Theories Of Feminism In Mass Media

Discuss the ways in which feminist theories have informed a contemporary understanding of media and gender. Consider at least TWO feminist perspectives in your answer.

This essay will explore various feminist theories, which have accompanied with the contemporary ideas of media and gender, in relation to the feminism theory and individual analysis with feminist perspectives in mind. “Gender is not exactly the same as sex; moreover, sex is more physiological, whereas gender can be considered more social, political and cultural. At the same time, the mass media make a crucial influence of feminism” (Laughey 2007).

Rampton and other theorists talk about the development of feminism as three waves. The first wave of feminism began in the 1800s,

The first two waves concentrated on the equal rights of women to men in both political and social economic terms. Whereas the third wave is the rejection of normative distinctions, women define feminine beauty for themselves and not for the patriarchy. They welcome offensive lexis such as “slut” and “bitch” in order to deconstruct to destroy them as verbal weapons. Third wave feminism breaks boundaries.

The audience can clearly see the relationship between feminism and the mass media, which has been established over the years. Feminism has benefited from this liaison in a number of different of ways; the most evident advantage being the sheer fact that the media is a vast medium, which can clearly present the ideas and concepts of feminists all over the world. However, feminism has also been shunned by the media the most current example of this in the media are the “This is what feminism looks like” t-shirts, it has been alleged that these t-shirts are being made in Mauritian sweatshops by women on just 62 pence an hour. The mass media has worked against the message itself, by trying to poke fun at feminism, to a certain degree. However, some may argue that this mass media exploitation in fact highlights why the feminist fight is such an imperative one –the real enemy is fashion, and need for

These feminists explore the concept that a single female experience is just as valid as the next. For example if a wealthy white woman makes the choice to star in a pornographic film, her choice is equally valid as the poor coloured woman who chose to do so as well. Post feminism is working towards the liberation of individual women, but not females as a whole.

Marxist feminism is the concept that women are an oppressed class, they hold responsible the capitalist drive for profits, for the second-class status that women hold, as well as other forms of oppression such as homophobia, racism and ageism.

An important theory that we must consider is The Male Gaze, developed by feminist, Laura Mulvey, she explains that the audience is situated to view the media from the viewpoint of a heterosexual male. Mulvey then continues to argue that, in mainstream cinema, the male gaze is seen as more significant, and important than the female gaze, this evidently showcases an underlying power asymmetry. The theory suggests that the male gaze relegates women to status of objects to be admired for physical appearance, and woman will, in most cases view themselves from a male