Identities and the Media: Feminism

Media Magazine reading


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

• Pan Am
• Beyonce

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

• There is a shot of women's legs walking. This is one of the key ways that seduces the reader to continue to watch the video. By watching the legs movie, the viewer is satisfied and gains pleasure from watching the female's body. 
• The 'house wife' shot is also key. These connotations in terms of the props used and clothing suggests that its main aim is to seduce the person (predominately the male) in to seeking sexual desires for what they are watching. She is seen doing house chores wearing revealing clothes which heighten the objectivity of the woman. 

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

Absolutely not. If anything, such content either through print or through moving texts, there is some form of female exploitation, be it as a sex object, or following common female stereotypes. The fact that this continues to this day is shocking, and shows that there is a great need for feminism to aid societies perception of women, to discontinue such horrid acts of exploitation. 

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

• Patriarchy – An ideology that places men in a dominant position over women.

Post-feminism – An ideology in culture an society that society is somehow past needing feminism and that the attitudes and arguments of feminism are no longer needed.

Third wave feminism – Was a movement that redefined and encouraged women to be dominant and sexually assertive.

No More Page 3

1) Research the No More Page 3 campaign. Who started it and why?

The campaign had started through a petition online, which reached over 200,000 signatures to call out the editor to remove the images of the topless women. 

2) What reasons did the campaign give for why Page 3 had to go?

The slogan 'boobs are not news' is pretty much the message of what they are trying to accomplish. The fact that The Sun is a news paper institution, its prime focus is the news and not presenting female breasts as equal importance to that.

3) The main campaign website has now been replaced by a site called Sexist News, designed to highlight sexism in the media. Give an example of a recent story the website has highlighted. Do you agree with the view of the website?

Little Mix's clothing choice for the BGT show has made it as a headline on the website. I do agree with the overall concept, however it also depends on the type of person as well. It may just be that Little Mix chose to wear those clothes as it is considered 'fashionable' or 'keeping with the time'. However, I do agree strongly that it is the institution who should also have control over the clothing choices depending on their audiences. Clearly BGT is viewed by families and this also means that children are viewing this. To allow women to go out on stage wearing 'too' revealing clothes will set off a rather 'acceptable' message to the young girls that they too should dress the same, and more young boys to actually see a woman with less clothes on as a pleasure of some sort. ITV should notice this audience and also present them in a way that makes them comfortable and acceptable. 

4) How can the No More Page 3 campaign and Sexist News website be linked to the idea of post-feminism?

The idea that feminism is still required to this day, and that the world is still at an age where women are treated as 'objects' in the media rather than human beings. There are some instances where countries are civilised and treat men and women equally, however the idea concept of women being entirely treated fairly is something that hasn't been resolved. Therefore, we are not living in an age where feminism doesn't need to be required because it absolutely needs to be required to bring forth equality and show that women are as equal as men.

5) What are your OWN views on these campaigns? Do you agree with their aims? Is there still a need for these campaigns in the media?


I do believe that these aims are necessary. If such content and objectivity of women continues to make its way through any media content that is easily (and frequently) accessed, then the reader will have a certain view of women. The chances of a male reader picking up The Sun, and going to page 3 would likely occur, and if such content continued to be published, it will continue to sexual exploitation of women. People will see it as 'acceptable' assuming all women are objects as the media (in page 3) presents them to be. By shutting down campaigns and raising awareness of them, will teach the next generation to be more civilised and become more equal towards genders, rather than viewing women as 'sex objects' as it currently stands, seen during the American Women's March. 

6) Finally, do you agree that we are in a post-feminist state or is there still a need for feminism?

I do believe that in some parts of the world feminism is still required. Some Eastern countries have negative opinions of women, where they cannot drive etc shows how there is less of a feminist view in society. It is seen to be the norm to treat women is such a way. Furthermore, countries (generally those who are developed) are those who don't need the support of feminism as it has been applied to their society and no need to reiterate it