We watched the a clip from the film Casino Royale. It was the sea scene where we see Daniel Craig coming out of the ocean. After watching the clip we tried to apply some of Mulvey's ideas.
Voyeuristic Objectification
- Sexual pleasure by looking at his body -> the camera guides us to look at his body
- The camera shot is as if we are looking at him through the female characters eyes
Narcissistic Identification
- Men may look at him and think they could be the same
'James Bond is a male and so am I, therefore I can do that and be like him'
What are feminist views of how women and sex is portrayed in the Media?
Cultivation Theory - If you keep seeing something repeatedly, you begin to believe these messages. For example we see women as sex objects and thats how they are treated.
Encourages sexist views in men, i.e/ reduces all real womens potential down to sexuality; spoils male-female relationships ->ideas, feelings, skills etc.
Hypodermic Theory - Media injects you with it, you see it and you instantly believe it. So, for example men see it, so they treat women that way. Men are portrayed as powerful (and are not sexually objectified) compared to sexually passive women (music videos)
Post-feminist views
- Disagree's with feminist assumption that women are victims of male desire, and being desired is degrading for women.
- Instead men are victims of their own desire. Weakens them and gives women power over them.
- Women are being empowered, have their own choice, they should use their sexuality to control men, make money.
- Sexual experience should be celebrated by women (instead of fearing they are being 'used')
- This encourages women to think of themselves only as sex objects, rather than being able to make a bigger contribution to society.
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