This document discusses different approaches to feminism in media studies. It defines feminism as recognizing and critiquing male supremacy and working to change it. It outlines several types of feminism including liberal, radical, Marxist, cultural, and eco-feminism. It also describes the three waves of feminism from the 19th century focusing on women's rights, through the 1960s-90s addressing sexuality and gender roles, to the mid-1990s addressing how media portrays women. Post-feminism is discussed as using sexuality and individual choice to gain power but still facing limitations imposed by societal and commercial factors.

1. Feminism approach to media studies
Alex
Amy
Camille

2. Feminist Theory is an outgrowth of the general
movement to empower women worldwide.
Feminism can be defined as a recognition and
critique of male supremacy combined with efforts
to change it.
• A system of patriarchy
• Collection of movement
• Establishing equal rights for women
Definition of feminism

3. Different kinds of Feminism
• Liberal feminism
Integrate women into it structure
• Radical feminism
focus on the concept of “patriarchy”
• Marxist and socialist feminism
Result of Marxist and Radical
• Cultural feminism
Build women’s own culture instead of
changing
• Eco-feminism
Black and third world feminism

4. Waves of Feminism
First wave
19th century
Aim to open opportunity and suffrage for women
Challenge the cult
Second wave
1960’s ----90’s
Anti war and civil rights movements
Dominant argument---sexuality and right
Reduce to object, keep in homes and low paying jobs.
Third wave
mid 90’s
Artifacts used to be associate with male domination

5. Critiques of the wave model
• Downplay activity between the waves
• Grouping them into three different generations
• Downgrades thinkers
• Association of generation and age with different
waves. Example.

6. Post Feminism
 Back on the third wave
 Use body and sexuality as a tool
to gain profits.
 Downplay emotions which make
women seen “weak” instead of
create more profits by individual

7. Post Feminism and Empowerment
 Have ultimate power
 Women no longer sex object
 Individual choice
 Return to traditional feminine roles

8. Example---video
http://www.youtube.com/watch?v=VBmMU_iwe6U

9. Criticism of post feminist ideologies
• Pass on the idea ----choices are infinite
• But limited by factors
• Stores use femininity to sell products.
• More profit-oriented than supportive of postfeminist
ideology
http://www.youtube.com/watch?v=84SUfl8Yv4k