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 Gaze
Laura Mulvey
“Visual Pleasure and
Narrative Cinema”
 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 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 Gaze
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 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 everyday
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 theory

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 expressions
Women: Men:
• Chocolate box •Carefree
• Invitational •Practical
• Super-smiler •Seductive
•Comic
• Romantic or sexual
•Catalogue

Marjorie Ferguson Trevor Millum (1975)

(1980)
• Chocolate box
• Invitational
• Super-smiler
• Romantic or sexual
Men:
•Carefree
•Practical
•Seductive
•Comic
•Catalogue
Sexual objectification in Advertising
Goffmans Theory (1972)
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.
 Charlie's Angels female
empowerment vs sexuality
Watch 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.