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

"Males are now used in a similar way as women, in so far as they are being presented as sex objects and are seen to be more image conscious and sensitive"

How is gender presented?

Women:

• Weak
• Powerless
• Over-sexualised
• Belongs in the kitchen 
• Skinny
• Victim
• Often reliant on someone else - usually a man 

Men:

• Heroic
• Attractive
• Strong
• Dumb
• Violent
• Brave
• Powerful
• Muscles

One example of a sexist magazine would be 'GQ', as they present their male celebrities as formal and sophisticated, as evidenced by the smart suit worn by Ryan Gosling, whereas female celebrities are usually posing seductively, with very little clothes on. This is done because it will appeal to many male members of 'GQ's target audience. Ryan Gosling is seen as a 'heartthrob' by many females, and by including a medium close up shot of him looking at the camera uses direct address to make the audience feel more personally involved with him, thus making them want to buy the magazine.