Feminism

Discussing feminism and learning a range of feminist theories is an essential part of A Level Media Studies.

Are we living in a post-feminist state? Do you agree there is still a need for feminism? To what extent does the media contribute to the identity created for women in popular culture? These are some of the questions we need to consider when studying representation in A Level Media.

There is a current debate regarding whether feminism is still required in the 21st century (the idea that we are now in a 'post-feminist' state) against the view that the use of new and digital media to further feminist campaigns constitutes a new fourth waveof feminism.

Key notes

Waves of feminism

First wave:early 20th century, suffragette movement (right to vote).

Second wave:1960s – 1990s, reproductive rights (pill), abortion, equal pay.

Third wave:1990s – present, empowerment, reclaiming of femininity (high heels, sexuality etc. See Angela McRobbie's work on women's magazines).

Fourth wave?2010 – ongoing, use of new technology and digital media (e.g. Twitter) for activism.

Fourth wave?

Many commentators argue that the internet itself has enabled a shift from ‘third-wave’ to ‘fourth-wave’ feminism. What is certain is that the internet has created a ‘call-out’ culture, in which sexism or misogyny can be ‘called out’ and challenged. 

This culture is indicative of the continuing influence of the third wave, with its focus on challenging sexism and misogyny in advertising, film, television and the media.

Key quote: “power users of social media”

The internet has facilitated the creation of a global community of feminists who use the internet both for discussion and activism. 

According to #FemFuture: Online Feminism, a report recently published by Columbia University’s Barnard Center for Research on Women, females aged between 18 and 29 are the ‘power users of social networking’.

(Source: Political Studies Association. Read more about this: http://www.psa.ac.uk/insight-plus/feminism-fourth-wave)

Critics of online feminism

Critics of online feminist movements suggest that petitions and pressure from Twitter campaigns is simply a witchhunt orchestrated by privileged middle-class white women.

They ask: are ‘trolls’ the danger they are portrayed to be?

Introduction to feminism: blog tasks

Case study: Everyday Sexism

Watch the TEDx talk by Everyday Sexism founder Laura Bates:

1) Why did Laura Bates start the Everyday Sexism project?

 As she wa dropped on the bus at night and she asked other women about their experiences and they responded with everyday issues.

2) How does the Everyday Sexism project link to the concept of post-feminism? Is feminism still required in western societies?

 allows them to speak out as it shows that they are still not equal in many different ways.

3) Why was new technology essential to the success of the Everyday Sexism project?

 It allows people from around the world to speak up about the things that they were experiencing and not to say that it is normal.

4) Will there be a point in the future when the Everyday Sexism project is not required? What is YOUR view on the future of feminism?

 i think that the issue will go either way as it could be good as we sick up for ourselves. however, it could make it worse as they still might not respect us they way that they should.

Media Magazine: The fourth wave?

Read the article: The Fourth Wave? Feminism in the Digital Age in MM55 (p64). You'll find the articlein our Media Magazine archive here.

1) Summarise the questions in the first two sub-headings: What is networked feminism? Why is it a problem?

Feminism is often divided into ‘waves’ to explain the cultural context in which they began. The ‘first wave of feminism’ began in the late 19th to early 20th centuries, with a main focus on suffrage. The ‘second wave’ began in the 1960s, campaigning for the growth of equal rights and leading to the Equal Pay Act of 1970, amongst other equality laws.

Since the 60s feminism has fought to recognise the social struggle of women on a number of different levels. Feminists in 2015 still deal every day with misconceptions and prejudice: the idea that rape or coercive sex may be justified if a woman is wearing provocative clothing, the huge gender pay gap despite equality legislation, the ubiquitous representations of women as weak and disempowered, to name but a few.

2) What are the four waves of feminism? Do you agree that we are in a fourth wave ‘networked feminism’? 

The ‘first wave of feminism’ began in the late 19th to early 20th centuries, with a main focus on suffrage. The ‘second wave’ began in the 1960s, campaigning for the growth of equal rights and leading to the Equal Pay Act of 1970, amongst other equality laws. Since the late 1990s, we are believed to have entered the ‘third wave’ (often identified as post-feminism). The new fourth wave of feminism is also known as ‘networked feminism’. it aims to tackle social equality issues found both on, and using, modern technology. i agree with the fourth wave as it helps women not be sexually insulted on social media.

3) Focus on the examples in the article. Write a 100-word summary of EACH of the following: Everyday Sexism, HeForShe, FCKH8 campaign, This Girl Can.

Social Media and Feminism: Everyday Sexism and He for She Many thousands of digital campaigns, Twitter hashtags and celebrity identification could be cited to show the current representation, ideologies and transformation of modern feminism. A perfect starting point is the Everyday Sexism campaign. The project was started by Laura Bates back in 2012 as a website which posted examples of sexism that users faced every day. Laura set it up after finding feminism hard to talk about, saying: ‘Again and again, people told me sexism is no longer a problem – that women are equal now’. The response she received proved differently, with 50,000 entries of sexist experiences made by December 2013. Three years later, Everyday Sexism is one of the most high-visibility feminist digital campaigns, arguably due to its user-generated content and its well- used #EverydaySexism Twitter feed. The role of social media has made the campaign much more personal and much more instant. Furthermore, the term doesn’t represent feminism as only for females: ‘This is not solely a ‘make the men wrong’ approach,’ says Lee Chalmers at Feminist Times. This inclusive idea of feminism is nowhere better summarised than by the He For She campaign led by Emma Watson.

One of the most popular digital campaigns is the FCKH8 campaign, and more specifically the ‘Potty Mouth Princess’ YouTube video that went viral. The movement focuses on the modern representation of girls and the huge social inequalities they face, whilst featuring young girls ‘F-Bombing’ to highlight society’s imbalance when it comes to offences. The girls confidently shout: I’m not some pretty fucking helpless princess in distress... What is more offensive? A little girl saying fuck or the fucking unequal and sexist way society treats girls and women? The video is a complete paradigm shift in the representation of young girls, and clearly a representation that audiences enjoyed: after just three months on YouTube the video had gained 1.6 million views. However, FCKH8 is actually a for- profit company, and the video is in fact trying to sell its t-shirts. This exploitation of feminism as an advertising tool created a huge backlash. In addition, the equation of swearing with ‘good’ feminism didn’t play well with a majority in the movement

This Girl Can campaign, which has been described as the first fitness campaign for women which doesn’t shame or exclude them, by sharing photos, videos and quotes of women without the usual sexual exploitation of a women’s fitness advert and without body shaming. You can view it here: but it's worth bearing in mind that this campaign too has been heavily criticised – by feminist activists themselves – on social media fora. The online petition ‘Stop Taxing Periods. Period’ calls for tampons to stop being taxed as luxury items when they are more essential than crocodile steak, which is not penalised by the same tariff. 

4) What is your opinion with regards to feminism and new/digital media? Do you agree with the concept of a 'fourth wave' of feminism post-2010 or are recent developments like the Everyday Sexism project merely an extension of the third wave of feminism from the 1990s?

I think the digital media is very important and the fourth waste is definitely not a waste. I do not think that the fourth wave is just an extension because social media has proven to be a very effective method to improve feminism ad get their voices heard. The 1990 was a better era than the early days but this whole social media awareness from all around the world has only begun recently dawning on a new day and whole new platform meaning the fourth wave is not just an extension of the third. I personally think this new style of media is really amazing as you can get a broader perspective from all around the globe, uniting women and making them not feel lonely. Especially sharing experiences can inspire women and women can see this anonymously .