Objectification: Treating a person or group of people as objects as opposed to people.
The gaze can be seen in 3 main ways:
Women are arguably more objectified in media as they are commonly dressed in less clothing than men are in advertising, magazine articles and visual media productions. This an be to attract an audience to a certain product (through uses and gratifications such as for escapism), more typically, a male audience. or it can be to provide a more relatable experience for an audience such as women -for example- in advertisements for products linked to roles allocated typically to women, such as cleaning or looking after the home.
Scopophillia: The pleasure involved in looking at other people's bodies
The gaze can be seen in 3 main ways:
- How Men look at Women,
- How Women look at themselves,
- How Women look at other Women.
Women are arguably more objectified in media as they are commonly dressed in less clothing than men are in advertising, magazine articles and visual media productions. This an be to attract an audience to a certain product (through uses and gratifications such as for escapism), more typically, a male audience. or it can be to provide a more relatable experience for an audience such as women -for example- in advertisements for products linked to roles allocated typically to women, such as cleaning or looking after the home.
Scopophillia: The pleasure involved in looking at other people's bodies
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