Feminist theory

Feminists argue that women in the media are perceived as passive because they tend to play subordinate roles in society. Therefore Giselle in Enchanted (2007) conforms to this tradition as she is the damsel in distress that needs to be rescued by her Prince. The representations can also be challenged to some extent which can be exemplified through the wicked witch as she is dominating and ultimately has control over Prince Edward (her stepson).

According to other feminists the media creates female roles and justifies them through the way these positions are glamorised. Women then feel that it is their duty to conform to these roles rather than a natural instinct. But because these roles are so often reinforced by the media women believe it is a nature way to behave without questioning it. 'A woman is made, not born' (Simone De Beauvoir) therefore women are made to feel they have a certain role but in reality women can behave as they wish. Enchanted (2007) enforce the old cliché of the tradition motherly nurturing position, as well as not question not her standing Giselle also embraces it. Thus women are moulded to fit in with patriarchal ideology and serve men’s needs.

Gaye Tuchmann created the phrase 'symbolic annihilation of women' which simply refers to the way women are ignored, marginalised, excluded and trivialised in the media. Stereotypes of women include housewives and sexual attractiveness which are patriarchal notions of the sexual division of labour. Not only is Giselle conventionally beautiful but she is also a domestic Goddess suggesting that women only serve to meet men’s needs. Her ditzy persona simply highlights the way women are classified as beneath men and with their help can succeed. In these types of films women usually do not embody intelligence which means they can be suppressed or controlled by somebody else.

However, Wilmott and Young suggested that this is in fact ridiculous and both men and women now share the domestic labour. They argued that a new symmetrical family has come into play and men now participate in household chores. This has given rise to a 'new man' who takes on roles that were once consider the women’s jobs such as clean. Yet, if this is the case why does Enchanted (2007) portray clearly gender divided roles. Either Wilmott and Young theory is irrelevant in Western society or Enchanted (2007) depict an outdated view of the way society is constructed.

'The media act as socialization agents...teaching children in particular their appropriate sex roles...It is thought the media perpetuate sex role stereotypes because they reflect dominant social values' Van Zoonen, quoted in D. Strinati, An Introduction to the Theories of Popular Culture. Enchanted (2007) evidently appears to be reinforcing this notion as Giselle is type casted as thee less object. Despite appearing to have control over her fate through choosing her unexpected true love it is he that shows interest first by initiating the first kiss when Giselle is asleep.

On the other hand Gamman and Marshment feel that patriarch can be challenged sometimes and a female gaze can be possible. They describe the media 'as a site where meanings are contested and dominant ideologies can be disturbed’. Therefore, it is not necessarily true that all media are created through the male gaze nor is it fair to suggest that audiences are so passive that they are incapable if understanding that certain texts prompt the maker's ideologies whether they are capitalist ideology or patriarchal ideals etc.