Feminist Theory

The Feminist Theory argues that media is a product of predominant male control. The theory states that the media objectifies women as sex objects. Stating that they are in their posts because of the way they look rather than their professional credentials. As a result of the feminist theory Laura Mulvey created the 'Male Gaze' theory, this is the idea that media is aimed more towards men, for example, the front covers of magazines tend to depict woman in seductive poses. Here is an example of the male gaze, depicting Jessie J in hot pants, high heels and tights with cuts in. The point of this is to attract male attention in order to get more men to buy their magazine. It is argued that this can be demeaning to women however artists such as Jessie J tend not to be to perturbed by it.

The 'male gaze' has two sections:

Voyeurism - Turning something into an object in the attempt yo make it increasingly beautiful.

Fetishism - When a female, is perceived as beautiful and yet treated as an object.