Visual pleasure from motherhood: Alyssa Milano challenging the male gaze

Abstract

Using male and female gaze theories as frameworks, this article analyzes the visual design and composition of four distinct breastfeeding (BF) photographs posted by Alyssa Milano to her Instagram in order to better understand the public’s mixed responses of support and criticism. I argue that Milano borrows visual elements from the male gaze and combines them with feminine content in an attempt to (1) challenge the dominant, patriarchal norm of deriving pleasure from viewing sexualized women and (2) instead encourage an understanding of the maternal woman as visually pleasing. In turn, Milano’s message supports the normalization of public BF. Milano’s position as firmly entrenched in the male-dominated world of television and film is key: it enables her to speak and promote change from within the system, for external oppositions often remain on the outside, as counterpoint. Using Instagram promotes this as well. Rather than dilute their power, intermingling BF images with those representing the dominant culture may prove more successful for its gradual progression to normalization. The end goal, of course, is to encourage not just acceptance but a sense of pleasure in seeing feminine representations of women, including those focused on aspects of motherhood, like BF.