TY - JOUR
T1 - Sexualized branded entertainment and the male consumer gaze
AU - McAllister, Matthew P.
AU - Decarvalho, Lauren J.
N1 - Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2014
Y1 - 2014
N2 - 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.
AB - 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.
UR - https://www.scopus.com/pages/publications/84898433645
UR - https://www.scopus.com/inward/citedby.url?scp=84898433645&partnerID=8YFLogxK
U2 - 10.31269/triplec.v12i1.506
DO - 10.31269/triplec.v12i1.506
M3 - Article
AN - SCOPUS:84898433645
SN - 1726-670X
VL - 12
SP - 299
EP - 314
JO - TripleC
JF - TripleC
IS - 1
ER -