Mary Wollstonecraft

The Vindication of The Rights of Women - Mary Wollstonecraft

"The silken fetters that keep women in chains"

RSA Animate - Crises of Capitalism

Craftivism - Betsy Greer

For my essay I decided to contact Betsy Greer, who coined the word craftivism. Craft + activism = craftivism. Ithought this would be good practice for my dissertation as I would like to continue to research into craftivism and contact craftivists near and far.


My email:


Hi Betsy,

I was wondering if you could help me. 

I'm currently writing an essay on craftivism and would like to know if you could answer these questions......

To what extent could craftivism be thought of as a symbolic to patriarchal capitalism?

What examples of your own work, reflect this?

I really hope to hear from you soon,

Thanks

Laura x

Lecture Notes: The Media & Globalization & Sustainability

Lecture Notes: Reality, Virtuality and Hyperreality

Portfolio Task 7- Constructing the Other

These images are from last year’s February/March edition of Bust Magazine. From it’s humble beginning as a zine in 1993 by Debbie Stoller, Marcelle Karp and Laurie Henzel, the magazine has grown to be the one of the best selling third wave feminist magazines in America and even the world.

The tag line for the magazine is ‘For Women With Something To Get Off Their Chests’ with obvious reference to the title of the publication ‘Bust’. Debbie Stoller named the magazine ‘Bust’ as she said it was, “aggressive and sexy and funny”. In keeping with the third wave notion of sexual liberation and empowerment as well as sounding like it could be the title of a ‘lads mag’. This ‘lads mag’ name is ironic as Bust is perceive to be the opposite type of magazine, empowering and not exploiting women. Also, Bust’s intended audience is women between 18 and 30, not ‘lads’. One must assume that this is the ‘female gaze’ and not the ‘male gaze’ in this publication. However, it is important to understnad that despite the fact that this is a magazine about women, for women, the 'male gaze' can still be present as the audience may view the 'other' to also be sexually attractive and would want this attribute in regards to their perception in men's eyes. It could be argued that men look at women and women look at themselves being looked at even in the case of a feminist publication.

The ‘other’ in such a publication as Bust would be considered to be the ‘empowered woman’ or the ‘modern feminist’. As an outwardly feminist magazine this must be the intension.

On the cover one denotes a photograph of a woman. This woman is America Ferrera of Ugly Betty fame. Farrera is curvy and what one could describe as a natural shape, unlike the usual waif-like models on the cover of Elle Magazine. Farrera is a successful actress in her own right and fits in the role of the ‘other’ in this magazine. Also, her heightened celebrity status is due to the television series Ugly Betty, in which she portrays the role of Betty; a poncho-wearing geek with braces that has to deal with the prejudices of the fashion world. This makes here an ideal candidate for the cover model in Bust. A magazine that is not focussed purely on fashion and appearance.

However, the America Farrera we see on the cover of Bust, is not the America Farrera we see in Ugly Betty. On the cover, Farrera is dressed in a figure-hugging dress, which is both classy and sexy. The colour red of the dress is often associated with power and passion. These are connotations that one is expected to make, however, one also notes that this publication is the Valentines issue and that red also has connotations of love. This is anchored by the word ‘LOVE’ used when referring to the cover star and the hand-drawn hearts around her.

Her hands on her hips give connotations of confidence and she appears happy with a full smile. Why wouldn’t she be? She’s a successful, young actress with a great life and great figure. The ‘other’ here is something one strives to be. The ‘other’ here will always be an inspirational woman.

Farrera is looking straight into the camera in this photo and this draws one in. One becomes aware that she is looking out at us and so one understands that one is looking back, or gazing. This gives a sense of self.

There are many examples of slang words on the cover. This language is because of its intended audience, which will recognise words like ‘tweens’, ‘BFF’ and ‘booties’. It is easier to relate to a publications content when one understands the language. Also the text ‘celebrate your curves’ is placed at a point on the page next to Farrera’s hips. This is intentional as to show that Bust ‘celebrate your curves’ by having curving people in their magazine, just like you.

On page 29 there is a feature on a woman named Meli Burgueño, a graphic designer. However, the feature is not about her career but about her style or ‘looks’ as is denoted at the top-right of the page. In stating the ‘others’ job title, even though the article is not about careers, it adds to the ‘others’ status as a successful woman with a career.


It the main text of the article, when writing about her style, Burgueño talks about being flirty and well as being practical. One connotes that as a graphic designer, the ‘other’ has a career and therefore has things to do, but also that there is time to also consider appearance and style. This ‘other’ becomes the ‘woman who has it all’: a career, style and money. By mentioning certain items of clothing, where they are from and the price, the audience have an insight into how to become the ‘other’. This is furtherer by the photograph of Burgueño wearing such an outfit. The audience can see the ‘other’ and can aspire to this.

On page 32 there is a fashion feature. The model in this shoot is Cassie Hunt who is also a singer. If the audience is aware of this, it connotes that the Hunt is 'more than just a pretty face' as she has other talents and career prospects. One finds that in women’s magazines such as Elle and Grazia, the female models are usually extremely thin and tall with figures not unlike a pre-pubescent boy. Cassie Hunt in this shoot is both thin and tall, however the way that she is styled is not in a universally feminine way. Her head is shaved to one side. This gives connotations of masculinity, as long hair is associated with women. However, she retains long hair on the other side of her head which clearly connotes that she is in fact a woman, as does the fact she is wearing make up.

Her stare is fixed and at the audience, there is no smile or much expression. This gives connotations of strength. Her pose is what some might call ‘unladylike’ as one leg is up on the chair and are not crossed.

Her outfit gives connotations of the military with the doc martin boots. The military has further connotations of masculinity. The suit-style jumpsuit with its neck tie connote masculinity again. Masculinity is seen as powerful and strong. One makes the link between the female model and the masculine style and connotes that this is a strong woman. The ‘other’ is again portrayed as a strong woman.