Task 4-The Gaze

‘according to usage and conventions which are at last being questioned but have by no means been overcome - men act and women appear. Men look at women. Women watch 

themselves being looked at’ (Berger 1972, 45, 47)

The basis for Berger’s theory is set in the ‘traditional’ understanding of equality. Simply, men are traditionally thought of to have a higher social standing than women, where as men are valued by their success or knowledge women are simply objectified in society. This objectification has origins in seeing woman in a vunerable and sexual state. This is not a theory which just has foundations in the modern world, this painting by Alexandre Cabanels called the birth of venus painted in 1863, shows this objectification. 

In this painting you can see a traditionally angelic scene, which in this case makes reference to the woman at the focal point of the piece as a goddess, specifically the goddess of love, which in itself has sexual connotations. It is fair to say that in this piece the woman is on display, in a position in which the entirety of her body is on show for the male onlooker to appreciate. What is crucial to Berger’s theory is that gaze of the man onto the painting is not reciprocate which allows the woman to be analysed. This also suggests that the sense of being appreciated replaces her own sense of being, therefore her purpose in the piece is that of an object.

            Perhaps one of the most controversial advertisements in recent years is that of the Guinness advert below. This advert typifies Bergers theory. In this advert the woman is sexually objectified, and like that of the previous painting the gaze is not returned by the woman, instead she is seen as an sexual object, almost a ‘reassurance of the male sexual power’ over women. Within advertising the male gaze is prevalent. It is apparent in the advert below that women are being used as a commodity themselves, a commodity that sells products. 

            To conclude Berger differentiates between being nude and being naked

‘To be naked is to be oneself. To be nude is to be seen naked by others and yet not recognized for oneself. A naked body has to be seen as an object in order to become a nude.’

What this suggest is examples like the two above are instances of nudes as they are being seen as objects by men, this is a direct bi product of the male gaze not being returned by the female. Where as being naked Berger says is natural and therefore has little connotation in suggesting inequality.