Introduction: Criticism on Nepalese

Of the scholars who have published criticism on representation of women and men in Nepalese print and television media, surprisingly few have examined the media's role in formation of ideologies, and of these few, none have dealt with the operation of "male gaze" in representation.
Particularly, most critics have ignored the fact that the media representations always present women's images with over invested sexual meanings not because of dominion but because of the "fear" that haunts a male every time he faces a woman. As a result, these critics have overlooked the critical possibilities, which arise when psychological forces operate to influence the media and society, and have therefore failed to uncover the underlying elements -- the voyeuristic and fetishistic fantasies -- that are guiding the posture and shape of images in the advertisements and are forming ideologies. Mass media, through continuous reinforcement and broadcasting of same advertisements formulate ideologies in society, because the ...
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... commercials taken as works of art, which in many respect, are similar to what other critics do while making criticism on films and fictions. This research, thus, begins by exploring the possibility of analysing how the culture of looking is operating in production of Nepalese advertisements.
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