In 1992, Pat Roberston remarked that ‘the feminist agenda is not about equal rights for women’ but rather ‘about a socialist, anti-family political movement that encourages women to leave their husbands, kill their children, practice witchcraft, destroy capitalism and become lesbians’. Misogynistic and dismissive rhetoric such as this has served to socialise a stigma around the term ‘feminism’, which should less hyperbolically and more truthfully perhaps be defined as a belief in and advocacy of the equal rights of females as males. Its name is not ‘equality’ as the definition denotes, for such a genderless noun would deny the historically precedent patriarchal bias in power relations and understandings. Feminism is more than campaigning for equal pay or votes for women; it’s also about how we subconsciously perceive the difference between opportunities as viable for, and the breaking down of the apparently rigid dichotomy between ‘male’ and ‘female’. Arguably the greatest vehicle debilitating this movement and continuing to socialise a stigma around ‘The F Word’ in the contemporary political climate is the media, which, Siebel Newsom argues, is both ‘the message and the messenger’. Vitally, the neutrality of ‘message’ and ‘messenger’ should be highlighted in Newsom’s argument, for whilst the media is undoubtedly often a hindrance to the advocacy of equality, reinforcing and perpetuating existing patriarchal structures of power, it can also be used as a powerful and revolutionary vehicle of social change. It all depends on who is behind the discourse.
American teenagers spend an average of 10 hours and 41 minutes each day consuming some form of media. From just this one base fact it is hard to deny the precedence that media holds in shaping our national discourse – one could even go so far as to argue that the media is our national discourse in the technological age, as hinted by the 2011 documentary, Miss Representation. And what, exactly, is the discourse that American teenagers are being fed in their 10 hours and 41 minutes, give or take, each day with regards to femininity? Studies show that 53% of 13 year old girls are unhappy with their bodies, a statistic that increases to 78% by the time girls turn 17. In parallel, rates of depression amongst girls/women doubled between 2000 and 2010, a period of dramatic rise in the pervasion of (social) media into the everyday. And, further, the American Psychological Association has found that self-objectification is now a national epidemic and problem. So? The problem is undoubtedly rooted in the reality that the media treats women as bodies. It’s largely unconcerned with women as intellectuals, equals, or, basically, human beings. As Margaret Atwood insinuates, women are bodies as men are minds. She writes,