Gender

Laura mulvey - 1975

"As erotic objects of desire for the characters within the story, and as erotic objects of desire for the spectator"

David Gauntlett 2002

" Images of the conventionally rugged super independent Extra strong macho man still circulate in popular culture"

Mackillon 2002

In 2002 Mackillon said males are now used in the similar was as women, in so far as they are being presented sex objects and are seen to be more image conscious and sensitive.

In 1975, feminist critic Laura Mulvey publish a paper entitled; "Visual Pleasure & Narrative Cinema," decades later her theories can still be applied to TV drama, film and media products like magazines.

Mulvey, summarised the role of female characters in traditional media products through saying that they simply function on two levels: “As erotic objects of desire for the characters within the story, and as erotic objects of desire for the spectator.”  (Mulvey, 1975).

In short, using sex to sell is one of the most common tactics used on any media product. If you want to attract a male audience putting an attractive woman in a sexy pose on the cover will probably get their attention and sell your music magazine. 

Contrary to some of Mulvey's feminist ideas, this does not automatically put off female readers because some women in the secondary or primary target audience may feel the woman represents them because they want to be seen as a sexy attractive woman themselves. 


Also, it is worth noting, since 1975 times have changed and men are now used in a similar way to women to sell magazines to a female target audience. In other words, female sexuality is recognised and sexy men are put on products to attract women. As the example shows, even magazines pitched at young teenage girls use this tactic because there is a topless man in one of the minor images and Justine B. is posed showing off his figure while looking flirtatiously at the potential target audience. 

Males:
- Strong and attractive
- Hero
- Masculine
- Have jobs and go to work

Females:
- Sexualised
- chores
- house work
- usually the victim
- skinny
- Attractive


https://www.youtube.com/watch?v=MgVvswGSZPo
https://www.youtube.com/watch?v=Z6UUAE2CXXM