Xun Zhu (Vertin)
Introduction
Welcome to Media Insights! I’m Vertin, and today we’re tackling a hotly debated topic—the male gaze. Originally introduced by Laura Mulvey, this concept sheds light on how media often frames women as objects to be looked at, with men typically positioned as the viewers. In today’s media world, the male gaze isn’t just a visual trend; it’s a subtle yet powerful way to shape gender dynamics through imagery and storytelling.
podcast outline
1. Introduction
Introduction to male gaze theory
Background introduction
2.Objectifying women: Constructing gender cognition through visual symbols.
Present a point of view, a case study – The Victoria’s Secret Show
Limitations of critical discussion — “very demure very mindful” on TikTok.
3.Strengthening Gendered Power Relations: Consolidating Gender Hierarchy through Narrative Frames
Propose viewpoints and conduct case analysis — Bond girls in the “007” series.
Critical evaluation – The story of motorcycle racer Neharika Yadav.
4.Data gaze: How algorithms reinforce gendered perceptions
Put forward a viewpoint — social media platforms push mainstream aesthetic content
Critical view – The “body positivity” trend on TikTok
Further reading
These are the relevant events I mentioned in the podcast below, and you can read further about the events if you’re interested.
Live on October 15: Victoria’s Secret Fashion Show 2024
“very demure very mindful“
In the context of this very demure very mindful TikTok trend, “demure” is used to describe a hyper-feminine and reserved demeanor.Lebron’s original video, where she detailed her beauty routine—complete with makeup, a long straight wig, and perfume—exemplified this concept in a tongue-in-cheek manner.
Bond girls in the “007” series
In the Hollywood movie series “007”, James Bond, as a symbol of male authority, the “Bond girls” around him only play decorative roles. Their existence is only to highlight Bond’s male charm and has no substantial impact on the narrative development.
Professional motorcycle racer Neharika Yadav
Professional motorcycle racer Neharika Yadav used social media to showcase her achievements in the traditionally male-dominated sport, challenging gender stereotypes and encouraging young Indian women to pursue their passions despite societal expectations by sharing her experiences of racing on international circuits.
Body positivity
The “body positivity” trend on TikTok combats mainstream aesthetic standards through real, unadorned body displays. Its viral spread relies on the same algorithmic logic. This shows that algorithms can not only amplify gendered symbols but also become boosters for diverse gender narratives.
Reference list
- Gill, R. (2008). Empowerment/Sexism: Figuring Female Sexual Agency in Contemporary Advertising, Feminism & Psychology 18(1). Los Angeles: SAGE.
- Mulvey, L. (2006). ‘Visual Pleasure and Narrative Cinema. in Durham, M.G. & D. Kellner (2006), Media and Cultural Studies: Key works
- Noble, S. U. (2018). Algorithms of oppression: How search engines reinforce racism. In Algorithms of oppression. New York university press.
- Ross, K. (2009) Gendered Media, [Introduction and Chapter 1], pp. 1-40.McLuhan, M. (1994). Understanding media: The extensions of man. MIT press.
- Van Zoonen, L. (1994). Feminist Media Studies. London: SAGE.
