Gender Performativity Theory - A1

Gender Performativity Theory

Gender Performativity Theory by Judith Butler suggests that gender is performative, a stylised repetition of acts – our ideas of femininity and masculinity are constructed in our performances of these roles. Gender is ‘what we do’ rather than ‘what we are'. Moreover, gender is contextual – its meaning changes with cultural and historical contexts.

Gender performativity is not a singular act, but a repetition and a ritual. It is outlined and reinforced through dominant patriarchal ideologies.

Feminism reinforces a binary view of gender relations in which human beings are divided into two clear-cut groups, women and men.

While there are biological differences dictated by sex, our gender is defined through this series of acts. These may include the ways we walk, talk, dress, and so on. Therefore, there is no gender identity behind these expressions of gender

Men and women are expected to act in a certain way, based on the stereotypical gender traits created by society. E.g. men have to be masculine.

How do Judith Butler's ideas relate to the Score? 

 

According to Judith Butler’s Gender Performativity Theory, gender is a performance that includes a stylized repetition of acts, not biologically determined but rather socially determined and learned through society. Therefore, in different forms of media text, males and females are often portrayed in the way 'society' wants them to. The theory can be applied to the Score hair cream advertisement to some extent. 

In the Score advert, both the male and females are performing the roles of a stereotypically masculine man and a feminine woman in accordance with their biological sex. Particularly, men are often seen as strong, masculine, dominant and treated favourably by society. They are believed to be the ones who have authority and higher status compared to women. The guy in the Score reflects this constructed belief as he sits on top of a throne comfortably while being carried by a bunch of beautiful women. He also holds a gun, often associated with males, and connotes protection or oppression and reinforces the idea that men are the ones in charge and powerful leaders. The advert depicts him as a masculine, God-like figure that looks down to females. On the other hand, women are often represented as weak, sensitive and submissive human beings who need protection from men. They are also portrayed as “rewards” for others to achieve and sexual objects to serve males’ sexual needs and gratifications. In the advert, the women are underneath the man and holding him up while gazing at him with admiration. This demonstrates the guy’s dominance and how men are of higher status in power, as well as women’s weaknesses and submissiveness towards men. Moreover, the females are wearing short skirts, limited and sexualized clothing, which is how women typically dress, to satisfy men sexual wants. These representations of men and women constructed by society will affect media audiences’ attitudes and behaviours. 

In conclusion, Judith Butler suggests that gender is the repeated stylization of the body, a set of repeated acts that society expect people to perform. Gender roles are performative and socially constructed and the media encodes gender traits and stereotypes into their products for the audience to follow. Accordingly, the Score advert serves to reinforce the binary opposite gender roles ascribed by society.