John Berger devised a theory - "Ways of Seeing" (1972).
In this theory, Berger analyses the way in which men and women are represented, and the consequences these representations have on the public and viewers. In Berger's theory, he claims that the representations of men and women in visual images, such as music videos are different: he identifies that men look at women in an objective way and also women look at themselves being watched by men.
In his theory, Berger argues that the woman are always self-conscious and aware of her own presence in every action she carries out. Berger says that he thinks a womans self value is measured through the way in which she is portrayed to the world in not only her own eyes but also in others' eyes and most importantly in men's eyes.
On the other hand..."Men, Berger identifies, survey women before they relate to them and the results of this measuring determine their relation to the woman." Berger has the opinion that the way a woman would like to be treated (presumably by a man) is portrayed through her actions and her appearance. He carries on to say that a woman's actions show the way she would like to be observed, this is contradicted by a man's actions which are just actions in themselves.
Berger sums this up simply by arguing that "men act – women appear". Women look at themselves being looked at. "The surveying woman is a man, the surveyed woman is a woman, and by this the woman objectifies herself as a subject of a gaze, this is the meaning of Berger's title "Ways of Seeing" – essentially meaning that there are different ways of seeing man and woman."
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