What Is Post Feminism and to What Extent It Been Driven by Advertising in Different Media - Essay Example

Post Feminism and Media Haneen Hassouna PLM 2000 Mrs Eve Studds M00375512 25.11 What Is Post Feminism And To What Extent Its Been Driven By Advertising In Different Media Introduction Taking a gander at the dull ages when ladies were simply utilized as a wellspring of multiplication and a housekeeper, the later history of the current world is additionally quiet about the female radicalism until the late twentieth century. The historical backdrop of the United States demonstrates that till the 1960s the female had a restricted part in every part of life. The post-feminism was a term used to portray the perspectives responding on the feminism. A diary propelled in 1919 where female abstract radicals expressed that they were occupied with individuals having nothing to do with sex ethically, socially, economically and politically. They were searching for ace ladies without against men with a stance on post-feminism (Litosseliti. 2014, p. 11). The use of term post-feminism appeared in 1980s describing the backlash against second-wave feminism and now it has become a label for a wide range of theories that are critically examining the previous feminist discourses and challenges of second-wave feminism. The media has played a vital role in post feminism as according to Patricia Bradley the movement of feminism was highly packed with the mass media. Feminism believe that the media had presented the women in a manner that was only limited to the cleaner, housekeeper, domestic servant and the sex object to serve the men’s sexual needs. However the medias role also promoted the positive role so that the female could be able to show her abilities in other sectors of life. Background In the 1960s the female was limited to playing only one role as getting married in her early age of 20 and started her family life being turned into a woman maintaining & keeping house up, taking care the kids of her man and providing the services to her man. Her devotion was limited to her home and she could not be able to expect a lot from her life. Females were legally subjected to her husband via “head of the family” and there was no right a woman had in terms of property or other legal rights from her husband’s property. The 38% women were limited to the jobs of teaching, nursing or secretary only. In 1960 the percentage of female doctors were 6%, lawyers 3% and the engineers were less than 1%. (Litosseliti. 2014, p. 8). Post Feminism Post-feminism is known as a response against the contradictions that were seen and unlucky deficiencies of the second-wave feminism. It however, speaks to the accomplishment of feminism in the achievements of its objective. The term was utilized generally to represent a contrast with predominating feminism. Post-feminism is a hypothesis portraying a scope of perspectives as responses on the feminism. In the early 1980s, the media marked the young women as post feminists. After a couple of decades the term has been still used to allude young women who are thought to profit from womens development by extending the benefit to livelihood, training, education and setting new administers in orchestrating a family. Pamela Anderson said that, however the battle attained with the objectives yet politically it could not be pushed as much as needed. She additionally declared that it is a very faced off regarding subject on the grounds that it infers that feminism is dead and equity is a myth (Brabon. 2009, p. 22). According to Angela McRobbie, post feminism challenges the developers that feminism has acquired and the goals of equality for everyone including women. The term gives an impression that though the feminism has achieved the goals now the feminists can now turn their focus on something else entirely, it can be seen in the so-called feminism, media products like Bridget Jones’s Diary, Sex and the City, and Ally McBeal. While female characters like Jone and Carrie Bradshaw were claiming that they enjoyed their liberty and sexuality but still they were constantly searching for a man who could make everything worthwhile. The recent use of the term post-feminism was made in an article by Susan Bolotin “Voices of Post-Feminism Generation” based on a large number of women interviews having beliefs in the feminism that was published in New York Times Magazine (Gill. 2007, p. 15). Feminism theories and advertising Feminist theories initially developed as ahead of schedule as 1792 in publication such as, A Vindication of the Rights of Woman by Mary Wollstonecraft and the Speech after Arrest for Illegal Voting. The Changing Woman was a Navajo Myth that offered credit to a lady who, at last, populated the world. In 1851, Sojourner Truth tended to Womens rights issues through her publication, Aint I a Woman (Mckissack. et al. 1994, p. 43). Sojourner Truth tended to the issue of ladies having constrained rights because of mens imperfect view of ladies. Truth contended that if a lady of color can perform errands that were probably constrained to men, than any lady of any color could perform those same undertakings. After her capture for illicitly voting, Susan B. Anthony gave a discourse inside court in which she tended to the issues of dialect inside the constitution reported in her publication, Speech after Arrest for Illegal voting in 1872. The theories include: 1. Feminist theory of design. It is extraordinary that feminists utilized more bended visuals, for example, circles, adjusted containers and twisting funnels. This fact accounts that feminist hypothesis offer knowledge into the relationship in the middle of females and circles or adjusted articles (Gelling. 2013, p. 69). According to the research, ladies and administration show an inclination for non progressive work examples favoring a communication web as opposed to a communication stepping stool. Likewise, these circles and other adjusted shapes, which ladies decided to draw, are non various leveled and regularly used to speak to comprehensive, communal connections, confirming that womens visual outlines do have an impact on their method of communications. In view of these realities, the feminist hypothesis of configuration infers that sexual orientation does assume a part in how people speak to reality. 2. The body theory. In western thought, the body has been truly related exclusively to the women, while men have been connected with the brain. Susan Bordo, a present day feminist logician, in her works expounds the dualistic nature of the brain and body connection by inspecting the early methods of insight of Aristotle, Hegel and Descartes, uncovering how such recognizing doubles, for example, soul or matter and male action or female aloofness have attempted to harden sexual orientation qualities and order. While men have verifiably been connected with the astuteness and the psyche or soul, women have long been connected with the body, the subordinated (Chang. 2006, p. 347), adversely pervaded term in the brain and body dichotomy. The idea of the body, however not the psyche being connected with the women has served as a support to esteem the women as property, items, and interchangeable commodities among men. Case in point, womens bodies have been typified all through history through the changing philosophies of design, eating regimen, activity programs, cosmetic surgery, childbearing and numerous more. This contrasts to mens part as an ethical operator, in charge of working or being permitted to battle in ridiculous wars. The race and class of a woman can figure out if her body will be dealt with as decoration and insured, which is connected with the center or privileged womens bodies (Man. 2000, p. 155). The womens bodies are utilized for advertisements in numerous countries and they get paid through this. This infers that the womens bodies are well conversant with the media. Co-Option Of Feminism In Advertising The feminism of the 60s and 70s has been co-opted by the thoughts of the norm, however, its a long way from being the stand out. The social equalitys development, the flower child development, the opposition to war development, and, most recently, the ecological development has all been changed, repackaged and exchanged in a more safe shape through the media. It is contended that, in the early 90s the political plans of the common rights development and the womens development were utilized to make brand content and advertising specialty methods (Tate. 2005, p. 3). As it were, the brands took a little piece of what individuals were battling for, the expanded perceivability in the media of women and minorities, and sold it over to people. It is additionally contended that it was absolutely the offering of commodities that undermined the exceptionally political developments of the 60s and 70s. During this period, individuals were sold what they needed, thus they didnt need to battle for it any longer. Most political developments of the 60s and 70s endured this destiny, not simply the womens development. Furthermore this computation of political messages from brands and media head honchos carries on right up till the present time. It is clear that, the ecological development has been co-opted by industry, guaranteeing to offer green items in return for additional money. The political developments of the 60s and 70s were solidly established in the specialists development. Indeed, that is the place they sprung from, on the off chance that you accept the myth. So that when feminist activists discussed Womens mistreatment, they were attempting to get or rather tackle the male and pale laborers development to recognize that ladies encounter a specific sort of persecution. The laborers development, not being such difficult to co-opt by media or brands, was disassembled the way it was done in the good old days. Consequently, the thoughts that individuals abuse comes from the economic framework, was gone too. Without this base, feminism, in the same way as the common rights development, becomes an empty talk of media perceivability and strengthening through items. What Extent Its been Driven by Advertising in Different Media Feminist activists have for a long time ago perceived the imperatives of self oversaw, elective media to transport their messages, to challenge the present state of affairs and to turn novel social techniques, that have been an under looked into region for quite a while. As we all know, Feminism is the convention supporting social, political, and all different privileges of ladies equivalent to those of men. Womens activists extend over a mixture of sexes, races, ethnic foundations, and religions. As the years progressed, womens activists have utilized a wide mixture of media to spread their messages. This media incorporates yet is not restricted to daily paper, writings, radio telecasts, TV, online networking, and web. Without the media to convey their thoughts, feminism developments would not have been conceivable and could have succumbed to potential setbacks. As examined prior that the part of the media is critical in this accomplishment of the feminism as before that the media was demonstrating the pointless piece of the female or one side of the part that was utilized for the promoting piece through her body. The consciousness of the humanized world, acknowledged and recognized the female positive and dynamic part in the general public and through print, electronic and online networking the feminism got the greatest achievement. Through the media, feminism was advanced all as far and wide as possible and females could have the capacity to look for the equivalent open doors, rights, equity and aimlessness on sexual orientation premise. The Constitution of United States provided the indiscrimination on gender basis and prohibited to pass any law violating or not protecting the women’s right. Amendment V and XIV of the US Constitution are the best protectors of discrimination in the US. The world is growing rapidly and the females got better awareness and understandings towards their rights and all kinds of media (especially social networking) are helping the society to grow the female positivism and progression (Gill. 2007, p. 31). Norms of femininity and the media The current condition of femininity measures is termed as insufficient to address these standards on the grounds that, despite the fact that an extensive number of normative messages have been identified by researchers as connected with womanliness, most momentum measures inspect femininity just as a worldwide construct (Haslanger. 2012, p. 17). For instance, the most broadly utilized measures of sexual orientation puts, the Bem Sex Role Inventory, evaluates womanliness as a solitary score made up of reactions to stereotypical and socially alluring female attributes, which brings about a worldwide marker of the degree to which the inventory taker is feminine. The media has taken a big role in educating the women on the relevant norms or rather the standards and rules of the femininity. Feminism in the present days Denied of its core, base thoughts of class battle, economic misuse, conceptive rights, power pecking orders, and substantially more, feminism has being lessened to a vibe decent liveliness talk. Without scrutinizing the mainstays of how the world functions, feminism has nothing to work with other than images, society and stories. Consequently, feminism becomes restricted to minimal more than changing womens moods. This is moderately simple for them to do following the framework has constantly given individuals contentions to legitimize their mistreatment, and in light of the fact that, unless they are posse assaulted, or sold to subjection, their abuse looks so acceptable or rather at any rate, they ought to long for it is more satisfactory later on (Mansfield. 2012, p. 35). If individuals could reconsider of their mistreatment as liberation, women could never again be mistreated yet freed. This plainly demonstrates how the core thought goes. It additionally works wonders for feminist authors, who get some distinction and money out of the deal, and who can typically endure their abuse better than most. The most urgent perspective that controlled such an extensive amount of the feminist blogosphere, was the way they learnt to wear high heels and such sort of shoes. Since the activities of one individual scarcely add up to critical social change somehow, this sort of thing spreads like fierce blaze. Much of the time, feminists have being posting on how enabling X has being and on how onerous X has being. Both cant be valid in the meantime. Everything relies on upon the singulars viewpoint. A development with no initiative, with no reasonable set of objectives, and with a flaky understanding of what powers shape the world, can be effectively co-opted by the business sector constrains and be lessened to what a couple of people contemplate their individual experience. The solution for this relies upon the feminism to retreat to its roots. It is a harsh framework, and that implies that they cant decide to withdraw. The longing to accept that they are not all that mistreated is being caught on. Consequently, they can be excused for tuning down mistreatment in their individual lives. It is clear that the feminists wont go anywhere in the event that they dont recognize the strengths keeping all individuals oppressed. Conclusion The Early era of the 20th century could not establish a positive role of females in the society, but late 20th century appeared the revolutionary one in terms of feminism. The post feminism effects on the society were almost pleasant and females were granted the rights and recognized as the progressive part of the society. The role of females was expanded from housekeeping to administrator and even heading the country and state. References Brabon, B 2009. Postfeminism. USA: Edinburgh University Press. Chang, C 2006, The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective, Sex Roles, 55, 5/6, pp. 345-356, Academic Search Premier, EBSCOhost, viewed 2 February 2015. Gelling, L 2013, A feminist approach to research, Nurse Researcher, 21, 1, pp. 69-70, Academic Search Premier, EBSCOhost, viewed 2 February 2015. Gill, R 2007. Gender and the Media. USA: Polity. HASLANGER, S. A 2012. Resisting reality: social construction and social critique. New York, Oxford University Press. Litosseliti, L 2014. Gender and Language Theory and Practice. USA: Routledge. Man, EW 2000. Contemporary Feminist Body Theories and Mencius’s Ideas of Body and Mind. Journal Of Chinese Philosophy, 27, 2, p. 155, Academic Search Premier, EBSCOhost, viewed 2 February 2015. Mansfield, HC 2012. Searching for a "New Feminism.", USA Today Magazine, 140, 2802, pp. 34-36, Academic Search Premier, EBSCOhost, viewed 2 February 2015. MCKISSACK, P., & MCKISSACK, F 1994. Sojourner Truth: aint I a woman? New York, Scholastic. Tate, H 2005. The Ideological Effects of a Failed Constitutive Rhetoric: The Co-option of the Rhetoric of White Lesbian Feminism. Womens Studies In Communication, 28, 1, pp. 1-31, Academic Search Premier, EBSCOhost, viewed 2 February 2015. Annotated Bibliography Brabon, B. (2009). Postfeminism. USA: Edinburgh University Press. This is a very useful book on the topic of Post Feminism and Media. The author has explained the term with the help of texts and theories. He defines the term of post feminism that originated in the 20th century in a variety of cultural, academic as well as political areas with the support of media in addition to journalism. The book gives a preview of post feminism foundation as well as pluralistic viewpoint. It explains various media representations which are symbolized as post feminism. This book is really helpful in understanding the topic of post feminism in logical and detailed manner. Chang, C 2006, The Influence of Masculinity and Femininity in Different Advertising Processing Contexts: An Accessibility Perspective, Sex Roles, 55, 5/6, pp. 345-356, Academic Search Premier, EBSCOhost, viewed 2 February 2015. This article gives the comparison between the femininity and the masculinity. It gives more information about the two aspects. It clearly states that the body describes the femininity while the brain describes the masculinity. The media used the femininity to advertise its items or events. Gelling, L 2013, A feminist approach to research, Nurse Researcher, 21, 1, pp. 69-70, Academic Search Premier, EBSCOhost, viewed 2 February 2015. The article dicussess more about the feminist approach of design. It states that the feminists are more acquitted with bend objects or rather circular items. Gill, R. (2007). Gender and the Media. USA: Polity. Rosalind is a famous writer who has written the topic enlightening the readers about analyzing the gender in the context of media. The writer considers post feminism as the historical drift of the time which initiated after the period of feminism. The author believes that the post feminism started as a reaction as feminism at cultural and historical levels. The book entertains its readers with the knowledge based on the realities and an array of historical incidents. I am sure this book provides me ample supporting material to continue my research on the topic of post feminism and media. HASLANGER, S. A. (2012). Resisting reality: social construction and social critique. New York, Oxford University Press. The book talks about the reality that has being ignored by a good number of people. It gives more information about the feminine norms have not being achieved. It also states that the media has played a great role to educate people on the feminine norms. Litosseliti, L. (2014). Gender and Language Theory and Practice. USA: Routledge. Lia, the writer of the book ‘Gender and Language Theory and Practice’ discusses the female emotionality and the gender differences especially depicted in the media. It is a helpful book to conduct the research and the study on the topic of post feminism. The writer highlights the importance of the term which gives importance to the females as a separate entity and it’s a fight for the genuine right of the women. The role of media is very significant in this regard. Man, EW 2000, Contemporary Feminist Body Theories and Mencius’s Ideas of Body and Mind, Journal Of Chinese Philosophy, 27, 2, p. 155, Academic Search Premier, EBSCOhost, viewed 2 February 2015. This article gives more information on feminist body theory and also the it gives more ideas on the female body and mind. It talks on the female biological notion on sex. The medfia used to spread the images of the female bodies. Mansfield, HC 2012, Searching for a "New Feminism.", USA Today Magazine, 140, 2802, pp. 34-36, Academic Search Premier, EBSCOhost, viewed 2 February 2015. The article talks more about the current feminism in the 21st century. Also the article concentrates on the continuous fight by women to drive the assurance of sexual impartiality and examines concepts of present day feminism. MCKISSACK, P., & MCKISSACK, F. (1994). Sojourner Truth: aint I a woman? New York, Scholastic. The book talks about the Sojouner Truth and how that woman became so popular through her, ain’t I a woman. The book reveals how that woman was arrested by illegaly voting and how she gave her speech that became so popular. The book talks about the women’s rights issues. Also the media played a role in spreading the speech. Tate, H 2005, The Ideological Effects of a Failed Constitutive Rhetoric: The Co-option of the Rhetoric of White Lesbian Feminism, Womens Studies In Communication, 28, 1, pp. 1-31, Academic Search Premier, EBSCOhost, viewed 2 February 2015. The article is based on the co-option of female individuals in advertisins industry. It clearly states that the feminist used the media to popularize the women activists who fought for women rights. Also it states that media used to advertise political events using women in the early 90s. Read More