ABSTRACT
The Rapid acceleration in the growth and development of the mass media over the past fifty years is the most significant of the factors that have led to the redefinition of contemporary culture as a visual culture. Feminist film theory has an interface with media studies and its many sociological, anthropological, historical and analytical methods. Advertising was one of the cultural forms produced by the mass media that first came to the attention of feminist scholars. The potential for democratisation integral to mass media initiated with printing technology during the Renaissance, and developed through the rise of the publishing industries, and now newspapers, radio and film technologies have transformed the class distinctions that used to determine access to the production and reception of culture. It is difficult to establish the extent to which the new technologies of mass media and cyberculture are producing new textual forms.
