What question did this study set out to answer?

This study aims to investigate how masculinity is represented and objectified in television advertisements through the concept of the gaze.

June 15, 2026Communication PapersOpen Access

Media Apollos: Representation of Masculinity through the Concept of Gaze

View Full Paper

Ask AI

Bookmark

This study aims to investigate how masculinity is represented and objectified in television advertisements through the concept of the gaze.
Narrative analysis of eight commercials produced between 2012 and 2021
Focus on advertisements for fragrances, deodorants, and apparel
Examine representations of muscularity and agency within these commercials
Male subjects are portrayed as objects of desire due to emphasis on muscularity like the torso and biceps
Despite visual objectification, males retain structural agency compared to females
Findings complicate traditional views on gendered objectification within media.

No takes yet. Share an insight, caveat, or question.

Narrative analysis reveals how the gaze objectifies male physiques in advertisements, indicating complex gender dynamics.

Gabelić et al. (2026) studied this question.

View Full Paper

Ask AI

Bookmark