The International Society for Human Rights (ISHR) is a non-governmental and non-profit human rights organization that aims to “promote international understanding and tolerance in all areas of culture and society.”[1] In 2008, the ISHR published an advertisement to “Stop the oppression of women in the Islamic World.” By employing gaze analysis complemented by semiotic and ideological analysis, I argue that the ISHR advertisement promotes and reinforces cultural and religious stereotypes by suggesting that Islamic women are oppressed because they wear a niqab.

The advertisement features the face of an Islamic woman who is wearing a niqab. Her only visible features are her eyes. However, she is trapped in a prison: inside her niqab are iron bars that represent her oppression. The young woman is looking straight at the viewer with a serious expression. She is wearing eye make-up to enhance the power of her gaze. According to Catherine Lutz’s and Jane L. Collins’ article “The Photograph as an Intersection of Gazes,” in Reading National Geographic, the advertisement features the gaze of a “non-Western subject” (Lutz, 188). The Middle Eastern woman is looking straight at the viewer as if she were “acknowledging the photographer and the reader” (Lutz, 197). There seems to be “intimacy between the subject and the reader;” she knows that we are observing her so she opens a window to her emotions (Lutz, 193). By portraying the introverted yet challenging gaze of a Middle Eastern woman, the ISHR intends to reflect the existing tyranny in the Islamic culture. Her looks reflect how the Islamic patriarchal values have caused her pain and suffering.

Furthermore, the woman is portrayed as a passive figure. She is trapped in a metaphorical jail that does not allow her to challenge the norms. It is for that reason that the spectator is drawn into her world and is invited to confront the gender struggles. She isn’t an active participant but instead acts an observer that challenges us through her gaze; she is depicted as being an object subjected to the oppressive rules of her community. The message of gender mistreatment that is captured in her gaze is emphasized in small print at the bottom of the advertisement: “Stop the oppression of women in the Islamic World.” The juxtaposition of the caption and image imply that Islamic women are subservient to the males of their community and are oppressed because of the clothing that they wear.

The reader’s gaze focuses on the eyes of the woman. We are invited to interpellate with the female protagonist and feel compassion and empathy for her. The Muslim woman is looking at us directly and we are looking back at her eyes. Furthermore, the camera’s gaze intends to highlight the unjust treatment that Islamic women face. This is achieved by doing a close up shot of the face of the woman where emphasizing the power of her gaze. The advertisement relates the subject of female oppression in the Islam community to the outer garments that are worn. By interpreting the subjects gaze, the viewer is encouraged to believe that the niqab is a form of sexist patriarchal oppression. The advertisement targets Westerners who are encouraged to judge the values of the Islam religion.

The aim of the advertisement is to denounce the patriarchal values of the Islamic society. By addressing the viewer directly through the gaze of the Islamic woman, the spectator is invited to take part and stop the oppression of women in the Islamic culture. However, the advertisement is reinforcing cultural and religious stereotypes by insinuating that the niqab is an oppressive factor. Instead of encouraging cultural diversity and acceptance by respecting the practices and beliefs of other religions, the ISHR is adopting an intolerant position. Westerners are encouraged to judge the values and practices of the Islamic religion making this a controversial and disrespectful advertisement for some.

By doing gaze analysis I have been able to understand the theories of address between the subject, the viewer and the organization. However, if I wanted to do a more complete analysis I would have to get an insight of how the real viewers have engaged with this advertisement.

Bibliography:

Lutz. Catherine, and Jane L. Collins. 1993. “The Photographs as an Intersection of Gazes,” in Reading National Geographic. Pp. 187-216.

“International Society for Human Rights (ISHR).” Home- International Society for Human Rights. N.p., n.d. Web. 11 Apr. 2014. <http://www.ishr.org/ISHR-at-a-glance.774.0.html>.