Fiske puts Althusser’s theory of ISAs in terms that mirror Mulvey’s writings on the “male gaze.” Fiske points to media, and more specifically, news reporters as an example of ideologies at work, hailing viewers and identifying them as certain subjects. In his example, the news anchor and reporter both use language that forces viewers to identify as particular subjects – in other words – to identify with a particular view. In this case – the idea that the railroad unions are “threatening” the nation and are mainly to blame for the strike (1271-1272). I connect this with Mulvey’s idea of how films assume a male audience, and in doing so, make all audience members male subjects, no matter their gender. As Mulvey explores the elements of film, Fiske takes the same thinking and applies it to wider social structures. Fiske says that the ISAs “all perform similar ideological work” and hail subjects in ways that promote the patriarchy and capitalism (1270).
I am interested in questions of literature as an ISA and how an author plays into it. What ideological or cultural ideas often go unconsciously, on the part of the author, into novels? In other words, how are novels, or literature in general, addressing readers as subjects? This question is better when tailored to a particular text, but it is a question I want consider when reading in the future. A similar but more specific question just for discussion: Is the “male gaze” at work in written texts? Is that even possible?
“Fiske says that “the norms used to define equality and fairness are those derived from the interests of the white, male, middle classes” (1270). I think this is seen in the way that equality is talked about; it’s talked about as equality between white, male, middle class and every other race/class.