The Hegemonic Male Gaze in the Media Culture

Influences of Advertisements on Female Beauty Standards and the Use of Beauty Filters on the Popular Social Media Platform

DOI

10.2991/assehr.k.220704.188How to use a DOI?

Keywords

Media Hegemony; The Male Gaze; Female Beauty Standards; Social Media Beauty Filters

Abstract

Giant media corporations are the representation of the ruling class who have the power to control media content published to the public and the right to disseminate their preferred ideologies to society. People outside the In-Group are considered media consumers who are repeatedly exposed to media productions containing hegemonic ideologies. Consequently, due to the daily exposure to hegemonic ideas incorporated in traditional and new media, media consumers began to accept hegemonic ideas as social norms. That is when media hegemony actually happens. The idea of the hegemonic male gaze can usually be found in all kinds of business promotions used in the media industry, principally in advertisements. Since males are not the only groups of people who are eager to see images of hot girls in media productions, the sexualized performance of women in advertisements is also attractive to females. After perceiving a certain beauty standard and aesthetic trend shaped by the hegemonic male gaze in social media, women are more likely to pursue the idealized definition of beauty by altering their physical features. Beauty filters on social media are the most popular tool used by females to change their looks to fit into the current beauty standard. This article uses the use of beauty filters on Douyin (the Chinese version of TikTok) as an example to illustrate the cause-and-effect relationship between the hegemonic male gaze in advertisements and the prevalent aesthetic trends.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yiran Dang
PY  - 2022
DA  - 2022/07/11
TI  - The Hegemonic Male Gaze in the Media Culture
BT  - Proceedings of the 2022 3rd International Conference on Mental Health, Education and Human Development (MHEHD 2022)
PB  - Atlantis Press
SP  - 1042
EP  - 1048
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220704.188
DO  - 10.2991/assehr.k.220704.188
ID  - Dang2022
ER  -