Identities: Feminism

Feminism: Key notes

Waves of feminismFirst 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’.

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Case study: Everyday Sexism

 TEDx talk by Everyday Sexism founder Laura Bates: 
1) Why did Laura Bates start the Everyday Sexism project?

She herself had experiences everyday sexism and wanted to create a platform for women to share their own stories and experiences with everyday sexism. Also by creating this project it resulting in talking about everyday sexism and the affects it has on women. This project also draws our attention to  the underlying reasoning behind feminism as a whole- ensuring that men and women are treated equally and respectfully without being  subjugated on their appearances.  

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

It links to post-feminism  through how new digital media is used to bring our attention to theses issues allowing people to share their stories with one another. The fundamental idea of post-feminism is that we as a society have moved pass the need for a movement such as feminism. However, it is clear that equality has still not yet been achieved with pay gaps in the work place and the treatment of women on a daily basis such as everyday sexism.

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

The fact that the project initially began online enabled the opportunity to reach a global scale where people from all around the world were able to talk about their experiences with sexism in everyday situations. Through the means of globalisation women are given a voice to speak out about their experiences rather than being dismissed if they were to speak out about these issues on other platforms such as print. Additionally, this means that younger generations can get involved and participate to unsure that a difference will be made.

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 personally think that the Everyday Sexism project is necessary in giving women a voice to speak out about their experiences and come together to attempt to make these changes a success which is what feminism aim to achieve (the equality of men and women). I believe that as long as feminism has a place in society we will be moving forward even though it is a slow process. Especially now with the rise of the internet feminism has a place to continue to flourish and make a change not only for people in today's modern society but also future generations where hopefully the fight for equality will reach its fully potential. 

Advertising: creating a culture of objectifying women

Activist and cultural theorist Jean Kilbourne has been studying the image of women in advertising for over 40 years. Her series ‘Killing us softly’ highlighted the negative representation of women in advertising.

Notes

• Power vs the beauty of image.
• Pressure on women to be young, thin is more prominent than ever before.
• Women's bodies are dissembled- separated and therefore seen as objects rather than people. 
• Images normalises the sexualisation of children leading to dangerous attitudes.
• Increase in graphic and pornographic advertising.
• Women are now beginning to objectify themselves - the rise of NDM and the selfie generation has now given people more of an opportunity to change the way we look through photoshop so we are seen as "perfection" and wanting to reach an achievable goal. 
• Young girls are pressured from a young age to fit the "ideal" view on beauty
• There is a false misconception that the opposition of women in advertisement has change but in reality there is little change.