Project: Smashing stereotypes (contextual research)

Stereotype: An oversimplified, set idea society has about something, an expectation that people have of a particular group/ thing.

Masculinity in the media -
- Traditional vs contemporary representations. Traditional being old advertisements, contemporary being new adverts
- Future audiences - changing images, breaking stereotype.
#metoo campaign -  global cultural shift in gender politics - includes men getting away with rape, cat calling, etc. Lead to global conversations (meta-communication) about what would be classed as gender harassment.

Masculinity characteristics -
- Dominance
- Strong
- Breadwinner, family caring
- Technical

Femininity characteristics -
- Beauty
- Biological family
- Open about emotions

Sex: a system of classification based on a combination of biological factors
Gender: cultural meaning given to a person's sex - labelled masculine or feminine
Masculinity and femininity - Terms often used to identify a set of characteristics and values.
Feminism: An ideology of equality between the sexes, treating male, female and other genders in the same manner with equal opportunities. Feminism is still needed for equal rights for all people.
- feminism begun and developed throughout the 19th century
- first feminists called suffragettes

History - waves of feminism -

First wave feminism: A period of time in the Western world where women fought for legal rights including owning property and the right to vote.
- This occurred in 1918-1920 in the UK.

First wave: Late 19th century - early 20th century UK and US - no legal identity
Second wave: 1960s-1990's
-  inspired by civil rights movements
- women gained the right over their bodies, focusing on issues such as sexuality, reproduction.
- 1963 - "the happy housewife" which restricted women to being housewives and mothers
- 1975- Film theorist Laura Mulvey publishes "visual pleasure" which presents the theory of the "male gaze"

Male gaze theory -
Point of views of the producer, audience and males view.
- women who are a certain body type and certain age dominate the media, e.g in acting roles, in film, etc.

Third wave: 1990s-
- Began ideas beyond middle class white women rights
- 1989, Judith Butler publishes "gender trouble" introducing trans rights
- Ideas that there are more types of feminism than one

Post feminism theory - Third and fourth wave
Fourth wave: 2008

Intersectionality  - Merge of political and social aspects together within feminism - e.g gender and race.
bell hooks, film study.