Look vs Gaze

What is the difference between these two words?

Key theorists beliefs

Jonathan Schroeder (1998), “to gaze implies more than to look at – it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze.”

The Male GazeThe Male GazeLaura MulveyLaura Mulvey

““Visual Pleasure and Visual Pleasure and Narrative Cinema”Narrative Cinema”

What is the Gaze?What is the Gaze?

The concept of gaze is one that deals with how an audience views the people presented.

For feminists it can be thought of in 3 ways:

• How men look at women, • How women look at themselves • How women look at other women.

Gaze and feminist theoryGaze and feminist theory

Laura Mulvey coined the term ‘Male Gaze’ in 1975. She believes that in film audiences have to ‘view’ characters from the perspective of a heterosexual male. This theory is now applied to a range of media texts.

Features of the Male Features of the Male GazeGaze

The camera lingers on the curves of the female body, and events which occur to women are presented largely in the context of a man's reaction to these events.

Relegates women to the status of objects. The female viewer must experience the narrative secondarily, by identification with the male.

Watch the video and then be prepared for questions.

Lyrics:

“She can’t sing, she can’t dance, but who cares? She looks like Rihanna.”

Quick questionsQuick questions

What colour watch was Nathan wearing?

What is the brand of the water?

What colour necklace did she wear?

What colour shoes did she wear?

How many different video ideas were there?

Why some of you might not have known the answers to all the

questions.

You were too busy looking at the woman.

Use of the Male Gaze in Use of the Male Gaze in everyday lifeeveryday life

Some theorists also have noted the sexualizing of the female body even in situations where female sexiness has nothing to do with the product being advertised.

Can you think of any examples of this?

Criticism of Mulvey and Gaze Criticism of Mulvey and Gaze theorytheory

Some women enjoy being ‘looked’ at e.g. beauty pageants.

The gaze can also be directed toward members of the same gender for several reasons, not all of which are sexual, such as in comparison of body image or in clothing.

Are there any ‘flaws’ in these arguments?

Categorising facial Categorising facial expressionsexpressions

Women:• Chocolate box• Invitational• Super-smiler• Romantic or sexual

Marjorie Ferguson (1980)

MenMen::•CarefreeCarefree•PracticalPractical•SeductiveSeductive•Comic Comic •Catalogue Catalogue

Trevor Millum (1975)Trevor Millum (1975)

• Chocolate box• Invitational• Super-smiler• Romantic or sexual

MenMen::•CarefreeCarefree•PracticalPractical•SeductiveSeductive•Comic Comic •Catalogue Catalogue

In the portrayal of men and women, advertising often uses the following codes and conventions:

Superiority, Domination & Body Language: Men are shown in dominant positions; appear to be reflective of thought and intelligence. Women are physically portrayed in sexual or reclining poses with blank or inviting expressions.

Dismemberment: On females, parts of the body such as legs, chest, etc., are used, rather than the full body. This is often applied to sell products which are not related to the body, such as mobile phones (right)

The Voice-Over Authority: In moving image advertisements, male voices are used as voice-over's in commercials rather than females.

Sexual objectification in Advertising

Goffmans Theory (1972)

Charlie's Angels female Charlie's Angels female empowerment vs sexualityempowerment vs sexualityWatch this clip and note down examples of female empowerment and sexuality.

Are they mutually exclusive?Does Shroeder’s belief apply to this trailer?

Your task – PPT presentation Due: 2 weeks today

Either:•Research opposition to Laura Mulvey’s theory.•Remember her theory is from 1975 (39 years ago) so there has been plenty of time for new theories to be created.•Link any theories you find to media texts

Or•Research Misandry. Provide examples in the media.