From the start of the film, Shirley Barrett clearly designates looks as a crucial component of the film. From the first contact, “was he handsome or not handsome?” the audience is forced to view DJ Sherry through another’s eyes. Audience in the movie participates in this gaze in a complicated way. According to Mulvey (1975), women in mainstream films are portrayed to provide visual pleasure to men, and the scene is set in a manner where the viewers are expected to be men. In the Love Serenade (1996) film, the male gaze is both fetishistic and voyeuristic.
Mulvey (1975) concept of "to-be-looked-at-ness” portrays women that are included in films or movies in order to provide male audience with visual pleasure, as well as make them to have an erotic impact (Sturken and Cartwright, 2009). Mulvey (1975) has argued that key protagonist within a film or movie is male and the audiences are expected to be men. In her essay “Visual Pleasure and Narrative Cinema”, Mulvey (1975) has stated that: “the world is ordered by sexual unbalance, while pleasure in looking has been divided into passive females and active male (Pollock, 2006), and male will fantasy unto the female figure.
In most films, women characters are portrayed as objects to be looked at and displayed, with their appearance being coded to portray a strong erotic and visual impact so as to be seen to connote to- be-looked-at-ness" (Mulvey, 1999) In Love Serenade (1996) film, the pose of two sisters is constructed in a way that they are looked at by male gaze. The pose of two sisters’ bodies is displayed for the male’s visual pleasure. The pose stress the two sisters long legs, their long, blond hair, their slim but well-endowed figures, skimpy outfit, and their coy expression that acknowledge that these two sisters were being looked at .
In this film, male audiences get pleasure from looking at the two women, while the two women get their pleasure from being looked at. The sisters have power, but the power is gained through their ability to attract male attention, in this case DJ Sherry. Thus the two sisters’ power is contained within the patriarchal system. There are two different ways in which audience watch a movie or film: narcissism and scopophilia. According to Mulvey (1975), scopophilia means pleasurable or erotic looking.
In other words, it means audience objectifying people in a movie and then subjecting them to a male controlled gaze (Sturken and Cartwright, 2009). It is the idea that the audiences in a movie are able to see but not be seen. Mulvey (1975) argues that there is a separation between the audiences and the characters in the movie (Mulvey, 1999). As part and parcel of scopophilia, lights in a movie or film play an important role because audience are able to sit in a darkened place watching a female character that cannot see them as well as inability of the other audience to see them (Mulvey, 1999).
The darkness in a room or auditorium allows audience to watch without disturbance (Dworkin, 1989). Mulvey (1999) argue that Scopophilia is complete opposite of narcissism. Narcissism as outlined by Mulvey (1999) constitute male ego, audience identifying themselves with characters on the screen and losing self identity (Pollock, 2006). In narcissism, audiences in a film are able to identify with the male protagonist, and assume the male spectator (Pollock, 2006). Mulvey (1999) argued that a direct male gaze, from the character on screen, mostly a female character, to the spectators or audience, may enhance a feeling of empathy or identification, both is associated with narcissism (Messaris, 1997).
An audience can see the emotion of a female character in a film and connect with her in a very real way (Messaris, 1997). Therefore, the audiences of a film are found to gain narcissistic pleasure from identifying themselves with the films protagonist, aspiration, admiration, or by identification. In most cases, audiences are found to place themselves in the shoes of the hero in the film.
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