Work

Sexualized Branded Entertainment and the Male Consumer Gaze

Year: 2014

Type: article

Abstract: This article applies the “male consumer gaze” – integrating work influenced by Erving Goffman and Laura Mulvey – to two branded televised events: the 2011 Victoria’s Secret Fashion Show and the 2012 Hooters International Swimsuit Pageant. Critiqued elements include gendered body positioning, televisual and narrativizing techniques, social and integrated media, and branding strategies that combine to create a flow of consumption-based male gazing. Such trends may intensify with changes in media economics and niche marketing.

Source: tripleC Communication Capitalism & Critique Open Access Journal for a Global Sustainable Information Society

DOI: 10.31269/triplec.v12i1.506

Authors: Matthew P. McAllister, Lauren J. DeCarvalho

Institutions: Pennsylvania State University, University of Arkansas at Fayetteville

Language: English

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

SDG: Gender equality

Open Access status: diamond

OpenAlex ID: W1518995700

FWCI: 0.743

Cites: 44

Cited by: 11

Related to: 10