Feminism
Feminism film theory - cultural practise representing myths about woman & femininity as well as men and masculinity
Representation and spectatorship are central to feminist theory.
roots of feminist film theory started with a social movement.
early feminist theory and criticism was directed at the stereotype representation of woman in classic hollywood films.
main problem - classic cinema narrative is constructed by men. therefore, representation woman from a male perspective
In classic cinema the representation of woman was how men viewed woman.
representation in classic film is to look natural realistic and attractive.
within classic film narrative following generally takes place; (the male gaze)
Voyeurism ; gets visual pleasure
camera : physically shoots from male characters point of view
Spector : made to identify with the male characters and simple view on woman as a spectacle.
Narcissistic : visual pleasure devices from the spectators self - identification with the characters.
In 1970s onwards - counter cultural of a feminist film from the 1970s onwards. The woman may appear in control and strong, but this may be a role reversal placing the woman within the male position within the narrative.
One of the most influential mediums of mass media are music are music videos as they create storytelling through visual communicating music. with the use of direct ad subliminal messages to audiences. These messages usually conform to societal norms and stereotypes constantly portrayed to us by the media, and we accept what we see normal. also these messages reinforce our thoughts and behaviours based on our gender roles in society.
Analysing the music video "Run the World" by Beyonce challenges the gender roles ad stereotypes in society, but will also sublminally conforms to them, which promotes the idea of hope for change for the future generations. It is important to understand media influences on how we behave based on gender. In addition, Beyonce tries to alter the way gender roles are depicted by emphasising the idea that woman are just as capable as men are all while being beautiful in all shapes and sizes.
Beyonce performs in her music video using her sexuality for power and control therefore going against gender stereotypes that woman are fragile and passive. throughout this music video Beyonce is acting as a leader for feminism by been strategically placed in authoritative positions, for example she is in the middle of the screen therefore is the centre attention, she is also placed a little more so forward then the other people next to her. However from a psychoanalytic perspective, she is seen through the male gaze and is the object of desire, All while being engulfed by phallocentrism. Overall the music video suggests change for gender inequality however this is implied futuristically although realistically woman are objectified and men have all the power.
"who run the world" by Beyonce is meant to encourage female empowerment and unity. for example the song says "Who runs the world? Girls!" . Beyonce is the leader of womanhood as she demonstrates how not all woman do not fit under the stereotypical standards of being subordinate and emotional. Beyonce is strong and fierce and shows woman can command power and dominate.
The music video takes place in a world of anarchy where rules and boundaries do not exist. Although the underlying meaning suggest a world where men are in place to set order and power. For instances, a group of men in the music video come with weapons and shields while standing across from the woman. This visually shows the divide between men and woman in society. Men represent authority, resembling to patriarchy in our society; power relations in which woman's interests are subordinate to those of men. Taking that into account the entire music video is men watching Beyonce and the other woman that perform for them, which is what Freud refers to from psychoanalytic theory as the male gaze and voyeurism. freud describes the male gaze as the medias frequent postitioning of woman. For example, Beyonce dances around in revealing clothing therefore becomes the object of desire and then we the audience are voyeurs too. We look at what is being looked at from a distance : the women.
The overload of the theory of male gaze in media outputs the idea that in society we are obsessed with voyeurism , and reminds us that woman are objects to be looked at and objectified. Therefore it focuses on how women should look and behave in society, which has a huge affect on younger females who look to woman like Beyonce as roles modles and wet to emulate them. Therefore younger woman will grow up knowing they should be objectified as its the norm instead of being the people they really are.
Freud theory of phallocentrism is captured when image or representation of the penis is connoting power and dominant roles.Beyonce is holding two oversized hyenas on leashes, which is reminiscent of a male testicles and follows the ideology that the bigger the "balls" the more empowered the man is. Another example is when Beyonce stands between two trucks with water squirting behind her resembling to male ejaculation. Even thought in this shot she looks like a female figure in charge, the deeper meaning is she is being sexualised. This ideology reinforces gender roles and stereotypes, educating audiences with failed messages on the penis as it has to be present in the media to show authority. Younger female audiences have distorted reality when subliminal images of the phallus imply the only opportunities to take a stance and be heard. Taking that into account Beyonce is trying to go against this ideology, she subtly accepts the societal constructions of the status quo.
The climax of the video is where Beyonce and her group of woman are fighting back against the status quo and patriarchal order, there overpowering dance moves suggest a greater movement towards a revolutions of individual empowerment. At the same time they dance closer towards the men opposite to repesent the change of feminism over history. They continue to take charge, however this may seem to promote change, it also portrays women performing for men like showgirls. Especially when they wear lingerie custumes and the background resembles a stage, making themselves appealing to the mans gaze. Although in the lyrics "you'll do anything for me" meaning as long as I am visually pleasing you, you will do anything and I will get what I want. therefore she gets what she wants although she has you visually please the men to get it. this views women to fulfil your duties of being a woman by social standards, to desire your wants in life. resulting to woman accepting being objectified from the opposite sex.
The ending shot is like a the battle of sexes, men and women lined up facing each other, ready for war. Beyonce then rips off the mans badge and they stare at each other as the shot ends. Justifying "status quo" has been challenged and women no longer accept the stereotypes and double standards. Perhaps suggesting an evolutional change fro post-feminism? Woman are fighting to be been equal and seen as individuals, yet many obstacles to overcome. Beyonce's music video provides a platform where woman can feel self-assured and influential to support one another to challenge the system adopted by gender roles and stereotypes.
