The male gaze is a concept that has been discussed frequently in the media and was first introduced in 1975 by Laura Mulvey. This term reflects the idea that media and culture frame women through a lens based on the view of heterosexual men, often seen as sexual objects for men to view. Mulvey discussed the male gaze in a well-known essay over 50 years ago, and the issue of the male gaze is still commonly seen in all types of media today (Vanbuskirk,2022).
The three perspectives of the male gaze are through the eyes of a male character in a story, the author’s or creator’s perspective, and the audience’s or viewer’s perspective. When these perspectives are brought together, while discussing the male gaze, women are commonly objectified for their sexual appeal and appearance.
The male gaze has caused irreparable damage to women for centuries for multiple reasons, including causing women to often not feel desirable based on male gaze standards and imagery seen within the media. Though improvements have been made in recent years to decrease the use of the male gaze’s visibility within media, it is still commonly seen in multiple forms and is extremely common on social media platforms such as Instagram and Snapchat.
Outside of general media, the male gaze is also very commonly seen within advertisements, and some advertisement campaigns are shaped around imagery that reflects the male gaze. Companies will often use imagery of women in poses or looks to show them in a sexual way, emphasizing their bodies specifically.
CASSIN, M. (2022). Can the Male Gaze Be Dismantled? [online] Personal Fav. Available at: https://personalfav.co/blogs/the-good-good/can-the-male-gaze-be-dismantled.
Komar, M. (2016). 11 Ads From History That Suggest What Women Should Do For The Male Gaze. [online] Bustle. Available at: https://www.bustle.com/articles/139722-11-ads-from-history-that-suggest-what-women-should-do-for-the-male-gaze.
Vanbuskirk, S. (2022). What Is the Male Gaze? [online] Verywell Mind. Available at: https://www.verywellmind.com/what-is-the-male-gaze-5118422.
