The Gaze

-This term was origionally used in film theory in the 1970's to refer to the ways viewers look at people on screen.
-'Male gaze' is the way males look at woman
-Jonanthan Schroeder (1998) "to gaze implies more than to look at ..." basically, when you look at someone on screen, you're more than looking, you are analysing them.

Forms of a gaze:
-Spectators gaze, the intra diegectic gaze, the direct adress, the look of the camera, the gaze of the bystander, the gaze of the audience within a text.

Direction of gaze:
Trevor Millum distinguished between these forms of attention in his study of woman in magazine advertisements.
-Attention directed towards others
-Attention directed towards object
-Attention directed to oneself
-Attention directed to the reader/camera
-Attention directed into the middle

Laura Mulvey
-A failure to account for female spectators
-Looks at the spectator as being hetorsexual male

Categorising facial expressions:

Woman
Chocolate box
Invitational
Super smiler
Romantic or sexual
Marjorie Ferguson (1980)

Men
Carefree
Practical
Seductive
Comic
Catalogue
Trevor Millum (1975)