According to Butler’s theory, gender is essentially a performative repetition of acts associated with male or female. Currently, the actions appropriate for men and women have been transmitted to produce a social atmosphere that both maintains and legitimizes a seemingly natural gender binary.This essentially shows how gender is a social construct. Her work was influenced by Jacques Lacan and Karl Marx. 

Oh is part of a development in Lifestyle and environmental movements. It mainly looked at female empowerment and how they wanted to change the ‘normal’ standard of what women ‘should’ look like which is published by Pirates Ahoy! Contrastingly, Men’s Health is a male orientated magazine and published by Hearst Communications, which is a conglomerate media corporation in America. We can apply Stuart Halls theory of representation as the absence of men, it creates an identity for the brand as they are doing something different and showing how women can have different representations and aren’t just objects, as you would see in various magazines and music videos for example “Blurred Lines”.

The Fourth wave of feminism is a phase of feminism which began around 2012 and focuses on the empowerment of women. Bell hook also introduces the idea of intersectionality, the theory that feminism is not homogenous or universal and that feminism links to other factors like age, sexuality, class, education religion, etc. The rose of 4th wave feminism gave Oh a platform and audience for their content. 

Overall, Judith Butler’s idea that gender is an identity instituted through a stylised repetition of acts is useful for analysing the representation of gender in music videos and other media forms, such as magazines like Men’s Health and Oh, because it helps to understand the representation of gender and identity in media.