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Lesson 5   male gaze
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.”
TThhee MMaallee GGaazzee 
LLaauurraa MMuullvveeyy 
““VViissuuaall PPlleeaassuurree aanndd 
NNaarrrraattiivvee CCiinneemmaa””
WWhhaatt iiss tthhee GGaazzee?? 
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.
GGaazzee aanndd ffeemmiinniisstt tthheeoorryy 
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.
FFeeaattuurreess ooff tthhee MMaallee GGaazzee 
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.”
QQuuiicckk qquueessttiioonnss 
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.
UUssee ooff tthhee MMaallee GGaazzee iinn 
eevveerryyddaayy lliiffee 
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?
Lesson 5   male gaze
Lesson 5   male gaze
Lesson 5   male gaze
CCrriittiicciissmm ooff MMuullvveeyy aanndd GGaazzee tthheeoorryy 
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?
CCaatteeggoorriissiinngg ffaacciiaall eexxpprreessssiioonnss 
Women: 
• Chocolate box 
• Invitational 
• Super-smiler 
• Romantic or sexual 
Marjorie Ferguson 
(1980) 
MMeenn:: 
•CCaarreeffrreeee 
•PPrraaccttiiccaall 
•SSeedduuccttiivvee 
•CCoommiicc 
•CCaattaalloogguuee 
TTrreevvoorr MMiilllluumm ((11997755))
• Chocolate box 
• Invitational 
• Super-smiler 
• Romantic or sexual
MMeenn:: 
•CCaarreeffrreeee 
•PPrraaccttiiccaall 
•SSeedduuccttiivvee 
•CCoommiicc 
•CCaattaalloogguuee
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.
Lesson 5   male gaze
Lesson 5   male gaze
Lesson 5   male gaze
Lesson 5   male gaze
CChhaarrlliiee''ss AAnnggeellss ffeemmaallee 
eemmppoowweerrmmeenntt vvss sseexxuuaalliittyy 
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.

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Lesson 5 male gaze

  • 2. Look vs Gaze What is the difference between these two words?
  • 3. 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.”
  • 4. TThhee MMaallee GGaazzee LLaauurraa MMuullvveeyy ““VViissuuaall PPlleeaassuurree aanndd NNaarrrraattiivvee CCiinneemmaa””
  • 5. WWhhaatt iiss tthhee GGaazzee?? 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.
  • 6. GGaazzee aanndd ffeemmiinniisstt tthheeoorryy 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.
  • 7. FFeeaattuurreess ooff tthhee MMaallee GGaazzee 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.
  • 8. 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.”
  • 9. QQuuiicckk qquueessttiioonnss 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?
  • 10. Why some of you might not have known the answers to all the questions. You were too busy looking at the woman.
  • 11. UUssee ooff tthhee MMaallee GGaazzee iinn eevveerryyddaayy lliiffee 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?
  • 15. CCrriittiicciissmm ooff MMuullvveeyy aanndd GGaazzee tthheeoorryy 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?
  • 16. CCaatteeggoorriissiinngg ffaacciiaall eexxpprreessssiioonnss Women: • Chocolate box • Invitational • Super-smiler • Romantic or sexual Marjorie Ferguson (1980) MMeenn:: •CCaarreeffrreeee •PPrraaccttiiccaall •SSeedduuccttiivvee •CCoommiicc •CCaattaalloogguuee TTrreevvoorr MMiilllluumm ((11997755))
  • 17. • Chocolate box • Invitational • Super-smiler • Romantic or sexual
  • 18. MMeenn:: •CCaarreeffrreeee •PPrraaccttiiccaall •SSeedduuccttiivvee •CCoommiicc •CCaattaalloogguuee
  • 19. 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.
  • 24. CChhaarrlliiee''ss AAnnggeellss ffeemmaallee eemmppoowweerrmmeenntt vvss sseexxuuaalliittyy Watch this clip and note down examples of female empowerment and sexuality. Are they mutually exclusive? Does Shroeder’s belief apply to this trailer?
  • 25. 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.