Feminist theory (Van Zoonen, hooks)

Feminist theory in Media Studies examines how media representations construct, reinforce, and sometimes challenge gender ideologies. This topic focuses on two key thinkers: Liesbet van Zoonen and bell hooks. Van Zoonen, drawing on post-structuralist and cultural theory, argues that gender is not a fixed identity but a performance shaped by discourse and power. She emphasises that media are key sites where gendered meanings are produced and contested, and that feminist analysis must deconstruct these representations to reveal underlying power structures. hooks, a black feminist and cultural critic, extends this by highlighting the intersection of gender, race, and class. She critiques mainstream feminism for often ignoring the experiences of women of colour and argues that media can be a tool for both oppression and liberation, particularly through the concept of the 'oppositional gaze' – a way for marginalised groups to critically engage with and resist dominant representations.

This topic is crucial for A-Level Media Studies because it provides a sophisticated framework for analysing media texts beyond simple stereotypes. It encourages students to consider how media contribute to the construction of gender norms and how audiences can resist or negotiate these meanings. Understanding van Zoonen and hooks allows students to engage with contemporary debates about representation, identity, and power, and to apply these theories to a wide range of media forms, from advertising and film to social media and news. This knowledge is directly applicable to exam questions on representation, ideology, and audience, and helps students achieve higher marks by demonstrating critical depth and theoretical awareness.

Within the WJEC A-Level specification, feminist theory sits under the 'Media Representations' and 'Media Audiences' areas. It connects to other critical perspectives such as postcolonial theory and queer theory, and is often contrasted with liberal feminist approaches. Students are expected to apply these theories to case studies, such as the representation of women in music videos, the portrayal of black women in Hollywood, or the use of feminist hashtags on social media. Mastering van Zoonen and hooks will enable students to produce nuanced analyses that consider both structural power and individual agency.