Lesson 5 male gaze
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This document discusses the concepts of looking and gazing and their different implications. It provides summaries of theorists' views, such as Jonathan Schroeder who sees gazing as implying power over the object being gazed at. Laura Mulvey coined the term "Male Gaze" referring to audiences viewing characters through a heterosexual male perspective. Features of the Male Gaze include focusing on women's bodies and presenting events through men's reactions. The document explores criticisms of gaze theory and asks students to consider examples of sexual objectification in media like advertising.
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Laura Mulvey argues that in film and literature, the representation of women is dominated by the male gaze. She believes that patriarchal societies view men as active and women as passive objects. Traditionally, films portrayed women in stereotypical roles like wives, mothers, or sex objects, while privileging the male point of view. However, the character of Ellen Ripley in Alien challenged norms by depicting the first self-reliant female science fiction heroine. As women's social roles changed, their media representations also began to feature more career-driven and empowered portrayals.
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The male gaze
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- Representations re-present events that have already occurred rather than presenting reality directly.
- Representations invite audiences to understand and agree with a particular interpretation.
- Media institutions have power and responsibility over representations that can influence social attitudes.
- Stereotypes simplify representations and focus on exaggerating aspects to enable quick audience understanding but often have negative assumptions.
- Ideologies embedded in media texts reflect dominant beliefs and expectations in a culture.
- Genres may have associated representations and stereotypes that aid understanding of narratives.
Representations & Theories
This document discusses various representations and theories related to music videos. It provides examples of how females and males are typically portrayed in music videos, supporting theories like Mulvey's "male gaze" where females are often sexualized. It also discusses common stereotypes related to sexuality and provides two music video examples. Finally, it summarizes several theories about media effects like the hypodermic needle theory, two-step flow theory, and uses and gratifications theory.
Stereotypes
Stereotypes are used in media texts to quickly identify characters and aid audience understanding. Stereotypes are exaggerated representations that focus on certain aspects to represent dominant ideologies. In media, stereotypes are simplistic "types" rather than complex characters, and are usually negative representations making broad assumptions. Stereotypes often develop where there are power imbalances in society, such as between genders or social groups. Media institutions dominated by certain demographics may encourage certain stereotypes. The document discusses why stereotypes are used in media, what makes a stereotype, and how audience, genre, and context influence representation of social groups.
Key concepts
Representation refers to how media portrays groups, ideas, or topics from a particular perspective rather than objectively reflecting reality. Representation theory holds that media does not simply mirror reality but actively constructs new versions of it, which can strongly impact social perceptions. Laura Mulvey's "gaze theory" discusses how audiences view characters through gendered lenses like the "male gaze" that often objectifies female characters. For example, the music video for "She's So Lovely" by Scouting For Girls primarily objectifies the female subject, with lyrics and visuals that reduce her to physical attributes as men stare, reinforcing stereotypical gender representations.
Own music video analysis
The document discusses several theories that are represented in Beyoncé's music video for "Run the World". It analyzes the video through the lenses of narrative theory, representation theory, audience theory, and genre function theory. Key points include: the video links to Propp's character types by portraying Beyoncé as a rebellious villain figure; it follows Todorov's narrative structure by establishing equilibrium, disrupting it, and then resolving it; and it plays with stereotypes of masculinity and femininity discussed by Levi-Strauss and Dyer. Theories of the gaze, semiotics, and challenging expectations are also addressed.
Theorists and theories
Laura Mulvey's 1975 essay "Visual Pleasure and Narrative Cinema" argued that classic 1970s Hollywood cinema encouraged the "male gaze," or voyeuristic way of looking at women. She identified five features of the male gaze in cinema, including focusing the camera on female bodies and showing events through the male character's reaction rather than the female's perspective. The male gaze objectifies and sexualizes women for the pleasure of the male viewer. It positions women as weak objects in need of male protection rather than as fully realized characters.
Mulvey lesson 8
The document discusses Laura Mulvey's concept of the "Male Gaze" in film. It explains that Mulvey coined the term in 1975 to refer to how audiences are positioned to view characters from the perspective of a heterosexual male. This constructs women as objects to be looked at. Features of the Male Gaze include the camera lingering on female bodies and presenting events that happen to women in the context of a man's reaction. The document also discusses various theorists' perspectives on the Male Gaze and its criticism.
Music video theory
This document discusses several theories that are applicable to analyzing music videos, including narrative, genre, audience, representation, and semiotics. It provides details on narrative structure and theorists like Todorov and Levi-Straus. Genre theory is examined through the work of Goodwin who identified 5 key aspects of music videos. Audience theory discusses the active role of audiences and uses and gratifications approach. Representation and hegemony theory are also summarized, noting how media representations influence common sense.
Representation theory
The documents discuss theories related to representation and stereotyping. The first document discusses Laura Mulvey's male gaze theory, which analyzes how media portrays women as sexual objects through camera techniques that emphasize their bodies. The second document discusses Richard Dyer's star theory, which proposes that celebrities are constructed by institutions for financial gain to appeal to targeted audiences. The third document discusses assumptions about stereotyping, noting that stereotypes are not always negative, about minority groups, rigid, or entirely false.
Representation Theory
Richard Dyer's star theory states that celebrities are constructed by institutions for financial gain to appeal to specific audiences. Stars are modified by changing their image and ideology based on audience preferences. They represent constructed identities so audiences can identify with them. Stars embody certain ideologies that audiences then follow and replicate.
Laura Mulvey's male gaze theory suggests that women are represented in media as passive sex objects for the male viewer through techniques like cinematography and costume. This influences how men and women see themselves and each other based on unrealistic media portrayals of idealized femininity.
Tessa Perkins challenges common assumptions about stereotypes. They are not always negative, about minorities, or unchanging over time. Groups
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Here are 3 key terms I have learned today and could explain to the class:
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3. Young & Rubic
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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.