GIRL POWER REPRESENTATION IN LADY GAGA’S MUSIC VIDEOS
THESIS
Submitted as a Partial Fulfillment of Requirement for the Sarjana Sastra Degree of the English Department Faculty of Letters and Fine Arts Sebelas Maret University
by:
Candra Pudyastuti Christinasari C0307014
English Department Faculty of Letters and Fine Arts Sebelas Maret University Surakarta 2012
THESIS
by: Candra Pudyastuti Christinasari C0307014
Approved to be examined before the Board of Examiners Faculty of Letters and Fine Arts Sebelas Maret University
Thesis Consultant:
Fitria Akhmerti Primasita, S.S., M.A. NIP.196912161998022001
Head of English Department:
Drs. Agus Hari Wibowo, M.A., Ph.D. NIP. 1967083019930221001 Drs. Agus Hari Wibowo, M.A., Ph.D. NIP. 1967083019930221001
Accepted and approved by the Board of Examiners On July 31, 2012
Chairman of Examiners : Dra. Endang Sri Astuti, M.S. ( )
NIP. 195208141981032001
Secretary : Karunia Purna K., S.S., M.Si. ( )
NIP. 198211242009122002
First Examiner : Fitria Akhmerti P., S.S., M.A. ( )
NIP.196912161998022001
Second Examiner : Dra. Nani Sukarni, M.S. ( ) NIP. 195103211981032002
Surakarta, July 31, 2012 Dean of Faculty of Letters and Fine arts
Drs. Riyadi Santosa, M.Ed.,Ph.D. NIP. 196003281986011001
Name : Candra Pudyastuti Christinasari Number : C0307014
I certify that this thesis entitled Girl Power Representation in Lady Gaga’s
Music Videos is not a plagiarism nor written by others. Any materials and theories used as references are written in direct quotation or in paraphrase. I am fully responsible for the pronouncement. If this is proven to be wrong, I am willing to take any responsible actions given by Faculty of Letters and Fine Arts, Sebelas Maret University, including the withdrawal of the degree.
Surakarta, July 31, 2012 The researcher
Candra Pudyastuti Christinasari
THE FUTURE BELONGS TO THOSE WHO
BELIEVE IN THE BEAUTY OF THEIR DREAMS
(Eleanor Roosevelt)
Do not allow people to dim your shine because they are blinded. Tell them to put on some sunglasses, cuz we were born this way bitch!
(Lady Gaga)
For my self, Bapak, Ibu, Adek
It has been a long journey in writing this thesis, indeed. Throughout the journey, I met people whose direct and indirect helps keep me moving. To them, this acknowledgement goes to.
“ Hear my cry, o GOD; attent unto my prayer. From the end of the Earth will I cry unto Thee, when my heart is overwhelmed: lead me to the rock that is higher than I. For Thou hast been a shelter for me, and strong tower from the enemy (Psalm 61: 1- 3)”. First and foremost, my deepest gratitude goes to my Lord Jesus Christ. Thank God for every hope and love You show me. Thanks for blessing me more than I deserve. You are an awesome God.
I also want to thank Drs. Riyadi Santosa, M.Ed., Ph.D, the Dean of Faculty
of Letters and Fine Arts and Drs. Agus Hari Wibowo, M.A., Ph.D, the Head of English Department, for giving me permission to conduct a research on this topic.
I want to thank all English Department’s lectures, especially the American Studies’ lecturers for giving me valuable knowledges.
I give my deepest gratitude to Fitria Akhmerti Primasita, S.S, M.A as my
academic consultant and thesis supervisor who has helped and supported me during the course of writing this thesis. Her patience, advice and thought are incredibly amazing.
To my family. Bapak,I’ll always be grateful to be your daughter. Ialways love and miss you and dedicate this thesis in memory of you. May it make you proud of me and smile from Heaven up above. Ibu and adek, this thesis is for you To my family. Bapak,I’ll always be grateful to be your daughter. Ialways love and miss you and dedicate this thesis in memory of you. May it make you proud of me and smile from Heaven up above. Ibu and adek, this thesis is for you
To my girls. Chrisinta Anggraeni, thank for your arms everytime I need a hug. Canti Widowati, for every support, love, and laugh we share. Thank for your ears everytime I need to spill my feeling out. Shofi Mahmuddah Budi Utami, thank for every valuable discussion, idea, and thought not only about American Studies stuffs but also about this wonderful life. Stevia Andromeda, Permita
‘Gondrong’ Adi and geng pendekar, thank ses for the fooling around time we share. You girls make my life complete. I heart you, BFF! Group hug!
For big family of Sebelas Maret University Student Choir, Voca Erudita, especially to Isebel, Christofer, Bayu, ebret Bintang, and Rifqy. I thank God for sending you all to my life. May our friendship last forever. And also for Mas Re, you are the best conductor ever mas! Thanks for choosing me as part of your singers and giving me chances to see the world. I pray for you to always be happy and healthy. Long live mas Re. God bless you. Mbak Mayang, Mas Al, and Mas Dita, who let me experience how it feels to be a little sister. Gilang and Depe. I love you little girls. Yohana, Tucik, Tiwi, Widi, Evi, Unna, Ipung, Mini, Janta, Bang Yanu, all altos, Pesparawi, Unpar, WCG, BICC, and Pattaya team. Thank for every song, prayer, and love we share. I am forever grateful to have you in my life. Viva Voca Erudita!
My American Studies class 2007. Mbak Pipit, Nana, Ipul, Danil, Vista, and Edwi. Every discussion and thought we share enrich me so much. Thanks for My American Studies class 2007. Mbak Pipit, Nana, Ipul, Danil, Vista, and Edwi. Every discussion and thought we share enrich me so much. Thanks for
Gereja Kristen Muria Indonesia, for a never ending prayer.Persekutuan Mahasiswa Kristen Sastra dan Seni Rupa. Dea, and Patha. Stefany Angelina Germanotta, you rock!
Surakarta, July 31, 2012
Candra Pudyastuti Christinasari
C. Music Video and Semiotics .........................................................................
26
CHAPTER III: ANALYSIS ............................................................................. 34
A. Girl Power Representation through Sexuality ............................................. 34
B. Girl Power Representation through Style ...................................................
44
C. Girl Power Representation through Heroine Characteristics ......................
50
CHAPTER IV: CONCLUSION AND RECOMMENDATION ....................
88
A. Conclusion ..................................................................................................
88
B. Recommendation ........................................................................................
90
BIBLIOGRAPHY ............................................................................................
91
Candra Pudyastuti Christinasari. C0307014. Girl Power Representation in
Lady Gaga’s music videos. Undergraduate Thesis. Faculty of Letters and Fines Arts. Sebelas Maret University.
Lady Gaga’s music videos, Paparazzi, Telephone, and Bad Romance are interesting music videos since they present additional representation of Girl Power that cannot be found in another female singer’s music videos. It means that there is a shift in how Girl Power is perceived in contemporary American society. Although those music videos present unusual representation of Girl Power yet they are considerably successful music videos. Since music video is a popular culture product, it can be analyzed in its relation to American society. Therefore, this research is conducted to explain how the music videos represent Girl Power.
This research is a descriptive qualitative research that takes three music videos of Lady Gaga as its source of data. The main data consists of lyrics, music,and moving images. It is supported with supporting data consisted of Lady
Gaga’s another songs and music videos and some articles and related references about her.
This research is conducted in American Studies framework. Thus, it incorporates various disciplines in the forms of theory and approach in analyzing the music videos. It incorporates semiotics theory, socio-cultural perspective, and also postfeminist theory in answering the research question.
After conducting the research, it is found that in the three music videos of Lady Gaga, the values of Girl Power are represented through sexuality, style, and heroine characteristics. It represents unusual values of Girl Power that are rarely found in another female singer’s music videos. They turn the representation of a beautiful female style to a wacky style. In addition, they represent heroine as girls who do not hesitate to harm or kill others. It fits to the socio-cultural of American society nowadays that is filled with more complex issues.
Keywords: Girl Power, Lady Gaga, Sexuality, Style, Heroine.
A. RESEARCH BACKGROUND
A new shape of feminity is formed in American society since the
emergence of Girl Power, “A post feminist movement, in the sense of coming after and perhaps overcoming feminism” (Hopkins, 2002, p.2) which came in the
end of 1990s and shaped American women. Girl Power, in a broad sense, “is highly popular ideology which emphasizes strength and confident attitude for girls” (McClure, 2004, p.2). It empowers and encourages girls and young women to respect and transform themselves as new humans with power, freedom, and choice. Those values can be seen from how it influences girls and young women to challenge traditional expectation required by patriarchy system toward them.
Traditional expectation required girls and young women to be passive, submissive, and weak to be considered as good ones. It required abilities of good mother and wife that are kind, gentle, nurturant, and supportive to be considered
as successful women. Thus, female gained success not from „doing‟ but „being‟. They had to keep themselves busy and excellent in domestic duties, such as
cooking, sewing, knitting, and bearing child. Winning a man, pleasing a man, and having perfect marriage are placed in the first priority of women‟s life. Their individualism, strengh, and self sufficiency were not valued in traditional expectation. Besides, women were also restricted to express their sexuality. Every woman was expected to be a good woman who was pure and modest without much sexual desires. She was supposed to have perfect marriage in which she was cooking, sewing, knitting, and bearing child. Winning a man, pleasing a man, and having perfect marriage are placed in the first priority of women‟s life. Their individualism, strengh, and self sufficiency were not valued in traditional expectation. Besides, women were also restricted to express their sexuality. Every woman was expected to be a good woman who was pure and modest without much sexual desires. She was supposed to have perfect marriage in which she was
necessarily men looking at women, rather it is a subconscious bias in that everything one does should be filtered so that it will reflect the standarts of the
patriarchal society in which we live” (McClure, 2004, p.11). In combating patriarchal system and its male gaze, Girl Power which
comes under the umbrella of Postfeminism uses different ways compared to first and second wave of feminism. In the first wave of feminism, women had ever wore „bloomers‟, the first ballooning trousers wore underneath a knee-length skirt,
to replace hoop skirt and corset. They wore it as a symbolic attempt to free them from weakness, helplessness, and passiveness. However, in the end they got back to their conventional style wearing corset and long skirt because they thought that bloomers produced no political or social equality. In the second wave of feminism, women striked opposing Miss America Pageant in 1968 because this competition represented women as a passive, fragile, and submissive. They also did a „Freedom Trashcan‟ action in which they throwed away all things
representing oppression to women such as high heels, corsets, and bra (Gamble, 2010, p.37). In addition, second wave of feminism also stood for body politics. It was practices which were able to show the similarities be tween men‟s and women‟s body. It was common for women in that time not to shave the armpit, not to put on make-up, not to wear revealing clothes and high-heels, and do body representing oppression to women such as high heels, corsets, and bra (Gamble, 2010, p.37). In addition, second wave of feminism also stood for body politics. It was practices which were able to show the similarities be tween men‟s and women‟s body. It was common for women in that time not to shave the armpit, not to put on make-up, not to wear revealing clothes and high-heels, and do body
desires. Girl Power is so celebrating girls and young women. It teaches girls and young women to be tough, independent, and competent rather than caring and sharing to be considered as good girls. The idea of having marriage to be an ideal woman does not come at the first place for them. It is replaced by active, sexy, aggressive, and confident attitude. Girls and young women now are longing for their own dream, success, and status (Hopkins, 2002, p.1-4). Girl Power makes
girls and young women brave to fight for their „personal expression, improved self-esteem, and individual success‟ (Hopkins, 2002, p.34). Girl Power ensures
girls and young women that they can make anything happens and be everything they want to.
Media and popular culture have done significant roles in spreading GirlPower ethos so that girls and young women can find and imitate these values easily. One of the media which makes Girl Power widely known and accepted in American society is music video. Many music videos during the end of 1990s until present time depict tough and powerful female protagonist who fight patriarchal culture and its male gaze. Many female singers are likely to use music video as vehicle to express Girl Power. Using music video, there is a process when the viewers of music video connectto the performers and try to imitate their performance and everything on it. Thus, music video can be an effective tool to
to (Peeters,2004, p.9). Madonna and Spice Girl are ones that are always associated with Girl Power and more pronounced among the others. Madonna was celebrated because of her ability in using sexual power as the source of self determination. She is aware of sexual power but does not let male gaze to get benefits from it. (Hopkins, 2002, p.39-49).Meanwhile, Spice Girl reclaimed that girlieness is their source of power. They created stage-name ( Baby Spice, Spicy Ginger, Scary Spice, Sporty Spice, and Posh Spice) to show their different personality which can blend together without being afraid of being rejected by the society. They also offered a girlie performances by wearing blond hair, pastel or light colored short dresses, high heels, and other things to add each characterictics of them (Lemish, 2003, p.19-20).
The discussion so far centers on Madonna and Spice Girl while actually there are other celebrities who also take Girl power into their music video. Therefore, it is interesting and worthy to seek the contributions of other celebrities in introducing Girl Power to the society. One of them is Lady Gaga. The achievements that Lady Gaga already attained through her performance in music videos made it interesting to take her as an object of research.
Stefani Joanne Angelina Germanotta, or known as Lady Gaga, is worldwide-known due to her phenomenal album, The Fame (2008), which included the hits “Just Dance”, “Poker Face”, and “Paparazzi”. She freaks the music industry out by her songs, music videos, and several awards. Her „The
Fame‟ album sold over 15 million copies worldwide and earned six Grammy nominations and won two of them. The success of „The Fame‟ was followed by the next album, „The Fame Monster‟. Its success was both for the songs and music videos. It was proven by the latest award given by the MTV Video Music Award 2010. Her „Bad Romance‟ music video won 8 awards. They are Best Dance, Best Female, Best Pop, Best Direction, Best Choreography, Best Editing, and Video of the Year. Whereas her „Telephone‟ in which she collaborated with Beyonce
Knowles won the Best Collaboration. She was also included in Time's annual "The 2010 Time 100" list of the most influential people in world. Forbes also listed her in "The World's Most Powerful Celebrities" and placed her at number seven of its annual list of the world's "100 Most Powerful Women ( http://www.ladygaga.com/bio/default.aspx ).
Madonna and Spice Girl use the displaying of their sexuality and girlieness to gain power. What about Lady Gaga? Does she use the same strategy to show her power? It is to this questions that this research is devoted.
B. SCOPE OF THE STUDY
This research focused in finding the representations of Girl Power which are embodied in Lady Gaga ‟s music videos. The lyrics, music, and moving images of it would support to describe and explain those representations.
C. RESEARCH QUESTION
This research was aimed to answer question: This research was aimed to answer question:
D. OBJECTIVE OF THE STUDY
The objective of this study is:
To describe how Girl Power values are repesented in Lady Gaga‟s music videos.
E. BENEFITS OF THE STUDY
The significance of this study is to help understand the current happening dealing with American women. By understanding American women, it may help us to understand how America is today. It is also meant to contribute in broadening the knowledge and topic of American Women class in English Department. This research is also intended to give additional information to the other researchers who have related topic in Sebelas Maret University.
F. RESEARCH METODOLOGY
1. TYPE OF RESEARCH This research was a textual analysis which analyzed non statistic or
numeric data. Data in this research came in the form of words and pictures containing an issue. This research tried to understand that issue and answer the questions which rose from a phenomenon. Therefore, this research was considered as a descriptive qualitative research (Eraut, 2007).
2. DATA AND SOURCE OF DATA Themain data of this research were lyrics, music, and moving image which
source from three Lady Gaga‟s music videos taken from „The Fame‟ and „The Fame Monster‟ album. They are “Paparazzi, “Bad Romance”, and “Telephone‟.
They were uploaded by LadyGagaVEVO on November 25th, 2009 for “Paparazzi”, November 23rd, 2009 for “Bad Romance”, and March 15th, 2010 for “Telephone”. They were downloaded from Youtube on March 31st, 2011, March,
14th, 2011 and March 31st, 2011.
The supporting data of this research were Lady Gaga‟s another songs and music videos and some articles about her.
3. TECHNIQUE OF COLLECTING AND ANALYZING DATA First, the data were collected by watching the videos as the sources of the
data repeatedly. The main data were then selected from some parts of music videos which were considered relevant to the research question. When parts of music videos which were containing deep and detailed information were found, they were cut into several frames of still pictures. Next, the selected data were analyzed and discussed by applying theories which would be explained later. After that, conclusion was drawn based on the anwers of the research question.
G. THEORITICAL APPROACH
American studies is a study related to all issues of America which emerged in 1950s (Spiller, 1973, p.611). American studies is becoming a significant study due to the position of America as a super power nation which rule the world. Its position makes its culture and issues become so important to study. However, the culture and issue of United States of America are so complex since its people were coming from various and different background of ethnics, religions, social life, and so on (Spiller, 1973, p.613). Because of those complexity, therefore, American Studies involves many disciplines and approaches to analyze its problem. That is the reason why American Studies is called as an interdisiplinary studies.
In taking American studies as the umbrella and center of a study, it is needed to look on the fact that the happening and reality which are used by American Studies is “socially constructed” (Kelly, 1984, p.53). It is further
explained by Kelly that human activity and creativity are involving within reality so that reality can be controlled by men. Because of human creativity and activity, the result of „socially constructed‟ reality is seen as the mirror of reflection and
the representation of the society. The other thing needs to be considered in the study of American studies is the shifting from myth to rhetoric used within. In the article of Introduction, p. The New American Studies From Myth to Rhetoric, it is stated that America was built by myth (Moulton, 1994). However, because of the complexity of the world, this habit was swept away by the fact which then leads the representation of the society. The other thing needs to be considered in the study of American studies is the shifting from myth to rhetoric used within. In the article of Introduction, p. The New American Studies From Myth to Rhetoric, it is stated that America was built by myth (Moulton, 1994). However, because of the complexity of the world, this habit was swept away by the fact which then leads
The study of popular culture within the scope of American studies is becoming so significant because the popular culture reflects the belief and values of people. Moreover, Jack Nachbar and Kevin Lause in their book Popular Culture, p. An Introductory Text state that “Popular Culture is a „Funhouse Mirror‟ because it both reflects our „image‟ back to us but also alters our image in the process of doing so” (Nachbar and Lause, 1992, p.7). These dual functions of
popular culture contribute to the significance of the study of popular culture. In this sense of research, Lady Gaga and her music videos are examples of the object of new American Studies since they are formed by human activity and creativity. Besides, Lady Gaga and her music videos denote the shifting from the myth of male dominance and patriarchy system to the rhetorics of women ‟s movement.
In conducting this research, Semiotics theory was needed to analyze and answer the research question. Semiotics which was used in this research was the one coined by Roland Barthes. His semiotics theory enabled this research to find out the hidden ideology which was represented by the music videos.
Another theory which was needed was the Postfeminist theory. According to Adriaens, Postfeminism is not a backlash against feminism. It is just a new form of feminism which celebrates and empowers girls and young women‟s Another theory which was needed was the Postfeminist theory. According to Adriaens, Postfeminism is not a backlash against feminism. It is just a new form of feminism which celebrates and empowers girls and young women‟s
At last, to understand the meaning of music videos clearly and completely, socio-cultural perspective was needed to be applied to find and understand the influences of social and cultural background in certain period in American society which influenced girls and young women. The social and cultural condition of a society would absolutely influence the way they think and behave.
H. THESIS ORGANIZATION
The thesis consists of four chapters and each chapter is divided into several subchapters. There are Chapter I Introduction, Chapter II Literature Review, Chapter III Analysis, and Chapter IV Conclusion and Recommendation
The first chapter, Introduction, consists of eight subchapters. There are Research Background, Scope of the Study, Research Question, Objective of the Study, Benefits of the Study, Research Methodology, Theoretical Approach and Thesis Organization.
The second chapter, Literature Review, discusses about Girl Power in
Girl Power representation through sexuality. The second subchapter discusses about Girl power representation through style. The third subchapter is about Girl Power representation through heroine characteristics.
The last chapter, Conclusion and Recommendation, presents a brief explanation of the research and its conclusion and the recommendation for the next research.
LITERATURE REVIEW
A. GIRL POWER IN AMERICA
1. A BRIEF SKETCH OF POSTFEMINISM IN AMERICA
Women‟s right movement was pioneered in 1792 when Mary Wollstonecraft published her book „Vindication Rights of Woman‟ which
suggested middle class women to be more intelligent, rational, and independent. It was required for women to involve in both domestic and public area so they did not become passive women but the active one who could stand up for their own life without depending on their husband.
The women‟s right movement began with the first wave movement which happened in 1848-1960s. It was marked by Seneca Falls Convention, a response
to the prohibition of women‟s representations in Anti-Slavery Convention in London in 1840. Seneca Falls Convention was held in 19 and 20 July, 1848 to
discuss the way to end discrimination based on sex toward women and how to achieve full civil rights with equality in every aspect of life. The first wave of feminism fought for the right to vote, birth control, and control of women‟s own body especially reproduction and sexuality. Feminist tried to gain those rights by working individually through their works which was hoped to bring emancipation. Their fighting was paid of by the ratification of the 19th amandment right to vote
After the victory of first wave of feminism, the women‟s movement then entered new era called second wave of feminism which happened in 1960s-1980s
or beginning of 1990s. It was marked by Betty Friedan‟s Feminine Mystique in 1963. This book protested male supremacy which required women to be good domestic women by being a mother and wife who was submissive and passive (Gamble, 2010, p.35). Second wave of feminism opposed the idea of submissive and passive women and did everything to fight it. Women striked opposing Miss America Pageant in 1968 because this competition represented women as passive,
fragile, and submissive. They also did a „Freedom Trashcan‟ action in which they throwed away all things representing oppression to women such as high heels,
corsets, and bra (Gamble, 2010, p.37). In addition, second wave of feminism also stood for body politics. Body politics were practices which were able to show the similarities between men‟s and women‟s body. It was so common for women in the second wave of feminism era not to shave the armpit, not to put on make-up, not to wear revealing clothes and high-heels, and do body building (Adriaens, 2009). Those actions showed that the second wave of feminism fought collectively and revolutionarily in gaining their goals. Their goals were to get the rights to seek freedom to define sexuality and its practices, the rights for reproductive freedom and abortion pratices. The collective and revolutionary way in combating pathriarchy system was realized through establishment of many political organisations. It made women reflect their personal choice in combating male dominance through political implication and therefore no space for individuality. This „personal is political‟ and „sisterhood is powerful‟ made corsets, and bra (Gamble, 2010, p.37). In addition, second wave of feminism also stood for body politics. Body politics were practices which were able to show the similarities between men‟s and women‟s body. It was so common for women in the second wave of feminism era not to shave the armpit, not to put on make-up, not to wear revealing clothes and high-heels, and do body building (Adriaens, 2009). Those actions showed that the second wave of feminism fought collectively and revolutionarily in gaining their goals. Their goals were to get the rights to seek freedom to define sexuality and its practices, the rights for reproductive freedom and abortion pratices. The collective and revolutionary way in combating pathriarchy system was realized through establishment of many political organisations. It made women reflect their personal choice in combating male dominance through political implication and therefore no space for individuality. This „personal is political‟ and „sisterhood is powerful‟ made
focused on the suffering of white women. Other women from other races and status were forgotten and their needs were not accomodated. The strikes which they did and their manner in imitating male added bad representation of second wave of feminism as men haters. Those things marked the failure and weaknesses of the second wave of feminism which led it to the end and enter the new era called Postfeminism (Zaslow, 2009, p.26-28).
Post feminism era started in America in 1990s. It is an era when the term „feminism‟ is no longer required because its goal has been achieved. Thus, to
begin the new era, the term „post feminism‟ is used to provide a whole new meaning (McRobbie, 2004, p. 255). The term „post feminism‟ is also needed because second wave feminism is con sidered „old-school‟ since it no longer can accommodate the needs of women. Because of that, post feminism is often recognized as a backlash toward second wave of feminism whose aim is to create antagonism toward it (Brooks, 1997, p.4). Susan Faludi, the writer of Backlash , p. The Undeclared War Against American Women (1991), claimed that postfeminism that is dominated by young generation is a new age criticizing
women‟s movement (Brooks, 1997, p.3). However, it is actually not a backlash. It is only a critique on second wave feminism (Adriaens, 2009).
feminism deal with women‟s sexuality and femininity. First, second wave feminism believes that women‟s sexuality is only a disadvantage for women. It holds a pessimistic vision on women‟s sexuality. Being female is being in danger and difficulty because women are easily abused and objectified. Second wave of
feminism only sees women‟s sexuality from negative perspective. Second, being feminine and feminist at the same time is not allowed in the second wave of feminism because when woman is being feminine, she is being the victim of patriarchy. Since she is the victim of patriarchy, she cannot be a feminist. Thus, in second wave feminism, one can be achieved by sacrificing the other (Adriaens, 2009).
In contrast to second wave of feminism, Postfeminism offers more choices for women. It has a more optimistic vision on sexuality. It guarantees women‟s right to celebrate their sexual freedom and choice based on their own willingness (Adriaens, 2009). Post feminism “celebrates women‟s sexuality and encourages
women to explore sexual options and express themselves in whatever ways they feel comfortable (Gladen, 2007)”. In addition, Postfeminism places women as a
subject who is active and desiring. Their activists “like to think of themselves as survivors, not victims (Gladen, 2007)”. Moreover, a feminine woman can be a
feminist in post feminism era without feeling afraid of being considered as a victim of patriarchy. Lipstick, high-heels, and revealing clothes do not decrease the feminist power which lies in woman‟s soul. Therefore, Postfeminism opposes feminist in post feminism era without feeling afraid of being considered as a victim of patriarchy. Lipstick, high-heels, and revealing clothes do not decrease the feminist power which lies in woman‟s soul. Therefore, Postfeminism opposes
encourage women personally by giving them wider space to build their own identity and choose what they want to do based on their own willingness so they can make such a social change rather than encourage them to be active on political activism (Adriaens, 2009; Gladen, 2007).
Women can unapologetically celebrate a plate full of entrée choices like soccer mom, career mom, lover, wife, lesbian, activist, consumer, girly girl, tomboy, sweetheart, bitch, good girl, princess, or sex symbol (Gladen, 2007).
As a recent women‟s movement, women who take part in Postfeminism are mostly young generations. They are Generation X demographic (born roughly between 1966-1976) or Generation Y (born roughly between 1977-1997). Since Generation X and Y live in modern era in which media and technology are widely used, it becomes clear that Postfeminism presents their idea through popular culture (Gladen, 2007). There are some other movements under the umbrella of Post feminism which promote its beliefs. One of them is Girl Power.
2. GIRL POWER IN AMERICA
There are many reasons of the coming of Girl Power in American society. In early 1990s, it was found that girls and young women in America were living with low self-esteem and confidence. It was caused by high traditional expectation in male dominated cult ure which placed girls and young women‟s experience as unnecessary. At school, boys got more attention from teachers. Every question There are many reasons of the coming of Girl Power in American society. In early 1990s, it was found that girls and young women in America were living with low self-esteem and confidence. It was caused by high traditional expectation in male dominated cult ure which placed girls and young women‟s experience as unnecessary. At school, boys got more attention from teachers. Every question
The crisis was not only caused by the low self-esteem but also the demonisation of girls especially color girls. Unlike white middle class girl who was considered as a victim, the color girls were considered as the causes of all crisis happened to girls and young women. It was so because those girls are color girls. They were blamed for producing poverty, welfare dependency, high school drop out, abortion, and pregnancy. The crisis marked the first reason of the coming of Girl Power.
The second reason of the coming of Girl Power is the different point of view toward femininity. For the second wave of feminism, femininity is the source of women oppression. In contrast, Girl Power celebrates femininity as the source to end the oppresion, for example the use of make up. For second wave of feminism, make up led to male gaze and capitalism. But for Girl Power, make up is something that makes girls and young women sexy and stylish without being exploited because they use it to please herself (Zaslow, 2009, p.14-26) .
in early 1990s. Riot Girl was “a female youth subculture which developed out of the underground music scenes of Seattle, Olympia, and Washington in the United
States (Hopkins, 2002, p. 29)”. Through their music, they expressed their anger about the experience of being young female human being who was forced to fulfill traditional expectation that girls and young women must be passive, submissive, weak, meek, innocent, and obedient (Hopkins, 2002, p. 29). Since then, the „Girl Power‟ term developed and reached its peak when this term was used by Spice Girl as their girl band slogan, “Hold tight, get ready-Girl Power is coming at you” (Hopkins, 2002, p. 16). Because of the use of „Girl Power‟ term in popular culture industry, this term then widely spreads among girls and young women.
To respond all of those problems and happenings, Girl Power comes out as the answer. In answering those crisis and happenings, Girl power comes to the world by empowering girls and young women to have high self-esteem, confidence, self-awareness, future goals and interpersonal relationship which are better than before, through individual empowerment in many ways.
There is a basic difference between traditional feminism and Girl Power. Traditional feminism fights patriarchy system using „a voice for women‟ vision. In
c ontrary, Girl Power uses „a voice to women‟. For traditional feminism, a feminist is someone who fights for and works for change. She believes in feminist ideals of gender equality and fights for it even if she does not face gender oppression. Feminist is not a person who only believes but also acts. She fights not only for herself but also for others and finds choices in facing gender inequalities for them.
public speaking, and organization to speak her beliefs out. Unlike traditional feminism which considered feminist as a fighter of gender inequality, a feminist in Girl Power era is someone who places herself as a role model for others. She represents a strong and empowered woman who acts her personal strength and power out in her daily life. She performs her beliefs without being vocal and fighting for other women directly through marches and organizations but through her own ways in living her life. She tries to make a difference in her life so that any other girls and young women will be empowered by the way she lives her life and other men will recognize her as a woman in a different better way. Thus, it can be said that a traditional feminist is an „activist‟ feminist who works for and with others while Girl Power feminist is a „performative‟ feminist who works for
and by herself (Zaslow, 2009, p.133-151). Girl Power emerges in society bringing new values and visions for girls and young women. “The whole concept of Girl Power is about being aware of yourself, of not taking any crap from anyone and getting what you want” (Hopkins, 2002, p.34).
Girl Power teaches girls and young women to be tough, independent, and competent rather than caring and sharing to be considered as good girls. The idea of having marriage to be an ideal woman does not come at the first place for girls and young women. It is replaced by active, ambitious, sexy, strong, aggressive, and confident attitude. Girls and young women now are longing for their own dream, success, and status (Hopkins, 2002, p.1-4). Girl Power makes girls and Girl Power teaches girls and young women to be tough, independent, and competent rather than caring and sharing to be considered as good girls. The idea of having marriage to be an ideal woman does not come at the first place for girls and young women. It is replaced by active, ambitious, sexy, strong, aggressive, and confident attitude. Girls and young women now are longing for their own dream, success, and status (Hopkins, 2002, p.1-4). Girl Power makes girls and
women that they can make anything happen and be anything they want to.
Media and popular culture have done a significant role in spreading Girl Power ethos so that girls and young women can find and imitate these values easily. Many female celebrities like singer, model, and actress often show up bringing Girl Power values within their work. It becomes acceptable that the heroes of Girl Power are celebrities. Their success, wealth, status, and fame become a role model for girls and young women to fight and reach the same things (Hopkins, 2002, p.1).
One of the most influential models of Girl Power is Madonna. She has inspired millions of girls and young women through her performances as a singer or completely a female individual. She offers an alternative way to gain power and challenge the traditional feminism by expressing her thought freely. Her motto „I‟m tough, ambitious, and I know exactly what I want‟ makes many people
welcome her as a role model because of her good example in showing her independence, self-determination, and ambition (Hopkins, 2002, p.43).
After Madonna era, there are many other female celebrities who become the role model of Girl Power. Spice Girl, Destiny‟s Child, Beyonce, and Lady Gaga are some of them. Charlie‟s Angel, Buffy the Vampire Slayer, and Xena Warrior Princess are also examples on how Girl Power values are used in popular culture industry.
3. GIRL POWER VALUES
1. SEXUALITY
Due to men domination over the world, female body and sexuality were positioned as a passive object. Their body and beauty were often sexualized, objectified, and used by patriarchy system as commodities to sell products and gain money. Women were seen powerless in controlling their body. It made female sexuality and body became a consumable victims in male gaze. (Allen and Rawin, 1997, p.10-11). Therefore, female body and sexuality were seen as a weak thing, something that can reduce girls and young women‟s power. However, in
Girl Power era, female body and sexuality are seen as a source of power because by objectifiying female body and sexuality, it is proven that girls and young women are brave enough to challenge traditional expctations and representations (Zaslow, 2009, p.61). Besides, objectification of female sexuality is seen as a way to honor girls and young women becuase Girl Power turns “powerful male gaze into self- regulating narcisstic individual gaze” in which they can please themselves through narcisstic pleasure of watching their images as beautiful and powerful human being without fear and frustration to fulfill male standards (Adriaens, 2009). Displaying female sexuality is seemingly patriarchy domination over women but that point of view no longer exists in Girl Power era since it is now a means to control their own body, life, and future and a strategy to reach power over men and other women (Hopkins, 2002, p.94&102). Girls and young women who display their sexuality are not regarded as a passive and powerless Girl Power era, female body and sexuality are seen as a source of power because by objectifiying female body and sexuality, it is proven that girls and young women are brave enough to challenge traditional expctations and representations (Zaslow, 2009, p.61). Besides, objectification of female sexuality is seen as a way to honor girls and young women becuase Girl Power turns “powerful male gaze into self- regulating narcisstic individual gaze” in which they can please themselves through narcisstic pleasure of watching their images as beautiful and powerful human being without fear and frustration to fulfill male standards (Adriaens, 2009). Displaying female sexuality is seemingly patriarchy domination over women but that point of view no longer exists in Girl Power era since it is now a means to control their own body, life, and future and a strategy to reach power over men and other women (Hopkins, 2002, p.94&102). Girls and young women who display their sexuality are not regarded as a passive and powerless
2. STYLE
Style in Girl Power is seen as a way to contruct and describe what we truly are. It is also a means to empower. Girl power uses style as a tool of empowerment but does not use appearance as a main point. Girls and young women may concern about their appearance, however, the main reason is not to please other people and to get male approval but to please themselves and make themselves comfortable. She is brave enough to do what she wants whenever she wants without caring about what other people may think. Girl power suggests girls and young women to do their own style and be happy and comfortable with it because that are what make girls and young women strong. This strength which girls and young women get from their own style can be expanded by the consistency they bring together with it. Bringing consistency means bringing her own heritage and bringing the same style since the very first time. It is so because consistency shows originality and authenticity. It also means that they are effortlessly becoming themselves (Zaslow, 2009, p.85-91).
3. HEROINE CHARACTERISTIC
In Girl Power era, representation of physically weak girls and young women is over. It is replaced by ambitious and tough character who knows exactly what she wants and how to get it. It is common in Girl Power to find girls In Girl Power era, representation of physically weak girls and young women is over. It is replaced by ambitious and tough character who knows exactly what she wants and how to get it. It is common in Girl Power to find girls
mean, selfish, competitive, and cruel. She does not reject to use violence to get what she wants. She is also often driven by anger and revenge as a motivation and source of energy to beat others. She is also brave enough to kill (Hopkins, 2002, p.108-111).
B. AMERICAN GIRLS AND YOUNG WOMEN IN 2000s
To understand why Girl Power is able to run well in American society in 2000s, it is important to highlight what happens to American society which influences girls and young women around 2000s. The 2000s is considered as a millenium era when mass media is used widely in every part of life. As a result, postfeminism grows fast, world-wide known, and influences girls and young women in America. Girl Power nowadays mainly grows up from this phenomenon.
American girls and young women in this era is generally marked by the femininity values which are given by postfeminism. In this era, being female is not a mistake and barrier but a privilege. A fifteen year old teenager named Karli
said “When my mom was younger, if someone said you play (or run or throw) like a girl, it was considered an insult. But I think it‟s like a compliment now... So when someone says
I play like a girl, I ask which one?” I play like a girl, I ask which one?”
This era is also marked by the regime of girls and young women magazines which provide the celebration of girls and young women era. Seventeen, CosmoGirl and Cosmopolitan are such examples. It is easy to find out the advantages and attentions which are given to girls and young women. In teen magazines, it is now a common thing to find articles, advertisement, and colomns which are about to empower them. There are such articles which show the attention given to girls and young women regarding the Girl Power ethos such as
the latest “hot haircut” and “hot looks” together with an article about “flirt your way to date” suggesting that girls and young women are now independently
leading their own path of life without any interuption of male.
Another media that suggests girls and young women‟s domination is American music that is dominated by girls and young women singers who shout
for girls and young women liberation. Christina Aguilera, Beyonce Knowles, Lady Gaga, Destiny‟s Child, Pussycat Dolls conquer the American music market
with their empowerment songs and performances. They suggest girls and young women to celebrate female sexuality and encourage them to explore and express it. Therefore, there is no wonder if it is found in their performances how they objectify their body in every way they like, for example the performance of with their empowerment songs and performances. They suggest girls and young women to celebrate female sexuality and encourage them to explore and express it. Therefore, there is no wonder if it is found in their performances how they objectify their body in every way they like, for example the performance of