Unravelling the female image redefining and re-creation patterns in video mashups: from the perspective of gaze theory

In the wake of burgeoning feminism and the prevalence of video mashups, the redefinition of the female image has garnered substantial attention from scholars and practitioners alike. However, there is a dearth of research on female images and their redefining patterns in the context of video mashups. This study endeavours to address this void by synthesizing existing literature on video mashups and employing content analysis methods to elucidate the female images within these multimedia amalgamations. A comprehensive dataset of female video mashups was amassed for examination. We identified five predominant female images: “Beautiful appearance,” “Power master,” “Capable professionals,” “Independent protesters,” and “Torture suffers.” Drawing inspiration from gaze theory, our study delineates three primary re-creation patterns: “Identification,” “Confrontation,” and “Hybridity.” This research extends the purview of gaze theory, providing valuable insights into the evolution of female images in the digital age and its multifaceted reconfiguration within the realm of video mashups. Additionally, this study offers practical implications for communication strategists, empowering them to devise effective campaigns fostering gender equality and female empowerment.