Notes on The Gaze Notes on 'The Gaze' Daniel Chandler John Berger's Ways of Seeing In Ways of Seeing , a highly influential book based on a BBC television series, John Berger observed that according to usage and conventions which are at last being questioned but have by no means been overcome - men act and women appear .
Men look at women.
Such ads appear to imply a male point of view, even though the intended viewer is often a woman. We may note that within this dominant representational tradition the spectator is typically assumed not simply to be male but also to be heterosexual, over the age of puberty and often also white .