Discuss this quote with reference to one work of art and one work from the contemporary media.
Hans Memling (1485) Vanity
Hans Memling 'Vanity' is used by Berger in particular as an example of the exploitation of the male gaze. An exposition on the female nude was prevalent during this time (1485) as it was predominantly a patriarchal society; men were in control through means of visual production. The majority of artists throughout this era were men, commissioned to paint pieces of nude women purely for pleasure; highlighting this sense of objectification. Men were seen to have a superior constraint over the depiction of women in art and due to their power and stance through society, the male gaze was deemed the norm - as a result, it altered how women ultimately viewed themselves.
Berger suggests that women are ‘depicted in a different way to men - because the "ideal" spectator is always assumed to be male and the image of the woman is designed to flatter him’ (Berger, 64)
The subject is looking into a mirror therefore there is no reciprocity; as the gaze is never challenged, the painting provides justification for the viewers gaze - this in turn distracts from the fact the artist painted his subject through enjoyment. Vanity, indicated by the use of the mirror - and in the title of the piece itself - is seen to legitimise the gaze as it is believed this is how the subject wants to be viewed. Berger insinuates that conventions through masculine discourses of art history indicate that women watch or allow themselves being looked at whereas men look (gaze) upon women. The subject acknowledges our presence through the manipulation of where she is looking; conversely, if she were to be looking at the viewer, she is aware of the viewers presence and therefore challenges and opposes the gaze.
The gaze is also prominent through contemporary society and consumerism advertisements. The advert above, for Opium, features model Sophie Dahl, lying naked against a dark backdrop. Due to the provocative nature of the photograph and its overt use of nudity, the ad received hundreds of complaints as it was deemed too 'degrading' to women - it was subsequently withdrawn in its entirety.
'Christopher Graham, ASA director general, said the poster was sexually suggestive and likely to cause "serious or widespread offence" thereby breaking the British Codes of Advertising and Sales Promotion.'
As with Memlings 'Vanity', the subject is looking away from the viewer, indicating no reciprocity or challenge of the gaze. The primary focus of the advertisement is the model due to the stark contrast between the subject and the backdrop. The advert was later re-released, however, simply with an alternate orientation; the emphasis now being on the subjects face as opposed to her body. Although this advert implies a male point of view, due to the suggestive nature of the photograph, the intended viewer is female. The women viewing these advertisements are seen to 'identify both with the person being viewed and with an implicit, opposite-sex viewer' (Berger, 44)
The theory of the gaze, particularly the male gaze, is still prevalent in contemporary society and form part of social conventions. Ideals and these notions are pre-installed within us but are ultimately controlled by society as a whole; we therefore deem these aforementioned conventions as the norm.
Sources
Berger, J (1974) Ways of Seeing, Viking Press, New York
http://news.bbc.co.uk/1/hi/uk/1077165.stm
