Media Apollos: Representation of Masculinity through the Concept of Gaze

Abstract

The contemporary media landscape is increasingly characterized by the pervasive phenomena of corporeal commodification and objectification. Drawing upon Anthony Giddens’ assertion that mediated power dynamics between objectified men and women reflect broader societal structures, this study investigates the representational tropes of masculinity within international television advertisements for fragrances, deodorants, and apparel. The primary objective is to elucidate how the mechanism of the 'gaze' facilitates the objectification of the male physique. Through a narrative analysis of eight purposively selected commercials produced between 2012 and 2021, the research demonstrates that the strategic emphasis on muscularity – specifically the torso, biceps, and chest – effectively transmutes the male subject into an object of desire. Critically, however, the findings suggest a semiotic divergence: while visually objectified, male subjects maintain a position of structural agency and dominance relative to their female counterparts, thereby complicating the traditional paradigms of gendered objectification.