The aim of this paper consists of identifying the specific nature of the phenomenon “female gaze” by discussing several topics from the study area of feminist aesthetics. It is shown that the predominance of the male perspective in the media makes modern society less tolerant towards gender equality, and, at the same time, the patriarchal society imposes gender-stereotyped values. On the one hand, mass media has the power to promote values due to its performativity, but on the other, it can contribute to the destabilization of the established social stereotypes due to the phenomenon of remediation. Besides, mass media can intra-act with the society, which results in the reconstitution of society’s agential reality.
