Feminist Theory - Music Video analysis

Beyonce - Why Don't You Love Me

How might this video contribute to Butler's idea that gender roles are a 'performance'?

• Beyonce is parodying the 1950 conventions of a 'perfect woman' whilst simultaneously reverting their messages, in relation to Butler's theory she is using her femininity as a performance through over-exaggerating her feminine characteristics and subverting stereotypes implemented by society concerning gender dynamics ('I put money in the bank account' - the 1950s ideology was a very patriarchal one so this is a modernised perspective)

Does this video reinforce or challenge the view that women should perform certain roles in society?

• I believe that this video does both; it reinforces those old-fashioned ideas of an over-emotional female who can only live once they've received substantial male validation whilst also challenging gender roles and power dynamics.  It challenges the ideas of women in modern society as she takes on opposing ideas - a feminine, sensual woman whilst performing 'masculine' actions such as working on cars, her fully made up face covered in grease subverts even modern ideas on femininity and womens roles in society.

Would McRobbie view Beyonce as an empowering role model for women? Why?

•  I believe that McRobbie would view Beyonce as an empowering role model for women, as she has reclaimed her femininity and has gained control over her objectification despite backlash she faces for her ideologies and subliminal messages throughout her music which represents McRobbies theory of taking a different perspective to traditional feminism. 

What's your own perspective - Is Beyonce an empowering woman or does she reinforce the traditional 'male gaze' narrative (Mulvey)?

•  I believe that Beyonce does in fact reinforce the traditional 'male gaze' narrative, her over-sexualised performances and music videos support this view completely however it is an empowering stance, she subverts the modern feelings on women's sexuality and success. The idea that being confident or exploiting your sexuality is something wrong and demeaning if your a woman compared to the perspective on male sexuality - it is an extreme power imbalance and Beyonce is an empowering model in the revolution of being both a feminine depiction whilst also adhering to the masculine conventions throughout the music industry. Therefore, i believe that Beyonce is in fact an empowering figure due to her reclamation of power for her own objectification as well as her utilisation of power and influence in the music industry.

Will Jay - Gangsta

How does the video suggest representations of masculinity have changed in recent years?

•  The video suggests that masculinity is no longer about physical strength and social dominance but a much more ambiguous and that displaying the more 'feminine' traits doesn't make you any less of a 'man' however the motivations and conventions of masculinity implemented by society are parodied despite their significance in modern society.

What does David Gauntlett suggest about representations of men in the last 20 years?

•  He disagrees that the idea that masculinity is in crisis and notes how the representation of men in modern media is vastly different to that of women in the same contexts. 

What is your perspective on the representation of men and masculinity? Are young men still under pressure from the media to act or behave in a certain way?

The representation of men and masculinity in mainstream media has changed significantly compared to the depictions presented during the 1950s and implemented into media narratives up until the mid 90s to late 00s. I believe that although men are privileged to receive a much more diverse and dominant representation throughout media, the content and connotations of what makes a man, a man has changed substantially. 

The introduction of 'k-pop' into a western society has adapted the ideologies of masculinity from the structured, dominant foundation of a western man but continued to blur the lines of androgyny and ambiguity within gender conventions. Male idols are subjected to scrutiny for their appearances and their femininity by a western society, suggesting that the ideas surrounding masculinity haven't changed since the early formations in the late 40s. However, groups such as BTS, have had a wide success in a western society and allows a younger generation of men to be exposed to a range of popular media that no longer adheres to the old-fashioned ideas of masculinity such as deep voices, lack of emotional, 'masculine' dress sense and structured physique. The influence that kpop has had on western ideology, particularly by a younger generation has made male aesthetics much less restrictive and communicates the ideology that femninity in men is not a weakness or something that will limit a man's personal success, this contrasts a lot of western opinions in mainstream media such as Piers Morgan, who takes a traditional perspective of men and masculinity. He represents that patriarchal narrative, that lacks progression or complexity within opinions, which is arguably a detriment to middle-aged men as he has a wide infamy and status within traditional media outlets. His view on the Gilette advert is particularly old-fashioned, he views feminism from a two-dimensional perspective, and his lack of progressive thoughts enforces the structure and simplistic view of masculinity. The Gilette advert allowed for a new perspective - one of improvement and responsibility when it comes to the future generations and masculinity however this has not communicated the same narrative to men of an older generation who hold more chauvinistic views on representation. Due to this, I believe that representation of men and masculinity is making significant steps into the right direction - more inclusive and less condescending on those who don't fit into a specialised ideal however it has a long way to go.

Young men have lost a lot of pressure when it comes to conforming to a certain ideology. The specifics of masculinity have changed significantly in recent years, through the success of musical artists such as Jaden Smith, Troye Sivan and Years & Years, the representation of men is much more diverse. There is less conformity in media for young men and the subversion of the aggressive, unproductive narrative and conventional physical aesthetic of men in media, whilst communicating a parody of these ideas and validating the diversity in 'male' image through celebrity voice and other media texts such as sitcoms like The Good Place (NBC) and films such as Avengers: Infinity War (2018) that communicate the roles of different male figures in someone's life whilst subverting the medias narrative and providing empowering role models for young men. Tony Stark, a superhero displays his emotional side in Infinity War, which is something that, although it shouldn't be, is revolutionary in modern times. Superheros have always been viewed as the epitome of masculinity - the superhero movie industry also being dominated by male adaptations - so the changing character traits and narratives provide a progressive narrative of masculinity within a mainstream business and help combat the pressures on young men to conform to outdated ideas in society.

Social Media has had a significant impact on the depiction of masculinity as gender has taken a much more relaxed, less structured role within younger generations and their role models. Shows like Brooklyn Nine-Nine, have a wide depiction of male characters that subvert stereotypes and have a large online presence and community which provides a platform for these ideologies to be spoken about. It is no longer a black and white discourse and therefore I believe that although societal pressures on masculinity still exist and are implemented into western media, it is no longer as detrimental and two-dimensional as it once was.