Gender

Feminism

Feminism is a political movement which is concerned with working towards gender equality within society. It is built upon the notion that men and women are not considered equal within society.

Gender representations

A society dominated by males in power is known as a patriarchal society.
The inequality within society can be reflected in representations, often resorting to stereotypical representations of gender as the media industry is heavily dominated by men.

Reinforcing ideology

Feminists believe that women are often shown through stereotypical representations.
This can include showing women repeatedly participating in domestic roles such as being a housewife, a mother or a carer.
This reflects a traditional way of thinking about gender roles, and constructs a traditional ideology.

Laura Mulvey

Laura Mulvey, a feminist theorist, stated that the other common way for women to be represented is in a sexualised way.
She referred to this as the ‘male gaze’.
This suggests media products represent women visually, as men would see them.

The 'male gaze'

The idea of the 'male gaze' emphasises how often the main emphasis will be on the woman's appearance, rather than her personality.
In comparison, men will often be shown as the strong, brave man who is the hero of the narrative.

Evolution of Gender Stereotypes

Contemporary products can be seen to represent gender in a different, more equal way when compared to historical products due to a change in social context.

Context

Context is very important when analysing representations as it helps to understand why the representations may have been created in this way.
- For example, an advert from the 1920s would show women in a very domestic role.

Gender in the 1920s

During the 1920s it was extremely uncommon for women to work, and so men took on the role of the bread winner (the one to earn money for the household).
Because of this structure, women looked after the children and the house.

Voting rights

It is also important to note that women didn’t receive the vote (on the same terms as men) until 1928.
Again, this would have restricted the roles women could take within society at the time.

Growing equality

However, in more contemporary times women do have the right to vote.
Additionally, the equality act of 2010 stated that employers need to treat women and men the same.
It is now very common for women to be career driven.
If women do have families, it is now very common for women to be working mothers.

Enduring stereotypes

Despite these changes within society, representations of women can still be seen as being stereotypical, which does not reflect changes within society.
In 2016 the ASA (Advertising standards Authority) stated they were going to clamp down on adverts which reinforced traditional gender stereotypes as it was limiting equality within society.

Enduring inequality

Movements such as the ‘Me Too’ movement and the focus on the gender pay gap in the media has raised awareness of the inequality that still exists within society today.

1Overview

1.1Media Language

1.1.1Media Language

1.1.2Media Language 2

1.2Audience

1.2.1Audiences

1.2.2Audiences 2

1.2.3End of Topic Test - Media Language & Audience

1.3Representation

1.3.1Stereotypes

1.3.2Gender

1.3.3Audiences

1.4The Media Industry

1.4.1Media Industries

1.4.2Ownership

1.4.3Funding & Regulation

1.4.4End of Topic Test - Representation/Media Industry

2Component 1: Section A

2.1Magazines

2.1.1Magazines

2.1.2Pride

2.1.3Pride 2

2.2GQ

2.2.1Context

2.2.2Narrative

2.2.3Representation

2.3Advertising & Marketing

2.3.1Advertising & Marketing

2.3.2Analysing Adverts

2.3.3Analysing Adverts 2

2.3.4Theories & Principles

2.3.5End of Topic Test - Magazines & Advertising

2.4Print Advertisements

2.4.1Quality Street

2.4.2This Girl Can

2.5Film Posters (Marketing)

2.5.1Spectre

2.5.2The Man with The Golden Gun

2.5.3The Man with The Golden Gun 2

2.6Newspapers

2.6.1Ownership & Regulation

2.6.2News Selection

2.6.3Media Language

2.6.4Genres

2.6.5Newspaper Conventions

2.6.6Representation

2.6.7Audience

2.6.8Theories

2.6.9End of Topic Test - Newspapers

2.7The Sun

2.7.1Context

2.7.2Narrative

2.7.3Language & Images

2.8The Guardian

2.8.1The Guardian

2.8.2Narrative

2.8.3Language & Images

3Component 1: Section B

3.1Video Games

3.1.1Video Games

3.2Film

3.2.1The Big Six

3.2.2Technology

3.2.3End of Topic Test - Video Games & Films

3.3Radio

3.3.1The Radio Industry

3.3.2Categories of Radio Station

3.3.3Technology & Radio Audiences

3.3.4Theories

3.3.5End of Topic Test - Radio

3.4No Time To Die

3.4.1Context

3.4.2Narrative

3.4.3Representation

4Component 2: Section A

5Component 2: Section B

5.1Music Video

5.1.1Music Videos

5.1.2The Music Industry

5.2Michael Jackson

5.2.1‘Black or White’

5.3Taylor Swift

5.3.1Bad Blood

5.3.2Intertextual References

5.3.3Media Theories

5.3.4Representation

5.3.5Social Media

5.4Bruno Mars

5.4.1Uptown Funk

5.4.2Analysis

5.4.3End of Topic Test - Music Videos

5.5Lizzo

5.5.1Context

5.5.2'Good as Hell'

5.5.3Media Language

5.5.4Representation

5.5.5Audience

5.5.6Industry

Jump to other topics