The document discusses Laura Mulvey's theory of "the male gaze" in cinema. Mulvey argues that cinema and visual media are typically constructed from a patriarchal and male point of view. Women are often depicted as objects for the male gaze, either as sexual objects ("voyeuristic") or idealized figures ("fetishistic"). The male viewer identifies with powerful male protagonists who control the action and narrative. Examples are given of how women are portrayed in Hollywood films and advertising to appeal to and be viewed by the male gaze. The theory is applied to analyze representations of gender, sexuality and power dynamics in music videos, TV shows, and other media forms.

1. ‘The Male gaze’
Lesson Objective:
Applying Laura Mulvey’s
theory of ‘the Male
Gaze’.

2. Laura Mulvey - The Male Gaze
Laura Mulvey is a film theorist and Professor of film and media studies. She
has written a number of articles and books on narrative and representation.
Mulvey wrote a famous essay in 1973 entitled ‘Visual Pleasure and
Narrative Cinema’. In this she discussed her theory on ‘the male gaze’ which
deems:
• ‘woman as Image’ and
• ‘Man as Bearer of look’

3. woman as Image
Mulvey suggests:
• cinema is patriarchal
• the camera is used to put the spectator in a masculine subject position
• woman are depicted as objects of desire.
‘women are simultaneously looked at and displayed with
their appearance coded for strong visual and erotic
impact’.
Mulvey suggests that there are two ways in which woman are
viewed:
"voyeuristic" (i.e. seeing women as sexual and provocative)
"fetishistic" (i.e. seeing women as 'madonnas').

4. Some examples:
Hollywood ‘pin ups’
such as Marilyn
Monroe in
‘Gentlemen prefer
blondes’
Jessica Alba in
‘Sin City’
Are these women seen as ‘Voyeuristic’ or ‘Fetishistic’?
Christina Hendrix in
‘Mad Men’

5. https://www.youtube.com/watch?v=f6L3Ef1JCC8

6. • ‘Fetishistic’ female roles are often maternal,
supportive figures. Often older woman whom
are not considered (or coded) as sexual
beings.

7. Some theorists have noted the
sexualisation of the female body
even in situations where female
sexiness has nothing to do with the
product.
Sex sells…
Advertising
Can you think of any examples of packaging or
advertising that demonstrate overtones of female
sexuality?

8. American Apparel
Tom Ford Aftershave

9. Man as bearer of look
Mulvey suggests:
• The male spectator begins to identify with the male protagonist
• They are usually, strong, dominant of woman and sucessful
• Action movies typify this kind of role.
‘The man controls the film fantasy and also
emerges as the representative of power in a
further sense: as the bearer of the look of the
spectator’.
Tom Cruise in ‘Knight and
Day’
Brad Pitt in ‘Mr
and Mrs Smith’

10. • What issues of representation can you find in this
music video?
• Can Laura Mulvey’s theory be applied here or is it
challenged?
https://www.youtube.com/watch?v=LDZX4ooRsWs

11. Make some independent notes on the
representations constructed in the video
and the use of Laura Mulvey’s theory
Include the following:
• The idea of a male target audience and female secondary
audience
• The contradiction between female representations
(empowering vs vouyeuristic)
• Evidence of voyeuristic and fetishistic
• Technical elements used (zooms, slow motion, camera shots
• Man as bearer of look
• Does it conform to or challenge dominant ideologies relating
to female representation

12. Dominant ideologies
• What dominant ideologies surrounding
sexuality and gender are enforced through the
media?

13. • Watch the episode of Orange is the new Black.
• Is there evidence of Laura Mulvey’s theory in
relation to female and male representation
here?
• Make notes on how men, women,
hetrosexuality, homosexuality (female) and
transgender characters are represented.
• Are they positive or negative representations?
• Do they conform to or challenge stereotypes?

14. Hw
Research the following theories and be ready to explain them in the
next lesson. Can you apply them to any of the media issues we have
explored?
• The effects theory
• The cultivation theory
• Two step flow
Wikipedia is banned!
Copy and paste is banned!
This is a test to see if you can research effectively and find a credible
source which you can interpret into your own words
• Due Tuesday 14th