Laura Mulvey a feminist came up with the theory that all media text is shot from the prospective of a heterosexual male and that woman and homosexual men are forced to view from this perspective.
This causes an inequality of power because it gives to much power to men because woman are seen as unimportant an inferior to men and only there for the purpose of sex.
This also relegates woman to the status of objects only for the purpose of sex this is done through shots lingering on woman's chests and the way woman are dressed.
This is done through the encoding of the text. This means that it is done purposely by the person who creates the text and is then decoded by the viewer in a certain way
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