The male gaze

There is a basic difference between look and gaze. To look normally means to have a normal sight of something that our eyes can catch. But gaze is different from look; it is more associated with power. Gaze normally refers to a stare, which means to look at something continuously without winking our eyes so as to carefully observe or dominate what is being looked at. It is natural that none objects or cares when we look people but everyone feels uncomfortable or even gets angry when we gaze them curiously. When a male looks at objects through this particular kind of gaze, it is normally called male gaze and when a female does so, it is called female gaze.
This normal meaning could help us understand how look and gaze are operational in commercials, the subject of study of this research.
When we look at an object, we see more than just the thing itself: we see the relation between the thing and ourselves. Some objects are intentionally made to be looked upon. While constructing the objects that are to be looked upon, a viewer is always presupposed. For example, if we take the trend of Nepalese television and print advertisements, in most of them a male is often, if not always, the presupposed viewer and the female are the viewed. The image of woman in those advertisements are portrayed usually as inactive, submissive and passive, or sometimes even shown admiring her own image in a mirror. All this is done to nurture the presupposed viewer's sense of possession and control.
The "portrayal of woman and her beauty in such a position offers up the pleasure for the male spectator" (Mulvey 5). So the male gaze here is the powerful look which can control and possess the images that are fearlessly looked at for his pleasure. But the spectator's gaze sees not merely the object of the gaze, but sees the relationship between the object and the self. He sees her as a creature of his domain, under his gaze of ...........[some sections missing] ...........  ...........  ...........  ...........  ...........  ...........  ...........  ...........  ...........

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................ ..........[some sections missing] ........... and talk in the screen cannot look back at the viewer and even if they look, they cannot come out of the screen. This privileged position gives the viewer a chance to fearlessly watch the image in the screen and gain pleasure. To understand how the gaze operates in media and modes of representation, it is necessary to understand the psychology of looking and the pleasure principle associated with the gaze.

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