Laura Mulvey developed the theory of the "male gaze" which argues that cinema and visual media are typically constructed from a masculine point of view that objectifies and sexualizes women for the pleasure of the male viewer. She identified two ways women are depicted: "voyeuristic", seen as sexual objects, and "fetishistic", seen as madonnas. Examples are given of Hollywood pin-ups like Marilyn Monroe being voyeuristic. The theory also holds that male viewers identify with powerful male protagonists who control the film's fantasy. Mulvey's theory was influential in explaining how media representation enforces patriarchal social norms.