- Traditional vs Contemporary representation of masculinity
- Future audiences - changing brand image
- #MeToo - 2017, global cultural shift in gender politics
Feminism
Definitions
The advocacy of women's rights on the ground of the equality of the sexes.
Origins
In the UK, suffragettes were the first feminists, c. 1900
Still needed?
Globally, yes
Waves of Feminism
First Wave: Late c 19th - early c 20th century UK and US
USA 1843: 300 men and women met to rally for women's rights at Seneca Falls Convention in New York.
In the UK the Suffragettes and Suffragists campaigned for the women's vote. The first Suffrage movement was led by Millicent Fawcent in 1897. Later leaders include Emmeline Pankhurst.
1918: Women over 30 who owned property won the right to vote.
Second Wave: 1960s - 1990s
Inspired by the Civil Rights Movement - focusing on issues like sexuality and reproductive rights (women's right to the pill and attitudes to abortion).
Extended the fight beyond political rights to education, work and the home.
1963: Betty Friedan published The Feminine Mystique in which she argues women were unhappy because of the feminine mystique, a damaging ideal of femininity which she called, "The Happy Housewife" which restricted women to the role of housewife and mother, giving up on work and education.
Feminine accessories such as make-up and high heels as symbols of oppression (cruel exercise of authority) - viewed stereotypical!
1975: Film theorist Laura Mulvey publishes Visual Pleasure and Narrative Cinema which presents the theory of the male gaze.
It is argued that 1st, 2nd and 3rd waves ignore the fight for equal rights and the end to discrimination by women outside the large feminist movements in the UK and US, including working class women and black and ethnic minority women.
Third Wave: 1990s
Ideas beyond middle class , white women, addressing the different disadvantages women experience because of, for example their race, ethnicity and class.
Believed women should each define their own femininity and that traditional feminine traits or accessories did not have to be viewed as outside the realm of feminism. This is and inclusive and progressive feminism. Some key thinkers:
1989: Kimberle Crenshaw introduced the concept of Intersectionality
1990: Judith Butler publishes Gender Trouble
First wave fought for and gained the right for women to vote. the second wave fought for the right for women to have access to and equal opportunity in the workforce, as well as the end of legal sex work discrimination. Third wave of feminism allegedly lacks a cohesive goal!
Intersectionality - the term emerged from work carried out by Bell Hooks, a black American feminist whose work includes Reel to Real: race, sex and class at the movies. Intersectionality as a term was adopted by academic and activist Kimble Crenshaw. It refers to the intersection of race, capitalism and gender, and how those interlocking systems impact us.
Judith Butler:
Butler suggests gender is not the result of nature but is socially constructed.
She views male and female behaviour not as the result of biology but constructed and reinforced through media and culture.
She views gender as performative rather than part of our nature, that we act out our gender.
This theory sees the media and culture as offering men and women a range of 'scripts' for gender roles, which audiences both interpret and perform in their daily lives.
Fourth Wave: 2008-
Post Feminism Theory (During the third and fourth wave)
Waves of Feminism
First Wave: Late c 19th - early c 20th century UK and US
USA 1843: 300 men and women met to rally for women's rights at Seneca Falls Convention in New York.
In the UK the Suffragettes and Suffragists campaigned for the women's vote. The first Suffrage movement was led by Millicent Fawcent in 1897. Later leaders include Emmeline Pankhurst.
1918: Women over 30 who owned property won the right to vote.
Second Wave: 1960s - 1990s
Inspired by the Civil Rights Movement - focusing on issues like sexuality and reproductive rights (women's right to the pill and attitudes to abortion).
Extended the fight beyond political rights to education, work and the home.
1963: Betty Friedan published The Feminine Mystique in which she argues women were unhappy because of the feminine mystique, a damaging ideal of femininity which she called, "The Happy Housewife" which restricted women to the role of housewife and mother, giving up on work and education.
Feminine accessories such as make-up and high heels as symbols of oppression (cruel exercise of authority) - viewed stereotypical!
1975: Film theorist Laura Mulvey publishes Visual Pleasure and Narrative Cinema which presents the theory of the male gaze.
It is argued that 1st, 2nd and 3rd waves ignore the fight for equal rights and the end to discrimination by women outside the large feminist movements in the UK and US, including working class women and black and ethnic minority women.
Third Wave: 1990s
Ideas beyond middle class , white women, addressing the different disadvantages women experience because of, for example their race, ethnicity and class.
Believed women should each define their own femininity and that traditional feminine traits or accessories did not have to be viewed as outside the realm of feminism. This is and inclusive and progressive feminism. Some key thinkers:
1989: Kimberle Crenshaw introduced the concept of Intersectionality
1990: Judith Butler publishes Gender Trouble
First wave fought for and gained the right for women to vote. the second wave fought for the right for women to have access to and equal opportunity in the workforce, as well as the end of legal sex work discrimination. Third wave of feminism allegedly lacks a cohesive goal!
Intersectionality - the term emerged from work carried out by Bell Hooks, a black American feminist whose work includes Reel to Real: race, sex and class at the movies. Intersectionality as a term was adopted by academic and activist Kimble Crenshaw. It refers to the intersection of race, capitalism and gender, and how those interlocking systems impact us.
Judith Butler:
Butler suggests gender is not the result of nature but is socially constructed.
She views male and female behaviour not as the result of biology but constructed and reinforced through media and culture.
She views gender as performative rather than part of our nature, that we act out our gender.
This theory sees the media and culture as offering men and women a range of 'scripts' for gender roles, which audiences both interpret and perform in their daily lives.
Fourth Wave: 2008-
Post Feminism Theory (During the third and fourth wave)
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