I have chosen to study The Male Gaze (Mulvey) - the idea that media is shown in the eyes of a white heterosexual man. There is plenty of evidence such as through products like Coca Cola. The curves of the bottle are meant to reassemble a woman body - or at least how a man wishes a woman body to look like.
The Male Gaze is also shown in films such as James Bond where the woman is used mainly as an erotic object but has no real effect on the story line of the film itself.
However there are theories that conflict with these ideas. For example; The Female Gaze. The Female Gaze is the idea that media is shown through the eyes of a woman - something which is becoming slowly more popular. An example of this can be found in the children's animated film Madagascar 2. Gloria the hippo looks like you would expect a normal hippo too look, as do all the other female hippos. However the male hippo, Motto Motto, emerges out of the water with bushy eyebrows and a strong stomach.
http://youtu.be/_-4uV-CdT1o
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