Literature review.Media has changed significantly in recent decades. Technology has changed our ability to expand our communications network and allows companies to distribute their advertisements to many different continents. Research by Roberts (1993) shows that adolescents and children are often highly influenced by media that involve sexual or violent behavior. This research is based on media involving children and adolescents, but this does not eliminate the effect of media on adults (Singer & Singer, 2001, p. 269). Over the past few decades, the media has constructed and manipulated women into being the primary form of nurturing. of sexual pleasure for the male viewer. The pleasure of watching, scopophilia, is one of many possible types of pleasure presented by the media. Scopophilia not only presents looking as a source of pleasure, but also the pleasure of being looked at. Freud explains in his book, Three Essays on the Theory of Sexuality (1905), that one of the main instincts of sexuality is scopophilia, and that scopophilia must be isolated as an independent source of pleasure because it does not depend erogenous zones. Freud further demonstrates that “he associated scopophilia with taking others as objects, subjecting them to a controlling and curious gaze” (Mulvey, 1975, p. 16.). As such, the theory of scopophilia not only involves the pleasure of being looked at and the pleasure of looking, but also the pleasure of looking at someone as an object. Freud links scopophilia to children's curiosity about the human body and the genitals of others. The media satisfies the primitive desire of the gaze, while developing a narcissistic form of scopophilia in the public (KILDE. Because of the sexual imbal...... middle of paper ......m in the context of contemporary culture, 1993Valerie Steele: Fetish: fashion, sex and power, 1996: http://books.google.com/books?hl=no&lr=&id=lt3fIz2GClcC&oi=fnd&pg=PT13&dq=fetishistic+imagery+phallic+substitute&ots=VI78aYaa49&sig =wfOaMse0VhTdjdmCRHjNePl YHB#v =snippet&q=fetishistic%20imagery&f=falseThe Gender, Sex, and Media Handbook, Karen Ross, 2011, retrieved from: http://site.ebrary.com.ezproxy.hpu.edu/lib/ hpu/docDetail.action?docID= 10560688Howard Lavine, 1999, extracted from: http://bama.ua.edu/~sprentic/672%20Lavine%20et%20al.%201999.pdfSinger & Singer: http://books. google.com/books?hl= no&lr=&id=moifZwJHunsC&oi=fnd&pg=PA269&dq=evolution+of+sex+in+the+media&ots=whj59xojfN&sig=DTJ3OgedYAZhcm-wNl94bzXvJ3c#v=onepage&q&f=falseJane Gaines, Women and Representation, excerpt from http://www.ejumpcut.org/archive/onlinessays/JC29folder/WomenRepnGaines.html