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
The male gaze is so pervasive in advertising that it is assumed or taken for granted. Females are shown offering up their femininity for the pleasure of an absent male spectator.
Gaze and feminist theory
Laura Mulvey coined the term 'Male Gaze' in 1975. She believes that in media, the audience have to 'view' characters from the perspective of a male. The male gaze occurs when the camera puts the audience into the prospective of a heterosexual man. For instance, it may linger over the curves of a woman's body. Laura Mulvey's essay also states that the female gaze is the same as the male gaze. This means that women look at themselves through the eyes of men. For example, if a celebrity or model has a good, healthy body and they show it off then females may look at it as a role model, inspiration or jealousy. However, if a women has a It's almost as if a women desires to be beautiful which is only satisfied or appreciated by a man.
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