Feminism Theory

1) What are the two texts the article focuses on?
- Down with Love (2003), Virgin Airlines sexist and retro Eighties adverts featuring air hostesses

- Beyonce's "Why don't you love me?" music video 

2) What examples are provided from the two texts of the 'male gaze' (Mulvey)?
- They cause male characters in the airport to turn and stare; while the stewardesses don’t acknowledge these looks, there is a knowing and empowered quality to their walk and facial expressions. One by one as they enter through the glass doors to board the plane the camera pans to a close up on a little girl’s face as she gazes through the window in admiration. The camera cuts to the child’s perspective, aligning the audience with her aspirational gaze; and as Laura turns to smile there is a post-feminist knowingness to her look. This is from "Down with love"

- Looking down the camera playfully and winking at the audience, she is controlling ‘the gaze’ and is thus empowered. From Beyonce's "Why don't you love me?" music video.

3) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?
- I think that some form of sexism still exists because people still think that a woman must be all pretty, love make-up, be attractive and have a boyfriend however I think Beyonce's music video mocks the basic sexist idea on what women should act like and Down With Love empowers women because it shows that females can be independent.

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

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

Nostalgia – A sentimental longing for the past,  often only remembering the positives of the time.

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.

Music video analysis
Watch the Beyonce video for ‘Why Don’t You Love Me?’: 

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

- This contributes to that idea because the whole setting and look Beyonce achieved in this video is what people would stereotype as what a fifties woman would look like or act like, For example she is acting like a housewife

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

- It does reinforce the roles that women "should perform" in society however she makes it so over exaggerated that it comes across as a joke and not serious

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

- Yes I think she would seeing as she seems very glamorous. 

3) What are your OWN views on this debate – does Beyonce empower women or reinforce the traditional ‘male gaze’ (Mulvey)?

- In my opinion Beyonce does a very good job at making fun of what society has tried to brainwash people is a basic female which is positive because it does empower women seeing as she is going against what every stereotype of women says by doing it in a dramatic way.