Gaze’ and Bodies’ in popular print: Understanding the changing representation of women in visual culture

Journal Of Media And Communication,


The paper attempts to develop arguments around concepts like Gaze’ and the understanding of bodies’ within popular culture. In its discussion on the male gaze’, it raises pertinent questions of ways in which, with the rise of consumerism, the women’s representation, particularly in the popular media, has become more vulnerable. This paper has tried to problematise the existing notion of popular women’s magazines as best companion for women’, as they are fraught with contradictions of what they claim to be and represent. The paper further explores the changing meanings of representation particularly with the advent of globalisation and the rise of the beauty industry.