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'Women, Sexuality and the Political Power of Pleasure'

Edited by Susie Jolly, Andrea Cornwall, and Kate Hawkins

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"The role of empowering women and achieving gender equality to the sustainable development of Ethiopia"

What female empowerment means to developing countries and how different cultures view female empowerment.

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Jean Paul fragrances. Hyper-sexualise the genders to make his products appear 'sexy' and attractive at all.
https://www.youtube.com/watch?v=RHONNUWnE44

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1960/70 clothing, fully covered

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PLT clothing, risky, highly provocative, over sexualised.

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What is meant by the mainstreaming of sexuality 

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What is meant by the mainstreaming of sexuality 

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Over the past 50 years attitudes towards porn and sexuality have developed greatly. People are now more accepting of women who embrace their sexuality and use it for their own advantage. Sexual imagery has become a part of day to day life, being portrayed on social media, fashion advertisements, music videos, films and so much more. However looking back 50 years ago, this was a very different matter. So what changed?

Sex is something that has been very much brought into the limelight in recent years, a once taboo topic now very visible to all. This is something that the film industry has taken into consideration,  evolving to meet the new cultural values. This is not only in the pornographic industry but in regular filmmaking as well. James Bond is a huge film franchise, ever since the first film release in 1962 Bond has been considered a sex symbol to millions however when it came to sex, it was all very taboo. It was not until the 1990’s, 30 years after the first release that sex scenes appeared in films. This in itself shows how it took 30 years for the values and attitudes to change enough to include such a natural scene in the film.

Other examples can be seen in fashion. When looking at examples of clothing from 30/40 years ago, all the clothing can be seen to be covering all provocative areas of the body, and be focused on colour and patterning. Whereas in todays society, many clothes have been designed to sexualise the female figure e.g. busty tops, curved, figure hugging dresses. These have been designed to show off what the individual ‘has to offer’. However could this been seen as highly sexualising the female body in favour for the male gaze. At what point can we differentiate between women wearing the clothing such as these for their own empowerment and to encourage male attraction.

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James Bond-
1953- Casino Royale
1962- first film
James Bond has always been seen as a sex symbol but not first sex scene till 1990's

Hustlers-
50 years ago, would be considered porn imagery. Sexualisation of strippers.
https://youtu.be/305sELs60kc

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When it comes to Ann Summers selling their products, they use highly provocative imagery to present it. The object I selected for analysis is the Black Faux Fur Handcuffs. They are sold as light bondage handcuffs, one of the more tamer items used for bondage. Nevertheless, the images used to sell these goods are highly sexualised, instead of having just the picture of the item they have a model wearing them. Not only this but the clothing that the model is wearing is extremely sexual, this is implying that the handcuffs are too, to be used in a sexual setting. The way in which this item is being sold is not giving the impression of pleasure or 'embracing your sexuality' something that they encourage in their other goods. This is more about sexualising the women for the partners pleasure.

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Essay ideas: Drafting a leading question 

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Essay ideas: Drafting a leading question 

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'How has the boundary between porn and female empowerment evolved over the past 50 years?'

Topics to include:

Films- James Bond, hustlers, 50 shades of grey

Fashion

Instagram influencers

Social media- Free the nipple

Women making money out of over sexualising themselves- strippers, instagram bloggers, (Kardashian craze), only fans.

writers important
relevant research gathered
images going to use

Shoppers are left baffled by VERY skimpy see-through fishnet frock from PrettyLittleThing

https://www.dailymail.co.uk/femail/article-7447203/PrettyLittleThing-shoppers-baffled-100-fishnet-frock-barely-dress.html

Is Porn Culture to Be Feared?

https://www.theatlantic.com/politics/archive/2016/04/porn-culture/477099/

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On the homepage of the site, there are banners which read "students or aged 18-21? 20% discount" This along with the images they used on the site (which are of younger women) may suggest how they are targeting a younger audience.

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Sexual consumption, sex and sexuality on Ann Summers 

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Sexual consumption, sex and sexuality on Ann Summers 

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Ann Summers principles are based off of encouraging sexual consumption and for people to explore their sexuality. This is their way of encouraging customers and they do this through the language they use on their site. "You can find styles and colours to flatter every figure, and build a lingerie drawer to be proud of." This sentence is explaining how through purchasing their goods, (sexual consumption) They will then begin to be proud and embrace their sexual nature.

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In regards to colour, red is a significant colour on the site, with many pictures have a red background. This is because red is associated with sexual connotations. Among these pictures, the use of green has been implemented a fair amount, including in trees and plats in the pictures. This may be to symbolise the idea of nature and how the company believes everything they represent is natural. This may be trying to make individuals who may be uncomfortable feel natural in this environment.

When it comes to lighting, the site feels very busy, especially on the homepage. They use a lot of different colours, boxes and pictures. However when refining the search field, the background colour remains plain white with images of the goods.

The language used is highly sexual, "Explore and embrace your sexuality with our gorgeous bras" They are trying to encourage individuals to 'find themselves' in their sexuality through purchasing their goods. As if their products can help them find their sexuality.

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Upon opening the website, you are presented with a similar view of that if you were to look at the shop window. There is a large image of women wearing lingerie, positioned in a similar layout to that of the mannequins in the shop window. You then are presented with the various options to browse the goods that the site sells. These include Erotica, sex toys and more. This is different to how the shop as online they are much more open about 'taboo' topics such as sex toys. In store they place them at the back, away from the eyes of those who may be passing the store and look in. However, upon scrolling down the site, many adverts for sex toys can be seen, giving the impression that they are highly popular online.

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- How different Cultures hyper sexualising things. Also how different audiences react to it.
- How society attitudes to women has changed, free the nipple movement etc however advertising has not changed, still heavily sexualised. Galaxy, Jean Paul.
- Stigma associated with sexualising yourself, clothing, only fans, etc. when celebrities do it, fantasised about but when anyone else does, they are branded as a 'slag'. inability to explore yourself sexually.
- Lesbians seen as 'fetish' by homophobic individuals.
- How design has evolved to become more inclusive for all genders. Bics controversial pink pen.
- How genders are treated when it comes to sex- male one night stands, praised. Female one night stands, shamed.

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porn-
fetish but homo
male pleasure- dominated
more female porn directors

fashion-
adverts, over sexualise
models sexualised, makeup, clothing

design-
more inclusive
gender neutral clothing in future
bics controversial pen

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https://www.annsummers.com

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Upcoming interesting topics (scheme of work) 

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Upcoming interesting topics (scheme of work) 

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Porn goes mainstream - How do technologies interact with sex and sexual practices and what issues are raised? Coming from a technology based course, the way in which we interact with it regarding sex will be extremely interesting to discuss.

Sex and Fashion - How does what we wear speak about sexuality and what are the contexts that impact on our dress choices? The attitudes regarding fashion, the way it is presented and the varying attitudes towards it have always interested me. How celebrities over sexualise clothing and how that has an impact on younger, impressionable children.

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How attitudes towards women and sex have evolved regarding; porn, fashion and design.

How advertising has evolved over time in regards to over-sexulising genders.

Line between female empowerment and sexualising the female gender.

How the boundary between porn and female empowerment has evolved over the past 50 years.