This theory occurs when the veiwer being us an audience, are shown something from a hetrosexual males perspective.
Mulvey explained that sterotypically in mainstream Hollywood films, the dominant male gaze reflected and empahised upon the male unconscious. This is due to the majority of filmmakers are of male gender therefore, the gaze of the camera is from a males perspective e.g. the films narrative makes the camera focus on the female charatcers but percieved from a male perspective looking at them.
Therefore, when feminism is to categorise the male gaze, it states that males see women from their perspective as just an obejct of pleasure with no other relevance.
*Mulvey argues that women do often enjoy the awarness of their presence therefore, this puts them in postitions to be looked upon and recognised. In films following the gaze from a male character the audience is instantly drawn towards the female charcter therefore, by this point the women is already ready and postioned for people to gaze upon her. In most cases, the audience is shown the character by panning their entire bodies from head to toe before focussing in on their faces, which persummed to the audience they were to focus upon the 'sex appeal' of this rather than then womens beauty of her facial features. Therefore, this suggests to the audience, that this is how women should be viewed in real life not only in cinema.
An example of the male gaze theory would be:
'Just Go With It'
This shot is from the above stated film 'Just Go With It'. In this shot the audience is directed straight away to look at the female character coming out of ocean. The camera pans from the bottom of her body to the top, from head to toe therefore, showing and emphasising on every aspect of her body. Due to the nature of her clothing being her bikini, there is not much skin that is actually covered. Therefore, this empahsises on the fact women are looked upon as 'sex symbols' and different aspects of their bodies are focused upon e.g boobs, rather than essential features that should be classed as important when finding attraction to another person e.g. facial features. The next shot then pans to the two male characters with there amazed faces and tounges wagging. Therefore, this states they are attracted to her apperance however, her body rather than her facical features.
In the feminist theory the male gaze emphasises upon the aspect of an unequal relationship between the viewer of the subject e.g the male character, and the actual subject being viewed e.g. the female character.
This theory also works perfume adverts such as the following:
This following magazine advert represents everything the male gaze theory stands for, this being that women are only viewed as 'sex objects' to the male gaze. They are seen as having no other purpose but to be there for the benefit of a males perspective. The mannerisms of the female character in this photo is of she is in demand, her eye match with the audience and the look of lust and desire coming from her gaze, show she is the object of desire to every member of the audience, who is watching her. The way the male character in the photo is holding gives a feel to the audience as he knows what he is after, he is not looking at her in a way of awe and recognition of her beauty, he is looking at her in a sense of he almost see's her as a 'peice of meat' that he wants. The pinky/red lipstick she is wearing holds connotations of passion, as red is known as the colour of lust. Therefore, as she is wearing it, it shows she is seen to be wanting the attention she is given. Therefore, the male gaze theory states that women are known to be only used for sexual beneficial to the viewer therefore, this shows she is sticking to what she is known.
This theory is applied to music videos, one example of this would be 'Cheryl Cole - Call My Name':
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