Within the media and across society, it is a male dominated world. The media respond to this by appealing to mostly men than women and would represent women in a stereotypical way to meet their demands. Before the establishment of equality, women were seen more or less as objects to please the men. Here on this magazine cover a women is used for 'eye candy' to bring pleasure to a male audience. This would not be the case if she was not as attractive.
The 'male gaze' is a theory by Laura Mulvey by which, for example men would buy this magazine as their is 'eye candy' in the form of a half naked woman. That it is the only reason that they would buy it. This is called 'objectification'. Luara Mulvey looks at this in two different ways, voyeurism and fetishism.Voyeurism is a perversion in which a person receives sexual gratification from seeing sexual behaviour. Fetishism is when someone sees a person as an object of their own sexual pleasure.
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