Gender and the Male Gaze : Representations of Women in Advertising. The male "him" is used here deliberately for the act of perception has, within the frame of Western culture, been largely the jealously guarded prerogative of men. The gendered "eye" will be the subject of this essay. It will be argued that contemporary mass media, and in particular mass media advertising, privilege the male gaze, thereby defining "seeing" as a manifestation of contemporary gendered power structures. 4 pgs. Bibliography lists 5 sources. Pages: 4 Bibliography: 5 source(s) listed Filename: 4445 Gender Male Gaze.doc Price: 35.80