Present

Feminism is the belief of the same rights of any human and to have the same intellectual and potential as any other human being, no matter on the sex or how ones body is made.

Feminists are male and female involved in civil equality and intellectuality all battling for the same power and rights on the grounds of the equality of the sexes against the patriarchal society has been going on since the late 18th century where it became prominent during the French and American revolutions and the late 19th century with an significant political change and then 'the second wave' later in the 1960s in Britain. 

This wasn't just a femisimist wave but i new realisation to the change of the times.

 

The birth of feminism brought many changes to the lives of women, bringing them many possibilities that they never even imagined having. 

A good example of a way to view how feminism has changed is within advertising and i have choosen a shampoo advert shown in the past year to show how feminism is today.

A advert for a pantene adversiment (shampoo)

https://www.youtube.com/watch?v=gp2G5m5eeuA 

When viewing this advert i thought about the 3 looks:-

. The camera 

•  The audience 

•  The characters within the film 

Panten shampoo is predominately aimed at woman by viewing this advert it gave me a slight intake on feminism today and what is the "norm" to what the audience views in the controversial minds that we have of men and woman today.

The advert is about a man and a woman in in the same work place doing the same thing with the same important roles but how they are view in complete different ways.

A business place for a woman can be a very scary phallocentric place and may only feel like you fit in if you act bold and

like a strong independent woman when it doesn't even have to be like that.
A strong independent woman and role model to thousands Beyonce said "We need to stop buying into the myth about gender equality. It isn’t a reality yet. Today, women make up half of the U.S. workforce, but the average working woman earns only 77 percent of what the average working man makes. But unless women and men both say this is unacceptable, things will not change. Men have to demand that their wives, daughters, mothers, and sisters earn more – commensurate with their qualifications and not their gender. Equality will be achieved when men and women are granted equal pay and equal respect."

 http://www.thegloss.com/2014/01/13/odds-and-ends/beyonce-feminist-essay/#ixzz30l8yCvK3

From watching the Panten advert you can see why it is still like this, because people are still publicising femism on the tv scene today as if nothing is wrong and normal that man and woman are objectified and are not thought as equals!
  In the advert they are both bosses of a work place with the same roles and importunateness, there is bold writing in the background or foreground of every scene, with a phase or a word in the controversial, phallocentrisc, mysogyny and sexium way the audience may view it.

The camera is the same for every switch of a scene,In the scenes everything is exactly the same other than the person and the writing. 

The first scene is a woman in sexy red and black stilettos walking through a hall of a business building looking like she is going to a important meeting almost strutting looking confident and content; then the scene switches to the same the same shot but instead a man in a business suit walking in.

The advert switches from a bussiness man and woman in the same situation and place but with a complete different view point to the audience the mans scene say boss in the background where the womans scene says bossy. 

The next scene is the man (the boss) at the front of a conference room, lecturing to a audience with "persuasive" in bold letters at the front, where as the woman's scene is the exactly the same but with a boss womans writing saying "pushy". 

The next scene is a man staying up late at night doing  his job load of work with baby bottles and items on the side with the writing in children cot toys shadowing "dedication", the next scene is the same again but with a stressed out tired woman and instead the shadowing toys say " selfish".

  The next scene is a couple (male and woman) looking in the morning mirror washing their faces, in the mans fogged up mirror its says... neat and the womans mirror says vane! 

The next scene is a man walking confidently across a zebra crossing putting his smart suit jacket on, with the crossing spelling out "smooth", same scene again but with a beautiful woman in a bouncy yellow dressy dress, taking off a smart jacket while crossing the zebra crossing which is spelt out "show off". The advert ends with the writing "Don't let labels hold you back", "Be strong and shine!"
Finishing with the woman in the pretty dress happily spinning off with arms out and confidence with bouncy beautiful shinny glossy hair.
This advert is perfect in the way the our  patriarchy sociasity sees woman and men differently not just in these minor issues but the whole big issue that woman face everyday in work and life. 

Laura Mulvey introduced the 2nd wave concept to the "male gaze" of the gender power featured in film in the late 19th century. Heterosexual power behind the camera- shows that woman are objected.  

The male gaze occurs when the audience is put into the persecutive of a hetrosexual man.

I have looked at a shampoo advert to help me analyse the feminism culture in this present time within the media and almost the whole advert has been made in the male glaze but clearly on perps us to make a point and show that feminism is still very much with in this day and ages culture and society but you can break though it and prove mysogyny people wrong. 

Mulvey argues that, in mainstream cinema, the male gaze typically takes precedence over the female gaze, reflecting an underlying power asymmetry

Mulvey, Laura: Visual Pleasure and Narrative Cinema (1975, 1992), p. 14.

No one can deny the facts that television sets around the world display a great deal of sexium, and cant overlook the common sexium commercials like this one broadcasted especially daytime tv when the "stay at home mum", "home-maker"  would be in at home doing the house hold chords watching tv, many commericals for things such as house hold cleaners, home care, make up, hair products and body conscious adverts while "main provider" and "bread winner" for the family is at work doing the mans job.  

Here are some facts and statistics on gender inequality taken from http://ukfeminista.org.uk and "the facts don't lie!"

"Forty years after the Equal Pay Act was passed, the study shows that the gender pay gap remains stubborn and that male and female managers will not be paid the same until 2067."

"The prospect of continued decades of pay inequality cannot be allowed to become reality. We want to see the government take greater steps to enforce pay equality by monitoring organisations more closely and naming and shaming those who fail to pay male and female staff fairly."

kate allen (2010) Equal pay for women not likely till 2067, says research, Available at:http://www.theguardian.com/uk/2010/aug/19/equal-pay-women-2057?commentpage=1(Accessed: 1st may 

.36% of people believe that a woman should be held wholly or partly responsible for being sexually assaulted or raped if she was drunk and 26% believe this if she was in public wearing sexy or revealing clothes.

Media 

.Only 24% of news subjects (the people in the news) across global news channels are female and only 6% of stories highlight issues of gender equality or inequality - Global Media Monitoring Project (2010) Who Makes the News? Highlights, p3. http://whomakesthenews.org/images/stories/restricted/highlights/highlights_en.pdf

 . Women are under-represented in the creation of news. Only 22.6% of reporters on national daily newspapers in the UK being women. {2}

and 
Just 23% of reporters on national daily newspapers in the UK are women with only 1 female editor of a national daily{1}

 Feminisum is a issue that needs to be addressed from the bottom upward, Its a male dominated world with patriarchy so far up in the spectrum to be concerned about feminism that we cant reach it. We need to teach the new poeple of our world (our children) that  respecting and equalising woman isn't just a nice thing but an culture and a way of life. If your children grow up thinking man and woman are different and have different rights nothing will happen to the feminist movement, we need to educate people who aren’t as aware of the problems that women face in our culture.

Today children are grown up around such a media crazy world and most things they learn or see is from mainly Tv, films or any kind of advertisement.

Feminism has greatly improved from how it was in the 18th century to how it is this day and age but in no way has it this way fully radiated As long as the discrimination continues, feminism will continue just the same.

1. 
   

{1}

Sedghi, Ami & Cochrane, Kira (2011, 6 Dec) ‘Women’s representation in media: who’s running the show?’, The Guardian [blog]. http://www.guardian.co.uk/news/datablog/2011/dec/06/women-representation-media; Martinson, Jane (2012, 31 May) Why are there so few female national newspaper editors? The Guardian [blog], http://www.guardian.co.uk/media/the-womens-blog-with-jane-martinson/2012/may/31/female-newspaper-editors

{2}

Sedghi, Ami & Cochrane, Kira (2011, 6 Dec) ‘Women’s representation in media: who’s running the show?’, The Guardian [blog]. http://www.guardian.co.uk/news/datablog/2011/dec/06/women-representation-media

seminal figures included Betty Friedan and Germaine Greer