The Male Gaze Theory:

1. Introduction:

1.1. It is type of deconstructive theory created by Laura Mulvey. This means it is a completion of ideas which analyse why and how people behave. In 1975 she created it from noticing women in music videos are filmed in differently to men.

2. Applied to a music video:

2.1. This music video is for the song “Baby Baby Baby” by Make The Girl Dance. It shows features of the Male Gaze theory as it includes naked/semi-naked females who lip-sync along to provocative, French lyrics which mention sex. Theorist Andrew Goodwin who says that the imagery and lyrics of music videos connect to one other would be proven right in this instance as the women’s sexualised appearances are emphasised through this connection.

3. The main features of it:

3.1. 1. The representation of women as a sexual fantasy and from a heterosexual male point of view

3.1.1. 2. Scopophilia: The pleasure involved in looking at other peoples bodies

3.1.1.1. 3. Objectification of female characters

3.1.1.1.1. 4. Representing a patriarchal society

4. About it:

4.1. She believes they have different expectations of what they should look and act like. For example, the media focuses on the weight of women and see being thin in a positive light and being bigger negatively. As a result, she explains that when we are watching music videos which focus regularly on the bodies of women when they are in them, we are watching them through a heterosexual male’s perspective which is called voyeurism.

5. Context of the music video:

5.1. Due to the fact they sing in French, it could be implied that an immediate, stereotypical association between lyricism, women and sex can be made because of the popular, previously released song “Lady Marmalade,” in which sleeping with someone is a sung about topic in this language. This song was also used for a Victoria’s Secret advert, which allows viewers to possibly associate the song with the sexualisation of woman and projecting the view that women should look aesthetically pleasing too. These connections between the viewers and artists, song and videos is known as a “spectacle,” which links to the objectification of these women.

5.1.1. Mid-shots are used to focus on the women undressing in public places, where men can be seen taking long stares at them. It is evident that Mulvey’s Male Gaze theory can therefore be applied as we view these women in a stereotypical, heterosexual view. This is highlighted by the fact the women walk towards the camera as they undress which feeds into the sexual fantasies of these men and also represents the women as a man’s object who are there to be looked at and enjoyed. Interestingly, this can be seen in the music video, since the reaction of men imply that they like seeing these undressed women, whilst other clothed women look shocked when they see them.

6. Further analysis of the music video:

6.1. Mid-shots are used to focus on the women undressing in public places, where men can be seen taking long stares at them. It is evident that Mulvey’s Male Gaze theory can therefore be applied as we view these women in a stereotypical, heterosexual view. This is highlighted by the fact the women walk towards the camera as they undress which feeds into the sexual fantasies of these men and also represents the women as a man’s object who are there to be looked at and enjoyed. Interestingly, this can be seen in the music video, since the reaction of men imply that they like seeing these undressed women, whilst other clothed women look shocked when they see them.