Advertising and Feminism: The Great Deception.

First and foremost, I love the topic. As a feminist fanatic myself, I enjoyed researching and exploring the journey from the mainstream beginngings of feminism of the 60s and the aspirational Cosmo girl, to today's empowered post feminist icon. After, and during writing my dissertation I realised how relevant my study was, the topic of "what is feminism today" constantly debated in women's magazines. Now, modern woman are not only confused of their role, but are confused with the identity of feminism. I found in my third chapter, there was a backlash against feminism in the 80s, which branded feminism as outdated and restricting. Basically feminism was now seen as unfashionable, to say you were a femininst was assioatated with being a man- hating hairy lesbian! I personally think this is sad, as while modern women distance themselves away from the label of feminism simply stating "equality has now been achieved", women who have freedom now forget that without the early feminists we as women today would not have the right to vote, to have equal pay, to be sexually liberated. To be a feminist should be seen as a positive thing, even if it is now seen as over. Perhaps modern women simply do not call themselves feminists as they feel they do not have the right. Alientated and distanced from the active movement of feminism in the sixties, many feel they cannot connect to the label of feminism.

So, how about the so called New Feminism of the 90s? Several books have surfaced discussing the new "power feminism" the modern take on feminism. Personally the "aspirational" post feminist figures of Katie Price as empowering for young women, just don't ring in true for me. How can posing for men, using your sexuality to essentially please men be empowering?
Many young women I know, see pole dancers and the like as "empowering strong figures" but perhaps unfashionably so, I just don't see how. In my study I argued the infamous influx of WonderBra advertisements which were portrayed as confident, assertive images of desirable women who were in control of their sexuality, were merely sexually objectifying images of women targeted at the male gaze. Not so different from the past sexual objects for men to look at that feminist fought so hard to resist. Now women, are openly welcoming the male gaze and sexual expolitation under the post feminist guise that they are "pleasing themselves" not men. Sexy is now cool, and it is a sign of your "sexual liberation" to show you are comfortable with your sexuality, to make an objection backwardly brands you as "uptight" and evidentbly an old fashioned feminist.

I discovered however what with the backlash of feminism, it ulitmately allows advertising and generally culture to provide sexist images under the guise that it is now "post feminist" as women are no longer exploited- but are actively choosing to be sexual objects. This is worrying as it represents a deeper and higher form of expolitation as women are actively choosing, there is no objection and advertisers can freely present sexist images, without critque.

Feminism has ulimately turned full circle. Whilst triumps of feminism include women now being heavyweights in their careers being just as successful as men and can choose their own lifestyle. Many young women today, the Katie Price's of the noughties, choose to regress back to the passive sexual objects for men's admiration.

If this is the "new feminism" I'd rather be part of the old one...

Oh wait, that means I'm a big hairy lesbian right?!

P.s as you can see I find this issue heats me up, and would love either to doo further studying in Women's Studies, anyone know what Uni's do it? Or would generally love to rant in articles as a journalist. X

Oh and the big D. Abit of a success!

Before in previous posts, you may of heard me mumbling and groaning about the big D...otherwise known as the dissertation!

Turns out all that hard work and slaving away was worth it as I got a 1st! Daa Daah. Literally was one of the best days of my life finding out my mark (72) oh yes! It just goes to show you if you put enough effort in, the skys the limit. And thats generally my motto, people said oh arent you lucky- no I'm not lucky I just worked my arse off for it! Sometimes I think it doesnt matter how clever you are, or how much you think your good at something it turns out sheer hard work will get you the grade :)

Turns out those few hellish months were worth it, as the disso concreted my overall result of a 2:1- get in!

Looking back, my crazed love (or obsession) with books, you would often find me trawling across town with a bagload of books, helped secured my 1st. In my next post I will discuss the in's and outs of the, now, treasured disso ;) X

I can smell it its so close....

And time for a big sigh of relief....the dreaded "D" word, the Dissy T, the disso...whatever you may of called it, or avoided calling! Is now forever gone, finito, never to return back in to our lives...until we get the results back! Eeek (Okay, lets not think about that part for the time being). It took over the best part of our lives, for a good 6 months...with what felt like a lifetime typing..retyping comprising the chapters, making sure they made sense and all was in order.

The time i've spent on my laptop i'm suprised my eyes haven't gone square, and i'm shocked my posture does not resemble that of Notre Dame. Part of me could quite happily never look at a computer again, unfortunately this would mean, no blogging, no facebook..a cut off from the online social world. Oh yes and I've still yet to finish my degree...so obviously this would not be possible!

Just three more essays...and then freedom. I can smell its so close, I wonder what freedom smells like? Probably if anything, freshly cut grass and sweet perfumes of flowers. I imagine when I finish Uni, running free in an idllyic field without a care in the world. The reality- probably stuck inside working in a busy shop, customers following my every move.

But seriously, even after all the grumblings and moaning, I will miss Uni. I would not swap the laughs, the tears and the pure randomness of my uni experience with anyone. We've had our ups and downs, but hey Portsmouth i'm gona miss ya. It sure will be strange never to write an essay again, unless I decide to do a masters which is looking unlikely right now! I'm going headfirst into the big, bad world. The first time I will not be in an insitution. I bet I'll be wanting to crawl back into the safe haven of university life, where your biggest worry is to get that essay in on time or which club to go to on your drunken night out. I see why people always say "school is the best time of your life", so rather than moaning about it I should be out there relishing every moment.

Shame, I have 3 essays to write..who said University was easy? Answer: Only first year is, so take my advice fellow students go out as much as possible in your first year, stay up till 5 every night, pack in as many random and fun things as you can, because your in for a rough ride.

P.S. Expect more on the big G- graduation baby! Finally finishing,..and leaving uni, sniff and the next chapter..oooh. Also many more Glamour style articles :) X