Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the raft domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php on line 6114 Warning: Cannot modify header information - headers already sent by (output started at /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php:6114) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/rest-api/class-wp-rest-server.php on line 1893 Warning: Cannot modify header information - headers already sent by (output started at /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php:6114) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/rest-api/class-wp-rest-server.php on line 1893 Warning: Cannot modify header information - headers already sent by (output started at /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php:6114) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/rest-api/class-wp-rest-server.php on line 1893 Warning: Cannot modify header information - headers already sent by (output started at /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php:6114) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/rest-api/class-wp-rest-server.php on line 1893 Warning: Cannot modify header information - headers already sent by (output started at /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php:6114) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/rest-api/class-wp-rest-server.php on line 1893 Warning: Cannot modify header information - headers already sent by (output started at /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php:6114) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/rest-api/class-wp-rest-server.php on line 1893 Warning: Cannot modify header information - headers already sent by (output started at /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php:6114) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/rest-api/class-wp-rest-server.php on line 1893 Warning: Cannot modify header information - headers already sent by (output started at /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/functions.php:6114) in /customers/a/5/e/nowadays.org.uk/httpd.www/wp-includes/rest-api/class-wp-rest-server.php on line 1893 {"id":3802,"date":"2023-03-27T18:37:36","date_gmt":"2023-03-27T17:37:36","guid":{"rendered":"https:\/\/www.nowadays.org.uk\/?p=3802"},"modified":"2023-03-27T18:37:37","modified_gmt":"2023-03-27T17:37:37","slug":"the-male-gaze-a-normalised-expectation-of-gender-inequality-in-the-media","status":"publish","type":"post","link":"https:\/\/www.nowadays.org.uk\/the-male-gaze-a-normalised-expectation-of-gender-inequality-in-the-media\/","title":{"rendered":"The Male Gaze: A normalised expectation of gender inequality in the media"},"content":{"rendered":"\n

Both historically and currently, women have been sexualised and objectified in the media. In order to appease the patriarchy, audiences of media, such as film, are often met by a view of women that is commonly associated with a heterosexual male\u2019s gaze. As a result of its continuity, society and mainstream audiences appear almost desensitised to this as it becomes a normalised aspect of the media.<\/p>\n\n\n\n

Historically, this representation of women was prevalent due to the status of women and the expectations that society had of them. The media presented women as inferior, weak, and dependent on men. This is distinctly understood through slogans such as Heinz Ketchup\u2019s \u201ceven a woman can open it\u201d and Tide\u2019s \u201cgot what women want\u201d advertisements. Contextually, these adverts aim to attract women who were commonly housewives, purposed with tasks such as cooking, cleaning, and childcare. Gender inequality, and its portrayal in the media, stemmed from the \u2018breadwinner\u2019 archetype of men who were expected to be the \u2018man of the house\u2019. These themes and ideas seem to be an underlying influence in the portrayal of women in the media. Crucially, women are still utilised for visual appeal. This is evident in the 2017 film Jumanji<\/em> due to the costuming for Karen Gillan\u2019s character.   <\/p>\n\n\n\n

Conversely, some may argue that the male gaze is not as ubiquitous in the media as it was historically. Currently, there are a range of films (e.g., Black Panther<\/em>, Ocean\u2019s 8<\/em>, and The Hunger Games<\/em>) that aim to modernise the media and reduce the prevalence of the male gaze. In these films, there are female main characters who fulfil the hero archetype: T\u2019Challa depends on an army of woman warriors in Black Panther<\/em>, the all-female crew in Ocean\u2019s 8<\/em> pull off a high-risk heist, and Katniss Everdeen is the ultimate warrior and survivalist who achieves victory in The Hunger Games<\/em>. Arguably, the male gaze could be transformed by modern producers to instead empower women through their sexuality, rather than it being presented negatively. Through the suggestion that women in general should have freedom of expression, particularly through their appearances, helps celebrate their femininity by reclaiming the object of the male gaze as their own to project. This is also evident in other forms of media, such as music videos, with Beyonc\u00e9\u2019s \u2018Formation\u2019 production being a potent example of this reclamation.<\/p>\n\n\n\n

Therefore, the objectification of women in the media can be seen as having oppositional effects. What some people will consider a sexual oppression of women in the media, others may consider it the celebration and empowerment of women.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mainstream audiences of media productions have become almost desensitised to the objectification of women’s bodies on screen throughout history. Is there a way that modern producers can transform portrayals of female sexuality in order to empower women instead?<\/p>\n","protected":false},"author":115,"featured_media":3803,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oct_exclude_from_cache":false,"footnotes":""},"categories":[14],"tags":[447,445,444,332,446],"class_list":["post-3802","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture","tag-film","tag-gender-inequality","tag-male-gaze","tag-women","tag-women-in-the-media"],"yoast_head":"\nThe Male Gaze: A normalised expectation of gender inequality in the media - Nowadays<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nowadays.org.uk\/the-male-gaze-a-normalised-expectation-of-gender-inequality-in-the-media\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"The Male Gaze: A normalised expectation of gender inequality in the media - Nowadays\" \/>\n<meta name=\"twitter:description\" content=\"Mainstream audiences of media productions have become almost desensitised to the objectification of women's bodies on screen throughout history. 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