• Branko Velov PhD student; Center for Gender Studies, University of Novi Sad, Novi Sad
  • Dragan Kolev Full Professor; Pan-European University Apeiron, Banja Luka




This research aims to examine the attitude towards the ways in which the female body is represented, i.e. to determine the extent to which the respondents (women) agree with the statements based on critical observations of feminist and researchers on gender issues on unethical (unacceptable) representation and treatment of woman and the female body in media and marketing. The study involved 509 women, aged between 18 and 55 years. The attitude towards the representation of the female body is operationalized by a scale (RFB scale) of 21 statements, grouped into three dimensions- sexual objectification, promotion of the “ideal” female body and instrumentalization of the female body. The results show that the respondents, although to varying degrees, agree with all the statements that describe the ways in which the female body is presented in the media and in marketing. Although all three dimensions are quite common in the media and in marketing, the respondents see the instrumentalization (abuse) of the female body for commercial purposes as the most pronounced phenomenon. Both on an overall scale and in dimensions, women from urban areas show a higher score than women living in rural areas. There are no statistically significant differences between groups defined by other sociodemographic characteristics (age, marital status, region, type of neighborhood, education). The conclusion is that the respondents support the attitude of feminists and researchers of gender issues that in the media and in marketing there is sexual objectification and promotion of the “ideal” female body, and especially pronounced instrumentalization (abuse) of women and the female body for commercial purposes.