John Berger

John Berger studied the way men and women are culturally represented. Analysing the different "gazes". Berger suggests that "men act - women appear", as a women's gaze is to allure the audience. He highlights women are not only surveyed by men, but other women too and by themselves as they act unconsciously as they have become so accustomed to the imagery.

Example - 1975

The contrasts of shots in The 1975's music video "Girls" represents women as objects, they have no purpose in the video other than to satisfy the male gaze. To further inflict this theory onto the video, the shot cuts between the male and female band, the men are fully clothed while the "girls" are dressed in lingerie for sex appeal to the male audience.