The Male & Oppositional Gaze exist Since the renaissance, during this period paintings were created as a objects for male enjoyment. Therefore, the male gaze subsist since then, and now has won though the media. This idea of vanity, “thus morally condemning the woman whose nakedness you had depicted for your own pleasure” Berger, 51) men condemn and blame women for something that they are enjoying. On top of that men decided to add judgment “those who are not judged beautiful are not beautiful. Those who are, are given the price.” (Berger, 62) men have the power to classify women as their pleasure and use them as a object for their own satisfaction.

Male gaze have been the pervasive form of vision in popular culture therefore, the use of the feminine body in advertising persist because is the best way to sell a product. For example, Mentos gum advertising use a female body as a medium to convince an audience to purchase their product, as well as Obsession for men (Calvin Klein) does. So they are just trying to catch the attention of the viewers though its pleasing images, using women as an object to encourage the buyer to get their product.

The oppositional gaze is the reaction against the male gaze, trying to make viewers to looks media with different eyes. Hooks is inviting us to be critical, to question everything that media is giving to us (such as ideas and judgments). “Imagine the terror felt by the child who has come to understand though repeated punishments that one’s gaze can be dangerous.” (Hooks, 115) I cannot even imagine been punished for stare at someone, I think this is terrible, to be punished for my own gaze and to be afraid to look something or someone.

 I have always been a consumer; I have never questioned myself before at the time of seen an advertising with a portrayed of a female body. After these readings, my points of view concerning media have change. Now I am question myself in many ways and many staffs and it really make me feel bad, to see that we women are use and seen as an object even now a days. “To be born a woman has been to be born, within an allotted and confined space, into the keeping of men.” (Berger, 46) this quote makes me realize that the patriarchy attitude oppressed women too much. i was born and raised back in my country (Bolivia) in a very small and Conservative city were men have the power for everything and they use women as a object, but i did not realize that until i came to live in NY because believe or not in here is less noticeable. But the worst part is that “patriarchal thinking shapes the values of our culture.” (Hooks, 23) which mean everyone is part of these; we all are culpable at some point. My females roles were well market since i was a little girl, i was able to do only things "for girls" what ever the society had assign, and we all follow these terrible beliefs.

  Bibliography

 1. Berger, John. Ways of Seeing. London: British Broadcasting : Penguin, 1972. 

2. Hooks, Bell. Black Looks: Race and Representation. Boston, MA: South End, 1992.
3. Hooks, Bell. The Will to Change: Men, Masculinity, and Love. New York: Atria, 2004.