Post #1: The Male Gaze

Aritha Samad

February 7, 2016 

T H E   M A L E   G A Z E

Originated from Laura Mulvey, the phrase “male gaze” is ideally based upon drawing an audiences attention through a women’s sexual appeal. The theory behind the male gaze is one in which where women are viewed as objects in the eyes of men — essentially becoming sensual subjects. In her career, Mulvey provided criticism especially towards filmmakers and their unacceptable depiction of women. In 1975, Mulvey realized a theme within the film making industry. She noticed Hollywood’s newfound tendency to over sexualize with barely-clothed actresses (some of which where minor characters). To Mulvey and many others, the concept is nauseating, unfair and unnecessary. In my personal opinion, I would gladly watch the infamous Mean Girls talent show scene without their suggestive costumes. But apparently, that element only enhanced their performances. To be frank, it seems as though the male gaze will likely live on until the male population dies out or decides to control their raging testosterone. 

The male gaze requires very few materials to work successfully: a willing female, a thirsty male and a device to snap the steamy action. However, the simple gaze has multiple layers to it. To be specific, there are three different points of view to gazing: (1) the person behind the camera, (2) the characters within the representation itself, and (3) the speculator. 

(1) Since the person behind the camera is typically male, he has the power to monitor the object in an erotic way through angles and lighting. The cameraman or painter may focus heavily on woman’s figure. Certainly, he will pay close attention to her curvaceous waist, sculpted legs or lustrous locks. The placement of everything is crucial to mastering the male gaze. (2) On the other hand, the female characters within the representation itself does not consider her own feelings. Despite a woman’s possible feeling of discomfort in offering herself nude, she would still prioritize the owner’s feelings or demands. John Berger, author of the Ways of Seeing, emphasizes how models are far more concerned with pleasing. He elaborates on their mindset, stating their recognition that they are “to feed an appetite, not to have any of their own” (Berger 55). From this analogy, the male gaze looks like a one way street. (3) Lastly, the speculator gains pleasure by watching any form of objectification. Often times, films tend to include an insider joke between the male actress and male audience. Whether it is his drooling face or slick joke, the male audience react with laughter because of the relatable factor shared. At one point or another, every man has seen a female with a phenomenal physique. Nine times out of ten, the man cannot contain his excitement, as it is shown all over his face. 

In the expert from Ways of Seeing, John Berger describes the woman engaging in the male gaze are to portray themselves in a feminine fashion during the Renaissance era. During this particular time period, men wanted women to take the naked route when being painted. Berger helps us understand the logic, saying “women are depicted in a quite different way from men — not because the feminine is different from the masculine — but because the ‘ideal’ spectator is always assumed to be male and the image of the woman is designed to flatter him.” (Berger 64). Perhaps modeling fully naked was the only sexually arousing option available. But it is still upsetting to remember the patriarchy within our society as a whole. This “political-social system that insists that males are inherently dominating, superior to everything and everyone deemed weak, especially females” (Hooks 18) hardly gives females a voice. Yet, the structure “still governs most of the world’s religious, school systems, and family systems” (Hooks 23). 

Unfortunately, there are plenty of examples in the modern advertising culture that exemplify Berger and Hooks’ statements in regards to the male gaze theory. One of these examples include the Carl’s Jr’s raunchy advertisements shown below. 

In this case, the modern day advertising world has joined in on the male gaze due to its profitability. Marketers took advantage of the male gaze theory through the content using it as strategy for their business. Her forward leaning posture and pouty lips are two other art tactics to stimulate the male audience. Carl’s Jr’s successfully caters to all men that were hungry from more than a burger (and men who maybe didn’t even know they were hungry at all) with plenty of eye candy. In the end, media and culture believe that “sex sells”. Even creators of videos games, comics and action movies are participating in the gaze by including the least modest female characters.

The male gaze is ultimately why Playbook Magazine flourishes, cat calling continues and lip injections are in. But what if it were the other way around where males were constantly burdened with the spotlight? It all goes back to the old saying, "do unto others as you would have them do unto you." The social pressure is not an issue women take lightly, fellas.