gender: objectification

Elizabeth T., my awesome former student, asked us to write about Taylor Lautner’s Rolling Stone cover.

Of course, everyone’s been talking about  It’s either “oh he’s so hot!” or “he’s just seventeen! child pornography!”  But what I think is hilarious is the fact that they had to have him posing with a football.

You see, in this photograph, Lautner is a sex object.  And, as I’ve written before, a “sexual object is to be presented as passive, consumable, inert (remember, only one person gets “fucked”).”  And who does the fucking?  Men.  Real men.  And who gets fucked?  Women and womanly men (you might know them as “fags”).

So Lautner, by virtue of being objectified, threatens to also be seen as gay:

Apparently they’d rather break one of the golden rules of photography (don’t have anything coming out of the subject’s head), than allow Lautner’s sexual objectification call his sexuality into question.

Yes, yes we get it.  Lautner is a guy’s guy.  I mean, wait a second, he’s a girl’s guy.  Wait!  I mean he likes dudes!   No, not that way!  In a bros before hos way.  He likes dudes best, unless it’s for sex, then he likes girls!  He likes girls!  Even though he’s all sexy and wet and objectified, he’s not a fag okay!  We swear!  Look!  THERE’S A FOOTBAAAAAALLLLLLL!

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

I recently posted about the de-gaying of the movie A Single Man in promotional posters and trailers for different audiences. James H. (of Town Creek Poetry) sent us an example of how the cover of the book Spice & Wolf was changed for the U.S. market (the original is the Japanese version; image found at siliconera):

So we move from a fully-clothed manga character to a cover with a photo of a naked woman with her head cut out of the image, removing all subjectivity. The publisher says they did so in order to try to draw in a wider audience than people who are already interested in manga, and apparently they decided that a naked woman is the way to draw the interest of U.S. readers.

I wish I could say they’re totally wrong and it would never work. But clearly Evony also thought it would be effective. I wish I knew how their sales have changed as their advertising became more boob-centric.

Kay, a student at a University in Munich, sent along an invitation for a Corps Isaria fraternity, or or “Burschenschafts,” party. The cover for the invitation reads “Isarias Gute Kinderstube” which, she explains, “translates literally to good nursery and means something like being well raised, knowing how to behave.”

When you open the invitation you see a naked woman, covered only by a teddy bear, alongside baby-related items (a Snuffalufagus, a rocking Zebra, and a crib) and party-related items (a disco ball, a stag’s head, and high heeled shoes):

Kay explains that the copy, “Das Corps Isaria gibt sich die Ehre und laedt zur eskaloesesten Pyjamaparty der Stadt” translates into something like “The Corps Isaria is honored to host the most risque sleepover in town.”

The invitation is another example of the infantilization of women. Or, as Kay put it, a “mixture of the male gaze and child porn fetishism.”

For more infantilization of women, see here, here, here, here, and here, and here.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Sometimes you see an image or video that is pretty subtle and complicated, and it takes some mental wrangling to figure out what it’s conveying and what cultural ideas it’s drawing on or contradicting.

And then there are things like this, sent in by Joshua B.:

1. Normalization of heterosexual male gaze (until the very end)

2. Girls getting naked

3. While washing a car ‘n stuff

4. And they come in various ethnic flavors

That’s pretty much it.

About the man at the end, reader Victoria says,

I think it’s still the male gaze – just adding gay men to the mix at the end. The “Or, if you prefer” (or whatever they say) seems to clearly speak to the men in the audience.

I agree.

U.K. men’s magazine Asylum promotes itself, women’s objectification:

Thanks to Giorgos S. for sending along the screen shots!

Other examples in which women are products here, here, here, here, here, and here.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Lynn drew our attention to the American Apparel webpages for men’s and women’s clothes.  She notes a distinct difference:

On the Women’s clothing pages, the girls are modelling THEMSELVES in addition to the clothes.  You see a butt purposefully sticking out here, a shirt pulled up to there, a head thrown back in a coquettish manner, a back arched this way and that.

On the Men’s pages, the men are essentially just “standing there”, letting the clothes speak for themselves.

I’ve included screen shots of all of the models in the slide show, so you can judge for yourself (sorry for the funky formatting; there were more images of women than men).

The men:

The women:

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Kelebek sent in an Australian commercial for Brut deodorant. In it, a male robot transforms various objects (a motorcycle, a drink) into “better” versions, more fitting of a super macho robot. One of the improved items is a Barbie doll/woman:

The woman is, quite literally, an object, to be “modified,” and then posed with his other belongings. And as we see, being “brutally male” is associated with drinking a lot, driving powerful vehicles, having hot women, and probably engaging in the type of risky behaviors that partially explain why men in many industrialized nations live shorter lives than women.

The commercial was pulled from TV by the Advertising Standards Bureau after they determined it was offensive to women. The commercial had to be recut…so that the woman isn’t one of the “objects” in the back of his vehicle at the end. The scene where he modifies the Barbie to be a live woman, and the phrase “reject, modify object,” weren’t removed. And:

Brut brand manager Deane De Villiers defended the ad, saying the robot carried the woman with the utmost of respect “as one would carry one’s bride”.

Yes. If your bride were an object you created to your very own specifications.

And for fun, read the comments to that Sun-Herald article.

This ad from 2000 (found here) is an opportunity to differentiate between types of objectification, in its most literal sense.  Instead of making a product into the shape of a woman (see here and here), the woman is made into the product.

See also this post on where there’s a similar example in which a woman’s curves are meant to reflect the curves of a kitchen counter, this one in which a woman is made into a glass of beer, and, to a slightly lesser extent, this ad in which a white and black woman are used to represent a boring and tasty beverage respectively.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.