The male gaze is defined as a women being objectified by a male spectator which began centuries ago. There is now an important critical literature on the representations of women in the media and western art. John Berger's book Ways of Seeing provides an accessible introduction, and Laura Mulvey's famous essay on the male gaze launched an important literature in the field of cinema. The male gaze is not only a trick perpetrated on hapless women by manipulative men. It has become part of the structures of feeling of our day and age, and as such it interferes with both men's and women's psychological health and our ability to have mutually fulfilling relationships with one another. The male gaze is used in many different aspects of media such as advertising and film.

"The surveyor of woman in herself into an object - and most particularly an object of vision : a sight." - JBerger

Just taking a look at any magazine whether its for men or women we can find an example of the male gaze. The women are programmed to pose for the spectator viewing the image reducing themselves to objects and sex symbols. Men do dominate the world of Media and therefore women are unconsciously forced to be submissive in order to succeed. The difference today is that women are able to control the gaze. By using the oppositional gaze women get a chance to take control as Bell Hooks points out. What is going on in a typical fashion ad, then, is not that the viewer is looking at a woman who is actually subordinate or childish. Rather, the models are posed so as to show that they know that they are being looked at. Although she speaks of Black women being the female spectators we can use it for all women. She mentions that the oppositional gaze is empowered by looking. Black women can use their power by looking critically at the lack of or misrepresentations of their gender in early films.

"There is power in looking." - BHooks