In the early 1990s Laura Mulvey's thesis regarding the patriarchal structure of an active male gaze influenced feminist film criticism and Hollywood. Mulvey's project is to use psychoanalysis to uncover the power of patriarchy in Hollywood cinema. Patriarchal influence on cinema is found mainly in pleasure (pleasure of watching) or, as Freud said, scopophilia. Mulvey suggests that it may be possible to create a new form of cinema as the power of patriarchy to control cinematic pleasure has been revealed. Many critics have noted that Mulvey's application to psychoanalysis and cinema appears in an ironic return to Freud and Jacques Lacan. Mulvey uses the gaze to examine male pleasure in narrative cinema, but Lacan argues that the gaze is a much more primary part of human subjectivity than patriarchy which, while powerful, is a secondary manifestation of culture. Cinema offers many pleasures and one of them is scopophilia. In the three essays on sexuality Freud “isolates scopophilia as one of the component instincts of sexuality which exists as a guide completely independently of the erogenous zones. At this point he associates scopophilia with taking other people as objects, subjecting them to a controlling and curious gaze." In addition to the pleasure of watching, cinema also develops scopophilia in its narcissistic aspect. The scopophilic aspect derives from the pleasure in using a person's sexual desire through sight, while the narcissistic aspect develops through the constitution of the ego and derives from the identification of the image seen. Cinema provides anthropomorphic stories, and the way cinema shows space, surroundings and human forms makes the audience more curious and more likely... medium of paper... cognitive structures pleasure and displeasure, the identification and the ideological dimensions of subjectivity, as well as the dangers of concepts based on biological definitions of sexual difference. In conclusion, nowadays there is no one to really tell us who has the upper hand in the dominant gaze. In everyday life from my point of view men have the upper hand over the gaze because even in advertisements women are shown to attract the viewer's attention, which means that mainly the target audience is man, but in in a certain sense women too. Many women admire models, girls advertise that they look thin and cute making women want to become like them, but in a way this is considered jealousy. Males and females have many differences from external appearance to internal feelings. Perhaps this is what makes man have the upper hand in most situations.