Theorist: Liebst van Zoonen

Image result for liebst van zoonenFeminism: The belief that women should be allowed the same rights, power and opportunities as men and should be treated in the same way

Patriarchy: Male dominated
Matriarchy: Female dominated

"Media portrays sexist, patriarchal or capitalist values"

 Hegemony: leadership or dominance; who is in charge
Discourse: discussion, debate, exchange of ideas: e.g. politician

Objectification: being treated as an object
Voyeurism: pleasure from watching

"Van Zoonen's theory says in a patriarchal hegemony there is often discourse between Men and Women, as males would ignore females, this leads to objectification, voyeurism and gap between men and women"

 Main Features of Van Zoonen's Theory

  •   The idea that gender is constructed through discourse, and that its meaning varies according to cultural and historical context
  • The idea that the display of women's bodies as objects to be looked at is a core element of western patriarchal culture 
  • The idea that in mainstream culture the visual and narrative codes that are used to construct the male body as spectacle differ from those used to objectify the female body 

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