Feminism In Media

Feminism is a perspective for looking at media texts, feminists would see most media outputs as being the product of a patriarchal or male dominated order aimed at disempowering woman.

Feminism was the response to societys assumptions that woman should be subservient to men.

Main theorist for feminist- Laura Mulvey. This is the most recognised theory. Academic feminist theory emerged as a response to this uberation. Patriarchy is a form of society ruled by men through the figure father to whom are all subordinate.

Laura Mulvey and the Male Gaze.
This theory argues that cinema audiences look in two ways at a film;
-Voyeuristically
-Fetististically
Cinema audiences watch a film without being watched by the characters. Usually in a darkened room, so audience cannot see them. Therefore we are almost voyeurs watching people on screen. This leads to two affects;
Objectivication- Of female characters in relation to this controlling (male) gaze.
Narcissistic Identification- (men watching men on films) with an ideal image section the screen. They tend to see themselves in actors)

Society- Expect certain level of beauty when watching a film.
Voyeurism- You turn represented figure into a fetish.
Fetishism- Marilyn Monroe is the most iconic woman, she is seen as what the feminine form should be. She's celebrated by men for her beautiful looks but considered as an object. She has a role as a woman. Hollywood films have male protagonist and assume male audience. Females are seen as glamorous and Marilyn Monroe is seen as this. This is why front covers of magazines aim towards having woman on the cover looking feminine and glamorous. A certain image is expected from all woman which is to be beautiful, a small size and glamorous. For example Beth Ditto was situated on the front cover of NME appearing naked, covering certain areas but showing a lot of skin. This is going agaisnt society expectations, as normally only woman seen as fetishism woman would be situated on front covers. Of corse, this front cover caused controversy and broke the rules which caused a lot of speculation.