Identities: Feminist and gender theory

Media Magazine reading


What are the two texts the article focuses on?

The two texts the article focuses on is a period drama named Pan Am and Beyonce music video of 'Why Don't You Love Me?

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


  • When Beyonce is posing for the camera, there is a sense that although there is a hidden message, there is an invitation for the male gaze. outfits’. 
  • The self-conscious approach that the music video does allows Beyoncé to be objectified, welcoming the male gaze. 
  • However, it also avoids feminist criticism through this use of parody and humour; this is not criticised due to the reputation of Beyonce.


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

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


Music video analysis

Beyonce video for ‘Why Don’t You Love Me?’:

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


  • Beyonce in the video, is percieved as the figure that everyone sees. 
  • This is relevant as the audience's attention is attracted towards her. 
  • It is as if the performance is made to please the audience.


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


  • I sensed that there was some parts of the overall music video that had a hint of parody.
  • However, people that watch music videos for leisure would see the video as the norm for women in music video.


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


  • I do not think that McRobbie would view Beyonce as an empowring role model for women off this specific video. 
  • The message is powerful however the music video has ambiguity as people may see it as Beyonce conforming to the society's traditional mindsets. 
  • However, the rest of Beyonce's work would suggest that she is an empowering tool for women



Will Jay music video for 'Gangsta':

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


  • Being strong and tall is what society deems to be the characteristics for a handsome male. 
  • People that do not follow these characteristics may feel underappreciated and concerned about their outlook instead of enjoying what life has to offer. 
  • This can be a problem especially as being a 'gangsta' is seemed as masculine whereas working in journalism (just an example) is deemed as less masculine. 


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


  • David Gauntlett wrote on gender representation and the importance of role models in the media in the late 1990s – early 2000s. 
  • Gauntlett looked at men’s lifestyle magazines in the same way McRobbie looked at women’s magazines. 
  • From his studies of magazines, it remains the case that most women and men remain somewhat constricted within particular gender roles.”


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


  • Men and the view on masculinity has put people to be concious on their appearance. 
  • Young people feel that they have to conform to these demands which could be detrimental to people who take this to an extreme.

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