M GAZE

THE MALE GAZE IS UBIQUITOUS, WHETHER IN ADVERTISING, LANGUAGE OR ALL KINDS OF EVERYDAY SITUATIONS. THIS PHOTOGRAPHIC PROJECT DEALS WITH THE SUBJECT USING PROVOCATION AND HUMOUR. THE FIRST OF THE PHOTOGRAPHIC SERIES SHOWS POSTERS PROMOTING THE FICTITIOUS BRAND M GAZE. THE BRAND'S PRODUCTS PROMISE TO MATCH THE MALE GAZE WITH THE FEMALE TARGET GROUP. THEY ARE REMINISCENT OF DRUGS, AS WE ARE ALL CONSTANTLY EXPOSED TO THE MALE GAZE. WE ARE CONSTANTLY YEARNING FOR MALE VALIDATION ALMOST AS IF WE ARE ADDICTED TO IT. THE SECOND SERIES DEPICTS A POSTER CAMPAIGN THAT CREATES AWARENESS WITH SEXIST SLOGANS. THESE ARE STATEMENTS THAT OCCUR IN CIRCLES COMPRISED SOLELY OF MEN, OFTEN IN ORDER TO OBTAIN THE RECOGNITION OF THEIR PEER GROUP, AS THEY TOO ARE AFFECTED BY THE PATRIARCHAL STRUCTURES.