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Women are hailed by the media and advertisements; they are brought into being as this ideological conditioning forms their gender identity

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1. Women are sexualised in the media when they have had plastic surgery causing 'normal' women to feel unworthy and ugly.
2. Some people are active readers and are aware of this sexualistion going on in the media.
3. Some people are passive readers and are unaware of this sexualisation going on in the media.

The mass media effects were seen as harmful to the general population.

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'Gender Trouble'
If we fail to perform gender in the right way we can be met with social isolation, mockery, violence and death.
To Butler, gender is a correctly coordinated set of acts and gestures that link the subject to clearly defined parameters.

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- attacks the binary oppositions that underlie many traditional ideas about sexuality.

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The media is a patriarchal institution that represents males as dominant, active and authoritative and females as submissive, passive and are there to be controlled by the males

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The concept of males and females is simply a representation, a construct to order society. The idea of an innate sexual identity is rejected , this is achieved by the normalising effects of repeated 'performances.' - Ann Oakley

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1.First wave:
fight for social and political equality. the right to vote was won in 1928.
2. Second wave:
1960's/1970's - equal pay, equal rights at work and equal representations in political bodies as well as liberation for male oppression. Abortion, rape, domestic violence and child care were important topics.
3. Third wave:
1980's - less emphasis on battles for equality and more on positive nature of ambiguity, difference and individualism. Body image, reproductive control, sexual harassment and violence towards women were important topics.

4. Post feminism:
The backlash to feminism. attempted to redefine the women's movement. Celebrates the idea of powerful women.

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Sex: Biological
Gender: Social Construct

The Gender Binary forces you to choose while Gender Fluidity mean your'e neither male or female but move between

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A male dominated society.

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Women have to 'perform' established roles within a patriarchal society.

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The filmic camera is male and women are objectified.
Voyeurism is encouraged.

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Sex - Is the biological categorisation based on chromosomes, hormones and reproductive systems.

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Sex - Is the biological categorisation based on chromosomes, hormones and reproductive systems.

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Gender - the behaviour and attitudes that we learn to associate with males and females.

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Performativity - the idea that gender is performed via gender roles. 

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Performativity - the idea that gender is performed via gender roles. 

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Gender begins to be constructed by primary socialisation before the child leaves the home environment. This is done in 4 ways:

Manipulation
Canalization
Verbal Appelations
Different Activities

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Naomi Wolf - women are controlled by the ever changing concept of 'beauty'. this can be seen to lower self esteem and is patriarchal attack on women's bodies. 

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Naomi Wolf - women are controlled by the ever changing concept of 'beauty'. this can be seen to lower self esteem and is patriarchal attack on women's bodies. 

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Women constructed as passive sexual objects for male viewing pleasure

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There are only 'feminisms' not just one feminism as Liberal Feminists and Radical Feminists have different views