Sexualized Branded Entertainment and the Male Consumer Gaze

Authors :: Matthew P. McAllister
Lauren J. DeCarvalho
Source :: tripleC: Communication, Capitalism & Critique, Vol 12, Iss 1, Pp 299-314 (2014)
Publication Year :: 2014
Publisher :: Media Systems and Media Organisation Research Group, 2014.
Paderborn University, 2014.
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.