Post Feminism Reading Questions

Wonderbra Eva Herzingova

The above poster is an advert for Wonderbra Eva Herzingova the image is a negative representation of women this is emphasised with the use of a medium shot which focuses on the females body and the women in the frame is shown to be appealing to the male gaze and judging by her facial expressions and body language she seems to be directing the male gaze as she looks down at her breast. In addition the text on the advert “Hello Boys” reiterates the fact that the advert is primary target audience is men. However some may say that the advert is representing feminism and shows her to be in control even though she’s showing her body parts she’s in control as she doesn’t seem to be showing too much... "taking feminism into account by showing it to be a thing of the past, by provocatively “enacting sexism” while at the same time playing with those debates in film theory about women as the object of the gaze (Laura Mulvey 1975) and even with female desire (Rosalind Coward 1984 Teresa de Lauretis 1988)." as well as the theory.. "The composition of the image had such a textbook “sexist ad” dimension that one could be forgiven for supposing some familiarity with both cultural studies and with feminist critiques of advertising (Judith Williamson 1987)."

Citroen Car advert

The above Citron advert can be highlighted as being a ‘Sexist advert’ as” feminist critiques of it are deliberately evoked". this suggest that feminist oppose the ideas that they are being shown to be sex objects as well as being shown to be subordinated this is outlined in the body language and facial expressions of the women in the advert who goes across as performing a striptease. However some argue this is not the case as she’s doing it for herself and no male presents. "The shadow of disapproval is introduced (the striptease as site of female exploitation), only instantly to be dismissed as belonging to the past, to a time when feminists used to object to such imagery. To make such an objection nowadays would run the risk ofidicule".

Lad’s Magazine

 

"...young women endorse (or else refuse to condemn) the ironic normalisation of pornography, where they indicate their approval of and desire to be pin up girls for the centrefolds of the soft porn “lad mags".

"...we are witness to a hyper-culture of commercial sexuality, one aspect of which is the repudiation of a feminism invoked only to be summarily dismissed (see also Rosalind Gill 2003)".

"As a mark of a post-feminist identity young women journalists refuse to condemn the enormous growth of lap dancing clubs despite the opportunities available for them to do so across the media".

Lad’s magazines present women in a negative way as they show them to be subordinated this is outlined by their lack of costume and clothing, as well as the way the pose in the frame as sexually inviting the male gaze to look. However some would disagree and say that women in these lads’ magazines are not subordinated as they seem to be enjoying themselves this is outlined through their body language and facial expressions.

Bridget Jones Diary

Bridget Jones Diary outlines that women are treated fairly and equally this is highlighted in the Media as in the film she’s portrayed to be the protagonist and she’s given a dominate active role in the film this is shown through her positioning in the frame in the film as she’s shown to be in the centre connoting she’s the central character and the film is all about her, this is reiterated with the name of the film “Bridget Jones Diary” connoting that the film is about her diary entries and this is a positive representation of women as the film is from a respectable women’s point of view it also shows her to be educated and not a negative subordinated sex object allowing certain women to personally identify themselves with the protagonist.

"she confides in her friends, she keeps a diary, she endlessly reflects on her fluctuating weight, noting hercalorie intake, she plans, plots and has projects. She is also deeply uncertain as to what the future holds for her. Despite the choices she has, there are also any number of risks of which she is regularly reminded"

“It might be more accurate to remark on the keen interest across the equality and popular media (themselves wishing to increase their female readers and audiences), in ideas of female success.”