Introduction to feminist theory

1) Why did Laura Bates start the Everyday Sexism project?

Laura bates started the everyday sexism project after noticing that daily sexual harassment had become a norm within society and wanted to try share the experiences of other women on a global scale


2) How does the Everyday Sexism project link to the concept of post-feminism? Is feminism still required in western societies?

It links to post-feminism due to the fact it's not only online but also due to the fact that it includes other genders in their discussions and archives. I feel like feminism is still required internationally. When talking about the west specifically, I feel like we're close to not needing feminism, but we're getting close.


3) Why was new technology essential to the success of the Everyday Sexism project?

It relies entirely on new technologies and the internet without it, it wouldn't have begun in the first place
4) Will there be a point in the future when the Everyday Sexism project is not required? What isYOUR view on the future of feminism?

I want there to be a point in the future where the everyday sexism project is not required, but by the looks of it seems like that will never happen even though we are so close. With the election of a notable sexual harassment offender (*cough*Trump*Cough*) as a powerful leader, it may seem like that future is quite far away. And as history has shown, feminism will evolve to meet the obstacles or opportunities it will run into. 

Media Magazine: The fourth wave?

Read the article: The Fourth Wave? Feminism in the Digital Age in MM55 (p64). You'll find the article in our Media Magazine archive here.

1) Summarise the questions in the first two sub-headings: What is networked feminism? Why is it a problem?

Networked feminism is the process of tackling equality issues through new technologies and the internet. The argument is that due to the fourth wave feminism and the technological advancements of the modern world, feminism can be left behind as they have won what they have been fighting for.


2) What are the four waves of feminism? Do you agree that we are in a fourth wave ‘networked feminism’? 

There are four waves of feminism

• First wave: Began in late 19th to early 20th century which focused on women suffrage
• Second Wave: Began in around the 1960s that campaigned for equal pay between women and men which led to the equal pay act in the 1970s
• Third Wave: Believed to have started in the 1990s till where we are now and is also called "post-feminism"
• Fourth Wave: Fourth Wave feminism is also called "networked feminism" and tackles social inequality issues found on and using modern technology.

I believe we are in the fourth wave

3) Focus on the examples in the article. Write a 100-word summary of EACH of the following: Everyday Sexism, HeForShe, FCKH8 campaign, This Girl Can.

The Everyday Sexism is a project set up by lauren bates that involved different people of different races and genders all over the world posting examples of sexism they have faced in the past. She had set up the project after realising how common the sexism she was facing had become in society. whilst she was told sexism was over, The project recieved over 50,000 enteries in december 2013 proving otherwise, three years later the project became the largest site for promoting feminism, mainly due to the websites user generated content giving people a voice all over the world

HeForShe is a movement developed by Emma Watson and presented the UN, the movement calls for men to have a more active role in the equality of women. She promoted this movement through the internet by creating a website where individuals all over the world could pledge to the movement. Through social media (and Emma Watsons name) the movement managed to generate a respectable following. In order to jump-start the following, she made a poll where she would answer questions about the movement.

Developed in 2010, the viral campaign FKH8 was made in attempts to end sexism and hate towards all genders and sexuality, it works by users developing videos and content (which is generally posted on YouTube) that promote equality. The campaign now produce apparel and merchandise to try and spread their message. Notable celebrity personalities have taken notice of the campaign including zac effron and ellen.

4) What is your opinion with regards to feminism and new/digital media? Do you agree with the concept of a 'fourth wave' of feminism post-2010 or are recent developments like the Everyday Sexism project merely an extension of the third wave of feminism from the 1990s?

I believe that with the along with the other forms of feminism, fourth wave feminism is an evolution of feminism, not a mask of a previous iteration. It focuses on new issues that are unique with the times with a modern method of tackling it. 

Blog task: binary oppositions and ideology

Watch this clip from BBC Question Time with Russell Brand and Nigel Farage. The BBC deliberately placed the two against each other and the episode resulted in far more people watching and tweeting than usual.

1) What examples of binary opposition can you suggest from watching this clip?

Rich-poor

capitalist-socialist

left-right

nationalist-internationalist 

Old-Young

2) What ideologies are on display in this clip?

4 prominent Ideologies were displayed, all of which are binary oppositions #

Capitalist and socialist 

nationalist and internationalist 

Embed the video into your blog (as above) and answer these two questions in full paragraphs.

Ideology and your own choice of clip

Now do the same activity for a clip of your choice. Embed the YouTube video in your blog and answer the questions in detail:

1) What examples of binary opposition can you suggest from watching your clip?

The video by Saba shows two different perspectives of how the black community is shown and masculinity and the meaning of success. Along with the lyrics the main binary opposition is the depression that comes with success. 

2) What ideologies are on display in your clip?

the clip shows black identity and the drawbacks of a meritocracy. 

Feminist theory: blog tasks

Read Playing With The Past: Post-feminism and the Media (MM40, page 64 - our Media Magazine archive is here).

1) What are the two texts the article focuses on?

The two texts are Pan am and Destiny Child

2) What examples are provided from the two texts of the 'male gaze' (Mulvey)?

Pam am and “why don’t you love me are both media products that use male gaze as a form of attracting views and interest. Pam am is constructed to be aspiring for women and entertainment for men; the song “why don’t you love me” is full of playful and sexual actions to not only appeal to women when it comes to the the standard of beauty they should “aspire” to achieve, and also to supply entertainment for the male gaze.

3) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?

I think these texts represent the idea that feminism is an evolving concept and that we’ve reached a new representation of that feminism

4) Choose three words/phrases from the glossary of the article and write their definitions on your blog.

Feminism: A movement aimed at defining, establishing, and defending women’s rights

and equality to men

Post-feminism – An ideology in culture and

society that society is somehow past needing

feminism and that the attitudes and arguments

of feminism are no longer needed.

Nostalgia – A sentimental longing for the past,

often only remembering the positives of the

time.

1) How might this video contribute to Butler’s idea that gender roles are a ‘performance’?

Throughout the text, Beyonce performs and backs the stereotypes of women from the time period that is being shown in the music video (1950’s to 1960’s). This contributes to Butler’s theory (the idea that gendered behavior is a social phenomenon, not a biological one) as she clearly shows the difference of what is expected from women in the 1950-1960’s compared to what is expected from them in today's society

2) Does this video reinforce or challenge the view that women should perform certain roles in society?

It’s a little bit of both, while her performance seems like a quite stereotypical misogynistic view of what a female provides to society, the satirical nature of the video, and the fact that the performer is Beyonce (a internationally renowned women's rights figure) says otherwise

3) Would McRobbie view Beyonce as an empowering role model for women? Why?

Beyonce in the video is using her sex appeal of a form of empowerment, feminism in the 90’s was mainly focused on the idea that women need to regain their feminity and their “sex appeal” in order to be empowered.

4) What are your OWN views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ (Mulvey)?

I believe that Beyonce uses the male gaze in an intelligent and profitable way. She acknowledges her sex appeal to attracts the male gaze for economic reasons, while still using that sex appeal to help tell other women to regain their femininity.

1) How does the video suggest representations of masculinity have changed in recent years?

The entirety of the video is explaining to men that you don't need to be a “macho man” to fall in love, you can be emotionally understanding and supportive too now.

2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?

DG suggests that masculinity is evolving and that evolution towards something new is not necessarily a bad thing

3) What is YOUR view on the representation of men and masculinity? Are young men still under pressure from the media to act or behave in a certain way?

I believe masculinity (and femininity) is whatever the hell you want it to be, we’ve gotten to a point in society where boundaries and definitions are being constantly changed (for the better), to a point where trying to place a single representation and or definition of what it means to be masculine is pointless. I will say although is that there are sources do try still give masculinity a single image, and that image is pressured onto younger minds, but due to social media and globalization, those ideals are bound to be challanged.

MIGRAIN: Industries - Brand values

1) Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal.

Santa Cruz Skateboards:


Santa Cruz skateboards have marketed themselves as an alternative fashion and skateboard manufacturer that focuses around the independent, the creative and the alternative. Along with the alternative aspect they also price their products as premium items, this is done to be seen that they are better than the competition and to also been seen as a company that provides high quality products, they have have done this by sponsoring pro skateboarders, this shows consumers that in order to win, you need Santa Cruz skateboards, these two aspects play into the dreams and fantasy, expert, success, and possibly culture lines of appeal.

2) Distil the brand values into one sentence of no more than 10 words. 
High quality Skateboards for the independent, creative and the alternative
3) Sum up the brand in ONE word.

Alternative

Sennheiser: 


1.

Sennheiser is an audio equipment manufacturer that directly competes with other major audio equipment manufacturers such as Bose, Sony, Beat's by Dre etc. There are a few lines of appeal that Sennheiser market themselves as. Rich luxurious life styles is an obvious line of appeal, this is due to the expensive nature of their headphones, the price range can be in the thousands. Elite people or experts is also a line of appeal as although their marketing is significantly less than their competitors,  their few advertising campaigns feature large and influential experts in the music industry

2.
 high quality audio equipment designed for both listening and music production

3.
Quality

  1.
Vans:


Vans has marketed themselves quite similarly to how Santa Cruz did, they initially used culture as a line of appeal as they were seen as a patriotic american brand when it was first made, since then although the Vans has had to market them selves differently after many close calls with bankruptcy. Vans now markets themselves as, elite people, as they are trying to directly compete with larger brand such as Nike and Adidas

Representation theory blog tasks

1) Why is representation an important concept in Media Studies?

The representation of information, groups and ideas are the core concept of what media is and why it exists.
2) How does the example of Kate Middleton show the way different meanings can be created in the media?

The two different pictures of kate middleton show that a caption can drastically change the meaning of an image.
3) Summarise the section 'The how, who and why of media representation' in 50 words.

Media is created by individuals, and it is important to understand who those inviduals are. Media is a collection of media languages that are being selected and rejected by society and those who control the media, this can give meanings to meaning less texts.
4) How does Stuart Hall's theory of preferred and oppositional readings fit with representation?

Stuart Hall's theory of preferred and oppositional readings fits how audiences view the represented, since audiences tend to have their own subjective opinions, these views can differ from either being preferred or oppositional. 
5) How has new technology changed the way representations are created in the media?

The introduction, popularity and availability of new technologies have allowed for voiceless groups to express their opinions which can be heard by an international audience, this helps to change these representations for best or for worse 
6) What example if provided of how national identity is represented in Britain - and how some audiences use social media to challenge this?

• Politicians that are proud to be British
• How the SUN views what it is like to be British

These representations are often challenged by social media.

The effects debate - blog tasks

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')

I do play videogames, I would not say that I am violent.
2) What are the four categories for different effects theories?

• Direct Effect Theories
• Diffusion Theories
• Indirect Effect Theories
• The Pluralist Approach

3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 

Child's Play ( Tom Holland 1988)- This movie was blamed to the reasoning for Jamie Bulger
Marilyn Manson- The musician Marilyn Manson was blamed for the Columbine Shooting in 1999
Natural Born Killers – a number of murders committed by romantically linked couples. in one case, the director was sued for inciting violence although the court case was later dismissed

4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.

The Columbine massacre was a school shooting that occurred in Colorado, April 20th, 1999. The two shooters were teenagers who were well-known punk rock listeners and were believed to have been motivated by that genre of music.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?

o The ease of access to firearms and the social
acceptance of gun ownership
o The alienation felt by teenagers who felt as though
they did not fit in
o The hopelessness caused by living in an area where
unemployment was high and was economically
disadvantaged
o The general desensitisation caused by access to a
range of violent images: film, TV, the news, the
internet

6) What does Gerbner's Cultivation theory suggest?

Gerbner's Cultivation theory states that the media affects our attitude rather than our behavior, it also states that the media affects our attitude not suddenly, but instead through a slow progression 
7) How does this front page of the Daily Mail (from this week - Wednesday 16 November) link to Cultivation theory? The Mail Online version of the story is here.



the article shows that newer generations are constantly on electronics and that this was not an instant phenomenon but instead was a gradual effect from the negligence from parents when it comes to the use of electronics in the household  

8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?

The factsheet suggests that in action films the audience is accustomed to thinking that everything that the hero does is right, while if the villain was to do the same it would seem to wrong. The fact sheet also suggests that the actions being determined of either being wrong or right is entirely subjective.

9) What criticisms of direct effect theories are suggested in the factsheet?

The factsheet criticises direct effect theories as being elitest as it assumes that audiences are easily influenced  


10) Why might the 1970s sitcom Love Thy Neighbour be considered so controversial today? What does this tell us about Reception theory and how audiences create meanings?

what is socially acceptable has changed since the 1970's, what was socially acceptable over 40 years ago is different to what is socially acceptable today (e.g. explixit sex scenes, homosexuality etc)

11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?

The factsheet uses the different depictions of the same information through different media outlets due to bias and subjective opinions as an example  

12) Which audience theory do you think is most convincing? Why? It is important that you developcritical autonomy in judging the arguments for and against different theories and form your ownopinion on these issues.

The two step flow model I believe is the most realistic as it can be objectively observed on both social media and mainstream media outlets, along with the two step flow model, I also believe that reception theory is also representative to reality as subjective opinions can have a massive effect on how someone processes information

Representation: Blog task

1) List the different people/groups represented in the trailer (men/women/Americans etc.)

White male (Father)

White females (Daughter and mother)

Foreigners (Main villain)

2) For each group, you identify, decide whether the representation is a dominant or alternative portrayal. Explain why you think this.

For every portrayal in the the trailer, the representation is dominant. They each follow typical and expected stereotypes

3) What stereotypes can you identify in the trailer?
The white male is the dominant protagonist that fights his way through the bad guys in the film. This is shown through multiple violent action scenes.

The white females are shown as vulnerable and emotional due to the only scenes in the trailer shows the two crying or needing to be saved by the father

The eastern Europeans are the bad guys who will be beaten by the Caucasian protagonist.

4) Why might the Taken trailer offend or alienate certain groups?

It actively makes eastern europeans seem to be villanous, that kind of message can be taken harshly by viewers, making that view into a harmful view of that group.

The trailer also alienates women by making them seem inferior to men due to their constant need to be saved.

5) Why do mainstream film and television texts such as Taken so often use stereotypes?

Stereotypes are an effective and easy way to build a character. If you want the audience to understand that a certain character behaves in a certain way and why; the creators can just change the characters race and make that understanding quick and effective e.g. A black gangster is a common stereotype that’s used to identify a character's motives and characteristics, a black gangster is shown to be more aggressive and violent