bodies: objectification

Blanca M. sent in this picture she took here in Las Vegas of a truck advertising Air Conditioning Technical Institute. The truck says “Hot City, Cool Career,” and then had this image on the side.

When you go to the website, you see a video (which I can’t embed, sorry) of a man driving up to a house in a sports car. A blonde woman comes out and gushes over the car. The man then says “Six months ago she wouldn’t have given me a second look. I had no job, no education, I was living with my parents.”

So apparently air conditioning tech school is appropriate only for men, and guarantees that you will make enough money to get the hot women you’ve always wanted. Aside from the clear objectification of women as sexual rewards for men, it reinforces the idea of women as opportunistic gold-diggers. It’s also an interesting perspective on how men should view relationships–that they should be perfectly happy to be with women who don’t like them for who they are, and who would presumably leave them if they lost their job or got a pay cut. As long as the woman’s hot, a guy is apparently supposed to be satisfied with the relationship and not worry about little things like whether his wife actually loves him–we reserve concerns about love and emotional closeness for women only.

Thanks, Blanca!

Ok, so this isn’t an image, but it seemed like something our readers might be interested in, so I’m making an exception. Larry (of The Daily Mirror) sent in a link to this story in the New York Times about efforts by the European Union to discourage sex stereotyping in ads (I think another reader also sent in the link, but I’m afraid I’ve lost the email; if it was you, let me know and I’ll give you credit!). From the article:

The European Parliament has set out to change this. Last week, the legislature voted 504 to 110 to scold advertisers for “sexual stereotyping,” adopting a nonbinding report that seeks to prod the industry to change the way it depicts men and women.

Interestingly, the author of the article refers to the measure as “laughable as a gesture of political correctness.” Advertising industry leaders call into question the link between stereotypical images and actual discriminatory or problematic outcomes in actual life. It brings up a recurring issue cultural critics face–it can be extremely difficult to show that, say, sexualized images of women leads to any particular negative outcome. We may strongly believe that the ubiquitous presence of ads that show stereotypical gender roles reinforce them…but since we haven’t yet created a society similar to our own except without the stereotyping, it’s hard to isolate the effects of such cultural messages because we can’t compare what our culture would be like without them.

Thanks, Larry!

This man, Donny Deutsch, host of CNBC’s Big Idea, helpfully tells the rest of us what the “new feminist ideal” is. Hillary Clinton’s problem, he explains, is that she “didn’t put [on] a skirt.” Enjoy:

Also in women can be anything they want as long as they’re hot: The Nerd Girls.

Found at Feministing.

Abby K. sent me a link to this New York Times article about the August issue of Vogue India. The issue has sparked controversy because of a fashion spread that shows poor Indians modeling extremely expensive brand-name accessories, such as this child modeling a Fendi bib that costs around $100 while being held by a woman prominently missing teeth:

Or this one of a barefoot man, also missing teeth, holding a Burberry umbrella that costs about $200:

From the article:

Vogue India editor Priya Tanna’s message to critics of the August shoot: “Lighten up,” she said in a telephone interview. Vogue is about realizing the “power of fashion” she said, and the shoot was saying that “fashion is no longer a rich man’s privilege. Anyone can carry it off and make it look beautiful,” she said.

I’m not sure where to even begin with this one. The objectification of the poor, who are used as props in a fashion magazine aimed at people very different from them? The oblivious discussion of the “power of fashion,” while ignoring the issue of how much these luxury items cost relative to average incomes in India? I’m especially struck by the way that the inability to spend $200 on an umbrella is no longer seen as a privilege because “anyone” can “carry it off”; it’s not about having $200 extra dollars, it’s about having the mindset to know you can carry these items and won’t make them look ugly or tacky, apparently. There’s a complete denial of privilege and power having anything to do with wealth,  social stratification, or any inequality more consequential than some people maybe worrying that they won’t “make” fashion “look beautiful” (which in and of itself is an interesting idea–it’s not whether the fashion items make you look beautiful, it’s what you do for them).

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Brenda V.P. sent in this girls’ t-shirt, available here:

It hurts me, dear readers! It hurts!

Oh, holy hell. I was about to publish this and thought to myself, “at least there’s not a ‘future MILF’ shirt.” And then I thought, “Um…is there?” Oh, yes, there is (found here):

Why do we think these kinds of messages–hey, girls! You can grow up to be an objectified accessory!–are cute?

Thanks, Brenda. Thanks.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Seemingly just seconds after the news leaked this weekend that current Alaskan governor Sarah Palin was McCain’s pick for vice president, merchandise appeared to capitalize on her conformity to current white bourgeois beauty standards. [Thanks to Shakesville’s Sarah Palin Sexism Watch for alerting me to the existence of this stuff.]

For example, I found this bumper sticker on zazzle.com, a site where users can upload their own images for use on T-shirts, stickers, baseball caps, etc. The caption above the sticker says, “This year, vote for HOT!” See screengrab below.

“MILF” is a slang term for “Mother I’d Like to F**k.”

This [and the many other examples that I’m sure will be added to this post] would be useful in an ongoing discussion about the deployment of gender in this year’s presidential elections, especially comparing/contrasting the popular portrayals of Hillary Clinton with those of Sarah Palin.

The AFP disembodies Palin in a “news photo” published on September 1. When body parts of male candidates are shown, they are identified as, for example, “the hand of Candidate X was seen waving.” However, in this example, Palin is identified as her legs. [Again, hat tip to Shakesville for photo and commentary.]

Caption accompanying photo reads:

Republican vice presidential candidate Alaska Governor Sarah Palin stands on stage during a campaign rally in O’Fallon, Missouri on August 31. Palin got comfortable in her new role as a vice presidential candidate as she made the Republican case to stay in power. (AFP/Robyn Beck)

Dubi K. sent us the following picture that has been making the round on the Internet [it is reportedly the icon for a Facebook group called “I’d Bang Sarah Palin!”]. It is a manipulation of a photo of a woman in a bikini with a gun. Palin’s head is superimposed on the woman’s body. Snopes, clearinghouse on Internet memes and urban legends, summarily debunks the picture’s supposed authenticity and supplies simiilar examples.

An opinion piece, “The Dominatrix,” by Gary Kamiya on Web magazine Salon is advertised on the front page [as of September 9, 2008] with the following poorly done Photoshop of Palin as a stereotypical dominatrix, bringing America [as moose?!] to heel:

Note the equation of a powerful, assertive woman with non-heteronormative, kinky sexuality that some people find morally repugnant. My point is not to start a debate on bdsm, but to show that this picture and the accompanying article make the tired old connection between a powerful woman and “perverted” sex.

Laura C. sent in a link to this image (found at Carrion Bag) of Palin supporters:

Might be good for a discussion of the ways in which sexualization of Palin is coming from both opponents (see here) and supporters, and the ways that women may actively take part in sexualization that trivializes women as a group.

Thanks, Laura C.!

Finally, there are now action figures of Sarah Palin. The one below is the “Sarah Palin School Girl Action Figure.” Setting aside how I feel about Sarah Palin personally and politically, I hate to see a woman’s political power attributed to how sexy she might be. There are already dozens of groups on Facebook about how “sexy” or “hot” Palin is, and they have thousands of members.

Ben O. forwarded this ad for Fairy Soap (found here). It plays into the idea that African Americans are dirty and either lazy or stupid (since they don’t bother to wash their children), but that enlightened, kindly, clean whites can help them. It would make a good accompaniment to the chapter “Soft-Soaping Empire: Commodity Racism and Imperial Advertising” in Imperial Leather: Race, Gender, and Sexuality in the Colonial Contest, by Anne McClintock.

UPDATE: In a comment, Brendon proposed a reading I didn’t think of:

The second ad is troubling, but my interpretation of it wasn’t that the ad was implying that African Americans are dirty – it’s implying that the young white girl believes the black girl is covered in dirt, which is the only reason why the black girl doesn’t have the white skin she does. It’s about the ‘folly’ of youth – this girl isn’t versed in the discourse of racial difference yet!

Of course, Eric points out that the “cutesy” element is undermined by the fact that the ad was made by adults who, unless we’re both totally wrong, didn’t hold such an “innocent” view of the differences between African Americans and Whites.

Also, as a commenter pointed out, given changes in hairstyles and dress for children over time, it may be those are boys, not girls.

NEW (July ’10)! Monica Y. sent along another example, this one an ad for Vinolia Soap:

When I think “sexy,” I tend to think of three things:

1. Soft candlelight

2. The music of Barry White

3. Automobile crash test research

Apparently, the people over at DSQUARED² (which, by the way, comes out to D⁴ ) agree with me on the last one:

Good for discussions about objectification, driving safety, or that fashion photographers are finally starting to run out of ideas.