This essay is the exploration of the position and effects of the female spectator to the representation of the female in a post-feminist era, through the focus on female heterosexual sexuality. Using the case study of MTV’s biggest rating Reality TV show Jersey Shore (2009 – present)[1], I will apply audience theories as well as the method of psychoanalysis. Reality TV can give an insight of a particular gender roles and attitudes towards sexuality etc., in that time and place. For example MTV’s Jersey Shore has become one of USA most watched shows with its success spreading across the pond to theU.K. This is not the first reality TV hit for MTV, The Hills(2006 – 2010) beforehand was its most highest ranking show, however the audience ratings dipped when MTV had brought out its successor Jersey Shore. The Hills was about glamour, fashion, and beauty with high level of product placement. Whereas Jersey Shore is about sex, partying, and fighting with a lower budget in production presenting it in a more realistic light. This shows how the audience progressed from the desire for inspirational television to raw, gritty and realistic.
Reality TV shows, than most genres of media, give a deeper insight into the socio cultural problems and attitudes of today in the West such as gender and female sexuality, which I will explore throughout the course of this essay. First I will deliberate on audience theory and the framework of theoretical analysis which will be applied to the case study.
Audience Theory
There have been numerous influential theorists who deliberate audience theory, with the theory itself starting as a pessimistic relationship with its audience such as the Frankfurt School, Theodor Adorno in particular, claiming the audience as passive and easily manipulated, alongside the hypodermic needle theory [2}. Spectatorship theory progressed through theorists such as Katz & Lazerfield(1955) With thetwo step flow model [3], where the audience receives the text through “Opinion leaders”, to the Uses and gratification theory (Katz and Bulmer )which saw a more developed and active audience. In the1970’s Stuart Halls encoding/decoding framework influenced Reception theory in which David Morley in his seminar text “The Nationwide Audience” (1980)used to show how media texts are received or decoded are dependent on different attributes of the individual, such as Gender, race, Location, Class. Spectatorship theory started as categorising the audience as a mass whereas later spectatorship theory focuses on the individual. This particular formula is familiar to the progression of feminism, with the first two waves being the considered as the woman as a category with the third wave of feminism considers the individual rather than categorization. In fact the notion of the female spectator or a female audience was disregarded by earlier audience theorists. Even feminist Laura Mulvey’s influential essay “Visual Pleasure and other Narrative cinema”[4}(1989) was criticized for the lack of consideration of the female spectator. When the female spectator was considered in spectatorship theory such as Linda Williams essay “When the Woman looks” (1996) [5], suggested that the female audience can only identify towards a representation of themselves as either the victim or the monster.
“When the woman does look she sees something like monster or the victim”(Williams:1996) However despite William’s postfeminist extension of Mulvey’s work, feminists in the latter part of the second wave did start to consider the female on and off the screen.
“But by the mid-1970s, feminist historians and literacy analysts has turned away from a preoccupation
with explaining women’s victimization and towards a ‘recuperative’ project which soon found evidence
of significant female power evident in records of daily life and in literacy texts by both male and female
writers” (Byars:1988:111)
Psychoanalysis and Feminist Audience Theory
Feminist female spectatorship has adopted a psychoanalysis framework , particularly feminists belonging to the second wave such as Mulvey & Williams. However it seems third wave feminists and other recent theoretical academics feel the use of psychoanalysis is too rigid and irrelevant to todays texts and culture. Delezian [5] theorists especially, suggest that academic writing with the application of psychoanalysis has become worn-out leading to no progression and interpreting a sexual biased reading. Donald Torato’s essay ‘ The Final Girl : A Few Thoughts on Feminism and Horror’ (2002)
“The deeper problem resides in the built-in patriarchy of depending on a Freudian psychoanalytical
model, where an active or powerful woman is nothing but a ‘masculinized’ woman (or a closet lesbian).”
(Torato:2002a)
However there is vital attribute to psychoanalysis especially of the work of Freud and Lacan that critiques of their framework of their analysis, seem to either dismiss or ignore. Freud and Lacan are example of the influence and a conformity to Patriarchy, not only through the fact they a male scholars but mostly because of their othering of the female or feminine. As long as the culture we exist within is patriarchal then psychoanalysis is still essential as the roots of Freudian work highlights the deep rooted ideological fears of the heterosexual male of anything that is not “normal”. Feminist theorists such as Mulvey are not unaware of this aspect of Freudian framework, as it may seem to some of her critics, but it is the main reason she uses psychoanalysis;
“The terms he [Freud] uses to conceive of femininity are the same as those he has mapped out for the
male expression. These problems reflect, very accurately, the actual position of women in patriarchal
society (suppressed, for instance, under the generalized male third person singular” (Mulvey:1989:30)
An example of this how gender biased psychoanalysis truly is Lacan’s consideration of female sexuality or Feminine Jouissance [6], which at first jouissance itself was considered as sexual therefore phallic which is masculine therefore Lacan stated that the female (the other) could not relate to jouissance. Later Lacanian feminine jouissance progressed to be known as mystical experience to the female being the receiver of the ultimate jouissance.
“It is women who enjoy [jouissents]. Their jouissance is greater” (Lacan: 1963 quoted in Evans:
1998:19)
However despite feminine jouissance being considered as greater than jouissance of the male, feminine jouissance is still masculine as it begins as phallic jouissance. Lacan suggests that the female through castration of the male gains phallic jouissance, which transcends into feminine jouissance.
“…In Lacan’s account castration bears primarily on the man, and rather than provoking frigidity, it
precisely (the woman’s acceptance of) his castration that allows her to enjoy sexual intercourse.”
(Evans: 1998)
Lacan is of course deliberating on female sexuality in heterosexual relations, therefore the suggestion of heterosexual being considered as the norm, as well as the heterosexual relationship is predominately masculine is the undertone of Lacan as well as psychoanalysis. This highlights not only the academic issues but more importantly the cultural problematic ideologies of heteronormativity and masculinity.
“Heteronormativity- the view that institutionalized heterosexuality constitutes the standard for
legitimate and prescriptive sociosexual arrangements – represents one of the main premises not only of
feminist sociology but of the discipline in general” (Chris Ingraham: 1994:203)
Heteronormativity is a direct result of patriarchy and hegemonic masculinity, which is deeply rooted in society and representations of (hetero) sexuality in the media. Jersey Shore is an example of the process of heteronormativity, through the fact that MTV chose 8 individuals to live in a house together who were all heterosexual.
“Heterosexuality is lived in distinctive lifestyles (especially those tied to marriage/household
arrangements) and in discourses of masculinity/femininity, normality/ abnormality…We are arguing that
heterosexuality is not balanced (or even unbalanced) institutionalized of masculinity- and -femininity, it
is masculinity” (Holland et al: 1996:327)
Heterosexuality as a masculine notion alongside the consideration of Lacanian Feminine Jouissance being phallic/masculine dependent, therefore what is the state of the post-feminist females relationship with her sexuality?
Female Sexuality and Post Feminism “I am like a praying mantis. After I’ve had sex with a guy, I will rip his head off” –J –WOW
Post Feminism – even the word and the movement seems to suggest that the female is liberated and feminism is no longer necessary. Supposedly the female can express herself as she wishes and especially sexually. As the above quote from Jersey Shore housemate Jenny/J-WOW shows females in the post-feminist era seem to explore their sexuality in a more aggressive or masculine manner. As “Sexual modesty is considered a specifically feminine virtue…” (Jackson:1982:98), the female who actively explores her sexuality is gendered masculine, or the post-feminist term of the phallic girl. However the sense of liberation is just an illusion, an illusion of choice and an illusion of our sexual liberation. Ariel Levy’s book “Female Chauvinist Pigs” (2005) looks at how the effects of sexualisation and the rise of raunch culture has affected the female and her relationship with her sexuality. Levy suggests that “Raunch Culture, then isn’t an entertainment option, it’s a litmus test of female uptightness”(40) and that today’s female is conforming and condemning herself to the patriarchal ideology of the past. It seems that today’s female has to battle with her sexual identity through her self-insecurities, male ideologies and other female criticisms. It seems the female has similar problems that her mother experience yet it is without the sense of sisterhood that women of the 1st and 2nd waves of feminism experienced. Post feminism does not mean feminism achieved its purpose, but it’s more an example of how patriarchy is a strong hegemonic power. Through commodification, imaginary liberation and the abolishment of sisterhood , post feminism seems more of a hindrance to the female and a supporter of patriarchy itself.
Representation of Female sexuality -“ My number 1 mission is to find the hottest guidio and take him home. The smaller the shorts the better because all the little guido boys love them.” Sammi Sweetheart
Jersey shore reflects the social acceptance and equality of the male and female partaking in the same social rituals (partying) in a somewhat harmonious manner. Yet this is before the consideration of the most influential and paramount aspect of the entire show itself which is youth heterosexuality. Sexuality is most certainly not equal and the representation of female sexuality on Jersey Shore highlights the the socio-cultural attitudes and problems towards sex and sexuality of the female.
“…the young woman is under pressure first to consent to the constitution of adult heterosexuality as the
construction of masculinity, and then to fit herself to this construction. Within this construction of
masculinity, young women must find ways of existing and making sense of themselves and their
‘otherness’.” ((Holland et al: 1996:327)
This is a common theme within the Jersey Shore, as the females of the house explore their sexuality within their own construction of their identities as feminine but in a predominate masculine framework of the household. The females actively perform what is considerable masculine, via their aggressive behavior in fighting and their sexual activity, but their appearance is an emphasized femininity through their big hair, fake breasts and short dresses. The Jersey Shore females’ performativity of masculinity whilst dressed as hyper-femininity as Judith Butler would describe as creating their own identities as the postmodern female,
“The view that gender is performative sought to show that what we take to be an internal essence of
gender is manufactured through sustained sets of acts, positioned through the gendered stylization of
the body” (Butler: 1990: XVI)
This notion of the female process of gender through her sexuality is similar to Lacanian reference of feminine jouissance, of how the female has to become masculinized in order to receive her pleasure/ jouissance. However this process is extremely problematic for the female as she is verbally punished by males if she becomes too over masculinized, sexually. This could be applied to Freudian castration theory (8) as the males feel threaten by the female’s masculinity, therefore castration anxiety is heightened in the male, resulting in the male’s punishment of the female. For example, one of the female housemates Angelina, received not only peer pressure from her male housemates to have sexual intercourse with Jose,( the male she was currently was dating) as he was buying her gifts, but was verbal abused when she had sex with her housemate Vinny instead. However it is the females of the house who were the most judgmental towards Angelina expression of her sexuality. The star of the show Snookie/Nicole stated:
“Angelina is being a whore right now. She is dating this guy called Jose right now who buys her
everything she has ever wanted. She has sex with Vinny and not the nice guy and that makes her look
like a fucking whore”
As Table 1 shows the main phrases or words used in Season 1 episode 1 of the Jersey Shore, the females language towards other females especially about their sexuality, is highly aggressive and abusive, more so than the males. This highlights that one of the main problems of post feminism and of the postmodern female is the lack of sisterhood. The females on screen seem to their own worst enemy when it comes to sisterhood and sexuality, so how does this affect the female spectator?
Female spectatorship and Female sexuality -“When a girl is that much of a whore it pisses me off” Angelina
Early theories surrounding the female spectator as I discussed earlier was dominated by the notion of the male audience and the masculinization of the audience such as Mulvey’s theories. The female owning her independent gaze has been somewhat non- existent unless the theories are surrounded by female dominated media texts such as the genre of Soap Operas or Romantic Comedies (Chick flicks). Female spectatorship is known as a complex subject, especially with the application of Lacanian theory such as the gaze. Willemen, a strong critic of Mulvey’s work, suggests that there is a fourth look (9) in cinema, which can reverse the scopophilia , resulting in the spectator being subjected to being looked at.
“The scopic drive has been turned back upon the subject (girl-viewer) and has been reversed into its opposite (looking at – being looked at). This can, quite understandably, be accompanied by a charge from voyeuristic pleasure to unpleasure, combined with a refusalto acknowledge one’s unstable position in the viewing process” (Willemen: 1994:107)
This reflection on the audience can be seen in Reality TV as the audience is the star of the genre, therefore the construction of character and sexuality is more real than constructed, therefore the spectator sees the mirror like state in the television programme of how females and female sexuality is treated. The female audience of Jersey Shore sees the confusion of the female’s on screen as they battle to explore their sexuality in the sexist paradigms of patriarchy but also condemn each other with the same ideologies they themselves are trying to avoid. This reflects the socio cultural issues the female faces in everyday life, from men, themselves and each other. Upon watching Jersey Shore with a group of females, it was very noticeable how the females reacted to the females on screen was in a mannerthat is reflected in the television programme itself. The female audience were quite hostile and judgmental towards their on screen sisters through the use of words that appear in table 1. The fourth look seems to be present as the females on screen seem to reflect the attitudes of females off screen, which in this case is a very unfortunate state as this reinstates the aggressive attitudes and lack of sisterhood in females.
Conclusion
The female spectator’s exposure to representation of the female in mainstream media such as the Jersey Shore is an example of the hegemony that is still deeply rooted within western culture, which is normalized by the media and therefore maintaining the otherness of the female through her sexuality. Sexuality is dominated by the hetero male ideologies, which is reinforced not only by males but also females. It seems the post-feminist era is one of the most problematic, as the sense of sisterhood is non-existent. Without sisterhood and the continuation of the damnation of each other’s sex lives and expression of sexuality is proving damaging to the progression of freedom, independence and power of the female. Western women need to be sexually liberated without conforming to male gaze and without the distaste of each other. Even Ariel Levy’s book which highlights how women have become their own worst enemy still falls into the category of judgmental towards her sisters. The female spectator in media or in life needs to read her fellow females without the patriarchal ideologies that are existent today. Only together, can women unite to solve gender issues such as female sexuality,heteronormativity and transform heterosexuality and sexuality into a feminine trait.
Appendix
Table 1
Male -> Female Chick
Girls
Stalker
Crazy
Sloppy
“Don’t hate the player hate the game”
“Wifey material”
DTF – Down to fuck
Female -> Female
Girl
Bitch/es
Trashy Skanks
Hoe bags
“How do you do that? Meet a guy and take off your underwear and your bra!”
“Don’t bring dirty girls back!”
Stupid
Not Classy
“When a girl is that much of a whore it pisses me off”
Uni-sex
Bitch
Hot Girls
Grenades
Whore
Notes
1. MTV’s Jersey Shore follows eight American Italians, as they live, work and party together for the summer. It has been the subject to controversy through its sexual content and broadcasting violence towards women.
2. Hypodermic needle theory also known as the magic bullet theory is an earlier communications model of how the mass audience receives mass media. It’s the suggestion that the audience passively receives the media text and can be easily influenced and manipulated.
3. Two step flow –Lazerfield and Berelson, , & Gaudet 1944 study of the election, “The People’s Choice” (1955) first saw the two step flow hypothesis appear, however it is not until Katz and Lazerfield in “Personal influence”(1955) that the model was completed.
4. Laura Mulvey’s essay Visual Pleasure and Narrative cinema (1989): Highly debated and a seminal text on spectatorship theory. Mulvey claims that the audience is always rendered masculine matter their gender. Her essay was first published in 1975 in the journal Screen
5. Linda Williams’ essay When the Woman Looks (1991) uses Mulvey’s work as a basis but argues that the female gaze exists and warns female spectators not to become accustomed to closing their eyes to the female representation in cinema.
6. Deleuzian is a new academic framework which cannot be categorised or pigeonholed. Giles Deleuze’s new ideological consideration of film theory, breaks down the older more rigid way of thinking.
7. There is no word in the English dictionary that can truly describe/translate the meaning of Jouissance . Pleasure and sexual connotations are the only translation that is close to the true meaning. Feminine Jouissance like most of Lacan theory was progressive.
8. Freud’s Castration Anxiety is the idea that the female’s lack or appearance of lack of the penis suggests that she has been castrated and insights the fear of castration in the male, therefore dominate or masculine females are seen as a threat of castration of the male
9. The Fourth Look is Willemen’s extension and criticism on Mulvey’s cinematic looks which are;
1. when the camera looks
2. when the audience looks
3. When the characters exchange looks.
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Webography
Torato.D (2002a)”The Final Girl: A Few Thoughts on Feminism and Horror” http://www.horschamp.qc.ca/new_offscreen/final_girl.html Published 31/01/2002 Found 02/03/10