Monday 12 November 2012

Panopticism


Jeremy Bentham designed the ‘panopticon’ as a multi-purpose building that could be put to any use, in 1791.  Michel Foucault used this design/idea to come up with a theory of panopticism, which is applied to modern society (1975).  Foucault wrote Madness and Civilisation, Discipline and Punish: The Birth of the Prison. 
Panopticism is the theory that by placing people in a situation where they feel like they are being  constanly scrutinized and monitored, such like a panoptical prison, they will start to self regulate their behavior. 
At the time of the conception of the idea of the panopticon, there was a new attitude towards work.  Work was seen as a way to make people better.  All of the socially useless people were put in work houses (panoptic institutions), drunks, criminals, vagabonds etc.  Gave a new method of making useless people useful. 
Examples of contemporary panoptic devices are open plan offices; the boss sits at the back of the office, watching everyone so people feel like they have to work and behave as they should.  CCTV, having the cameras on show, knowing that they are recording you makes you think before you act. 
Photographer Phillip Lorca Dicorcia uses a similar idea to panopticism, he sets up a flash and a trigger, and photographs people as they trip the flash, illuminating just them in the frame.  All of this is done without them knowing.  The series Heads was made in 2000.  

Gender Ads




The ad is putting the audience in the perspective of a heterosexual man.  The ad shows a pair of female legs with her underwear around her ankles.  The ad is clearly meant to be seen from the male’s perspective.  The image of the legs and underwear has nothing to do with a film processing lab, it is just trying to get the attention of the male audience.  This ad reinforces the Gaze’s position, in that the ad is clearly meant for the male audience, and it has nothing to do with the product it is trying to sell.  It is using sex to sell, ‘If you develop your film here, you could be in this situation.’