Chapter 15: Feminism and/in Mass Media
Angharad Valdivia & Sarah Projansky
Feminism and/in mass media Feminist media scholarship is a rich and diverse body of work that has been discussed and organized in a variety of ways by previous scholars (e.g., Baehr & Gray, 1996; Carter & Steiner, 2004; Farrell, 1995; Florence & Reynolds, 1995; Gallagher, 1981, 2001, 2003; Johnson, 1995; Rakow & Wackwitz, 2004; Ross & Byerly, 2004; Tuchman, Daniels, & Benét, 1978; Valdivia, 1995; Van Zoonen, 1994); indeed, Van Zoonen (1994) characterizes this scholarship as having “enormous heterogeneity” (p. 2). Our perspective in this chapter reflects the following three assumptions. First, as with all types of feminist studies, feminist media scholarship draws upon a broad range of diverse and sometimes contradicting methodological and theoretical paradigms, from the liberal feminist goals that characterize early positivist/quantitative studies of female representation on television to the more recently developed highly interpretive approaches exemplified by the psychoanalytic focus of feminist film studies and the ...