Monday, 26 February 1973

The representation of women in popular media through the defining eras of feminism

In the last 100 years, women’s position has radically altered from being second-class status to achieving legal equality in Western societies. Women throughout history have typically suffered sexism in almost every way from the ‘fact that females give birth and males don’t. From this single anatomical acorn has grown the mighty oak of patriarchy’ (Maushart 2001, pg.41). Women’s changing status has been brought into effect by the defining movements of feminism. This essay aims to explore how these changes in society are mirrored and enforced by the media by looking at popular performances at the time of the defining movements of feminism as ‘films offer a means by which we understand who we are and how we should behave.’ (Tally 2008, pg.107 )

First wave feminism and Vesta Tilley
Although feminism has its roots in the late 19th Century it’s observed that the movement began in earnest at the beginning of the 20th Century with women’s suffrage movements. At this time the main aims were abolishing legal inequalities, focussing mainly on the right to vote. (Friedan 1963, pg. 86) Performance and media in the early 20th Century are mostly limited to theatre as this was the main form of public entertainment at the time. The latter half of the 1800s saw a significant increase in the number of women who took up a career in the theatre. The U.S census tells us that from 1870-1880 the number of women who stated that they were actresses rose from 780 to 4652 and by 1910 this number was 15,432 (Auster 1984, pg. 31). However, despite the rise in both women viewing and performing in theatre productions, it was still viewed as an unsuitable career and one that women couldn’t sustain if they hoped to marry.

By the early 1900’s many women counted themselves as actresses and highest paid female star of that era, and therefore a good representation of women in the media of the time was Vesta Tilley, a music hall singer who cross-dressed for all her performances. Tilley led a successful career being popular both amongst men (who favoured the mocking edge of her characters) and women (who viewed her as a figure of independence). Although Tilley’s career can be seen as an embodiment of the aims of first-wave feminism in her financial and career independence, her success was rooted in the cross-dressing highlighting the sexism that was still hugely prevalent at the beginning of the 20th century. It seems that for a performer to be successful to both genders, which is primarily the reason Tilley was the most successful female performer of the time, they need to take on the appearance and mannerisms of a man. Although, the public were still uncomfortable with Tilley acting fully male, she still kept her own tone of voice and off the stage her attire was resolutely feminine. It seems the audience needed to know the gender deception of Tilley to accept her performance. Both the fact that the most successful performers were acting as males and that they still needed to appear female off the stage displays how society respected men more in a career form; while it was accepted that women were eligible to vote, they were still considered second-class in many areas. Furthermore in 1920 Tilley stepped back from the stage so she was in keeping with her husband’s ambition to become an MP, this embodies the view of the time that a man’s career was more significant and when married a woman becomes the property of her husband.  Although performers such as Tilley illustrate women’s increasing equalities, her cross-dressing supports Walter’s (2010, pg 212) point that ‘what women who seek power gain in authority, they will lose in femininity’. Tilley as a performer both embodies the rising independence of women during the first wave of feminism and how clearly the patriarchy was still in place at the beginning of the 20th Century.

Second wave feminism and The April Fools (Rosenberg, 1969)
Feminists of the second wave movement which spanned the late 1960s and 1970s were striving for sexual freedom, equal pay and working opportunities and highlighting marital issues such as domestic violence, ‘In the 1960s, the treatment of women as sexual objects was perceived as one of the primary forms of oppression of women in society’ (Tally 2008, pg.110). The feminist movement of this decade achieved ‘political representation for women, rights to equal education and working opportunities, and rights to contraception and reproduction’ (Walter 2010, pg. 231) During this period, cinema was still a principal form of entertainment and many films, mostly ones that centred around romance, were aimed at women. Film has always mirrored the way society behaves; therefore films of certain periods embody the ideals of the time for how women should behave and how men and women’s gender roles are formed.

The April Fools was a romantic comedy released in 1969, at a time when the second-wave feminist movement was at a peak and therefore the film both embodies the most prevalent beliefs such as the changing attitude to sexual freedom and displays the sexism still present in the late 1960s. The film centres on Brubaker and Catherine’s love affair and their desperation to be together despite them both being married. The characters go through what could be considered an emotional affair as they fall in love and plan to leave their partners. Although they face complications the belief that you should be with the one you love, despite prior commitments, embodies women’s drive for sexual and emotional freedom and independence at the time. Furthering this view of women being independent in marriage is Brubaker’s wife Phyllis’ portrayal in the film as a negative character through her desire to constantly re-decorate new homes and live the perfect domestic life. The audience is meant to laugh at Phyllis’ attitude to life displaying the changing view of the time that the classical housewife of the 1950s is no longer desirable and should be frowned upon

However, the film also illustrates it’s era in its more negative portrayals of the women and the character’s gender roles as in 1969 women were still campaigning for many social changes. The lead female protagonist has no job or any ambition other than to move back to Paris. This decision to not give her a career of her own is typical of women’s main inequality of the time. Although a woman might have a job in the 1960s it did not define her like it did a man. It is therefore not relevant to Catherine’s character, unlike the importance of Brubaker’s job, embodying what Macdonalds (1995, pg. 27) says that ‘classic American film gives priority to male perspectives, both narratively, by giving male stars the more interesting roles, and visually, by making women the object of a dominant male gaze’ Finally another element of the film that displays the sexism of the time is Brubaker’s total abandonment of his son. We watch as he tells his wife that he is leaving that night but during his process of decision-making we never see him considering leaving his child. It doesn’t seem an issue for him that he will be leaving his son fatherless and his wife to raise the boy on her own. This total disregard of fatherly duties embodies the gender roles of the 1960s that women should be the primary carers and men didn’t need to be involved in their children’s lives. As Maushart (2001, pg. 162) explains ‘women are expected to find their primary gratifications through the gratification of others’. Although the film displays society’s changing, more feminist views of the 1960s, it also illustrates how it is set in a time before the second-wave movement was complete and a society where sexism was still established.

Post-Modern Feminism and 13 going on 30 (Winick 2004)
Although third-wave feminism deals with issues where sexism is still apparent in modern society, post-modern feminism is a new movement that is more relevant in the 21st century. It focuses on one main aspect of society that causes inequality: gender is a socially constructed concept, not a biological binary, and this construct forces us to behave in certain ‘gender norms’ that limit development and cause inequality and sexism in both genders. We are bombarded with these gender norms in every aspect of our life but they are most prominent in the media, as we absorb the way we should behave according to what we see.
‘the influence of the media … encourage men and women in adult life both to adopt behaviour that reinforces gender-specific roles, and to internalize the appropriateness of this as part of their own sense of identity. (Macdonals, 1995 pg. 13)
 Again, focusing on women-centric media, the film genre ‘rom-com’ (romantic comedy) underwent a massive revival in the 1990s that continued into the 2000s. Rom-coms are aimed at women and display the ‘perfect’ romance, showing us how society believes both women and men should behave.

13 going on 30 (2004) is a typical rom-com of the early 2000s that embodies many of the gender stereotyping issues that post-modern feminism focuses on. Firstly, is the embodiment of the career-driven woman. Many films seem to ‘take for granted that equality has been achieved and the female empowerment’ (Tally 2008, pg.109) with numerous women in high-powered jobs. At first glance this might seem a positive reaction to second-wave feminism, the idea that women can now achieve a top position in any job. However there are two key problems with this that 13 going on 30 illustrates. Firstly, that in most films the jobs women work in are typically ‘female’ jobs. Although they’re at the top of their career it is usually in jobs such as fashion ( Jenna works for the fashion magazine Poise) which people associate with being feminine as Domosh and Seager (2001, pg,58) say ‘women work in a far narrower range of occupations than do men.’ Secondly the women are often seen negatively in their careers – either as overworked or forgetting their moral value because of their profession. In her 30s Jenna has ended up as a soulless career woman who sells her magazine out. Although often taken lightly in rom-coms, the attribute of women becoming obsessed with their career may carry a more serious undertone - that women shouldn’t be fully focussed on their profession and it is more worthy to be a housewife or mother.
 cautionary tale of how these careers are themselves problematic for the female characters … prominent women are shown to be unhappy of their jobs; and upon realizing this they often give up their careers to be with the romantic male lead’ (Tally 2008, pg.109)
This storyline in 13 going on 30 displays the gender constructs that we still hold in modern society: that men should focus on their careers and women should be more caring and domesticated.

This is further exposed by Jenna retracting back to her domesticated sphere at the end of the film. Although we see her make the right decision and go back in time to remain friends with Matt, the flash forward at the end does not show a new positive career path but her unpacking boxes in a new house in the suburbs. This embodies the view that, since second-wave feminism, women are free to have careers but still as a society we are most comfortable seeing a woman ‘settling down’ in their appropriate gender spheres of loving wife and mother. Finally the film portrays the changing view of gender roles in the characterisation of Matt. There is a modern trope in films that although girls may dally with the typical masculine, alpha male, in the end they go for the ‘nice guy’ who is more sensitive and caring. On one hand this shows a clear movement away from the leads in mid-20th Century films who were more unemotional , they still must possess masculine traits in order to be comfortably in their appropriate gender sphere; Matt possess the classical masculine traits of sarcasm and ability to put Jenna is her place. This demonstrates how although gender roles may be moving and blurring slightly (in that women can be strong and empowered and men are allowed some sensitivity), in main stream media we still need to see characters behaving in their classical gender roles in order for us to learn how to behave in accordance with our own gender. Therefore 13 going on 30 embodies the gender roles that society imposes on us and that post-modern feminism believes are completely constructed.

In conclusion, women’s representation has changed drastically throughout the last 100 years as women’s equality has risen due to feminist movements. The beliefs and trappings of each period can be seen in the performance of the time, from Vesta Tilley’s need to cross-dress in order to reach stardom, to the rising sexual freedom of the 1970s shown through the acceptance of leaving ones partner, to the blurring of gender roles at the beginning of the 21st Century shown in Jenna careerism and Matt’s sensitivity. Although women have achieved legal equality in most aspects of life, gender inequality still remains and will always be shown in the media as they interpret and define our roles in life.



Word Count - 2201

Reference List
Auster, A (1984) Actresses and Suffragetes; women in the American theatre. USA. Praeger.
Domosh, M and Seager, J (2001) Putting women in place. New York. Guilford Press.
Friedan, B (1963) The Feminine Mystique. London. Penguin Books
Macdonals, M (1995) Representing women. Myths of femininity in the popular media. Great Britain. Edward Arnold.
Maushart, S (2001) wifework. What marriage really means for women. Melbourne. The Text Publishing Company.
Tally, M (2008) Representations of Girls and Young Women in Film as an Entry Point to Studying Girl Culture. In: Mitchell, C A and Reid-Walsh, J. eds. Girl Culture. USA. Greenwood Press. Pg. 107-113
Walter, N. (2010) Living Dolls: the return of sexism. Great Britain. Virago Press
Filmography
Rosenberg, S (1969) The April Fools. [DVD] USA: Jalem Productions

Winick, G (2004) 13 going on 30. [DVD] USA: Revolution Studios

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