I agree with Kellhy. Also, remember that you're not disciplining your son because you're mad, but because he did wrong. So don't lose your temper; stay as cool as you can. You're in the middle of a power game.
You could try playing your own game with him. Tell him that during the day you're going to call his name, and if he hears you and turns around to look at you he gets a treat. (You'll have to figure out the treat.) Then do it. Call him loudly, call him softly, call him in a whisper, call him in song, call him in funny ways, call him in your normal tone of voice. He may get it into his head that he's teaching you to give him something good when he looks at you. Hopefully, looking will be followed by listening. It may turn out to be a better game, to his mind, than throwing tantrums or screaming. Worth a try, maybe.