Objectified or Sexually Empowered?

Analyse the image below using Laura Mulvey's male gaze theory as well as Trevor Millum's and Marjorie Furguson's analysis of facial expression. Now answer this question - How does Calvin Klein represent females in the above advert? Are the objectified or sexually empowered?






CK Media Essay

The Male Gaze

Laura Mulvey "visual pleasure and narrative cinema"

What is the gaze?

• How men look at women
• How women look at themselves
• How women look at other women

Gaze and feminist theory.

The gaze is a Feminist theory developed to highlight the power imbalance between men and women analysing the way men see women, the way women view themselves and other women. The theory suggests that an audience are forced to view the text from the perspective of a heterosexual male, films constantly focus on women’s curves and events that happen to them are portrayed at a male angle. The male gaze denies women human agency, relegating them to the status of objects. Therefore the female viewers experience the text narrative secondarily, by identifying with a man’s perspective (male gaze). In addition Mulvey argues that sexism can also occur in the way the text is presented. Moreover, people are encouraged to gaze at women in advertising that sexualizes a woman's body even when the woman's body is unrelated to the advertised product.

This clip of Cameron Diaz in the mask featured above has a variety of elements that demonstrate Mulvey’s male gaze, firstly the camera travels up her body, focusing in on her long legs and chest, by making the camera linger on her curves it emphasizes the idea that women have no choice but to view her from the perspective of a heterosexual male as these aspects of a women are what men typically find most attractive. Also the classical, almost heavenly sounding music which plays while she flicks her hair in slow motion demonstrates the objectification of women as these males are clueless of the inside values she may or may not hold and therefore are judging her on her exterior appearance thus she is being reduced to the status of an object.


Criticisms of the male gaze

Some women enjoy being looked at by males in this way.
The gaze can also be directed towards members of the same gender, for several reasons, not all of which are sexual, such as in comparison of body language or clothing.

Marjorie Ferguson (1980's)

Ferguson identified four types of facial expressions on the front cover of British magazines that are read by women, I will now explain these and give examples:

Chocolate Box

Half/full smile

Lips together/Slightly parted

Teeth barely visible

Full/Three quarters of the face to the camera

Effects: blandly pleasing, uniformity of beauty however devoid of uniqueness

Invitational

Emphasis on the eyes

Mouth shut with a hint of a smile

Head to one side or looking back to the camera

Effects: Suggestive of mischief, hint of contact but not sexual promise

Super smiler

Full face

Wide open toothy smile

Head thrust forward or chin thrown back

Hair often wind blown

Effects: Aggressive with a hint of a look at me attitude.

Romantic or Sexual

Includes a male and female "two some"

Dreamy

Heavy Lidded

Over Sensual/ Sexual

Effects: A possible/definite romantic/sexual element.

Trevor Millum (1990)

Seductive

Similar to cool/level

Eyes less wide

Expression is less reserved but still self confident

Milder

Carefree

Nymph like

Active

Healthy

Vibrant

Out door girl

Often smiling/grinning

Practical

Concentrating

Engaged in the business in hand

Mouth Closed

Eyes object directed

Sometimes a slight frown

Hair often tied back or short style

Comic

Deliberately ridiculous

Exaggerated

Acting the fool

Pulling faces

Catalogue

A neutral look as of a dummy, artificial and wax like

Features may be in any position- likely to be eyes open and a wide smile

Looks remain vacant and empty with personality removed