Representation [Gender]

 Media is an important agent within societies which plays a vital part in the portrayal of gender representation. Traditionally, gender representation reinforced clear gender differences; however, in contemporary societies the representation occasionally displays a greater coming together of gender.

Formerly, the depiction of bodies were focused on women - but relevant to men [male gaze]. Body representation is a part of a greater set of ideas about beauty & attractiveness, particularly, how women should look & behave. Laura Mulvey states that female display in media is done for the benefit of the ‘male gaze’ - female lives are viewed from a masculine lens which is controlled by male needs & desires. It objectifies females, viewing them as only the item of desires.

On the other hand, the traditional representation of men dealt with absolute toughness, stubborn self-reliance & not being expressive AKA hegemonic masculinity. 

Now, in contemporary societies, the representation of both the genders has altered; Men are now shown as more emotional, in need of help, willing to treat women as equals etc (relatively) - also, men are also represented in terms of ‘female gaze’ that sexualizes & objectifies the body, e.g: in cosmetic advertisements which use male models with bare torsos. Whereas women, are now shown as being the protagonist/heroin but the emphasis still remains upon their physical characteristics, also, for example: female sexuality is used routinely to sell consumer goods/advertising.