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"Men act and women appear. Men look at women. Women watch themselves being looked at" (John Berger)

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"Men act and women appear. Men look at women. Women watch themselves being looked at" (John Berger)

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Reflects a historical tradition where women's social roles and values are determined primarily by their appearance. Women are very much the object of a male gaze- not only physically, but in art and literature as well.

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Advertisements in the 1950s often reflected the 'male gaze' onto women- women were not deemed 'valuable' unless they worked hard and performed the tasks that men weren't expected to do. This includes things such as cooking, and cleaning.

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'The Perfect Woman' (1950s version- makeup)

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'The Perfect Woman' (1950s version- makeup)

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Beauty books were written in the 1950s, instructing women what to wear, and what makeup look to have at every hour of the day. Pinks and reds were the most 'feminine' lip colours.

https://ysabellafernandez.wordpress.com/2013/05/17/the-ideal-woman-a-timeline-of-beauty-from-the-1910s-to-the-1950s/

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The perfect body for women in the 1950s was almost of 'Jessica Rabbit' proportions- tiny waist, wide hips, larger breasts.

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How has this viewpoint changed over the next 100 years? 

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How has this viewpoint changed over the next 100 years? 

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As society evolves and changes to meet new normalities, the standards of beauty and the view of the 'male gaze' drastically changes. The typical 'hourglass' shape for women changes dramatically throughout the years, reflecting the needs of 'the male gaze'.

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The video below attempts to showcase some of society's 'ideal bodies' throughout the ages

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The video below attempts to showcase some of society's 'ideal bodies' throughout the ages

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Displaying a variety of body types, brief reasons are also given as well explaining 'why' they were appealing to men of that era. However, it must be noted that despite the ease of access to this video, information provided may not be entirely accurate, and should only be taken as a starting point for research.

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Women's Ideal Body Types Throughout History

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How magazine covers have changed over the past 100 years

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How magazine covers have changed over the past 100 years

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Objectification is even used against women in advertising, using models with exaggerated proprotions (such as Kim Kardashian and Nicki Minaj) to 'inspire' the average woman to achieve a similar look.
Link: https://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwjN1PPF5p3dAhUDUN4KHdMLBsUQjhx6BAgBEAM&url=https%3A%2F%2Fwww.huffingtonpost.com%2Fentry%2F100-years-of-magazine-covers-karen-x-cheng_us_55df2ea5e4b0e7117ba90546&psig=AOvVaw06dkv-ZOpNT3ovmpmzZm-_&ust=1536025464712739

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Objectification and changes in body types in society today

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Objectification and changes in body types in society today

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Although the standards of beauty have since changed since the 1950s, it must still be investigated whether women are still being objectified for their male counterparts. With a heavier emphasis on curvy frames and larger posteriors, there is a fine line between empowering women, or the already-established 'male gaze'.

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Objectification is still present in modern-day advertising

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Objectification is still present in modern-day advertising

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Sexually-oriented stimuli is still used in advertising today to draw in sales and consumers.

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Sexual stimuli in advertising: relying on objectification to secure sales

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Sexual stimuli in advertising: relying on objectification to secure sales

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The Role of Sexually-Oriented Stimuli in Advertising: Theory and Literature Review by R. Dale Wilson and Noreen K. Moore

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Advertisement for male cologne uses sexual stimuli

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Advertisement for male cologne uses sexual stimuli

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Essentially the innuendo for this advertisement is: if one purchases this cologne, they'll be more sexually attractive to women.

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'Beauty is nothing without brains'

https://www.youtube.com/watch?v=ElG8hmOZ1Gs

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'The Perfect Body' and objectification in Advertising

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'The Perfect Body' and objectification in Advertising

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With the increase of social media, particularly Instagram, there has been an increase in hsahtags such as #bodypositive, encouraging women to feel beautiful irrespective of whether they conform to society's standards or not.

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Setting new standards for modern beauty?

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Nicki Minaj and Kim Kardashian are two celebrities changing the way the 'ideal' woman is viewed, placing an emphasis on bigger hips and breasts

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Is this empowering women or encouraging the 'male gaze'? 

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Is this empowering women or encouraging the 'male gaze'? 

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While the move from body stereotypes in the 30s, 40s, and 50s is undoubtedly empowering women and encouring them to embrace their bodies, is it in fact EMPOWERING the male gaze instead? By promoting bigger hips, bottoms, and breasts, with tiny waists, and scantily-clad women, it seems to both be empowering women in sexual confidence, yet also encouraging male observation (see: Berger quote above).

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When considering objectification, it is important to first consider where the established 'line' is between women these days being empowered by their sexuality, and allowing others to exploit it. 

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When considering objectification, it is important to first consider where the established 'line' is between women these days being empowered by their sexuality, and allowing others to exploit it. 

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The topic for investigation in this streamlined padlet project was the objectification of the female body, and how it relates to feminism in society today. Leading with a quote from John Berger, 'men act and women appear" (Berger), it opens multiple points for discussion. Typically, a woman was judged by her appearance, and her social role relied heavily upon said appearance. In the 1950s, a woman was expected to be loyal, hardworking, and have the 'ideal' body type- which was typically an hourglass figure. A woman's beauty was reliant on her body type and her ability to cook and bear children. Despite claims moving towards a more ‘civilised’ society which is more body positive, it is still unclear whether Berger’s statement still applies today.

However, with the move towards a more inclusive society which relies heavily on social media as a digital outlet, there has been a distinct shift towards empowering women and instilling body confidence with those who may not necessarily conform to society's standards. Whereas in previous eras women were encouraged to 'cover up', there has been a shift towards women owning their sexuality, and taking more dramatic steps to achieve the 'perfect body'. Nowadays, women are expected to be curvy but fit, with larger breasts and buttocks. This is encouraged by the rise of celebrities such as Nicki Minaj and Kim Kardashian.

However, it must be considered that there is a line between empowering women with body types, and allowing others to exploit them. Are we empowering women and feminism, or are we in fact empowering Berger's statement and strengthening the 'male gaze'? There is no clear answer, as there is evidence for both arguments.