Male objectification has been an overlooked topic in the Gender Studies. The aim of this study was to fill in a gap in the South Korean Gender Studies about male objectification in South Korean...Show moreMale objectification has been an overlooked topic in the Gender Studies. The aim of this study was to fill in a gap in the South Korean Gender Studies about male objectification in South Korean television commercials. The study examines the appearances of the male objectification depending on the audiences of the television commercials. Firstly, it shows the current debate going on in the Gender Studies about model objectification and how the study fits in this debate. Secondly, it cooperates frameworks such as Goffman’s Gender Advertisements to create a visual analysis. This visual analysis is being used to examine the appearances of the male objectification in television commercials. Additionally, the study debates whether the existing frameworks in the Gender Studies are applicable to measure the objectification in male models because these frameworks tend to focus on female objectification. It argues that the appearances of male objectification change depending on the audiences and that the frameworks being used in this study need to be revised in order to be up to date.Show less
