Assumes the audience view women and events through the perspective of a heterosexual male
The camera (displaying the perspective of the male) objectifies women by reducing them to fetishised parts
Females viewers must experience the narrative secondly, by identifying with the male
- Classic examples
- Some Like it Hot - Marilyn Monroe's intro - focus on her lips, bum, pan up her body. Use of jazz and trumpets - sexual nature of the scene. "Jello on springs"
- Displayed as a sex object
- Modern day example
- Camera lingers over her body - focusing on her bare skin, breasts and stomach - fetishing her
- Sams reaction shows the audience what they should be feeling
- Despite her knowledge about cars (place her in a dominant male role) she is reduced to a sexualised object by the camera
- Print example
- Main focus is her legs - frame the texts and take up the majority of the frame
- Skin tight body suit - reveals her figure
- Facial expression - inviting and sensual further sexualising her
Can sexualise men as well - opposite theory
Marjorie Ferguson - Facial Expressions
Identified 4 types of facial expressions on the front cover of British women magazines
- Chocolate box
- Half/full smile
- Lips together/ slightly parted
- Teeth barely visible
- Full/ three quarters of face to camera
- Blandly pleasing
- Uniformity of beauty
- Devoid of uniqueness
- Soft and sweet
- Like smooth perfection - is more important than her qurtks or her personality
- Invitational
- Empasis on the eyes
- Mouth shut with a hint of a smile
- Head to one side or looking back at the camera
- Suggestive of mischif/ mystery
- HInt of contact rather than sexual promise
- Super smiler
- Full face
- Wide open, toothy smile
- Head thrusts forward or chin thrown back
- Hair often wind blown
- Enthusiastic
- Demanding
- Exciting
- Agressive
- Look at me
- Romantic or sexual
- Male or female 'two-somes'
- Dreamy
- Heavy lidded
- Overtly sexual/sensual
- Wantonness
- Availability
- Unashamedly erotic
Trevor Millum
Built on Fergusons research of facial expressions and added a further 10 categories
Reduced to 5
- Seductive
- Similar to invitational
- Less focus on the positioning of face and angles
- Eyes less wide
- Less reserved but still self confident
- Carefree
- Nymph like
- Active
- Healthy
- Vibrant
- Outdoor girl
- Often smiling/ grinning
- Practical
- Concentrating
- Engaged in business
- Mouth closed
- Eyes directed towards object
- Hair tied back or short
- Frowning slightly
- Comic
- Deliberately ridiculous
- Exaggerated
- Foolish
- Pulling faces
- Catalogue
- Neutral look
- Dummy look
- Artificial/ wax like
- Looks remain vacant
- Devoid of personality
The images and categories shown in womens magazines and advertising serve to reinforce status quo
How can you apply these theories to your coursework?
Remember to use other aspects as well - narrative theories, genre
Think about 5 questions
- Who is being represented?
- How is it being created?
- Who's created it?
- Why is it created in this way?
- What it its effect?
Camera angles
Sound
Editing
Camera Movement
Mise-en-Scene
Special Effects
A2
Laura Mulvey's Male Gaze
- Camera constantly pans and tilts over her body
- Wears tight clothes - crop tops, leggings, shorts
- Close ups of her face
- Emphasise her lips - red lipstick
Marjorie Ferguson - Facial Expressions
- Romantic or sexual
- Male or female 'two-somes'
- Dreamy
- Heavy lidded
- Overtly sexual/sensual
Had our couple constantly touching each other, hugging, kissing etc
Who is being represented?
- Our artist
- Make sure that we're following conventions by representing her in a sexualised way
How is the representation being created?
- Camera angles
- Close use of her face and body - sexulise her - body shots show that she doesn't have any personality
- Close ups/ two shots of the couple - holding each other - clearly in love - his property when he's holding her
- limo scene - people shouting out of the window - looks like a mobile phone camera - media savvy
- Sound
- song is R'n'B - typical sexual songs
- Artist represented as fun - upbeat song
- Editing
- Camera Movement
- Pans over her body - emphasises her movement
- Mise-en-Scene
- Tight clothes - crop tops, leggings, high heels - show off her figure
- Black and red - sexual colours
- Special Effects
Who's created it?
Why is it created in this way?
What it its effect?
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