Laura Mulvey's theory states that in an industry dominated by male associates, film uses the male gaze theory to turn the camera into a heterosexual man in order to appease the audience. It is done in an attempt to visually please the audience by sexualising women using camera, lighting and sound techniques. This is often seen in films and adverts when they use attractive women and use them to turn non sexual situations into scenarios with a sexual undertone. Despite the male gaze theory being usually used to appeal to men, it can also be used in an attempt to appeal to women. By using the male gaze theory it can present women in a way that women want to see themselves, as well as the way they look at other women. Studies have shown that 60% of heterosexual women have admitted to regularly being attracted to other women and this has reinforced the use of the male gaze theory. Mulvey's theory was created in 1975 when she made the statement that in order to watch a film, the audience has to be put in the position of a heterosexual male in order to enjoy it fully. It is often presented in the camera movement, the camera often lingers on the body of the female almost in the way a man would look a woman up and down. The shots used are often longer takes and this is done to prolong the pleasure of looking, known in media terms as scopophilia.
The male gaze theory is used in every form of media. From film, music video, print and adverts, the male gaze theory will be evident and will use either the more subtle or obvious sexualisation of women. Mulvey stated that this was done in an attempt to objectify the woman used and make her more appealing to men. This is often done in a way such as presenting the woman next to or with things considered manly such as technology and/ or machinery.
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