2. Learning Aims To understand the term ideology To consider what makes up the dominant ideology To understand the development of feminism as an alternative ideology.

3. What is ideology? Ideology is the system of ideas, values and beliefs which an individual, group or society holds to be true or important. These ideas may be shared by a culture, society or group about how individuals or society should function. Take a couple of minutes to consider your own ideology, note down some of your personal values and beliefs.

4. What influences our personal ideology? Personal ideologies can be influenced by our own demographic. These can include: Age, gender, ethnicity, religion, social class and political views.

5. Marxism and the dominant ideology The dominant ideology: the ideological forces that determine how a society functions. Marxists believe that all powerful institutions subtlety control how we, the masses, conduct our lives.

6. What is the dominant ideology? Marxists believe that a dominant power structure controls and dictates society imparting their beliefs onto the masses. These dominant groups have attained status and power in society making their viewpoints and values seem ‘normal’ or ‘common-sense.’ Consider what institutions are part of this dominance? Government Law Education system Mass media Large multi-national corporations

7. Social Groups Dominant Subordinate MaleFemale WhiteOther ethnic groups Middle classWorking class Middle agedYoung and old HeterosexualHomosexual Able-bodiedDisabled

8. FEMINISM Ideologies from subordinate groups that challenge the dominant power structure include feminism. Feminism is a social theory that challenges the dominant patriarchal power structures controlled by men. In its most basic form feminism is merely an acknowledgement of gender inequality, in the home and in the workplace. Feminism has its direct origins from the suffragette movement of the early 20 th century; working for equality and greater empowerment of women

9. The 1950s Housewife In this US sitcom Lucy and Ricky typify the classic fifties television marriage. First aired in 1951 it employs the traditional gender stereotypes. Lucy acts as the pretty and humorously naïve housewife. Complementing her, Ricky plays the handsome, responsible, and cultured husband. His foreign accent and job at the club add to his refined manner. As far as appearances go, Lucy and Ricky typify the classic fifties television marriage. I Love Lucy Leave it to Beaver One of the most popular US programmes in history ‘Leave it to Beaver’ was a classic 50s sitcom. Like any good mother, June Cleaver often worried about sons Wally and the Beaver, but she never failed to greet life's daily challenges with a sweet and gentle demeanour. A sensible wife, mother and homemaker, her cookie drawer was always full, the coffee always fresh, and she never had a hair out of place. June says "Well, I started to read the paper. I found that sewing was much more restful," How is Marge similar to the 1950s housewife? In which ways does she differ? http://www.youtube.com/watch?v =lTLK9Q4sWT0 http://www.youtube.com/watch?v =lTLK9Q4sWT0

10. Feminist Movement in the 1960s This liberated many women away from being housewives and mothers reflecting the growing radical social changes at the time; the black civil rights movement and the legalisation of homosexuality. In the UK abortion was legalised and more accessible birth control became available contributing to a greater sense of civil freedom for women.

11. The Post-Feminist Era Post –feminism developed after 60s feminism and came to the fore as a new form in the 80s. As an ideology it had moved on from feminism, they believed that women had gained relative equality with men but wanted more. Post feminist ideology believes women can subvert the dominant patriarchal power structures. It further believes that women can be sexually attractive, sexually in control, educated, have families and a great career.

12. In pairs list who you consider as contemporary post-feminist icons? Madonna- Wife, mother, singer, actress, writer and business woman Sharon Osbourne- Mother, wife, manger, business woman

13. How does your coursework relate to ideologies of gender politics? Now in your groups discuss how your coursework and how it relates to the concepts of patriarchy, feminism and post feminism? Can any of your work be described as reflecting any of these ideas? What sort of male / female characters are in your work? Are gender traditional stereotypes being conformed to subverted?

14. Women Greater employment opportunities for women. Sexual freedom, female fertility treatment, abortion laws, marrying/ maternal later in life The post feminist model – has a career, a family and her independence. Is able to exist without the assistance of men/ can compete with men on equal ground. The masculinised women – takes on stereotytpically male characteristics ( hard drinking/partying, sexually promiscuous, enjoys football- the laddette).

15. Men The increasingly emasculated male. Men are de-skilled- not the archetypal ‘hunter/gatherer, more ‘house husbands’. Role reversal- domestically, sexually, physically, vocationally. The feminised man – takes on female characteristics, the ‘metrosexual’ who uses moisturiser and loves clothes shopping but is not gay. Having to consider their role after centuries of patriarchal dominance. Very confusing times!

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