Sex Sells: A Critical Examination of Sexualisation Within the Male Gaze Marketing Gimmick Through Kim Kardashian, Barbie, and Bonnie Blue. Three Major Influences of the 21st Century

Abstract

This dissertation interrogates the widely accepted cultural belief that “sex sells” by examining how sexualisation functions across contemporary media, consumer culture, and identity formation. It explores the extent to which sexualised imagery and performances are perceived as empowering, commercially advantageous while arguing that such practices remain deeply rooted in patriarchal and capitalist systems. Through three case studies, Kim Kardashian, the Barbie franchise with emphasis on the 2023 film adaptation, and adult content creator Bonnie Blue, the research critically analyses how femininity and sexuality are produced, commodified, and circulated within our culture. 

The analysis of Kim Kardashian exposes contradictions in the post-feminist celebrity culture, where self-branding appears empowering but remains shaped by the “male gaze” driving the ideals of femininity. Gerwig’s film critiques the patriarchy while using the nostalgic ideals to fight against the idealised femininity with a lot of satire. Bonnie Blue’s online persona demonstrates the commodification of sexuality becoming the norm as society becomes more desensitized, monetising harmful gendered narratives.

Collectively these case studies demonstrate that although women may use sexualisation as a means of agency and visibility, these actions occur within systems that continually reproduce patriarchal, values. The research concludes that the enduring influence of “sex sells” is less a reflection of inherent human desire and more a result of culturally reinforced structures that benefit from the objectification and idealisation of women’s bodies. Ultimately, meaningful progression towards gender equality requires structural change to challenge the logic of sexualised commodification rather than repackage it.