2023/05/17 by Yingman Tang · 1 voice
Social Sciences · #Gender, Feminism, and Media #Media, Gender, and Advertising
paper · pdf · doi:10.54254/2753-7048/4/2022314
openalex publication_date 2023/05/17 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/31
Male gaze has had far-reaching effects on people in all aspects. With the rapid development of digital media, women have created their own female-centered aesthetics. Thus, the reversed definition of male gaze — female gaze — occurs in the discourse for the first time. Women single out their desirable images of men by creating idols, culture, romantic games for women, and so on. Aiming to seek the potentials and precise impacts of this noted women participation in consumption, the paper would resort to affect theory, a method of case study. The results showed that the anti-male gaze attempt managed to diminish the perception of women as monolithic state. It disintegrated the traditional one-dimensional characters to a certain extent. These emerging multiple standards are set conversely to toxic masculinity. However, the concept of female gaze, on the other hand, could be another thought trap created by patriarchy. Women participation here has non-negligible drawbacks in that women do not equip the same physical and social power to demand men. Therefore, people should view it dialectically so as to fight back the male gaze with other more judicious approaches.