Feminism

Define feminism

The advocacy of women's rights on the basis of the equality of the sexes.

What do feminists think of the media?

Media is patriarchal and reflect the views of men.

What are some different types of feminism?

Liberal feminists, radical feminists, Marxist/socialist feminists, black feminists, post feminists.

Mulvey

The "male gaze" was introduced to define how in the media, females are presented through the eye of heterosexual men and what they believe women should look, act etc. Did a semiology on 'Rear Window' and 'Vertigo' to back up her theory. Also looked at 'Transformers', 'Disney princesses' and her theory had a great effect on female presentation in cinema.

Wolf

Women are socialised into the "beauty myth"- women feeling pressured to conform to the male image of what a woman should look like. These images are presented as the "ideal" which is seen as backlash against the women's movement and development distracting them from improving their position within society.

Whelehan

Carried out study into men's magazines like FHM, Maxim and Loaded and claimed they override the message of feminism and promote a 'laddish culture' where women are objectified.

McRobbie

States that magazines have an impact on the identity of their readers and a 'discourse of western enlightened values' is present throughout. Magazines focus on fashion, lifestyle, love and beauty promoting hegemonic femininity. Heat and Closer is one of these magazines.