Sexualized branded entertainment and the male consumer gaze

Matthew P. McAllister, Lauren J. Decarvalho

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Integrating work influenced by Erving Goffman and Laura Mulvey, this article applies the concept of the "male consumer gaze" to two branded US televised events, the 2011 Victoria's Secret Fashion Show and the 2012 Hooters International Swimsuit Pageant. Critiqued elements include gendered body positioning and placement, 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.

Original languageEnglish (US)
Pages (from-to)299-314
Number of pages16
Issue number1
StatePublished - 2014

All Science Journal Classification (ASJC) codes

  • Communication
  • Computer Science Applications


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