Liesbet Van Zoonen - Feminism

Liesbet Van Zoonen was a strong feminist and a Dutch Media Studies Professor.

Feminism is the ideology that seeks for equality between men and women.

• recognises we still live in a patriarchal society
• patriarchy is a system of relationships, beliefs and values embedded in political, social and economic system,s that structure gender inequality between men and women.

Van Zoonen argues men and women are represented differently in media products.

Vignette - a picture (such as an engraving or photograph) that shades off gradually into the surrounding paper.

Voyeurism - taking pleasure looking at someone when they do not know they are being looked at.

James Bond Jinx Scene

• representation of women
• when getting out of the water, Jink is placed in the middle of the shot, connoting her importance and centre of attention. 
• POV shot (vignette) making the audience positioned as Bond.
• mise-en-scene of the bikini, slender, large breasts, hourglass, 
• running her fingers through her hair is a stereotypically 'sexy' move
• use of slow motion emphasises 'sexiness''
• exaggerated hip-swaying accentuates her hips and curves
• encoded as being sexually attractive
• fantasy being sold to the audience with the stereotypically attractive women and a regal stereotypical straight man

Van Zoonen's Theory

• men's bodies and women's bodies are encoded in different ways in media products, constructed through media language
• women's bodies are used as a spectacle to sell media products. Assumption that the audience is always a heterosexual male
• Laura Mulvey's Male Gaze Theory
• Jinx being GAZED at by Bond

The Advertising Standards Authority ensured that adverts will no longer be able to show a person failing to achieve a task successfully because of their gender, such as a man failing to change a nappy or a woman failing to do DIY.

Ideology created from the male gaze theory is that women have to look attractive to be successful and attractive.