bodies: objectification

Stacey Burns wrote in to tell us about her successful effort to fight an ad campaign that objectified women and trivialized sex work.  She explains:

USI Wireless, an Internet provider that has a ten-year contract to provide wireless to the city of Minneapolis, recently launched a new ad campaign promoting its service. The ad features the image of a young woman who we are clearly meant to read as a sex worker, accompanied by the text “FAST, CHEAP, and SATISFACTION GUARANTEED.”

A photo of the billboard was placed on Facebook, which she saw on a friend’s page, and then re-posted with a critique.  She contacted the company, whose representatives were “polite but dismissive, telling [her] that they test-marketed the ad and it did well in focus groups.”  The photo of the billboard went viral and she took it to the City Council, who “responded to public outcry and succeeded in getting the ad pulled from the 12 locations it was posted” (story here).

Burns’ story is a nice example of how collective action, facilitated by the internet, can make a difference.

For more examples of this kind of resistance, read about fights against the Obama sock monkey, a Target ad, Mr. Wasabi, Frito Bandito, Motrin’s idea of motherhood, and the rebellyon.

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

Many of you have probably by now seen this video of a group of young girls dancing to Beyonce’s Single Ladies on the World of Dance tour.  Huong L., Jeff S., and Dmitriy T.M. sent it in and asked us to comment on it.  First, the video… which is stunning:

I think I’ve watched this a half dozen times and I’m mesmerized.

But to the analysis…

After the Single Ladies video came out there was a rash of parents uploading videos of their kids dancing along to the video.  We featured a particularly impressive example of a preschool-aged girl dancing to the video and offered it as an example of how kids are active agents in their own socialization.  You might also apply this idea to this video, sent in by Heather B. (which I am not going to comment on because I can’t figure out the context).

Certainly children do make choices about what to mimick.  In a culture that highly sexualizes young girls, we shouldn’t be that surprised when they make choices that we find incongruent with (our beliefs about) childhood.  The World of Dance routine, however, is not simply an example of children being active in their own socialization and responding to the powerful messages of self-objectification aimed at girls of all ages.  In this case, many, many adults were instrumental in producing the product: their dance teacher(s), the choreographer, their parents, and the producers of the tour, to name the obvious.  These girls are performing a highly sexualized routine because many adults chose to sexualize them.

For more examples of the sexualization of young girls, see our posts on sexually suggestive teen brands, adultifying children of color, “trucker girl” baby booties, “future trophy wife” kids’ tee, House of Dereón’s girls’ collection, “is modesty making a comeback?“, more sexualized clothes and toys, sexist kids’ tees, a trifecta of sexualizing girls, a zebra-striped string bikini for infants, a nipple tassle t-shirt, even more icky kids’ t-shirts, “are you tighter than a 5th grader?” t-shirt, the totally gross “I’m tight like spandex” girls’ t-shirt, and a Halloween costume post.

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

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.

Oh my. Inés V. just let us know about a contest on WTVN, a conservative talk radio station in Ohio (reader Scapino clarifies that the conservative tone is mostly due to syndication of Glenn Beck and Rush Limbaugh, not really the local DJs). Just…see for yourself:

Inés says,

This campaign is a response to Columbus mayor Michael Coleman who boycotted AZ by banning all city-funded travel after SB1070, and the mayor is depicted as a holder of a green card [that’s him shown on the ID card].

It’s an astounding example of dehumanizing undocumented immigrants — being a proud American is linked to “illegals” (a term that somehow seems more stigmatizing than terms like “illegal immigrants” or “illegal aliens,” even — a linguistic erasure of personhood altogether) being scared, presumably of all the proud Americans they encounter, and the lucky winner gets to go “spend a weekend chasing aliens”. It’s like you’re getting to go on a safari.

Groups in Columbus have organized a response and will be delivering letters to the station this afternoon, before the contest ends, in protest.

I’d add more commentary, but what can you really say?

I swore months ago to never post another Evony ad. I’ve seen so many, and the direction they’re going seems pretty clear.

But today I’m breaking my vow. I submit to you this screencap, taken by spinach, of an Evony pop-up ad featuring a faceless woman’s torso, obscuring the website spinach was viewing at the time: a biography of feminist poet/theorist Adrienne Rich.

A moment of silence, please.

Jose Marichal, who blogs at Thick Culture, forwarded us this compilation of Bob Barker’s infantilizing and harassing behavior on The Price is Right during the 1970s.  It’s pretty stunning:

I’d like to say that men don’t call women “girls” these days… but I’m watching Jaime Oliver’s Food Revolution.

Source: FourFour via The Daily Dish.  More examples of calling women girls, both vintage and contemporary.

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.

In the theme of selling everything with sex, I present Del Monte’s “fruit undressed” campaign.  First I saw this along the side of a webpage I was perusing (for you, readers, for you):

Damn it; I clicked.  The product is, like, a reinvented fruit cocktail:

It’s being marketed with these ads suggestively suggesting that the fruit is nude:

Notice that that last one is referencing Mardi Gras.  Flash those pineapples, baby!

But don’t get too cocky, the ad campaign reminds us, you still look fat in clothes and should be horribly insecure about it:

Yeah, so sexual objectification and hatred of women’s bodies all in one!  Just to sell fruit cocktail!

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.

Anna sent in another example of a brand marketing itself as for-manly-men-only.  Add this one, featuring McCoy Crisps, to some of our other examples: Dockers, Klondike Bar, Alpo, Oberto beef jerky, and Ketel One.

The first thing that the McCoy Crisps Pub site requires is that you tell it what kind of shoes you’re wearing:

If you answer “incorrectly,” the website says: “No, not right.  Get inside and learn how to be a real man.”

When you enter the online pub, the first thing you see is a woman that you are supposed to be disgusted by.  Immediately a set of beer goggles flies up onto your face (because you wouldn’t want to look at her for more than a split second, apparently):

Then you see this (phew! that was close!):

Alongside playing darts, drinking games, and playing manly trivia, you can get tips on how to be more manly.  Such as “How Not to Look Like a Girl Watching TV” and “How to Get Away with Not Ironing”:

And you can also take a manly quiz to find out how manly you are.  The quiz nicely tells you exactly how you are allowed to behave and what you are allowed to like.  Some examples of questions:

So being a guy means manipulating women with puppies, making fun of your brother-in-law for being a good husband and father, making women cook for you, eschewing personal grooming and healthy eating as much as possible, objectifying women, and enjoying the Pirelli company calender.

Oh, and, if you haven’t seen the Pirelli calendar, you really, really, really don’t want to click here (NSFW; trigger warning).

So there you have it: another marketing campaign that assumes that men are stupid, shallow, sexist, sport-o-holics.  I don’t understand why men tolerate it.

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.

The March, 2010 issue of Details, sent to us by m&k, “stars” Robert Pattinson. Other than Pattinson, the most important part of the magazine is the discussion of “the remasculation of the American man,” but that’s for another day. What struck me was the way that the photo shoot uses naked women as props for Pattinson’s masculine display. Not safe for work, so after the jump…

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