Media Magazine reading
1) Read Playing With The Past: Post-feminism and the Media (MM40, page 64 - our Media Magazine archive is here).
2) What are the two texts the article focuses on?
HBO’s Pan Am and Beyoncé’s music video for ‘Why Don’t You Love Me’
3) What examples are provided from the two texts of the 'male gaze' (Mulvey)?
The first image of the Pan Am stewardesses is one which is highly constructed and mediated, an image whose purpose is to be admired and aspired to by women, and visually enjoyed by men.
In the music video, Beyoncé reinforces her ‘credentials’ by openly rubbing her chest and body, whilst playfully looking down the camera, clearly submitting herself to sexual objectification and openly acknowledging the ‘male gaze’.
4) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form?
Both texts suggest that we are now in a time beyond the need for feminism, that we can now look back and laugh nostalgically at the way women were treated in those periods in our history. Whilst they both imply a criticism of the conventional media representations of
women, they simultaneously still objectify them! We can see that things have changed from the 50s as women have more rights and no longer stuck with the stereotype of being a housewife. Also, the text show that now women who sexualise themselves are exerting power.
5) 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.
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.
Nostalgia – A sentimental longing for the past, often only remembering the positives of the time.
No More Page 3
1) Research the No More Page 3 campaign. Who started it and why?
No More Page 3 was a campaign to stop The Sun from including pictures of topless glamour models on its Page 3; it ended when the topless feature was discontinued. The campaign was started by Lucy-Anne Holmes in August 2012; it reached 215,000 signatures by January 2015.
2) What are the six reasons the campaign gives for why Page 3 has to go?
-"Boobs are not news"
-People associated the models and Page 3's with rape culture
-Children shouldn't be exposed to sexual content on newspaper front pages
-The Sun was using sexualised images of women being used to decorate news stories both featuring and aimed at men
-They were portraying women as primarily decorative sexual objects
-Page 3 is - was - a symbol of a society unable to come to terms with its own sexism.
3) Read this debate in the Guardian regarding whether the campaign should be dropped. What are Barbara Ellen and Susan Boniface's contrasting opinions in the debate?
Susan Boniface argues: it’s time to end the campaign to stop Page 3 – it’s as outdated, pointless and past-it as Page 3 itself. Those early Page 3 girls considered they were sexually empowered and celebrating the female form. The problem with the No More Page 3 campaign is it began at a point where society was evolving.
Barbara Ellen argues: It’s bizarre to defend it on the basis that there are “worse things” – there’s no sliding scale for institutionalised sexism. Page 3 is the Old Order – reeking of male dominance, of women as sexualised and neutralised objects. The very passivity of Page 3 is offensive.
4) How can the No More Page 3 campaign be linked to the idea of post-feminism?
Post-feminism is the ideology in culture and society that society is somehow past needing feminism and that the attitudes and arguments of feminism are no longer needed which can be linked to the No More Page 3 campaign because the campaign claims that we have passed the era of using women as accessories or for men to look at. However, many argues that we have passed the time restricting women and it should be viewed as feminism if a woman sexualises herself.
5) What are your OWN views on the No More Page 3 campaign. Do you agree with the campaign's aims? Should the campaign continue?
I agree with the campaign and it should continue. Personally I find it disgusting that we live in a society where people find it okay to view women in such a way. If a woman wants to sexualise herself to feel good, then by all mines allow her to, however it is not okay to publicly show such images especially in newspapers. Some people find it uncomfortable to see such images when they are trying to read what it going on in the world. Also, it can be easily be seen by children and married men which can cause troubles within ones family. There are also paedophiles and perverts in the world and seeing such pictures of women will only encourage them to continue doing harmful acts to women and sadly even children. Therefore, the No More Page 3 campaign, in my opinion, is a good idea.
6) Do you agree that we are in a post-feminist state or is there still a need for feminism?
I think there is still a need for feminism. Even though today, women have gained much more rights and respect then we had decades ago, there is still a need for feminism as women are still treated differently then men. As feminism is equality between both sexes, it is evident that women are treated differently in the media and in things like sports. Women are laughed at or insulted if they display interest in sports such as football. However, it is not only women who aren't being treated fairly. Today, there are many cases of men getting beaten by women but are not continued because they are not taken seriously even though it is just as bad as a women being physically abused by a man. There is definitely still a need for feminism.
