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Sexploitation and the 'modern' world

By Garima Verma

Posted October 7, 2008 10:15:00

Women and men must challenge the marketing monopoly over our visual landscapes. (ABC News: Giulio Saggin, file photo)

Soft ivory skin briefly glimpsed through blurred shadows ... the camera just catches a flick of hair, ripe red lips, a seductive silhouette, and robes that tantalisingly reveal ... a toothbrush. Or an ad for a job search agency. Or a mobile phone deal.

Isn't it funny that, in a culture of supposed gender equality, such scenes are part of our daily lives? It is the norm in Western societies for women to be their bodies. Along with burdens of both paid and unpaid work, women face pressures to dress, walk, act and talk to some male-pleasing standard. We can't be ourselves, but are shackled by forces dictating conformity to warped ideals, with deviants labelled variants of "ugly" that I cannot write here.

Back in my (girls only) high school, a friend commented that women are seen as "nothing but boobs and butt". Shocking ... or is it? Our "civilised" society, with democratic values and feminism's deep imprint, could never deny an individual her dignity. That's for countries we criticise for mistreating women - from where we hear stories of arranged marriages, or women swamped in cloth to protect men from their own weaknesses. While such practices may detriment many, on what basis can the West preach respect and equality?

The treatment of women is at the centre of the so-called "clash of civilisations", with intense scrutiny about how veils and burqas fit Western gender constructs. Growing up in Sydney, I perceive that women "can do" anything, but with one condition: we must be "hot". Be we doctors, mothers, bankers, or teachers, our society embraces one facet of femininity above others. Contrast this with the pressure on men, whose work is detached from the tightness of their shirts, or whether they sashay in teetering shoes. I found these attitudes in England too, where young women queue semi-naked in freezing conditions to avoid the hassle of club cloakrooms.

Can the West accuse others of moral backwardness? I share Naomi Wolf's sentiments about the shalwaar kameez: billowy clothing not dependent on the curves of thighs or breasts for its elegance. On visits to India, I love clothes that fit on me, not clothes I have to squeeze into. More generally, cultural differences may become social flash points, as demonstrated by the widespread condemnation of Sheik Hilaly's "uncovered meat" comments. While such remarks are outrageously offensive, no one questions why some women feel pressured to dress in certain ways.

I fully support women expressing themselves through appearances, but our society's covert chauvinism encourages exploitation, not liberation. Our media and pop culture emit manipulative prescriptions for social acceptance. When the commercialisation of female bodies is presented as normal, it undoubtedly affects children's development. One often hears the lament that "kids grow up so fast", but girls cannot be themselves when facing such exploitative criteria. Even doing sports or going to the gym - traditionally male activities - requires women to wear something skin-tight or next-to-nothing. Such expectations undeniably affect stress and depression among young women.

Sexploitation should be a target of public ire. Proposed advertising regulations protect children from junk food, but what about protection from the emotionally damaging? We are quick to criticise Bill Henson and 13-year-olds in Australian Fashion Week, yet those same children a few years older later are "barely legal" and it's somehow okay to objectify them.

Commercialised sexuality has effects far beyond product markets. Reaction to child models reflects outrage at child pornography and child-sex tourism, but there is no outrage at the portrayal of women in general. Considering how the only women in some sports are cheer girls, it can't be surprising if those sports attract sexual assault controversies.

However, such problems are not limited to public figures. Why might ordinary men have these views? Surely it's not from glossy men's magazines, the soft-porn covers of which line local newsagencies? Or the job agency advert in which a man's head rests on a model's nether regions? The irony is that many men are offended by such portrayals, and wish that supposed marketing gurus would target something other than base instincts.

No society condoning such double standards can preach equality. I do not propose censorship, but reassessment of lax advertising and media regulations. As social creatures, we humans seek external validation, so we need to align these reference points to our ideals. In truly equitable societies, women cannot be reduced to "boobs and butt". Women and men must challenge the marketing monopoly over our visual landscapes. Otherwise, social decay and inequity will continue, undermining the core of our claim to civilisation.

Garima Verma is a student at the University of New South Wales, currently doing honours in economics as part of an economics/law program.

Tags: fashion, advertising-and-marketing, feminism, men, women, australia

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Comments (94)

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dragon:

07 Oct 2008 10:47:24am

A woman's shape is so much more pleasing to the eye than a male's flopping appendages. Men just look clumsy naked! Anyone (male or female) will tell you men look much better in a suit !

And as for sexploitation? I don't see any models complaining about their poor working conditions and their salaries! And let's keep in mind no one is holding a gun to their heads and demanding they do a suntan add in a bikini.

The argument about women dressed in saris and arabic couture is an invalid stance as we are in a western society, specifically Australia, where in, my opinion, there is only 2 good things about summer! Scantily clad women and mangos :)

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varun:

07 Oct 2008 11:13:26am

I am a guy and i have to admit i am impressed with the article. But unfortunately these views will not change much in this world.

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Pen Pal:

07 Oct 2008 11:25:18am

Let the individual worry about how they want their body presented - if they're happy being fat and unhealthy then so be it.

As for me, what you see is what you get!!

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Stop_The_Madness:

07 Oct 2008 11:30:24am

This article really struck a chord. It seems that no matter how smart, funny, artistic or generally accomplished a woman in our society is, what people most focus on is the way she looks.

I see shows like "Make Me a Supermodel" and cringe at the way young women (and indeed young men) are praised or criticised for their "image", whilst they spout vacuous commentary. It is a telling indicator of what our society values, or at least of what the media believes we should value.

I for one have had enough, and I think it is time that all those of us who are tired of this situation to let those in control of the media know, loud and clear, that we aren't going to stand for it anymore. Stop trying to feed us cosmetic drivel, and start focusing on substance.

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Clownfish:

07 Oct 2008 11:34:45am

Take pity on the majority of us men: We're not the ones doing this.

A number of studies have shown that most men prefer a "curvy", "voluptuous" or just plain normal figure. It's only advertisers and fashion designers who think that body type is "fat"

And, you know, they're not just doing it to you girls, they're doing it to us all! Us poor blokes are being made to feel just as inadequate and stereotyped as you girls.

Just as Scott Adams noted, in regards to the supposed gender conspiracy in corporate power structures, "I have as much in common with the CEO of a Fortune 500 company as I do with my dog", it's not all us men who are out to get you: It's just the advertisers. And they're out to get us, too.

It's a conspiracy to make us all miserable!

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Lindsay Cooper:

07 Oct 2008 11:34:51am

One day we will teach kids to make thier own decisions and that it OK not to follow what society in all its forms dictate that they should be and wear and think etc.

Who do I regulary see in department stores with their 7---12 old daughters trying on the very same tight fitting sexy looking clothes.??? NOT the fathers thats for sure.

Its OK to wear what you like, its OK to learn to think logically. (whats that?), its OK not to have to conform because of your own EGO. (You really don't need one)

Why do we unduly worry about the opinions of other people.??? Don't other people have the right to have their own opinions. (If someone chooses to be hurt by anothers opinion, who chooses to be hurt.??)

We have many problems in our society and practically all them are taught to the younger generation by the allready conditioned adults.

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gresley:

07 Oct 2008 11:35:20am

I agree with the sentiments expressed in this article. Until the majority want more than the superficial (call it spituality if you will) then sexploitation will continue. I hasten to add it is not just women who are being exploited. Men are driven to believe that unless their partner has the perfect body they cannot be happy as well.

I'm not confident that their will be change any time soon.

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Geoffrey_Chaucer:

07 Oct 2008 11:46:48am

Apart from the fact that sex is the redeeming feature of life, it drives the economy. It could explain why many countries observing prude cultures are economically stagnant.

If living in a landscape where women are enveloped in potato sacks surrounded by donkeys and camels is so appealing, why do so many non-westerners relocate in western countries?

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Si:

07 Oct 2008 11:47:35am

It is not all men's fault. As a man, I can assure you that women could wear hessian sacks and have pine cones tangled in their hair and we'd be just as interested in them. A healthy body and a cute face, it's very basic. And even that's not essential. Men can be blamed for objectifying women, and that's a big problem in today's society. But that's about as far as it will go.

The fault is primarily that of women. Women are constantly in competition with each other to be the most attractive, the most noticeable. That's what the fashions are about, the make up, all of that. It's all about status and rank with other women. Have you noticed that there's always more women on the cover of women's magazines than on men's? And that the ones on men's magazines usually look a lot more natural (implants notwithstanding) and healthy?

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Dean:

07 Oct 2008 12:01:43pm

Every society has its own cultural perceptions about masculinity, feminiinity and sexual attractiveness. Even in the most basic traditional societies traditional dress is clearly defined along gender lines. There is absolutely nothing wrong with men and women wishing to appear sexually attractive to each other.
I do empathise with Ms Verma regarding the inconvienience that can be experienced in conforming to these social expectations, I find my necktie to be very uncomfortable in the hot summer months. I suppose I could rebel and not wear it but I would feel a bit out of place in some social situations.
I thought it was a bit of a stretch to suggest that there was some relationship between cheer girls and sexual assult perpetrated by sports stars. By that logic billboards beside the track could be blamed for sexual assults on the railway system.

I was left wondering exactly what Ms Verma was advocating we do. I was unsure if we should all go naked, bring back the knee legth swimsuit or ban skirts. In any event it sounds like there may be a chance to see a good old fashioned bra burning over at the UNSW. Very retro, I love 60s and 70s....but thats another story.

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Rusty:

07 Oct 2008 12:16:20pm

I'ts not the fault of men alone - women who choose to see their bodies as a not good enough for fashion standards are just as much to blame. Yet the pressure to look "good" is still a big part of feeling good about yourself, and not just for women. Go back 4000 years to ancient Egypt and see how both sexes loved to preen themselves even then.

I blame our whole affluent, consumer-oriented culture, though, for the extreme's to which body image can go today. Everything is seen a commodity, to be thrown away or sold for the latest model. So its not surprising that people, particularly women, see themselves in the same light. And I don't think this attitude is limited to Western culture, either.

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Allergic to Scaremongering:

07 Oct 2008 12:19:11pm

A beautiful woman is a beautiful woman and there is no problem with that
A man's eye is attracted to the curves, it's genetic

We all have a choice, you are only exploited if you allow it to happen
Incidentally it's not men driving this, all women in the model and fashion business by and large
No matter what aspect of life you want to talk about people of all ages and both sexes ALLOW themselves to be victims
There are no bullies if there are no victims
People need to stand up

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mlad:

07 Oct 2008 12:24:05pm

888 let me convert this wall of words into one sentence "i'm jealous of the pretty girls"

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may:

07 Oct 2008 12:51:28pm

social decay and inequality is on horrific show in the societies claiming to respect women by making them cover up.
the possibility of full participation in commerce,politics etc in this society is in full swing.
the sight of skin goes with the territory.

in Iraq 25% of elected officials are supposed to be women.
few are willing to put themselves in the position of being a target for murder in a society that allows no sight of a women.

so it goes.

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rfnk:

07 Oct 2008 12:59:04pm

Obviously there's a long way to go before everyone in our society feels perfectly at ease with their place in it and all pressures to perform to external standards or fashions are eliminated. However, to trivialise this issue by throwing in the West vs East cliches is just childish and you really have to wonder why the ABC would bother to run such a purile article. Anyone who claims to have visited the `East' and suggests that the difficulties faced by women in those countries equate in any way to those faced in the West is just a fool.

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chrispy:

07 Oct 2008 1:02:08pm

Let me start by saying there has never been and never will be equality between men and women. Maybe that's OK and we don't want equality but rather a nice compromise of different benefits to both sexes.

As far as shape and attractiveness go, it is a desire hardwired in all animals and can't be changed. Some men like curvatious women, some like thin women. But in general most men like women who are slim in the same way that most women are turned on by a show of muscles.

Incidentally I read somewhere that many models are chosen because they are tall and have very little shape. This is because many of the designers are gay men and like their female bodies to look as male as possible.

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Nicole:

07 Oct 2008 1:23:26pm

"let me convert this wall of words into one sentence "i'm jealous of the pretty girls".

Completely wrong sir. I have to say that I fluctuate between being conventially 'skinny' to just plain healthy weight depending on the season and my biggest problem is that no matter what size I am, when I look in the mirror I see a fat person. I was a size 6 and I still thought I was overweight and was so afraid I would wear boardshorts and a shirt at the beach to cover up my non-existent fat. Even though I know I am not fat, I cannot accept it and unfortunately I don't think I ever will be able to. It is caused by the media and men.

The physical expectations on women are just disgusting. And all of this "it's the women's fault" talk. Typical reaction from a man. But you know what - when I was super skinny I literally got stalked off my commuter train by men and they would rush to move over and let me sit down next to them - and when I gained back my weight (healthy weight range mind you) - I was treated like i was practically not even human - invisible. The more physically attractive you are - the more polite people are to you - why wouldn't you want to be skinny?!

It is a man's world now...and it will always be. The only equality we have achieved is now instead of having to raise the children and keep house, we (in addition) have to work full-time and have skinny / toned / fake tanned bodies - while the men are allowed to be healthy and happy.

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Kinga:

07 Oct 2008 1:34:41pm

Everyone is being exploited, men and woman. A man is biologically wired to be attracted to sexual images and when an advertiser uses those images in a commercial, he is exploiting an automatic biological response in men to involuntarily draw their attention to an ad they would otherwise ignore. Using a subconcious, biological trait to illicit a response for commercial advantage is immoral and should be illegal. it's also discrimatory since it is a tactic that works on men's brains but not woman.

btw, it's possible to retrain your brain to automatically avoid or ignore these images when they are presented to you, thus robbing the ad of it's unfair power, but most men aren't even aware that's it's happening to them, let alone know how to fight it.

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Spidergal:

07 Oct 2008 1:43:46pm

I guess it is unfortunate that while individual's ideals and values are changing the *norm* is yet to catch up there - I fully agree that this has nothing to do with the gender of the individual rather what we now expect society to show us. And if we expect it we will see it...

I work in a "non-traditional" industry (A term I despise BTW) and working Science and Information Technology have realise, that a male's opinion is actually far different from what society as a whole seems to think it is. I watch a 23 year old male shudder at an underweight male on the weekend, saying "does anyone find that attractive?"

Perhaps though Garima is correct though - It is time to start talking with our wallets...Stop buying products that use sexualisation, whether it be the sexualisation of men, women or children, as a means to sell a product. Have a look at some of the campaigns that shops like the Body Shop have run to raise the status of women and minorities in our society and perhaps start supporting companies like these.

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L:

07 Oct 2008 1:47:29pm

Thanks for your great article Garima and for raising some really important issues that are relevant to me - both personally and professionally. I am a psychologist and I see the impacts that sexploitation of women and young girls by the media has on my clients. My clients both younger and older women - often quote the pressure to be hot has contributed to the development of their depression, sexual abuse, anxiety, eating disorders, substance abuse and relationship problems. I also personally feel this pressure. Even though I have a loving fianc, successful career, I am attractive fit and healthy, and have great friends and family; I still often feel inadequate because I compare myself to what the media portrays what a woman should look like. I am a size 8 and go to the gym regularly, but still feel the pressure to look like these women in order to be happy and successful.

I would also like to state that I actually find naked men - especially hairy ones - very attractive! And I would argue that most women do too. Otherwise, we would all be lesbians! Just because the media is still dominated by the male view that semi-naked or naked men are unattractive - does not make it truth.

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Georgia:

07 Oct 2008 2:10:19pm

Men love women.... all women...fat, thin, clothed, unclothed, hot, unattractive, stupid, intelligent, one armed, one legged,.... you get my point. The only enemy for women is WOMEN..... We need to get off our high and mighty horses, and begin to love ourselves and then, love our men...

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Keir:

07 Oct 2008 2:11:03pm

I see the exploitation of the male form to be as prolific if not more so than that of females in our media. While there appears to be some sensitivity or awareness of where the boundaries are regarding the usage of the female form in advertising and the media in general, with the male form theres no such concern. Whether its Home & Away or the job search agency advertisement that you make reference to, the ideal male body is constantly on display to reinforce feelings of inadequacy, especially amongst the youth. The result is increasing consumption of steroids, dangerous usage of solariums, low self esteem and no doubt depression and all the nasty things that leads to. These are problems facing males and its just as significant as the longer-running issue regarding female expoitation.

Can you imagine the RTA being able to get an advertisement past the censors that linked dangerous driving behaviour with women being insecure about the size of their breasts? I think not.

This discussion is healthy but unfortunately it will not be a topic that makes it to the mainstream. The people who consume the media, worship oxygen thieves like Ms Hilton and buy ringtones will not be steered off course. We will need to accept that some people will never look past the superficial but there will always be rewards for those who do.

I liked your article but I wish it had been presented in a non gender-specific manner.

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thelonenut:

07 Oct 2008 2:28:02pm

I am not a huge fan of Salman Rushdie - in fact, I was in fits of hysterical laughter from the moment I picked up his latest novel until I put it down - one day I may read it.
However, he did say something interesting once: Men are lucky, he said - most men only go for a certain shape of woman, while women are attracted to men of all shapes and sizes and looks, generally speaking.

Very accurate observation, reflecting on the relative maturity of men and women.
Another post has theorised that men are "hardwired" to be attracted to certain types of women and that we can't help ourselves - hogwash, I say, and balderdash . Another suggests that women's desires are made of nobler stuff than mere lascivious physical attraction- if the postee really believes this, then they must have absolutely no idea about women..

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GlenWriter:

07 Oct 2008 2:30:21pm

It seems that Garima Verma is doing the right University course because he/she does not know the first thing about psychology/sociology.

We humans are sexual, sensual beings and the first step in being human and satisfying needs according to Maslow is his Hieracrtchy of Needs.

Our first need on the first step is Sex. Freud in his Interpretation of Dreams was mainly examining sexual dreams and frustrations.

Erilkson had the Eight Stages of Life and those stages were divided into areas of reproduction, motivation and family. Can people have a family without sex.

Humans are sexual beings. The aim of each of us being here on earth is to carry on the species. How do we do that if we don't live and breathe sex as part of life.
Human life is about sex. Where has Garima been, under a rock?

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Matt:

07 Oct 2008 2:55:07pm

Has anyone considered that at least women have a choice as to the way that they want 'society' to view them. Men are forced into a social construct that has very strict boundaries - from dress to attitude men are required to behave in a certain way. Any step outside of those boundaries and they are immediately labelled as belonging to a particular subset sitting outside of mainstream society.

Forget about the usual complaint that women are being exploited in a male dominated world. While that may be the case, a thought should also be spared for the systemic reinforcing of the place that men must take within any western societarial construct.

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Greg:

07 Oct 2008 3:22:38pm

I think this whole issue goes to a much deeper one beyond exploitation of women. How can advertising gurus take something as sacred and deeply personal as sexuality and use it to make money? I think it erodes the rights of men and women. Women have a lot of pressure put on them to "meet the criteria" when, for me anyway, ALL WOMEN MEET THE CRITERIA (provided they have a brain cell or two between their ears). And men are defined by their ability to pull t

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Sexploitation and the 'modern' world

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Comments (94)

dragon:

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