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feminist critical thinking

First Wave of Feminism – Suffrage

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

  • The formation of the Suffragettes, a women’s rights activist group, in 1903 generated a huge positive impact on the role of women in society at the time. They campaigned for votes for middle-class, property-owning women, highlighting the lack of equality between men and women.
  • Virginia Woolf’s publication of ‘A Room of One’s Own’ (1929) was a key pivotal moment in feminist history. Whilst the theory she fabricated seemed basic, is laid the foundations of what feminism has evolved into today.

Second Wave of Feminism – Reproductive Rights

  • The Women’s Liberation Movement emerged in the late 1960s and proceeded into the late 1980s primarily in the western world.
  • The movement was a political alignment of women and feminism intellectualism which touched upon the facilitation of of birth control and divorce, the acceptance of abortion and homosexuality, the abolition of hanging and theatre censorship, the Obscene Publications Act (1959) and exposed the corrupt mechanisms of the patriarchy.

Third Wave of Feminism – Identity & Magnitude

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)

  • Coined by Naomi Wolf in the 1990s, the third wave of feminism demonstrated a pluralism towards  race, ethnicity, class, religion, gender and nationality when discussing feminism, rather than just the role of women in society.
  • whilst there was still some aspects of politics, it mostly touched upon the representation and identity of women and was therefore It was a lot more broad than previous waves of feminism.
  • The introduction of social media allowed ideas to be quickly widespread.
  • Ariel Levy states, in her book Female Chauvinist Pigs (2005), that raunch cultures from one perspective is the idea of liberation involves new freedoms for sexual exhibition, experimentation and presentation, however from another perspective it may well encourage a hyper-sexualised climate that over-sexualises women whilst also encouraging women to over-sexualise other women and themselves.

Fourth Wave of Feminism – Empowerment

  • Evolved from the third wave of feminism after the development of the technology era.
  • the emancipatory tools of new social platforms to connect, share and develop new perspectives, experiences and responses to oppression, ‘tools that are allowing women to build a strong, popular, reactive movement online‘ (Cochrane 2013). As such, from the radical stance of #MeToo to the #FreeTheNimple campaign, which Miley Cyrus endorsed and supported the use of new media technologies has been a clear demarcation for broadening out the discussion and arguments that are played out in this line of critical thinking.

feminist critical thinking

  1. Feminist = a political position
  2. Female = a matter of biology
  3. Feminine = a set of culturally defined characteristics

1st wave feminism –

It included the Suffragette and Suffragists movements where women campaigned for basic rights such as an education.

‘… 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‘

2nd wave feminism –

Puritanical. Women were being told what they can and more so what they can’t do.

3rd wave feminism –

It is more plural and is different to feminism from the 60s. It is similar but still different. It tries to embrace plural identities – pluralism (CSP – Maybelline). This is also labelled as intersectionality. 3rd wave was to redefine feminism. More willing to use power in media to make differences.

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

4th wave feminism – (similar to 3rd)

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)

According to Ariel Levy, in her book Female Chauvinist Pigs raunch culture is on the one hand, the idea of liberation involves new freedoms for sexual exhibition, experimentation and presentation.

4th wave is similar to 3rd but it is a little more advanced in ways that how they use modern technology. Examples of this is:  #MeToo to the Free the Nipple campaign.

feminist critical thinking

  1. Feminist = a political position
  2. Female = a matter of biology
  3. Feminine = a set of culturally defined characteristics

first wave feminism – 1904 international alliance of women. Emily Pankhurst, suffragettes, women’s rights protesting.

second wave feminism – 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 Chatterley trial. Nevertheless,

third wave feminism – different from the 60s, tries to embrace plural identities (pluralism) as seen in the Maybelline advert. more alert to issues of class and race

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

4th wave feminism -the idea of liberation involves new freedoms for sexual exhibition, experimentation and presentation, and on the other, it may well be playing out the same old patterns of exploitation, objectification and misogyny?

raunch culture = ‘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’

feminist critical thinking

Feminist = a political position

Female = a matter of biology

Feminine = a set of culturally defined characteristics

First wave of Feminism

In the past men were regarded greater at creating literally pieces and writings then woman were. Virginia Woolf stating that simply if women were not stereotyped and given equal opportunities to men originally, then more literacy pieces would have been made. These opportunities being not regarded as worse or beneath men and given the correct education and same rights as men.

Mary Wollstonecraft: was an English writer, philosopher, and advocate of women’s rights. She was one of the first advocate for woman’s rights and created a piece in 1792 named “A Vindication of the Rights of Woman: With Strictures on Political and Moral Subjects” which is about as the name states, a moral and vindication of women’s rights.

SECOND WAVE OF FEMINISM

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

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, 

This period is often termed second wave feminism – after the first wave of feminism, which 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.   

In contrast, ‘at the beginning of the 1970’s the Women’s Liberation Movement set great store by the process of consciousness raising’, ‘influencing everyday conduct and attitudes.’ and ‘exposing the mechanisms of patriarchy, that is, the cultural ‘mind-set’ in men and women which perpetuated sexual inequality’ . 

THIRD/ FOURTH WAVE FEMINISMraunch 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)

The third wave of feminism emerged in the mid-1990s. It was led by so-called  generation x who, born in the 1960s and ’70s in the developed world, came of age in a media-saturated and culturally and economically diverse milieu. Although they benefitted significantly from the legal rights and protections that had been obtained by first- and second-wave feminists, they also critiqued the positions and what they felt was unfinished work of second-wave feminism. 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 re-contextualising some of the definitions of femininity that grew out of that earlier period. in summary is different from feminism of the 60s, its similar but different. it tries to embrace plural identities ( PLUARLISM ) this is shown in the maybeline boss up advert.

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

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)

According to Ariel Levy, in her book Female Chauvinist Pigs raunch culture is on the one hand, the idea of liberation involves new freedoms for sexual exhibition, experimentation and presentation ,and on the other, it may well be playing out the same old patterns of exploitation, objectification and misogyny?

3rd to 4th wave feminist critical thinking

The shift in critical feminist studies that reconciles exploitation against empowerment illustrates the shift in feminist thinking towards the 3rd Wave of feminist thought, see for example, groups such as Third Wave Foundation.

However, a 4th wave feminism also looked to explore these contradictary arguments and further sought to recognise and use the emancipatory tools of new social platforms to connect, share and develop new perspectives, experiences and responses to oppression, ‘tools that are allowing women to build a strong, popular, reactive movement online‘ (Cochrane, 2013). As such, from the radical stance of #MeToo to the Free the Nipple campaign, which Miley Cyrus endorsed and supported (which may encourage you to re-evaluate your initial reading of her video Wrecking Ball above), the use of new media technologies has been a clear demarcation for broadening out the discussion and arguments that are played out in this line of critical thinking.

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).

Van Zoonen

Similarly, Lisbet Van Zoonen also highlights the idea that the concept of ‘woman’ is not a homogenous, collective noun. That students need to be aware of the differences between women, that ‘gender is not the defining quality alone for women, and intersects with race, sexuality and class.’ (Hendry & Stephenson 2018:52). Van Zoonen, develops and applies ideas of cultural hegemony (GRAMSCI) and interpellation (ALTHUSSER) towards feminist studies, which are explored in this blogsite on these pages: link1link2). Van Zoonen, prioritises the realm of popular culture as the site of struggle, where identities are continually being reconstructed.

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).

Feminist critical thinking

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

First wave of Feminism

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‘

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).

Second wave of Feminism

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

 -The facilitation of birth control and divorce, the acceptance of abortion and homosexuality occurred. Set great store by the process of consciousness raising’ ‘influencing everyday conduct and attitudes.’ and ‘exposing the mechanisms of patriarchy, that is the cultural ‘mind-set’ in men and women which perpetuated sexual inequality’.

Third wave of Feminism

-coined by Naomi Wolf

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

Emerged in the mid-1990’s as a response to the generation gap between the feminist movement of the 1960’s and ’70’s. It had challenged some of the definitions of femininity that was believed in the 60’s and 70’s. women’s lives were then seen as intersectional, which demonstrated pluralism.an emphasis on the differences among women due to race, ethnicity, class, nationality, religion

Different Characteristics:

-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

Fourth wave of Feminism

-Explores contradictory arguments 

 -Recognises emancipatory tools of new social platforms to connect, share and develop new perspectives.

Introduction of the idea of raunch culture= 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’

Femenist Critical Thinking

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

First wave of Feminism

In the past men were regarded greater at creating literally pieces and writings then woman were. Virginia Woolf stating that simply if women were not stereotyped and given equal opportunities to men originally, then more literacy pieces would have been made. These opportunities being not regarded as worse or beneath men and given the correct education and same rights as men.

Mary Wollstonecraft: was an English writer, philosopher, and advocate of women’s rights. She was one of the first advocate for woman’s rights and created a piece in 1792 named “A Vindication of the Rights of Woman: With Strictures on Political and Moral Subjects” which is about as the name states, a moral and vindication of women’s rights.

Third wave of Feminism

Third wave feminism is different to feminism of the 1960’s. Similar, but also different. Third wave feminism tries to embrace plural identities. This is called intersectionality.

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 re-appropriation 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‘ .

According to Ariel Levy, in her book Female Chauvinist Pigs, raunch culture is on the one hand, the idea of liberation involves new freedoms for sexual exhibition, experimentation and presentation, and on the other, it may well be playing out the same old patterns of exploitation, objectification and misogyny?

feminism notes

1st wave feminism 

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‘. 

2nd wave 

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

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, 

This period is often termed second wave feminism – after the first wave of feminism, which was galvanised by organisations such as, the British women’s suffrage committee (1867), international women’s committee.

In contrast, ‘at the beginning of the 1970’s the Women’s Liberation Movement set great store by the process of consciousness raising’, ‘influencing everyday conduct and attitudes.’ and ‘exposing the mechanisms of patriarchy, that is, the cultural ‘mind-set’ in men and women which perpetuated sexual inequality’ . 

3rd wave 

Third-wave feminism began in the early 1990s, it was a response to the generation gap between the feminist movement of the 1960’s and ’70’s, 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

3rd wave- Niomi Wolf:

3rd to 4th wave feminist critical thinking

The shift in critical feminist studies that reconciles exploitation against empowerment illustrates the shift in feminist thinking towards the 3rd Wave of feminist thought, see for example, groups such as Third Wave Foundation.

However, a 4th wave feminism also looked to explore these contradictory arguments and further sought to recognise and use the emancipatory tools of new social platforms to connect, share and develop new perspectives, experiences and responses to oppression, ‘tools that are allowing women to build a strong, popular, reactive movement online‘ As such, from the radical stance of #MeToo to the free the nipple campaign, which Miley Cyrus endorsed and supported (which may encourage you to re-evaluate your initial reading of her video Wrecking Ball above), the use of new media technologies has been a clear demarcation for broadening out the discussion and arguments that are played out in this line of critical thinking.

Feminist Critical Thinking

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

First Wave Feminism

First started with the Suffragettes and International Alliance of Women. Women across the world started to realise that they should have as much chances at success as men. Virginia Woolf created a fantasy character as William Shakespeare’s sister as a metaphor for this and how if William was born a female, the world would have missed out on a major part of history. Basically highlighting the fact that we also have missed out of many other crucial parts of history as women weren’t allowed to be educated and read/write. They had great potential but never used it as they were females and didn’t have the same opportunities as males.

Second Wave Feminism

Simone de Beauvoir wrote a book that came out in the 1940s containing ideas of women not being allowed to vote, and when they were able to, they were told to ‘go home and make babies’. “If you’re around long enough, you will see that every victory turns into a defeat.” There was a massive trend on twitter in 2017 called the #MeToo movement.

Singular, one-dimensional

Third Wave Feminism

Naomi Wolf- Early 1990s, is a lot more fluid in sexuality and ways women express themselves, major age difference to second wave feminism.

Intersectionality- Pluralism, multi-dimensional

Judith Butler- Gender was never there from the start, it is believed to be who you are but in reality it’s constructed based on things you like and how you act.

David Gauntlett – media & identity

Fluidity of identity – an identity that has the potential to be changed and shaped frequently in many directions. 

This is often due to different representations of men and women in media and as a result people find themselves adapting and changing their identity’s in order to reciprocate said representations they are exposed to.

Constructed identity – an identity that has been built upon experiences, relationships and connections. A persons identity will differ depending on:

  • where they’ve been brought up
  • how they have been brought up 
  • who they have been brought up with 
  • their financial state and/or social class 
  • a persons faith 
  • life experience

The list if different influences is endless and each factor can also be affected by one another.

Negotiated identity – the process of which people reach an agreement of their identity and well as their relationships with other people’s identities – once the agreement is established, people are expected to remain faithful to their identity.

This establishes what people can expect from one another and therefore reinforces the inter-relations that holds relationships together.

Collective identity – cognitive and affective attained from belonging to certain groups (ethnic, gender, class, sexual orientation ect…) creating a sense of belonging to that group for the individual.

It seems that if someone begins to reciprocate certain practices of a group, such as they way they dress, their mannerisms etc, they will become part of that persons own individual identity and will develop a sense of belonging within that group. This can sometimes take over other aspects of a persons individual identity.

Traditional and Post-Traditional Media Consumption: Anthony Giddens

‘The notion of who we are is heavily determined by long-standing social forces’

Too often, people are basing their identity on what they are told is ‘right’ by surrounding influences such as institutions, media, family members, friends, religion etc, rather than how they actually want to present themselves. Although…

‘We are transitioning… to a distinctly different phase that he calls ‘late modernity’.’

meaning that certain social constructs of the past are relaxing and people are coming to realise that they have control over their identity and have the power to shape it themselves, despite what other influences tell them otherwise. However, in my opinion, as traditional conventions begin to die out, more conventions begin to appear which quickly become seemingly hard to exceed.

Reflex Identity Construction: David Gauntlett

‘audiences are now in charge of the remote control’

Whilst media attempts to influence our identities and encourage us to look and act in a certain way, it is actually up to us as consumers to decide how far we let those messages influences and therefore it is us who control how we want to look and how we want to act.

Media manufactures ‘narrow the the interpretations of certain roles or lifestyles’

Gauntlett suggests that the media does not present every aspect, good or bad, of certain identities which creates a huge issue when it comes to interpreting these representations as it can cause people to feel insecure in terms of how they perceive themselves as they begin to wonder – why doesn‘t my hair look like that? or, why does she look like that but i don’t? etc…

With regards to the power of media narratives, we can ‘borrow from these stories when shaping our narratives of the self’

He highlights a positive aspect of media, the way in which TV characters or video game characters influence they way in which we build upon our own character and often how we can become someone thing better. however, in some situations the power and influence of media narratives could be negative, depending on what type of characters you are exposing yourself to.

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).