Type analysis

Working Format Custom wordmark for Writeability, a professional writing services company based in Toronto.

This is an example of decorative type that functions as an extension of the literal translation of the word.
The typeface is fluid in its appearance - the letters and ligatures flow freely from one to the other giving the impression of joined up hand writing - and implies ease.




Non-Format
Nike SPARQ Training.

Upper case, bulky type - denotes power, strength and austerity.
The explosion effect achieved by the use of sharp angular shapes reinforces the them of power and creates an impacting image - like a freeze frame on some glass being broken. The statement is supposed to be short and succinct and impact on the reader, and the way that the type is illustrated helps to enforce this. It is not just the language that is evoking a reaction and an interpretation from the viewer.
Non-format are relying on the readability of the word rather than simply the legibility- the correct reading of each individual letter. The reader will understand and interpret the word correctly despite some of the letters being less legible and obscured by the other shapes.





E.g. 


I cnduo't bvleiee taht I culod aulaclty uesdtannrd waht I was rdnaieg. Unisg the icndeblire pweor of the hmuan mnid, aocdcrnig to rseecrah at Cmabrigde Uinervtisy, it dseno't mttaer in waht oderr the lterets in a wrod are, the olny irpoamtnt tihng is taht the frsit and lsat ltteer be in the rhgit pclae. The rset can be a taotl mses and you can sitll raed it whoutit a pboerlm. Tihs is bucseae the huamn mnid deos not raed ervey ltteer by istlef, but the wrod as a wlohe. Aaznmig, huh? Yaeh and I awlyas tghhuot slelinpg was ipmorantt! See if yuor fdreins can raed tihs too.


NY Times style magazine
Type design reflects the style of the clothing being presented as well as the image - tribal.
Type is being used as an illustration.



Print Magazine
 Type suits the content of the article.

Orange
Flowers floating and colour choices denote happiness, freedom, hippies.


Hanne Hukkleberg
Here the type is almost completely unreadable/illegible without first being able to read the supporting title 'Rykestraase'. In this situation type is being used as a piece of ambiguous artwork rather than a functioning piece of design.

Venice Biennale - Pompei
In this example the type acts as a freestanding illustration/poster design.
Again, the word that is being depicted is additionally communicated through the body text of the poster.
Does this mean that it does not serve its purpose as a communicative piece of type?
Is this therefore an illustration.....
Where is the defining line between illustrated typography and typographic illustration?

Back to black
This piece of type relies on the choice of stock to contradict the content of the words.
This is a perfect example of where in order for the intended message to be delivered effectively then words are not enough - design is important - in this case stock. However, this is not to say that a more minimalist Swiss style font could not have been used.

Si Scott
Tiffany and Co. Christmas Card
This type is extremely flamboyant, luxurious and feminine. Not only the style of the typography, but the choice of stock, the print processes - (de-bossing and foiling) all give the impression of decadence and expense. I think that it is fair to say that without the aid of these elements - particularly the type, the same impression would not be made on the viewer/recipient.



David Carson
The Rules Of Graphic Design
In this piece of typographic design David Carson appears to deliberately break the suggested 'rules' of graphic design - directly contradicting the message that is read.
This is also another example of letters not being in the right position on the page (conventionally) - but the reader is still able to read the words correctly and in the right order.


Craig Ward
In this piece of typography work by Craig Ward the message is communicated by both the worded message and the media - the media becomes part of the message.

Similarly, for this poster Craig Ward created this blood effect to connote death and the human heart.

This typographic poster by Craig Ward allows to messages to be communicated simultaneously, which more conventional type and layout rules would not necessarily allow. Although the second layer is less easy to read, the red type is very readable, so your eye is guided through the poster, from one piece of text to the next beneath.



Steve Bonner
Sometimes I think that a custom typeface - such as this piece of type can help the viewers understanding of the words/language/tone of voice in addition or instead of colour/stock/image/format. For example, in this instance, this type reflects stereotypical typography associated with rock and roll, so before the viewer as even read the words, they have formed some element of understanding as to the context. Understandably this has both upsides and downsides; a badly chosen typeface could inadvertently miscommunicate the message to hand. However, a well chosen/designed piece of type could enhance the viewers understanding and interpretation of the text.

Happycentro 
This editorial header type reflects the theme of the article. I think that in this instance it acts as an illustration rather than a functioning piece of type.....

However in the example below I think that the design of the type helps to communicate the word 'poverty' due to the materials used to create it.



This piece of type design by Happycentro relies not only on the media - pastry, but the image itself and the surrounding elements. The pastry alone connotes pastry, but with the addition of the other elements it suggests baking, the spilled ingredients suggest a less professional environment; such as the home ('home baking'). The content of the words 'say hello to santa' put the image in a context - baking (perhaps traditionally mince pies) for santa claus. The words would not communicate the same message if they weren't supported by the image and vice versa. This is an example of the words and image being equally as important as each other in order to communicate a specific message.

Dissertation Lecture 2 - Library research skills

Dissertation Introduction Lecture 1 - Thursday 28th April

Essay - Revised since Monday 14th February

 “To what extent is a female gaze 

possible within patriarchal 

visual culture?”

Women have been presented in visual culture in a passive and submissive way for hundreds of years while men have always been the active voyeurs. In a society where 'men dominate overwhelmingly in the production of nearly all popular genres' (Gamman and Marshment, 1988 p.3). This scopophilic approach to looking at women has become the norm by way of the media and popular culture, while the female gaze appears almost inexistent. This can be supported to some extent simply by the lack of theory relating to an active female gaze. The female gaze, as oppose to the male gaze, is very different in the way that it functions. This male perspective is so dominant within patriarchal society that it makes it very difficult to see a clear female gaze, in terms of women looking at men, or women looking at other women. While contemporary women do participate in the production and distribution of popular media and culture, women seem to continue to be presented in this passive and submissive form. This essay will explore what happens when women are the observer and the concept of the female gaze within patriarchal visual culture; directed at both men and women, and determine how successfully it has been achieved. In order to investigate this idea fully, a good understanding of a male gaze and a thorough exploration into the existence of a female gaze need to be established.


The ‘gaze’ is a term that has long been used to describe how the viewer looks at and understands the person that is in their sight. However, it wasn’t until 1975 that the term ‘male gaze’ was coined by Laura Mulvey in her essay ‘Visual pleasure and narrative cinema’ which was published that year. This term is now freely used as a way of expressing the voyeuristic way in which men look at women; essentially the concept that women are objectified to both a male audience in a sexual context and to a female audience in an envious context. The main theories that are relevant to investigating the concept of a male gaze in are that of John Berger, Laura Mulvey and Roslind Coward, amongst others.
In Berger’s ‘Ways of seeing’ he investigates the way in which people view art and the affects of this on contemporary visual culture and society. His key concept is that ‘Men act and women appear. Meaning that men look at women and women look at themselves being looked at’ (Berger, 1972, p.47). This indicates that not only are women are objectified for a male audience but also, in Bergers mind, women are aware of the objectification that they are receiving from the male. He also states that ‘From her earliest childhood she has been taught and persuaded to survey herself continually.’ (Berger, 1972, p.46) Berger is saying that directly from birth woman are aware of their role to satisfy the opposite sex. This could be a result of social pressure from the generation that has brought them into the world. This is not to say that women enjoy being a spectacle of pleasure, but perhaps that they automatically accept the role. Berger illustrates this point, ‘a woman must continually watch herself. She is almost continually accompanied by her own image of herself. Whilst she is walking across a room or whilst she is weeping at the death of her father, she can scarcely avoid envisaging herself walking or weeping.’(Berger, 1972, p.46) Here he is emphasising that this isn’t necessarily a choice, and that even in a woman’s darkest hour, she will still be concerned by the way in which she is appearing to the onlookers around her. Berger believes that women are ‘depicted in a quite different way to men.’ (Berger, 1972, p64). His reasoning behind this is that ‘the spectator is always assumed to be male and the image of the woman is designed to flatter him’ (Berger, 1972, p.64). Berger’s comment expresses doubt in the idea that the spectator is always male. Largely, Bergers theorizes that men look at women and women watch themselves being looked at. This in turn determines relations between men and women but also women to themselves, ‘The surveyor of woman in herself is male: the surveyed female. Thus she turns herself into an object’ (Berger, 1972, p.47). Berger is suggesting that women are not only objects for male adoration but also for their own.
  Jib Fowles is in the same mind as Berger with regards to his theory that this objectified role begins from early in the woman’s life, however he transfers Bergers theory into the context of advertising, ‘In advertising, the gender depiction of the sexes begins early. Males gaze, and females are gazed at.’ (Fowles, 1996, p.204). This is relevant to exploring the concept of a female gaze in more contemporary practice.
 Another theorist that explores the gaze in the context of advertising is Dr Paul Messaris author of ‘Visual Persuasions: The Role of Images in Advertising’. Unlike Berger who suggests that women are fully conscious of the male gaze, Messaris suggests that females are both the spectators and the objects and that they ‘treat the lens as a substitute for the eye of an imaginary onlooker.’ (Messaris, 1997, p.41). He concludes that the objectified woman can be aimed at women as well as men.
 Another key theory relevant for discussion in this essay is Rosalind Coward. Like Messaris, Coward equally believes that the camera has essentially become 'an extension of the male gaze at women on the street' (Coward in Thomas, 2000 p.33). She is saying that this omnipresent gaze acts like a mirror constantly reminding them of how they appear to both men and other women. Coward also theorizes that women are not only aware of their own objectification, but also play up to it in order to 'lure men to a terrible fate - monogamy and the marital home' (Coward in Thomas, 2000 p. 34). This is perhaps the most extreme perspective of all the theories discussed so far, but particularly relevant when beginning to investigate the presence of a ‘female gaze’. Another point that Coward explores is the notion that men are very much in charge of this gaze and by not allowing themselves to be gazed at in the same way allows them to assert their 'control of desire and the activity of looking' (Coward in Gamman and Marshment, 1988 p.46).
 This links to Laura Mulvey’s theory that the male could not tolerate being objectified, saying that ‘according to the principles of the ruling ideology and the physical structures that back it up, the male figure cannot bear the burden of sexual objectification. Man is reluctant to gaze at his exhibitionist like. ‘ (Mulvey, 2009, p.21) Mulvey suggests that this allows the male possess complete power, taking on an active role as oppose to a passive one. Mulvey has similar ideas to Berger with regards to the appearance of women being tailored for the visual pleasure and satisfaction of men. She says that the male gaze 'projects its fantasy onto the female figure, which is styled accordingly' (Mulvey, 2009 p.19). However Mulvey does not share Bergers view that women are very aware of their objectification, and says ‘in a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure, which is styled accordingly. In their traditional exhibitionist role women are simultaneously looked at and displayed, with their appearance coded for strong visual and erotic impact so that they can be said to connote to-be-looked-at-ness...’ (Mulvey, 2009, p.19). This concept of an active male and the passive female is significant to Mulvey’s gaze theory and extremely important in the investigation of a ‘female gaze’.
  Although differing in opinions, all of these theorists concur on the concept that women are being displayed in front of men which makes it difficult to dispute. With an understanding of the theorization of a male gaze, it will be easier to investigate the possibility of a female gaze.


After Mulvey’s introduction of the male gaze in 1975, the ‘female gaze’ theory arose in conjunction with the second wave of feminism. As Coward says; ‘Feminism had given the woman the confidence to move into masculine areas, combining work and motherhood, seeing new opportunities in new work patterns. Men, by contrast, were experiencing their work changes, this so-called feminization of labour, more like a smack in the eye’ (Coward, 1999, p.66) This was not just a change in the way males were perceived, but also the perception of women was changed. Women were no longer just the submissive housewives and mothers they had been.
  Between then and now there has been a huge change due to women having careers and a huge increase in the ‘male market’ while men gradually become more and more self conscious and following fashions. By the end of 1998 male market worth £560 million a year which was the biggest growth in sales for the European cosmetic industry during the 1990’s. In today’s modern society, it is not just men what look at women, but also women who look at women, not just in a sexual way. They aspire to look like other women, following fashion and children look up to the generation of women above them.


Initially, it is necessary to investigate the theory of an active female gaze in which men are objectified rather than women. In this instance the man becomes passive, whilst the female is the voyeur. This difference in the way that women choose to present men for women's visual consumption in comparison to the way that men choose to completely objectify women in the equivalent industry suggests that men are asserting their 'control of desire and the activity of looking' (Coward in Gamman and Marshment, 1988 p.46). This suggests a fear of loosing control of the asymmetric power gender relationship between men and women.
 An interesting example of this is erotic magazine 'Filament', self-proclaimed through the tagline as 'The thinking women's crumpet' (www.filamentmagazine.com). This magazine is not only aimed at women but is also produced by women. The existence of this magazine illustrates Cowards point that feminism gave women ‘the confidence to move into more masculine areas’ (Coward in Dench, 1999, p.66). Also, unlike other publications of this nature Filament includes articles and discussions non-sex related in an attempt to replicate the way that some men’s pornographic magazines do.





At first glance, this cover for the magazine features a far more sexually subdued image in comparison to say the cover of a men’s pornographic magazine, which usually features a lot more nudity. In addition to this, I think that the models body type is significant. He is not a typical Adonis with rippling muscles. Mens magazines tend to use models with accentuated physical characteristics, while Filament don't always choose this option. Looking through back catalogues of covers, it is clear that the body type of the model varies enormously. However there is still certainly a huge amount of objectification of the male form. Firstly the models face is not shown, making it even less personal and more about his body. This could be interpreted in more than one way; that the photographer is trying to objectify the male body as much as possible, focusing on his body rather than having a personal connection between him and the viewer. Alternatively, this could be a way of maintaining the gender power relationship; while the man isn't allowed to connect directly with the viewer in the same submissive and doe-eyed way that men's pornography does, he remains in control of the situation. This may seem peculiar that a woman-run magazine would want to portray a man in this way, but it could be that women are so used to being gazed at that the idea of the man staring directly out of the image would be uncomfortable and intimidating to the female spectator. This awkward and unfamiliarity in looking at the male form in this way could also be supported by both Mulvey and Cowards shared idea that men don’t allow themselves to be objectified in this way in order to remain in control and their gaze active rather than becoming passive like the female. Ultimately this image is extremely voyeuristic, but not in the same way that that women are essentially presented for male visual consumption as in the case of a men's magazine. This could suggest that women prefer this subtler, less aggressive way of seeing. Another interesting characteristic is the choice of setting for the model. The composition is set in a casual domicile environment. This along with the active gesture of the models arm gesturing fondly outside of the main composition implies that there is more than one person in the room. In light of his casual nudity it would be fair to say that the setting implies that there is only one other person present, potentially a wife or girlfriend. The props within the composition are extremely relevant in terms of what they are suggesting to the viewer; the wine glass not only suggests that this is a relatively sophisticated man and also suggests an indication of class and ultimately wealth. This reiterates the previous point with regards to Cowards theory that women fantasize about the ideal of a loving husband and that acting suggestively and submissively is simply a way of attracting attention and a route to getting what they really want; monogamy and marriage.
The final observation relating to this cover is the design decisions made in relation to type and layout. The image fills the entire cover with very little supporting type or other information. The use of dramatic ligatures in the title font makes it extremely flamboyant and the color palette is fairly muted with an element of intensity enforced by the large areas of darker colours. The cover is essentially very artistic and romanticized rather than loud, bright and eye catching like men’s magazines of this nature tend to be.
 This evidences suggests a strong and independent female gaze succesfully, however the size and scale of the women's pornography industry by comparison to the men's could create the argument that this gaze is somewhat insignificant. It is by comparison a niche market. The difference in the way that women choose to present men for women’s visual consumption in comparison to the way in which men objectify women for magazines aimed at men of the same theme means that men remain in control of desire and the activity of looking; so women remain passive and men remain the active gazers.


In contemporary society, 'men and women get their dominant definitions of themselves through popular culture' (Gamman and Marshment, 1988 p.2) which in turn suggests that the feminine ideals presented by women's magazines are indirectly created by men through the overpowering active male gaze. In addition to this; women, much more so than men, are constantly reminded of how they appear to each other and the opposite sex by the constant visual reminders in the media. This supports the theory reflected by Berger and Coward; that this omnipresent gaze acts like a mirror constantly reminding them of how they appear to both men and other women.
Therefore, the second idea that I want to discuss relates to Messaris’s theory that objectified women can be aimed at women as well as men; that of an active female gaze where women are looking at women and women are being presented to consumerist culture for women's visual pleasure rather than men’s. Women's magazines claim to present ideals and images of women for this very purpose, which is why my second image for discussion is a front cover of a typical and immensely popular women's' fashion and lifestyle magazine 'Glamour'.





Again the target audience is women, and the gaze, female. The reason I chose this particular cover is because it features pop star singer Rihana as the featured celebrity. I think that this provokes an interesting discussion when put into context alongside her very public private life; this magazine was published not long after her boyfriend Chris Brown was convicted of hitting Rihana. This cover features Rhiannon allegedly opening up to the readers about what happened now that she is 'Stronger and wiser'. This ultimately indicates that Rihana is standing up for herself against her oppressor and essentially giving him the metaphorical finger. However this image of Rihana complies with the ultimate men's ideal of a woman, supporting Berger’s theory that the spectator is always assumed to be male. Her outfit is tight fitting and extremely revealing in favor of her undeniable feminine assets. Both her facial expression and the way in which her head is tilted to once side is quite coy and flirtatious rather than giving off any impression of power and control. This could be argued that she is being presented indirectly through the male gaze and appears completely passive. In a patriarchal society, how a woman sees and reflects herself ultimately connotes her success in life. The way that Rihana is presented in this image, in this seductive and submissive way, actually suggests her availability to other men, perhaps to spite her previous partner. This undoubtedly supports Berger’s theory that women are very much aware of the objectification that they receive and Cowards idea, that they play up to the stereotype that is expected of them. Some other interesting elements to this magazine cover are the featured articles. "7 reasons guys love you just the way you are" for example, appears to be quite a positive theme for an article aimed at young women. It appears to promote positive self-image and demote the idea of changing yourself to live up to the ideals created by the male gaze. However, the fact that the reason you should feel empowered to love yourself, is that men will love you just the way you are, rather than you feeling positive about yourself for your own benefit, which is ultimately completely contradictory of the female gaze. Another article title that grabs my attention is 'How to eat, drink and not gain weight'. The female ideal of a voluptuous yet athletic and trim feminine physique was created by the active male gaze, but this magazine aimed at women, supposedly instigating a positive female gaze, is encouraging living up to a sexist stereotype. The most interesting thing about this magazine is that the editor, Jo Elvin is female. It is not men who are promoting that women should live up to these ideals, it is women. In summary, it seems that both the female consumer and the women attempting to present an active female gaze are actually encouraging self regulation, encouraging women to aspire to the image created by the male gaze.




Perhaps in the past, it would be fair to say that men had a huge amount of dominance over the media industries and in turn had a lot of influence over the way that women were presented, based on an active male gaze. However, I think that is incredibly important to understand that in contemporary society, it is not just men who are promoting these 'socially prescribed ideals' (Coward in Thomas, 2000, p.33), it is women as well. Not only do women automatically self-regulate themselves to conform to these ideals based on constant visual reminders in the media that is lead by men, but also, if not more so from areas of the media controlled by women. The more that women are presented or present themselves in this essentially submissive way, the more that it becomes 'normal' within our society. This pushes women to loose sight of what is actually real, and find themselves trying to live up unrealistic ideals in a kind of hyper reality. Ultimately, men created this male ideology, but it is certainly instigated by women.






Bibliography


Books


Berger, J. (1972) Ways of Seeing, London, Penguin


Betterton, R. (ed) (1987) Looking on : Images of Femininity in the Visual Arts and Media, London, Pandora Press


Coward, R. (1999) Was Feminism wrong about the Family? In Dench,G. Rewriting the sexual contract, London, Transaction Publishers


Dotter, R. and Bowers, S. (1992) Sexuality, the Female Gaze, and the Arts, Cranbury, Associated University Presses


Fowles, J. (1996) Advertising and Popular Culture, London, Sage Publications


Gamman, L. and Marshment, M. (eds) (1988) The Female Gaze, London, The Woman’s Press


Gill, R., (2006) Gender and the Media, Chichester, Polity Press


Mulvey, L., (2009) Visual and other pleasures, Basingstoke, Palgrave Macmillan


Messaris, P. (1997) Visual Persuasions : The Role of Images in Advertising, London, Sage Publications


Nochlin, L. (1999) Representing Women, Singapore, C.S.Graphics


Sanroman, S. (2009) Women Looking at Women : The Female Gaze, Germany, VDM Verlag


Thomas, J. (ed) (2000) Reading images, Basingstoke, Palgrave Macmillan


Websites


http://www.filamentmagazine.com/Home.aspx (31/01/11)

task 6 - Theory into practice

I am going to reflect on Garrys ideas in his post about Graphic design as communication and Malcom Barnard's argument that all graphic design is centred on communication. I have chosen to critically analyse a piece of image driven typography that I created in response to a task for the image module. I chose the words 'real life' and tried to interpret and present them in a way that reflected the content of the words. I think that this is a good example because visually it depicts an impression of candy canes and pink which are stereotypically what we associate with all things sweet and playful; and all together 'nice'. However, on closer inspection, the content of the words, 'real life' is very much the opposite of this idea. The reality that 'life is not all lolly pops and candy canes', perhaps unless, you are a child, in which case you are not as sociologically impressioned in the way that adults are. I knew that my target audience would be students and teachers at the art school where the piece would be displayed, so would therefore understand the irony. This illustrates part of Gary's discussion that all visual form supports structures of cultural standardisation, marking distinctions between what he calls ‘standard and non-standard’ participants. He goes on to look at how typography as a system can be used to mark social difference and how it can become an ‘agent of standardisation’. This is one of the images that Garry used to illustrate this point :






This represents stereotyping and the way that it can be used to simplify an idea of another culture. As Gary says, this simplification suggests that we are made ‘dumb’ therefore docile in the face of difference. It is assumed that we know what the norm is; when I designed this poster, I assumed that people would automatically understand the visual association of candy canes. This knowledge is in a way, hidden Panopticism.

group blog tutorial

task 4 - communication theory

For this task I am going to look at this advert for Mastercard in an edition of the Telegraph magazine. In this context, the information source is the creative concept and idea; in this case a lobster dinner being used to represent the benefits of having a Mastercard. The transmitter is the art director and graphic designers creative experience in advertising and design; layout, colour choices, choice of appropriate typography, photography skills (or appropriate choice of sourced image/photographer). The channel in this example is the media; print. The receiver is the target audience; a section of the readers of the telegraph, which in this case is fairly middle class (or aspiring middle class), predominantly women aged between around 20-45. This audience are likely to be more affluent than for example the readers of the Sun. They are likely to be more aware of advertising and the way that it works, so a more obvious less subtle advertisement would not be as successful in this context. In terms of decoding the advert, a lobster dinner is something that these readers would either relate to or wished that they could relate to, making it extremely relevant. The destination in this case is how the overall message is received. The idea that Mastercard could enable this luxury on the last day of a holiday when usually your funds are running dry is a relevant concept for this audience to relate to so I think that they would not have any immediate trouble receiving the message as it was intended. Aspects that could limit the effective communication of this advert in terms of noise could be competition; other adverts for similar products, technical issues; perhaps a printing fault or something not being proof read thoroughly (a typo), or  misinterpretation via wrong context or wrong target audience; for example being put next to an article about famine in africa, or about saving your money rather than indulging in spending more than you perhaps have. I think the target audience is suited to the advertisement and could in fact suit a male or female audience. In terms of the context and placement of the advertisement, it is placed halfway through and facing some fashion photography featuring the latest trends and clothes ranging from £160-£2995. The readers of this magazine cannot necessarily afford these clothes, but they would like to think that they could aspire to afford them or at least imitate the styles, in the same way that they may not be able to afford a lobster dinner on the last day of their holiday, but they would like to should Mastercard offer that possibility.
In terms of redundancy, the advert plays on the stereotypical imagery of a lobster being associated with affluence as well as specifying that it is "Maine" lobster, a holiday destination only really visited by individuals with some amount of money. In addition to this, the strap line "Making the most of your last dinner on holiday : priceless" taps into peoples memory of all the other Mastercard adverts which feature similar tag lines. This allows the designer to place the logo in the bottom right hand corner as the target audience will almost definitely be able to make this association automatically without having it splashed across the whole page. This advert aims to be entropic by featuring mainly just an image with a small amount of text and a more subtle amount of branding, however by using the very obvious tag line and the lobster imagery it only strengthens the stereotype.

essay notes

Notes for essay




The gaze in general :

The gaze is a term used to describe how the viewer observes and understands the person who is in front of them.

Important to define gaze in general first

Throughout this essay – understanding of a male gaze and investigation into the existance of a female gaze.

Initially looking at key theorists views on the existing and well established male gaze.

Main theorists that are being considered are John Berger ‘Ways of seeing’ and Laura Mulvey ‘visual and other pleaseures’, amongst others.



MALE GAZE :

‘gaze’ was used as a concept prior to 1975, the term ‘male gaze’ leeds back to L.mulvey in her essay ‘visual pleasure and narrative cinema’ published that year. This term has now become something of a femenist cliche for refering to the voyeristic way in which men look at women.

- Women are objectified to both a male audience in a sexual context and to a female audience in an envious context.

- Women especially in modeern day society are used to seduce a male audience.

BERGER

John berger – ‘ways of seeing’ – investigates the way in which people view art and the affects of this on contemporary visual culture and society. Bergers key concept is that ‘Men act and women appear. Meaning that men look at women and women watch themselves being looked at.’ (berger, 1972, p.47). – Women are aware of the objectification they are receiving from the male.

Berger quote – ‘a woman must continually watch herself. She is almost continually accompanied by her own image of herself. Whilst she is walking across a room or whilst she is weeping at the death of her father, she can scarecly aviod envisaging herself walking or weeping. ‘

‘From her earliest childhood she has been taught and persuaded to survey herself continually.’ (Berger, 1972, p.46)

Berger saying that from birth woman are aware of their role to satisfyt the opposite sex.

Not saying that women enjoy being a spectacle of pleasure, but mearly accepts the role that she has been forced to partake.

‘but in them all there remains the implication that the subject is aware of being seen by the spectator’ (berger,1972,p.49) – expressing the point that women are aware of their portrayal to the opposite sex, even though they dont necessarilly condone it.

Berger expresses how adament he is that women are ‘depicted in a quite different way to men.’ (berger, 1972, p64). His reasoning behind this theory is that ‘the spectator is always assumed to be male and the image of the woman is designed to flatter him’ (berger, 1972, p.64). Where he uses the word assumed, expresses doubt that berger believes the spectator to always be male.

Berger says – men look at women, women watch themselves being looked at

-determines relations between men and women but also women to themselves

‘The surveyor of woman in herself is male: the surveyed female. Thus she turns herself into anobject’(berger, 1972,p.47)

-here berger suggesting that not only are women an object for a man to admire, they are also an object to themselves, for their own admiration.

-suggests that women see themselves through the eyes of a man .



MULVEY

MULVEY- similar ideas to berger ‘in a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure, which is styled accordingly. In their tranditional exhibitionist role women are simultaniously looked at and displayed, with their appearence coded for strong visual and erotic impact so that they can be said to connote to-be-looked-at-ness...’ (mulvey, 1989, p.19)

-mulvey is expressing the point that women are gazed at while men being the gazers

- women are objectified to fulfill the males’ ultimate fantasy.

-unlike berger who states that women are aware of themselves being used as objects

‘According to the prinicples of the ruling ideology and the physical structures that back it up, the male figure cannot bear the burden of sexual objectification. Man is reluctant to gaze at his exhibitionist like. ‘

- Mulvey is saying that the male could not stand to be objectified to anyone and therefore has complete power, taking on the ‘active’ role.

- She goes on to say that he takes on complete control

BOTH theorists outline the point that women are being displayed in front of men





OTHER THEORISTS

Jib Fowles

Book – advertising and popular culture

-agrees with berger but develops his theory into advertising where the women is used to sell a product to a man adn to grab the potential male consumers

-releant because context of advertising is relevant to magazine covers

‘In advertising, the gender depiction of the sexes begins early. Males gaze, and females are gazed at.’ (fowles, 1996, p.204)

Fowles.J (1996) Advertising and Polular Culture, London, Sage Publications





P. Messaris



Book – visual persuasions : the role of images in advertising

-females in adverts are possibly aimed at a female audience

‘treat the lense as a subtitute for the eye for an imaginary onlooker.’ (messaris, 1997, p.41)

- Unlike berger whos suggests that men are looking but women are aware of it, Messaris is implying that females are both the spectator and the objects, concluding that the objectified women can be seen to be aimed at women and not just men.

Messaris, P (1997) visual persuasions : the role of images in advertising. London. Sage publications.



COWARD, R. – SOURCE MORE QUOTES......

Coward, R. (1999) Was feminism Wrong about the Family? In Dench, G. Rewriting the sexual contract. London. Transaction Publishers.

- Reference ‘the look’ and ‘female gaze’ chapter in this way ?





CONCLUDING POINTS ON MALE GAZE

-Cant be dismissed due to theorists such as berger and mulvey maiking many valid points, confirming its existance

-however, an obvious understanding is that women are not only gazed at by men, but also admired by women. –conclusion?

-women are objectifide towards the male, a point not to be disputed, but in order to understand this theorisation of the ‘male gaze’ a detailed investigation into the existance of a ‘female gaze’ is needed. – end of para 1, intro to para 2





FEAMLE GAZE :



-after mulveys introduction of the ‘male gaze’ in 1975, the ‘female gaze’ theory arrose.

-possible existance of female gaze?

- is it fair to still portray women as the objects for men to admire?

- todays modern society, it is not just men what look at women, but also women who look at women, not just in a sexual way.

- they aspire to look like that person, or want to follow that fashion, while children looking at these women apsire to belike them when they are older

‘Feminism had given the woman the confidence to move into masculine areas, combining work and motherhood, seeing new oppertunities in new work patterns. Men, by contrast, were experienceing their work changes, this so-called feminization of labor, more like a smack in the eye’ (coward, r. 1999, p.66)

- Not just a change in the way maes were perceived, but the peoples perception of women was also changed

- Male grafter at work, women stayed at home

- Recent years- huge change can be seen, due to women having careers and increase in ‘male market’

- -men become more self conscious

- Following fasion

- Care of appearence

- By the end of 1998 male market worth £560 million a year – rise from what figure? – biggest growth in sales for the european cosmetic industry during the 1990’s.

‘in film, on television and in most popular narratives men are shown to be in control of the gaze, women are controlled by it. Men act: women are acted upon. This is patriarchy’ (mulvey? 1988, p.48-the female gaze?)

- How can i use this?

task 5

In this text sustainability is essentially defined as communal equality in the social, environmental, economic, moral and political areas of society within our generation and that of generations to come. It involves living an environmentally conscious lifestyle. The main characteristics of capitalism consist of creating new markets to stay afloat, subsuming non-capital markets and strengthening internal markets. A  'crisis of Capitalism' is when capitalization reaches limitations and has to create a new market in order to survive. An example of this is the environmental crisis. This has been used to open up new 'green' market possibilities as well as using 'greenwashing' to sell products that aren't even necessarily ecologically friendly. In terms of solutions to the problem of sustainability, there are two main angles. The capitalist concept, 'environmentalism' involves maintaining a capitalist idea and buying our way out of the environmental crisis; for example bio-diesel as mentioned in the text is actually more expensive than regular fuel. This is unrealistic because many people (if not the vast majority) are not able to afford this fuel in the same way that they are not able to afford a hybrid car. The other concept presented as a solution to this same problem is 'ecologism'; the idea that in order to have a 'green' planet we must abolish capitalism rather than simply changing elements of the system as in an environmentalist structure.      

An example of how this is being applied is the factory in Ontario mentioned in the text. However although this is less of a capitalist idea, the factory was in fact built onto a 'green space' and had a huge negative impact on the surrounding residential area. It seems that the concept of sustainability is not at all compatible with capitalism, as it is the cause and the solution to the environmental issues. In a capitalist culture, most things are not designed for the needs of the people (or the planet), but for the needs of the manufacturers to sell to people to keep capitalism going. 

globalization, sustainability and the media - lecture 6

JEAN BAUDRILLARD & HYPERREALITY

Essay notes....