The 'Male gaze' is a theory established by Laura Mulvey in 1975. She believed that in film the audience is supposed to view the character in the perspective of a heterosexual male. Although the theory was introduced a long time ago, there is still people who believe that the theory applies to film and the media today. for many peoleit can be thought about in three different ways: How men look at women, how women look at themselves or how women look at other women. Features of the 'Male Gaze' include the camera focusing on the curves of the female body or women being objectified by male superiority.
As and example of 'The Male Gaze' I am going to be analysing Justin Bieber's music video to What Do You Mean.
The video sets the scene by introducing Justin Bieber as being involved in some dodgy dealership. We then move up to his room where we see sitting alone waiting for him, then the music starts. With in seconds of him entering the room the women begins to remove her clothes, meanwhile Justin keeps his on. I think this implies that the girl is being used a sexual object. The fact that there is no talking or signs of a deep relationship suggests that she is only being used for sex. This message is degrading for women.
After a short love seen, some men enter the room where Justin and his partner were, and takes Justin. We see him struggle and throw some punches that hit his kidnappers. This airs him in a powerful and strong way. However after Justin is take out of the room another man comes to take the girl. She is very quickly and easily taken. The way in which the man captured her presented her in a very weak and vulnerable. The contrast between Justin's attempt of escape and the women's highlights the difference and equality of women. It degrades her strength and power.
We then see them both being taken to an old abandoned house. Again we see Justin take the place of the agonist as he uses a lighter to break them both free. The music video then changes into a party scene where Justin shows off some of his 'talented' vocals and dance moves. Meanwhile his girlfriend is continuingly kissing him or dancing sexually in another are of the party.
Admittedly I think that the video is aimed at a female audience as the majority of Justin Bieber fans are girls. I also think that the focus of the video is supposed to be Justin and showing off his dance moves, vocals and physique. However, in the process of creating the main focus, they allow for the female to appear as an accessory to decorate Justin's masculinity. It makes her seem vulnerable, weak and it also objectifies her. We also get a taste of the stereotypical female, being beautiful and feminine.
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