Visual Cultural Critique: Theory and Analysis

Essay #2

This week we are focusing on Essay #2, the Visual Cultural Critique. This assignment is based on analyzing the cultural message and ideologies about difference and viewpoint on an artifact (Film, video game, show, commercial, etc.) of your choosing. While explaining how this specific artifact communicates its message or viewpoint, we will be using one of four different theories to frame our reading of our respective artifacts, in turn framing our essays based on one of these theories. These four theories are:

• Roland Barthes’ theory of denotative and connotative meanings

• Edward Said’s theory of Orientalism and the other

• Laura Mulvey’s theory of the male gaze

• Bell hooks’ theory of the oppositional gaze

Theories

Roland Barthes’ Theory is based in the idea that all artifacts have two forms of meaning, connotative and denotative. Connotative meanings are deeper, ideological and subjective choices made by the creator of the artifact that represent some opinion or ideal, whereas denotative meaning is literal, explicit and objective meaning of said artifact. Studying the connotative vs. the denotative meaning of an artifact works well for this essay, as it could help to bolster your analysis of the meanings and viewpoints of the artifact.

Edward Said’s Theory is based more in the idea that many western artifacts, like movies and television shows, are obsessed with the idea of Orientalism and fear or perversion of the image of the “other”. Orientalism is a way of looking that emphasizes and distorts the differences between western and eastern peoples, typically Arab and Asian cultures, eastern media typically portraying these cultures as exotic or backwards compared to western culture. This ties in to the image of the “other”, or the way that we as a culture tend to shun or exaggerate the features of those outside of our own cultural bubble. This could be used in your essay as it works on many artifacts quite well, so well that it could even be the main topic of discussion, as we saw in class with the example of Aladdin and how even an old and “harmless” Disney movie proves the ideas of Said’s theory.

Mulvey’s and Hooks’ theories of the oppositional and the male gaze, respectively, work similarly, as Mulvey’s is an active response to Hooks’ original theory. Male Gaze as a theory suggests that in visual arts and in media women, and in many cases the entire world, are portrayed and depicted from a solely male perspective, and are by design intended to be looked at, pleasurably, by men, becoming no more than sexual objects. This gaze has three perspectives as well, the man behind the camera, the gaze of the protagonist, and the gaze of the viewer themselves, each of which should be analyzed to point out when and where the male gaze is being emphasized.

Oppositional gaze is the contrast to this, as Mulvey points out that Hooks’ theory only works in regards to white women, not women of color, as they are rarely the subject of male gaze in media, and black women are in turn constantly searching for a mirror to themselves in the media, as Hooks suggests that the white female figure is the sole target of the male gaze. These two theories could be used in tandem for the essay, perhaps pointing out how male gaze applies to an artifact while also seeing how Mulvey would critique this analysis with her oppositional gaze.

Prompt

Based on the Essay #2 assignment instructions and the theories listed above, and on the artifact you have chosen, please answer these discussion questions intended to get you talking about your essays and to start a dialogue about how to apply these theories effectively.

1.      What is the artifact you chose to analyze? Why? What about its themes, viewpoints, and ideals compelled you to write about it?

2.      What theory are you framing this artifact with, and why did you choose it over the other three possible options? What about your chosen theory fits well as a frame for your chosen artifact?

3.      Respond to one of your peer’s replies to the first 2 discussion questions. In this response point out which other of the 3 relevant theories would also work well to frame the analysis of the artifact chosen by your peer.

(Feel free to also add feedback on your peer’s analysis.)