Media representations of gender
Media typically represents women through male gaze (objectified, sexualised) and men as active/powerful; these representations reinforce gender inequality and shape gender identities.
Real World
The Lynx (Axe) deodorant advertising campaign consistently portrayed women as passive sexual rewards for men, a textbook example of Mulvey's male gaze reinforcing gender inequality through mainstream commercial media.
Exam Focus
Use both Mulvey and Gill to show nuance — examiners reward evaluation of whether media has changed or simply repackaged objectification as empowerment.
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