Male Gaze Theory

Laura Mulvey's Theory: Male Gaze Theory.

Mulvey introduced the concept of The Male Gaze as a feature of 'power asymmetry', meaning that power is not reflected and there is an obvious difference between the two. This theory suggests that women are denied any power or status, therefore are seen as objects with no opinion. Women are said to be seen weaker than men, sexual, stereotyped: dumb blond and also to have dutties: mother or housewife. "Female sexual objectification" sums up the female status in many music videos, meaning women are seen, and used as, an object, they have no voice to input their say across. Women are "expolited" meaning that they are made to look better and more sexual for the benefit of males and their personal gain. For example, few clothing, underwear, skin-tight, shots of legs, bum and chest.
The viewer must experience the text's narrative secondarily, which means that we see it through the male's eyes; males perspective. A woman's body in a high majority of music videos comes across 'sexulised' even when the woman's body is unrelated to the product that is being advertised. This implies that they are simply just trying to buy their audience through 'strong visual and erotic impact'. The quotation "bearer of meaing, not maker or meaning" simply means what men want to presented, what they want to see; what pleasures them - this is an act of voyeurism.
Overall, the "primordial" focus suggested by The Male Gaze theory is to satisfy the male audience.

What videos can we see Male Gaze Theory?

A few examples of this theory are: Kylie Minogue's music video of Spinning Around, where she wears minimal clothing, especially a pair of provocative gold hot pants: within the video there are close up shots of her bum which men would gain pleasure from (suggesting the Male Gaze Theory). By Kylie exploiting herself in this way it implies this theory because she has been given the status of an object, especially because of her actions and costume. Kylie is the only focus in the music video: suggesting she is trying to target the male audeince and pleasure them. She takes advantage of herself being the main focus and shows her control, dominance and importance. For example showing a connection to the lyrics, she says "move out of my way".

Do you believe that women 'experience the text's narrative secondarily'? Why?

Does this help with the continuation of sexism?

Does this suggest that the music industry is corrupt and fuelled by sexism?

To an extent I agree that the music industry is revolved around sexism because of the high percentage of music videos that have links towards the theme. I also think that music videos involving or provoking this behaviour are hugely popular with this generation.

Do you think that women play on this stereotype? Why?