Male Gaze & Patriarchy

       "Thus she turns herself into an object - and particularly an object of vision: a sight" (Ways of Seeing, 47). Women are almost always depicted as objects whether it is in advertisements, video games, movies, or even reality. Think about a time when you were walking down a street and up ahead you see a group of men. What is the first thought to pop up into your head? Maybe various ways to avert the situation or a curse word perhaps; however you know very well there is no way to avoid the direction you are walking in. In the end, you walk past them with the feeling that all eyes are on you, making you very uncomfortable. Needless to say that this may not be the case every time however I believe women are so used to men staring while she walks by or staring in general that they get accustomed to it. Numerous companies create advertisements with a woman exhibiting her body or standing next to a man while she is half naked. What is the point of these types of advertisements you may ask? The simplest answer is that sex sells. Companies are trying to portray how men want to see  women. Possibly buying this perfume or product will allow the targeted consumers, which mainly are women to attract and charm men like the ones that are posted against the woman in the ad. I myself tried a perfume in hopes to feel like the wonderful woman on the advertisement. Perhaps even attract a man but turns out it is in fact just false advertising. 

 The male gaze is not only a problem that lies within companies and their advertisements. We see effects of the male gaze in video games and even in movies. "Male gaze, then, has to do with the relationship between a heterosexual male viewer, and a female that is being viewed. The theory poses that in media like film, photography, and I would here add games, when a heterosexual male is in charge of the viewing of a female, the resulting media necessarily reflects that male's gaze. In the case of games, this may be more of a collective gaze" (Sheffield, 1). Women in video games are also displayed as beautiful women with big breasts and small waists, similar to what you might find in advertisements.  

 The male gaze and patriarchy give men a sense of entitlement that they are above in the hierarchy than everyone else especially women which creates issues in society. An example of patriarchy would be how men do not see an issue with rape/ rape culture. "At Church they had learned that God had created man to rule the world and everything in it and that it was the work of women to help men perform these tasks, to obey, and always assume a subordinate role in relation to a powerful man" (Understanding Patriarchy, 18). Men were and have been learning these teachings from Church so they are unlikely to be wrong. These teachings are not only taught in churches but also in temples and mosques. Patriarchy does not affect a certain group of people but patriarchy is a problem throughout the world. However, powerful women have proved this idea of patriarchy wrong many of times. For example, the "Slut Walk" that started in 2011 in which women paraded to Toronto in protest of victim blaming in rape cases. "Our society has been historically set up in a way that makes rape, sexual violence, or romantic manipulation not only possible, but rather a normal, expected occurrence for many people" (Fradet, 1). Until we do not completely get rid of the idea of patriarchy, women will still be blamed for rape and sexual assaults or even "catcalling". Women in some parts of the world are still not allowed to leave the house without a man, drive a car, or simply get a higher education past a certain grade level. Why do men still have a sense of entitlement over women? Can it be because of the teachings of religion, the teachings of past generations, or simply because women are allowing it to reoccur? I believe what we need is a balance in gender roles. Why is it so challenging to be equal in the 21st century? Until we are able to uplift each other, support each other, and most importantly treat each other like equal human beings, we as women and men will have to continue the fight to end the idea of patriarchy.   

Links: http://www.more.com/lifestyle/culture-causes/10-powerful-womens-marches-smashed-patriarchy

https://thebodyisnotanapology.com/magazine/7-reasons-why-patriarchy-is-bad-and-feminism-is-good-for-men/

https://www.gamasutra.com/view/news/173227/Opinion_Video_games_and_Male_Gaze__are_we_men_or_boys.php