Laura Mulvey developed the theory of the male gaze, which argues that women are typically represented in media as objects for male pleasure and the viewer adopts a male perspective. She cites the music videos for "Toxic" by Britney Spears and "Summer" by Calvin Harris as examples, where the women are dressed provocatively and shot from angles that sexualize their bodies for the male viewer. Mulvey suggests this representation reinforces patriarchal notions of gender inequality and the objectification of women in society.

1. Laura Mulvey’s
Theory on Representation

2. Her Theory…
According to Laura Mulvey’s theory, she implies
that the representation of women in an unequal
society is seen as a way for pleasure towards men.
she came up with the term ‘male gaze’, This is
described as women being objectified as a sexual
object. Active men have more power over passive
women as they dominate a patriarchal society. This is
imprinted onto the media on how women should be
represented.

3. Examples to backup her theory..
‘Britney spears – Toxic’
In the music video ‘Toxic ‘ there is evidence to display
how
Women are betrayed as sexual objects.
The beginning of the Music video
has two divided rows in the plane
between men and women. Women are dressed up
very seductively with bright flashy colours to attract men,
Whereas men are fully dressed in suits.
There are more skin exposed with what the female is
Wearing as Laura Mulvey implies ‘the male gaze’ . The
plane is mainly dominated with men while women are
there for pleasure.
From the viewers perspective seeing
jump cuts between the plane and Britney wearing a suit.
The camera angle is viewed on the viewers level , we look
Into the shoes as the male gaze where we observe what
Men see.

4. ‘Calvin Harris – Summer ‘
In contrast to Britney Spear ‘ s – ‘toxic ‘ ,
The music video summer is portrayed in a
Similar view towards representation of
women. For example the first visual thing
we notice is the female wearing tight
lingerie as this exposes her figure. We can
compare this to the main artist who is fully
dressed.
Laura Mulvey suggests about the
inequality of representation between men
and women of how are they dressed
differently in the music video. Majority of
the women are mainly nude to give the
impression to girls in society that they are
all the same.

5. Later on in the video we notice that
The main artist is in ‘paradise’ full of women
to
Have pleasure with. Women in this video
were
Represented as thin and good looking, while
this
mainly focuses on parts of their body but
not
As women as a whole . Mulvey displays
Evidence to how most video ‘s in certain
genre ‘s (pop,
R&B, Gryme) portrays a certain way to how
this is seen as
Ideal to attract men.