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Trevor's got an in-depth analysis of the "Gee" video and the male gaze or absence thereof. If I'm interpreting his basic point right, it's that the video is about girls having fun with girls, not about how they appear to some guy — or maybe more emphatically, it's about the girls having fun with girls while abandoning the gaze of some guy. As far as it goes, this analysis seems right, and matches what I think about Miss A's live routine for "Breathe," which is that it's not about some guy making them breathless; rather, the supposed breathlessness is a pretext for the young women* to clown around with each other.

Except I don't think that puts the issue to rest, not by a long shot. What I find limited in Trevor's analysis is that he's talking about the story in the video but he's not talking about the story of the video in the world. For instance, I'm looking at the video. So's Trevor. So are you. I don't see that the video has subtracted our eyes.

An incomplete list of gazes, gazers, etc. that might be relevant:

--The characters in the video
--The performers in the video
--Who the videomakers envision might be looking at the video
--The videomakers themselves (incl. performers, costumers, editors, financiers, etc.)
--The assumptions the videomakers make about the audiences for the video, about the audiences' expectations regarding music etc., audiences' role in fandom and their vision of the world, and about how the audiences are likely to use the video, etc.**
--The experiences and assumptions of the videomakers themselves about video, music, life; their vision of potential worlds etc.
--The actual audiences for the video and how they see such videos; their visions of the world and of potential worlds; how they use the video in their lives
--The people writing about the video; the writers' assumptions and visions etc. and their assumptions about their readers' assumptions and visions etc.
--The social classes/categories of the aforementioned (which obv. include age and gender but include a lot of other stuff too)
--How all these gazes, gazers, uses, etc. may change over time, the use of the video not being fixed

That the girls in the video might be liberated in relation to a fictional guy*** in the video, and his hypothetical employers, doesn't stop some guy — or some gal — who's looking at the video from thinking of them as cute dolls****, if that's what s/he's determined to see. I don't see where the video forestalls this. Of course, the video offers a whole lot of choices as to how to view it, but it's not exactly avoiding sex appeal and prettiness, to be enjoyed, to be emulated, etc.

To be honest, I've long steered clear of analyses that use the term "the male gaze," since my impression was that the people using it were making a lot of stuff up (about audiences, etc.). But I've read so few that this is prejudice on my part, not knowledge. Also, I'm not sure you can do such analyses without speculating a whole hunk of a lot. Even if you undertook mass surveys of music makers, videomakers, and audiences, the surveys aren't likely to tell you what you need to know.**** (Tom would have a better idea than I about this.) So we're inevitably stuck looking at the video itself and trying to glean from that what the world that surrounds the video is like (including worlds of the imagination). Which doesn't mean we shouldn't try.

Since most of the people writing such analyses are liberal-lefties like me, what we write will automatically contain a relation between liberal-lefty writers and a whole bunch of other people (videomakers, music audiences, etc.), many of whom are not liberal-lefties. This relationship can't be erased, even if we leave it unmentioned in our analysis. Not that the class differences between us and the people we're writing about invalidates what we say. (I consider "liberal-lefty" a social class, though that's obviously an assumption that needs further thought and elaboration.)

*Why do I call Girls' Generation girls and Miss A young women? It's not that I think Girls' Generation are less adult than Miss A are. But "girls" is part of their moniker and part of their image, whereas Miss A seem to be projecting something older. I don't know what the actual people in Girls' Generation and Miss A think about their monikers, or how the monikers were chosen (though I wouldn't bet on it being the group members who chose).

**Videos are in the world, hence are part of the world, so expectations about the world would include expectations about videos. But I differentiate for reasons similar to, e.g., the reason I differentiate between my expectations when someone tells a joke beginning "Jesus, Buddah, and Sunny of SNSD walk into a bar" and my expectations and ideas regarding Jesus, Buddah, and Sunny when they're not in a joke. And I have expectations regarding dogs and mailmen when they're in jokes but hardly any knowledge or opinion of the relations between dogs and mailmen when they're not in jokes. As for jokes, so for videos. What I expect from dogs in videos is not the same as what I expect from dogs on the street.

***By the way, I think it's the ex-mannequin girls rather than the employers who are designating the guy Employee Of The Month at the end, as a parting gift. Thanks, you created us, clothed us, now we've gone off to play (but maybe we'll come back and visit, cute guy).

****In America when I was growing up, dolls were marketed to little girls, not to little boys. And in general, dresses on mannequins are marketed to women, not men. Which doesn't take the male gaze out of the picture, by any means. But you've got cultures and groupings doing the creating/gazing here, not just one gender at a time.

*****Not that we can't find things out. E.g., I just did Google searches with the names of K-pop performers followed by the letter "p" to see how Google would suggest finishing the word. I ran super junior, dbsk, big bang, jay park, shinee, snsd, hyuna, t-ara, 2ne1, brown eyed girls. [For Big Bang and Miss A I typed "k-pop" in front of their names.] For all five male acts I got "profile" as the first suggestion, the next three suggestions usually including "poster" and the names of some songs beginning in p, or in the case of jay park, "parents" (plus one more for shinee, which I'll get to later). Three of the female acts (t-ara, miss a, 2ne1) also get "profile" as the first suggestion, the rest of 2ne1's being the names of songs. Snsd and hyuna both get "plastic surgery" as the first hit. "Plastic surgery" is miss a's second hit and t-ara's third. Hyuna's second hit is "pregnant," and her fourth is "photoshoot." And one of the male groups, shinee, gets "plastic surgery" as its third hit. Of course, I don't know the demographics of who does the searching, whether they're more or less the same for each group. 2NE1's fan base is supposedly young (avg. age 15) and female, SNSD's more mixed in age and gender, and my ears say the same when listening to fan chants for T-ara, but none of this has been verified.

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Frank Kogan

July 2025

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