Male Gaze Economy

By Nand Lal Rathore

In the age of algorithms, attention has become the world’s most profitable commodity. Social media platforms reward visibility, influencers compete for engagement, and corporations profit from clicks and views. Beneath this glamorous culture of “content creation” lies a disturbing reality: modern digital spaces often operate through what feminist thinkers call the “male gaze economy.”
‎The foundation of this idea can be traced to John Berger, who famously argued that “men act and women appear.” According to Berger, society trains men to participate in the world while women are conditioned to constantly observe themselves through the eyes of others. Later, Laura Mulvey expanded this concept in 1975 through her theory of the “male gaze,” explaining how cinema portrayed women mainly as objects of visual pleasure. Today, this idea has moved beyond films and deeply entered the structure of the digital economy.
‎Social media platforms such as Instagram, TikTok, and Snapchat function on algorithms that reward engagement. Naturally, visually attractive content gains more attention than thoughtful discussion. As a result, people — especially women — often feel pressured to shape their online identity according to standards that attract approval and visibility. Likes, followers, sponsorships, and monetisation increasingly depend on appearance-driven engagement rather than substance or intellect.
‎The issue is not about restricting personal freedom or policing how individuals present themselves. Every person has the right to express themselves freely. The real concern is the system itself. Digital platforms financially reward content that fits marketable beauty standards while meaningful intellectual or artistic contributions frequently remain ignored. In such an environment, validation becomes tied to physical appearance, and human worth slowly turns into a commercial product.
‎This phenomenon is becoming increasingly visible in Pakistan as well. With rising internet access and smartphone use, social media now shapes how young people define beauty, success, and self-worth. Many teenagers measure their value through likes and followers. Young girls, in particular, face growing pressure to maintain a perfect online image, leading to anxiety, insecurity, and unhealthy comparison.
‎At the same time, conservative criticism often oversimplifies the issue by blaming women alone for online visibility. Such reactions fail to question the economic structure behind these platforms. The problem is not simply individual behaviour but a digital system that profits from objectification and insecurity. Corporations understand that insecurity creates demand. Beauty industries, cosmetic brands, fashion companies, and fitness culture all benefit when people feel dissatisfied with themselves.
‎Importantly, the male gaze economy does not affect women alone. Men are also increasingly pressured to display wealth, muscular bodies, luxury lifestyles, and constant success online. Social media encourages individuals to transform themselves into marketable brands. Human identity itself becomes performative, designed for public approval rather than authenticity.
‎Supporters of influencer culture argue that social media has democratised opportunity. To some extent, this is true. Digital platforms have enabled many individuals, especially women, to gain financial independence and public recognition without relying on traditional gatekeepers. However, economic opportunity does not erase structural problems. A system may empower people while simultaneously promoting harmful social standards.
‎The deeper crisis is psychological. Continuous exposure to performance-based online spaces encourages individuals to seek validation externally. Self-worth becomes measurable through numbers: followers, views, and engagement rates. In this environment, genuine individuality weakens while comparison and insecurity intensify.
‎The consequences also extend to public discourse. Serious discussions about education, literature, poverty, climate change, or social justice often receive far less attention than sensational or appearance-centred content. The attention economy rewards immediacy and entertainment rather than intellectual depth. As a result, meaningful conversations struggle to survive in digital spaces dominated by algorithms.
‎Addressing this problem does not require censorship or moral policing. Instead, societies need digital awareness and critical thinking. Educational institutions should teach students how algorithms influence behaviour and shape online culture. Tech companies must also become more transparent about how their platforms encourage engagement and affect mental well-being.
‎Ultimately, the male gaze economy reflects a larger crisis of modern capitalism: the transformation of human attention into profit. What is being sold today is not merely products, but identity itself. In a world where visibility has become currency, perhaps the most radical act is to value people for their humanity rather than their marketability.