Research Essay Communications & Media Research Paper

Pop Culture: An Analysis
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A charming American romantic comedy film which became an instant hit to the crowd when it was shown in the theatres, in the year 1990. This movie is Pretty Woman, directed by Garry Marshall, starring Julia Roberts as Vivian Ward, and Richard Gere as Edward Lewis, with a plot involving a prostitute and a wealthy businessman, and how a professional proposition would turn into a love story. This is a Disney movie combining the classic Cinderella story, romantic comedy genre, and the Pygmalion myth (Baracco, 2017). The movie has garnered all kinds of feedback, all contributing to establishing a new trend in the specific genre, thanks to the onscreen chemistry of Julia and Richard, but let us not forget the controversial and unique plot of this film, especially during the '90s. This paper will be an analysis of the issues regarding gender, including but not limited to gender inequality and representation, in the film Pretty Woman exploring the possibility of pop culture to produce dissent and be revolutionary despite the lighthearted, feel-good genre of the movie.
The plot with a lead woman as a prostitute was something new and bold. The movie shows how this line of work is ostracized and looked down upon by other people in the society, evident with the rude and judgmental glances from the crowd whenever Vivian Ward passes by with her usual demeanour and revealing clothing (Ruti, 2016). Even during the time that Vivian was clothed with elegant dresses, there were still some rude remarks directed at her because of the line of work that she is in. Aside from sex work being illegal and immoral in reality, Vivian Ward as a protagonist somehow promotes the life of a sex worker and downplays the gravity of the effect prostitution have on those parties involved and the possible families that affected by these lustful acts that are happening in the real world (Guilluy, 2016). The movie romanticized and glamorized prostitution by showing that Vivian Ward was a clean, honest hooker with dreams and a heart of gold, different from how the sex workers are viewed in a reality where they end up as just another "dead hooker in a dumpster" (Ruti, 2016).
The movie also displays fetishism of commodity, with prostitution as one of the involved topics. The body of a woman is seen as an object that can be sold or bought. It applies to the character of Vivian, Kit, and the other sex workers seen in the film. It can also be related to the actress Julia Roberts because her body was used to help sell the movie to movie-goers (Hirschman & Stern, 1994). Even on the opening scene where Julia Roberts will be first seen, the focus of the camera started on her body while slowly scanning while she dresses. The scenes were very provoking and seductive exhibiting the beauty of the female body but also using it as part of the commodity of the movie industry. In addition to the previously mentioned, the luxuries are seen in Hollywood like gold, limousine, rubies, diamonds, and expensive clothes are also commodities, fueling consumer capitalism in the film. Many scenes have also shown how the people leaned into the objects that were beautiful and decadent to fill somehow and compensate for the lack that the characters felt (Hirschman & Stern, 1994). Edward mentioned in a few instances how he always chose something because it was the best, as the penthouse in The Beverly Wilshire and the seats they got when they watched an opera, which were all located on the highest possible option although he was scared of heights, further supporting consumer capitalism and the male ego that the lead has. The famous shopping scene of Vivian where she came back to the store who snubbed her the day before, now carrying many shopping bags from other expensive brands, with Vivian uttering "big mistake" was a winning moment for both Vivian and the audience, but also a scene proving that the empowerment felt by the female protagonist in this scene is from the power of money and wealth (Clemons, n.d.).
Consumer capitalism is a theory relating to the social-political, and economic conditions wherein there is a manipulation of the consumer demands with marketing techniques to benefit the sellers. This applies to the movie, especially during the shopping scenes, where the obsession in things is shared with the audience (Ruti, 2016). Capitalism is also seen as a form of pretension of having a false sense of liberty, equality, and peace (Ripstein, 1987). It may add a touch of fairytale to this romantic comedy, but it also unconsciously idealizes the need for material objects. With this theory being applied to the movie, this promotes the thought that these luxuries are needed by Vivian to fit in, that a transformation was needed for her to be worthy and acceptable (Clemons, n.d.). This does not give justice to the dignity of a woman which is never defined by material possessions, status, or wealth.
There are several scenes in the movie which shows the people gazing at Vivian Ward. This also supports the idea of Vivian Ward as a fetishism providing visual pleasure to those whose eyes were caught (Ranjitha, 2018). The gazes and looks given were a mixture of judgement, awe, and lust depending on the scenario, but from the male characters, it was mostly attraction towards our protagonist with the visuals that they are seeing. The way that the curves of Vivian were seen at first with loud makeup on which may be the perceived reason for the looks, but even at the time when she was already dressed like a lady, all elegant and decent, there were still these glances. The male gaze seen in this film portrays how the subject's beauty and aesthetics are for the view and enjoyment of the heterosexual males.
Throughout the film, male characters both in the wealthy, educated crowd of Edward and the pimps and drug dealers crowd of Vivian show power over the females. Gender inequality in this film was evident in so many levels enabling us to notice how common these things are in the everyday lives of society. Examples of these issues are sexual harassment, men being promoted more compared to women, unequal power, access to resources, education, and cultural practices (Hirschman & Stern, 1994). The businessmen and drug dealers had control over their wives, employees, prostitutes in their territories, while the female characters had to adjust, exhibit passivity, or are simply not heard. Aside from Edward himself, it is also seen throughout the movie that most, if not all, of the influential businessmen, are men seen with their wives, girlfriends, or secretaries dressed up nicely, in tow or draping over their arm as if they are some decoration or to add aesthetic appeal.
The attitude of Edward's lawyer, Phil Stuckey, also demonstrated how women were generally viewed. Phil is a married man but his relationship with his wife is strained and something that would not be described as loving or romantic. There was also a scene where he obviously showed no care to whatever his wife was saying at the time. In addition to that, he also made rude, degrading comments regarding Vivian even when he was already warned by Edward to not treat her that way. He was also one of those who gave the male gaze towards Vivian, viewing her as something beneath his status and an object of desire simply to satisfy a man's need (Ranjitha, 2018). Even after all these, he still did not find these enough and even hit, harassed, and attempted to rape Vivian when he found her alone in the penthouse of Edward. Good thing that Edward came to the rescue just in time before any further harm can be done, but Phil was simply punched and kicked out, treating what happened insensitively. This may give the idea, although unconsciously, that what Phil has done is something petty that application of ice on where Vivian was hit would make everything okay and acceptable, but it should not be the case. Vivian also rhetorically inquired if boys were taught how to hit girls in the face, indicating how often this kind of physical abuse towards women happens (Evans, n.d.).
To further analyze the patriarchal theme of the movie Pretty Woman, a discussion regarding Edward Lewis as the lead male protagonist, his image and effect on other characters will be explained in detail. Edward was portrayed as a modern prince charming viewed as powerful and privileged. Even during the first part of the film, it was established that he is a successful and wealthy businessman who raided corporate companies. In many aspects of his life, he was able to do whatever he wants, and people around him adjust. An example of this is when his girlfriend broke up with him over the phone because of being inconsiderate with his girlfriend's schedule and expecting her to be always at his beck and call, showcasing how he had always been self-centred and that he had given more importance to his work compared to the women who he had been in a relationship with. An encounter where his ex-girlfriend, who is now happily married also confirmed that she was able to talk to his secretary more compared to him when they were in a relationship, further proving the type of character Edward has. Edward was portrayed as a prince charming in a romantic comedy film, but although he has those charming romantic gestures, he still exudes a highly patriarchal demeanour, especially with the way he sets propositions like offering a mistress status bribing with money and other material things, even until the very end before the last grand scene.
The double standards set by the society which can be seen in the film and are also relevant in real life tackles the difficulties of Vivian Ward as a female in the social setting given in the film, in addition to the fact that she is a part of the sex industry. Casual or paid sex was viewed as all right and an average business when done by men but is something disgusting or deserving of ill-treatment by other people in the society when done by women (Evans, n.d.). Gener...