Anthony Giddens’ theory who suggests “late- modernity” – where our identities are transitioning from the rigid stereotypes and starting to construct our own.
  • Audiences are in control of the media – adapting and assimilating ideas about themselves through the various representation that the media presents.” – illustrating how audiences are collectively adapting cultural norms and adapting themselves to fit in to society.
  • Contemporary media practices mean that heteronormatitvity does not completely dominate”– showing how heterosexuality is not in complete control over society and that we are becoming a more inclusive community.

home school work -Judith Butler- gender

Judith Butler discusses the presence of gender and their roles in society and how we essentially locked door on what gender is and who it belongs too.

Judith expresses that our gender identity is like acting, at birth we are assigned a role and from that moment on we act how we should according to our gender, for example boys acting dominant in comparison to women who are supposed to act innocent and delicate to guarantee a males approval. She argues that we have a fluidity of gender, it isn’t one set thing. She quotes ‘There was no gender from the start’, we have just took it upon ourselves to assign characteristics to the two. That gender is pro-formative meaning the ideology of gender and the way we express that has been produced and passed on for generations therefore that is all we have ever known.

  • Butler states that gender is ‘performative’ and a ‘social construct.’
  • Best known for her book “Gender Trouble: Feminism and the Subversion of Identity. ” 
  • Butler says that historically we have viewed gender in a binary fashion- dividing gender into categories based on stereotypes or characteristics which cannot be changed. She believes this limits us.
  • gender should be seen as a human attribute that shifts and changes”

score and Maybelline notes-

This advert communicates a negative view and opinion of sexuality, the tag line ”let what you’ve always wanted”, translates that the product only attracts women, this is demonstrated when the women are overjoyed when the mans hair is perfect as a result of using the product. The advert informs the gay community that this product only attracts women and it would be pointless to use it. The main aim of this product is not to look good to yourself but to the opposite sex, which for the LGBTQ community is useless.

The diversity of gender and race furthermore shines a lights and ticks a box if you will on this advert and product not being directed at one specific group or type of person. As in the previous advert we focused on ‘score’ it was focused on middle class, straight white men. In comparison with this product which is for everyone.

In comparison score generally focuses in on the ideology of men being dominant and women should worship them as a result of the product and conclusively his gender, linking back to Judith Butlers notes on the representation of gender in society and the result of the pro formative characteristics of gender it confirms concretely that the assignment of the male gender it has built a sense of dominance and power and is being clearly represented in this advert. The women on the other hand wearing few items of clothing also links with Judith butters notes and highlights that characterises of women that are in place to attract and please men such as skin showing and their standing positions justifies her case that these characteristics we produce in result of our gender and made by us and our minds and not our bodies.

With Maybelline it flips this representation of gender and goes against the stereotypes of makeup being for women. In the past decade the ideology of gender has been breaking down due to the ongoing convocation on social media and it is slowly being normalised. The dispelling the myth of a binary existence is furthermore being accepted through this advert of a man, ‘Manny Mua’, wearing, using and advertising the product of mascara. His tone and physical movements also connote a females, celebrating the fluidity of gender not being one single thing.

At Home notes

Judith Butler Notes:

  • Butler states that gender is ‘performative’ and a ‘social construct.’
  • Best known for her book “Gender Trouble: Feminism and the Subversion of Identity. ” 
  • Butler says that historically we have viewed gender in a binary fashion- dividing gender into categories based on stereotypes or characteristics which cannot be changed. She believes this limits us.
  • gender should be seen as a human attribute that shifts and changes”
  • views are complimentary to modern identities 
  • believing that gender is fluid and changeable- dependent on who we are with/situations/ different times
  • links to David Gauntlet’s theories about identities being fluid, constructed and collective.- and how cultural norms are constantly changing.
  • Butler believes gender promotes the patriarchy and suppression of feminism where we constantly compare men and women to each other.
  • ‘nobody is a gender from the start’
  • no “repetitive” acts can determine who you are’

Score Notes:

The man is sat at a higher position to the women who are holding the seat at shoulder height. This could foreground the patriarchy and the negative connotation that he is more superior then the women. Which is a reactionary representation of the relationship between men and women as the patriarchy is a dominant ideology and can still be seen in present day society. In the 1960s it was typical for men to go out to work and to provide the money for his family and for the women to be stay -at -home-wives/mums who would do the cooking and cleaning because woman weren’t seen as capable of the things that men were. Men were superior and sexism was an accepted way of living. The women in the advert are seen in less clothing or clothing that has been altered to accentuate their body figure. This links with Feminist Laura Mulvey and her theory of the “Male Gaze” where women are as objects to be looked at and men are the “lookers”. They have been over-sexualised in order to help promote this product, however this has negative consequences on how women are perceived by both men and women. This also shows the link to voyeurism as this is encouraged in order to increase the sales. Furthermore this shows the growing number of men conforming to toxic masculinity and believing that by over-sexualising and objectifying women makes them masculine. It teaches women to also sexualise themselves as they believe that they will be considered attractive if they are submissive and their body is owned by the male perspective. The women are also seen as trying to ‘stroke’ the man and touch him in some sort of way. This makes him seem desired and irresistible to women which they have justified with the hair product “score”.

Maybelline:

This production is a radical representation of gender and masculinity and connotates to Judith Butler’s theory of gender being ‘performative‘ and not in a binary fashion. Gender is fluid and can change depending on many different things. The Maybelline’s advert shows this with including their first male influencer (Manny MUA) to promote this product which is counter-typical to the kind of model who would normally be used in a cosmetic advert as make-up is considered feminine and only for those who identify themselves as female. It creates a new representation of what it means to be a ‘man’ and that wearing make-up can still be masculine. As an influencer he is constructing his own identity in a positive way and helping others around him to embrace their feminine side as well as their masculine side and that having interests that would normally be considered feminine doesn’t make them less masculine.

Judith Butler and Harry Styles

Judith Butler

Judith Butler is a philosopher and gender theorist whose work has influenced political philosophy, ethics, and the fields of third-wave feminism, queer theory, and literary theory. She is best known for her book “Gender Trouble: Feminism and the Subversion of Identity. ”   In this book she explores and challenges the existing “feminist model” and how it has defined the female gender. Butler says that historically we have viewed gender in a binary fashion. Meaning that men and women are divided into distinct categories that are fixed and cannot be changed. She argues against this and says that “gender should be seen as a human attribute that shifts and changes”. She believes that by categorising ourselves in this way limits our ability to choose our own identities. Her views are complimentary to modern identities such as non-binary (you don’t identify yourself as neither male or female) and gender fluid (you change your identity to either male or female but it is not fixed) and states that gender is a “performative social construct.” She believes that gender categorises ourselves to a stereotype which can have negative connotations, limiting our own unique identity where we feel more insecure about the characteristics of our personality. She also expresses the idea that gender identity is changeable and fluid a we ‘perform’ and display different elements of our gender identity at different times, in differing situations and around different people. Her theories also link to David Gauntlet’s theory about identities who says that we construct our own identities by being influenced by different people/experiences/interests which may not be the “traditional cultural norm.” Butler mentions that by believing gender is binary promotes patriarchy and the negative dominant ideology of women by separating them into distinct categories and constantly comparing them to each other, continuing with this old fashioned “gender battle.” Contrasting to common knowledge, it limits both genders and forces a toxic stereotype of what masculine and feminine means and what being a man or a woman means.

Harry Styles and his Brand ‘Pleasing’

Pop sensation Harry Styles has set up his own brand called ‘Pleasing’ which concludes of a range of beauty products including nail polish and other cosmetics. With him being an influential opinion leader, his counteracting opinions of masculinity and femininity helps people to become confident about who they are and what they like. He is representing masculinity in a radical way as he shows himself as a feminine man whilst also identifying himself as heterosexual. This also supports Butlers theory of gender being performative. Styles claims that he aims to “blur the boundaries” of the gender binary and show that regardless of what you identify yourself as, beauty cosmetics is for everyone, not just women.

BUTLER

KEY IDEAS

  • Judith Butler is an ‘influential philosopher’ born in 1956, best known for her 1990 novel ‘Gender Trouble’ which looks at feminism and “gender as performance”. She describes gender as “an identity instituted through a stylized repetition of acts.”
  • Butler believes that gender is fluid, meaning that things should not be categorised, we should be able to choose our gender based on how we choose to express ourselves
  • This juxtaposes the fluidity of gender expression in the human nature. She also expresses the idea that gender identity is volatile and changeable: we ‘perform’ and display different elements of our gender identity at different times, in differing situations and around different people. We also react to how other people express their own gender identity, making us feel more comfortable or less comfortable to express traits that contrast our ‘labelled gender’.
  • Butler’s theories link to David Gauntlet and his ideologies on identity.
  • According to Butler, the archaic, binary categories of gender (male and female) counteracts feminism and only promotes patriarchy because these movements completely separate these distinctions and put them up against each other, which does not do anything for the progression gender equality. Stereotypical representation of gender and sexuality for example, expression of femininity in men automatically equates to being homosexual.
  • Counteracts Sigmund Freud’s ideas that “same-sex affection” is a “form of melancholia”.

QUOTES

”Gender does not exist inside the body” – Sex is biological whereas gender is a form of identity and self expression. The definitions of the both have been blurred through societies expectations.

“Our gender identities are not a fixed object” – Gender is fluid, almost a spectrum. Our gender identity can change how ever often we want it too. Different elements of our personality relate to different gender even though we may identify ourselves as one.

“Media presentations of homosexuality often use exaggerate masculine or feminine behaviours in a comedic way” – Linking to Maybelline advert, Manny’s homosexuality is stereotyped and majorly over-exaggerated, this could be the brand’s way of making this representation outwardly known.

“Constructed through repeated actions” – Stereotypical gender traits constructed such as connected the clothes we wear to the binary: male or female, creates the impression that we should have a “seamless and permanent” gender identity. These “rituals” linked to different gender’s display our identity to ourselves and society.

“Non-heterosexual identities are socially suppressed in favour of heteronormativity” – Non-straight identities or couples are seldom displayed in the media, especially unless it is in connection with a pride campaign, for example. This is due to the fact that society assumes that people are automatically straight and have the ability to choose their sexuality from birth, whereas this is clearly not the case.

HARRY STYLES ARTICLE (GUARDIAN MAG):

  • Harry Styles has recently set up a ‘life brand’ called ‘Pleasing’. He has released a range of beauty products including nail polishes. With him being a influential opinion leader, him counteracting gender normality allows people to see themselves represented and allows them to validate their own expression of gender, sexuality and personality as a whole.
  • “There is a sense that this brand is about celebrating what is already there and encouraging customers to be themselves.”
  • Styles echoes Butler’s theories that we can celebrate the differing elements of our gender identity regardless of societies expectations.
  • Through Styles’ “unique aesthetic” he aims to “blur the boundaries” of the traditional gender binary and project the idea that anyone, regardless of their gender, can wear beauty products, can dress how they choose to and can act how they want to.
  • The article also makes reference to money, which could be interpreted as Styles going against the male stereotype and using this ‘alternative’, unique gender expression as a way of regaining fame and making money. “In July, the global beauty industry was valued at $511bn”

EXAM STYLE PARAGRAPHS:

SCORE:

The male character is at a higher physical position to the female characters looking up at him. This could connote to the patriarchal, superior, dominating and more powerful position he holds, reflecting the views that men were of a higher position, men were meant to be earning money whilst their wife would stay at home, during the late 1960’s. The female characters are over-sexualised through their clothing and body language/position. This reflects the gender stereotype that women were objects of male pleasure linking to Laura Mulvey and The Male Gaze. Butler’s theories suggest that this representation of contrast between gender expression only promoted patriarchy and women being used only for sexualisation. This representation of over-emphasised femininity is unnecessary and has no link to the product being advertised. This also links to the theory of voyeurism – “One of the most obvious persuaders in advertising is sex”

MAYBELLINE:

This production is a counter-typical representation of gender and truly encapsulates Judith Butler’s ideas that gender is fluid, it is not fixed and set in place. Gender is changeable and can be expressed differently during different situations. The Maybelline advertisement also has links to sexuality and how sexuality is often attached to stereotypes as well as gender. Manny (MUA), featured in the video advert, is a gay male and the first male make up artist to be the face of the brand and be featured in a advert. Immediately, he creates a new representation of what ‘being a man’ looks like. His portrayal completely de-constructs the traditional binary that suggests that men should be overly masculine, heterosexual and should only be interested in playing sports, for example. His representation is quite feminine and the fact that he wears makeup and is connected to a makeup brand juxtaposes the archaic idea that only girls can use makeup.

JUDITH BUTLER:

Judith Butler’s ideas counteract Laura Mulvey’s ideas that gender is fixed as male and female which are seen as completely separate and different from each other. Her views complement modern identities such as non-binary and gender fluid, where people don’t feel represented as one, set gender, they see themselves as having elements of different genders and don’t stay in line with the ‘traditional’ binary. Butler says that gender is a social construct which categorises everyone into a stereotype. She emphasises the difference between sex and gender. Sex being the biological category assigned at birth (male or female), whereas gender being a social construct which encapsulates the idea that almost everything, from careers and clothing fit into a feminine or masculine category, either (boy or girl).

constructed reality- judith Butler

‘stylized repetition of acts’.

Judith butlers states that ”identity instituted though stylized repetition of acts”. She expands on how our reality is all constructed by ourselves and that we mould our lives into this norm. Money, time, gender the worlds boxes that we have to fit into to practically be human and survive.

The idea that women and girls like pink, makeup and small dogs builds a stereotype, alike certain thing such as short skirts, small waist, and big lips attract boys. This is all a constructed reality for us to aspire to or not to.

Harry styles pleasing line tries to surpass the ideal of binary living and belonging to a constructed reality of belonging to a certain group of people, and advertises a product that is usually advertised to souley women, and advertises the product to all audiences no matter what gender. The fact that it it advertiseed by a male increases the rebel to this constructed reality

DAVID GAUNTLETT

Fluidity of identity– Gauntlet comments on how someone’s identity can change because of how men and woman are being represented in the media. Identity is always changing and people are adapting to new cultural normality’s. Gautlett states we have a “greater diversity of identities”. Fluidity of identity means that a persons identity is always changing, and they don’t have to specifically stick to one personality trait and that to wholy represent you as a person.

Constructed identity– This is when a person builds up their identity and it slightly changes, depending on their peers/audiences. Men and women are becoming more equal and there is also no longer a specific gender to belong too, people classify themselves as ‘they’ or ‘them’ and that is the identity our generation has allowed people to do (more or less) . Magazines, Movies or the opinion leaders who dominate our society (influencers, celebs) all help us to “construct” this identity for ourselves suggesting ways of living in todays society.

Negotiated identity– A negotiated identity is a direct balance between our own desires and wants and meeting the expectations of others and what they desire.

Collective identity– Means that we refer to our sense of belonging to group, This could be out of a shared interest/experience or even something in common. Our desire to be with others and “fit in”. These groups could be social, religious, occupational or gendered.

Feminist critical thinking


<Feminist<>Female<>Feminine>

As part of our investigation into representation, we have already looked at THE MALE GAZELaura Mulvey as well as John Berger (who wrote the book Ways of Seeing) and of course, Feminist Frequency

To add to this brief introduction, we drew upon Toril Moi’s (1987) crucial set of distinctions between: ‘feminist’, ‘female’ and ‘feminine’.

  • Feminist = a political position
  • Female = a matter of biology
  • Feminine = a set of culturally defined characteristics

So in summary, we have already looked at a number of key concepts, ideas, approaches and theories, which can be applied to a range of cultural / media texts. For example, Jean Kilbourne‘s work at the Media Education Foundation looked at visual narrative media / culture, primarily in terms of advertising.