MIGRAIN: Feminist and gender theory

Media Magazine reading - two articles on feminism and theory

1) Pan Am (TV series) + Beyoncé – “Why Don’t You Love Me?”

2) These texts do not show that feminism is no longer needed; instead, they present sexism in a different form. While the women appear empowered and confident, their bodies are still central to audience pleasure. This reflects post-feminist ideas, where sexualisation is framed as choice, making inequality less obvious. As a result, the male gaze continues in a more subtle way, suggesting feminism is still relevant.

3) The male gaze is a theory by Laura Mulvey which argues that media texts are created from a heterosexual male perspective, positioning women as objects of visual pleasure. Post-feminism refers to the idea that gender equality has been achieved, often shown through “empowered” but sexualised female images. Objectification is when women are valued mainly for their appearance rather than their abilities or individuality.

The Theory Drop: Gender Performativity

1) The writer suggests gender performativity is established in childhood through social conditioning and repetition. From an early age, children are encouraged to behave in ways that match their assigned gender through toys, clothes, language, and expectations. These repeated behaviours teach children how to “perform” masculinity or femininity, making gender feel natural rather than learned.

2) ‘Non-binary’ refers to people who do not identify as exclusively male or female. This links to Butler’s theory because she argues that gender is not biologically fixed but socially constructed through performance. Non-binary identities challenge the idea of a strict gender binary, supporting Butler’s claim that gender categories are unstable and created by society.

3) The writer explains that the media reinforces gender stereotypes by repeating familiar representations of masculinity and femininity. This happens because stereotypes act as a shortcut to meaning, making texts easier for audiences to understand. By constantly showing traditional gender roles, the media normalises them and encourages audiences to continue performing these roles in real life.

Music video analysis

1)presents exaggerated femininity through costume, body language, makeup and behaviour. This supports Butler’s idea that gender is a performance, as Beyoncé appears to consciously act feminine rather than present it as natural. The retro housewife styling highlights how femininity is constructed and repeated, showing that gender roles are learned and performed rather than biologically fixed.

2)Zoonen might argue that the video presents a dual representation of women. On one hand, Beyoncé appears sexualised, which could reinforce patriarchal ideas and the male gaze. However, she is also confident, expressive, and in control of her image, suggesting that femininity and sexuality can be used as sources of power rather than oppression, depending on context and audience interpretation.

3) In my view, Beyoncé largely empowers women in this video. Although she uses sexualised imagery, she does so knowingly and with control, challenging the idea that women are passive objects of the male gaze. The exaggerated, almost satirical performance of femininity suggests awareness and critique rather than submission, aligning more with empowerment than oppression.

1) The video suggests masculinity has become more diverse and flexible. Instead of presenting men as aggressive, dominant, or emotionally distant, Will Jay performs a softer, more ironic version of masculinity. By rejecting traditional “gangsta” behaviour and stereotypes, the video shows that men no longer have to conform to a single, hegemonic masculine identity.

2) Gauntlett suggests that representations of men have become broader and more positive over the last 20 years. Rather than promoting one ideal masculine role model, modern media now offers a range of identities, allowing men to express emotions, vulnerability, and individuality. This challenges older stereotypes that linked masculinity solely to strength, dominance, and control.

3) In my view, while representations of masculinity have improved, young men are still under pressure from the media to behave in certain ways. Social media and popular culture often promote ideals of physical strength, emotional toughness, or success, which can be restrictive. However, texts like Gangsta show that alternative masculinities are becoming more visible and accepted.