Oh Comely takes a radical stance on the social and cultural contexts in which it’s created. This can be seen through the way it opposes the male gaze theory. This theory, brought into fruition by Laura Mulvey in her paper Visual Pleasure and Narrative Cinema, suggests that there is a sexualised way of looking at people that empowers men and objectifies women. Oh Comely, however, contrasts this view with the women featured in the magazine wearing appropriate clothes and pictured in natural poses, unlike the majority of reactionary magazines, in which the women wear revealing clothes and display their bodies to attract the male gaze.