Collective Shout’s primary mission is campaigning against the objectification of women and the sexualisation of girls. While we have spoken out against the objectification of men on occasion, the bulk of our time and efforts are focused on women and girls. Why?
While both men and women can be sexualised, it is primarily women who are being objectified, and women who are far more likely to be negatively impacted by objectification.
Women are routinely sexualised and objectified in mainstream popular culture. Hypersexualised representations of women in media and advertising are everywhere. Women are positioned as passive, decorative objects, reduced to a collection of sexualised body parts, defined by their physical attractiveness and sexual availability, and even depicted as (still glamorous) victims of violence. Women’s sexualised bodies are used to sell everything from beer to burgers to organ donation.
Research out of the University of Southern Carolina found that the hypersexualisation of men in films has increased substantially in under a decade.
The Economist reported:
Of the 100 top-grossing films at the US box-office in 2007, 4.6% of male characters were seen dressed in “sexualised attire” and 6.6% were shown “with some nudity”. In 2014 those figures stood at 8.0% and 9.1%. 2013 marked the highest point of this trend with 9.7% of male characters shot in sexually alluring clothing, and 11.7% taking some—or all—of their kit off on film.
However, women in film fared much worse:
In 2014, 27.9% of female characters wore ‘sexy’ clothing and 26.4% exposed their chests, legs, or other body parts on camera: they are roughly three times more likely to be objectified on screen than men. Considering, too, that women make up less than a third of all speaking characters and less than a quarter of leading roles, the percentages are all the more alarming. Women are less visible in films, and those that are present are exponentially more likely to be featured in sexualised terms.
While both men and women can be objectified, the outcome is not necessarily the same.
We live in a culture in which the value of women and girls is determined in large part by their physical beauty and sexual appeal, to the exclusion of their intellect, abilities and contributions to the world. This treatment does not extend to men.
When men are sexualised in media and advertising, they are not typically demeaned, portrayed as decorative objects or posed as vulnerable and submissive in the ways that women are. Men are also rarely dismembered and presented as a collection of sexualised or individual body parts. Instead, men are depicted as hyper-masculine and strong. The sexualising and objectifying treatment of men may serve to enhance their power and status rather than to reduce it.
Activist and filmmaker Jean Kilbourne has spent decades studying the image of women in advertising. In her documentary Killing Us Softly 4, she responds to the suggestion that men are now being objectified in the way women traditionally have been:
Reporters called me up from all around the country and said, “Look! They’re doing the same thing to men they’ve always done to women.” Well, not quite.
They’d be doing the same thing to men they’ve always done to women if there were copy with this ad that went like this:
‘Your penis might be too small, too droopy, too limp, too lop-sided, too narrow, too fat, too pale, too pointy, too blunt, or just two inches. But at least you can have a great pair of jeans!’
It would never happen and nor should it, and believe me, this is not the kind of equality I’m fighting for. I don’t want them to do this to men any more than to women, but I think we can learn something from these two ads, one of which did happen and one of which never would.”
We do not support ‘equal opportunity’ objectification. No person should be reduced to the status of object, or treated as a thing for another person’s use.
The #MeToo movement has taken the world by storm, exposing the endemic exploitation and abuse of women and girls by men across a range of industries. The social media campaign to hold predatory men accountable for their actions has sparked a global dialogue, forcing many to re-evaluate their sexist attitudes and practices.
In the wake of this cultural shift, Formula One has announced plans to end the long-standing traditional of ‘grid girls’, clearly recognising that the use of attractive women as props or accessories for men is “clearly at odds with modern day societal norms.”
The growing refusal to tolerate casual sexism poses a problem for companies who rely on it in order to function.
Sports Illustrated swimsuit edition, a magazine serving up an array of sexy, young women in bikinis for the viewing pleasure of a male audience, is set to hit newsstands this week. This year’s edition will feature a nude spread entitled ‘In Her Own Words’, a collection of photos of naked women with words scrawled across their bodies that apparently represent who they are.
According to the magazine’s Instagram, the series of naked women in the men’s girlie mag is intended to celebrate “more than just their bodies”. Which begs the question, why are they posed naked? Surely if the aim is to humanise the women included rather than to sexualise them, stripping them off, laying them on the ground passively and photographing them naked isn’t the best way to achieve this?
The project is being pitched by magazine editor MJ Day as empowering, as a means of giving women a voice (just not clothes). Day tells Vanity Fair the shoot is about “allowing women to exist in the world without being harassed or judged regardless of how they like to present themselves.”
What we’re seeing is the same routine objectification of women, the treatment of women first and foremost as bodies to be looked at, as passive objects, but Day assures us this is different. This time it’s revolutionary, about women’s right to self-expression or to be objectified- while the magazine conveniently profits.
By framing the conversation as one about women’s choices, the spotlight is on the women posing, and not the magazine who orchestrated the shoot. Sports Illustrated can continue to operate the same way as always, profiting from exploiting women’s bodies and sexuality, but now they can call it ‘female empowerment’.
The female models are still sexualised, their naked bodies used as canvases and offered up for male consumption. How is this particular photoshoot different from the everyday sexualised depictions of women in mainstream media and popular culture, while their male counterparts remain fully clothed and posed with dignity and strength? Is anything being challenged at all? It’s the same old sexism, but repackaged as progressive and feminist.
The PR machine keeps spinning, with Day attempting to associate the brand, a bikini mag with naked women, with the #MeToo movement in a Vanity Fair article entitled ‘Meet the First Sports Illustrated Swimsuit Issue of the #MeToo Era’.
The swimsuit issue of Sports Illustrated is dominated by sexually objectifying portrayals of women, treating women as masturbatory material for men. In doing so, it contributes to and reinforces the second-class status of women, the notion that women exist for men, for their enjoyment and use, and that women’s value is determined by their physical appearance and sexual appeal- essentially, their ability to attract men. This frequent reduction of women to sexual objects is incompatible with gender equality.
Twenty years of empirical research, 135 studies from 109 publications, indicate that sexualisation and objectification of women has a range of negative effects. Consistent evidence found that:
"regular, everyday exposure to [sexually objectifying portrayals of women] are directly associated with a range of consequences, including higher levels of body dissatisfaction, greater self-objectification, greater support of sexist beliefs and of adversarial sexual beliefs, and greater tolerance of sexual violence toward women. Moreover, experimental exposure to this content leads both women and men to have a diminished view of women's competence, morality, and humanity."
The treatment of women as sexual objects and the diminishing of women’s humanity cannot work alongside a social movement fighting for women’s human rights. The sexual objectification of women for profit is in direct contradiction with efforts to eradicate the exploitation of women. Treating women as sex objects doesn’t suddenly become a feminist act just because the photographer is a woman.
When corporates, whose primary goal is to sell a product, attempt to capitalise on a social movement or cause, we should absolutely be wary of their motives.
We all know that hot, naked women in Sports Illustrated isn’t about celebrating women or giving them a voice- it’s about selling magazines.
“These are sexy photos…at the end of the day, we’re always going to be sexy, no matter what is happening,” says Day.
See article, originally printed in Sydney Morning Herald here.
On the International Day for Elimination of Violence Against Women, French President Emmanuel Macron pledged that 2018 will see legislative measures tackle “verbal violence towards women” in public.
Joined by comedian and actress Florence Foresti and France's equality minister Marlene Schiappa at the Elysee Palace, President Macron announced that "gender-based insults”, such as wolf-whistling, will become punishable by law under the proposed legislation.
The law, which "will give the police the right to issue a fine if there is a verbal attack on a woman", will form part of what Macron has described as a “cultural fight” for gender equality - an objective of high importance on Macron’s list of priorities as president.
President Macron asserted that it is unacceptable for France to be a country where women live in fear of “sexist violence they meet in the street".
"Many harassers practice wolf whistling and other types of verbal stigmatisation - and for a long time people reacted with indifference," he added.
"This is unacceptable. Women must feel comfortable in public spaces […] This must be one of the priorities of the police".
President Macron endorsed the proposed legislation saying that "very often verbal aggression does not lead to women going to police stations" because of fear their claims will be deemed unimportant.
"So we must give the law enforcement authorities to act immediately, to correct, to repair and restore the dignity of the victims," said Macron.
"This,” asserted Macron, “will be the purpose of this new offence of verbal aggression".
In addition to this new offence, the French president emphasised the need for regulating Internet content and more closely supervising pornography and video games in the fight for gender equality.
In order to combat sexual harassment on social networks, Macron proposed to train teachers and school staff in these matters. He too announced to have developed a mobile application for victims of cyberstalking and cyber violence as a way of curbing the kinds of sexual harassment that take place online.
"Legislative changes will be made not only to better prevent but also to prosecute those who act on the Internet to harass," he stated.
Presently in France, the Audiovisual Superior Council (Conseil Supérieur de l'Audiovisuel) (CSA), the country’s regulator of audiovisual content, has authority over only a fraction of online videos, namely those produced by television channels.
In his address, President Macron expressed a wish to "extend the powers and the regulation of the CSA" to all online videos for "the protection of the young public".
As for online pornography, Mr Macron announced the launch of an awareness campaign for parents at the next school year to tackle stereotypes, domination and violence in pornography.
Other important legislative proposals announced by Macron include setting a minimum age of consent for engaging in sex and seeing the statute of limitation for the rape of minors extended from 20 years to 30 years.
“The proposals put forward by Macron to bring about gender equality in France are exciting. It’ll be interesting to see what becomes of this,” said one woman.
About the author: Violeta Buljubasic detests pornography and anything that resembles it. Cognisant of its devastating consequences, she believes that porn and the raunch culture from which it stems are symptoms of a ubiquitous ill that has removed sex and sexuality from their original design. Moved by the work of Collective Shout, Fight the New Drug, and NCOSE, Violeta hopes to be part of the solution to this insidious problem.
Read Part one here
These hyper-sexualised advertising posters more appropriate in the storefront of an R rated sex shop are in plain view of children within a family shopping centre. They are designed to be sexually stimulating, but my kids and I did not go to the shops to get sexually stimulated!Read more
A recent article offering men advice about how to proposition a woman wearing headphones – encouraging them to block her path to prevent her from ignoring them – rightfully provoked a major backlash. But the backlash also brought a certain phenomenon to wider public attention – the fact that women sometimes wear headphones as a way to avoid unwanted approaches in public.
The public conversation on violence against women tends to focus on sexual assault and domestic abuse. We talk less about the routine intrusions women experience from men in their everyday lives, even though this is the most common form of sexual violence.
My recent research looked at how women navigate interruptions, intrusions, and harassment from unknown men in public. What was most surprising was how all 50 of the women I interviewed significantly underestimated the amount of work they were putting in to avoid intrusions by men in the street, and the impact this had on them.
They recognised that they were making certain decisions about routes home, or where to sit on public transport. They spoke about using sunglasses or headphones in order to create a shield – a way to give the impression that they didn’t hear that man making a sexual comment, or didn’t see that other man touching himself as he walked behind them.
Many categorised their clothes in relation to safety. Scarves were seen as safe – handy for covering your chest. The colour red was, for some, seen as unsafe – too bright, too obvious, too visible. Some even adopted particular facial expressions, trying to balance “looking tough” against the desire to not be told to “cheer up” by a man they’d never met before.
The women I spoke to knew they were doing some of these things but other behaviours were less conscious. They hadn’t really reflected on how much energy went into avoiding unwanted contact below the surface and how their freedom was affected.
Image: The FederalistRead more
Last week, B&T reported on the latest campaign by Honey Birdette titled “Office Party” that appeared to play on the Christmas tradition of a drunken office work bash. This time, however, with models gadding about in only their expensive lingerie.
The campaign came with a racy stills campaign and social media TVC. You can see it if you go to the link in the full article at bandt.com.au
However, since the launch of the campaign the company has been defending itself against claims it is offensive and wrong to portray women in their undergarments at an office party.
“My kids were seeing pornographic images in what is supposed to be a family shopping centre”
On the evening of the 24th June, my family and I were returning from a fun day out and decided to drop into Westfield Fountain Gate. The kids were tired, hungry and a bit grumpy so we hurriedly tried to find a restaurant, we wandered down a dimly lit arcade. I walked right past the only brightly lit shop front window of Honey Birdette and realised that the provocative images of scantily clad women was not something that I wanted my young kids to see. So, I hurried past hoping that they would follow and not notice.
I remember my heart sinking as my 4-year-old daughter suddenly shrieked behind me. “Look! Why is she not wearing any clothes?”
Sex sells right? This is the theory we are led to believe, but on the contrary, it is far from the truth. This article will tackle the myth that ‘sex sells’, by drawing on the latest research.
So what does the research on sex in advertising actually say? According to a study on the effect of sexual content on the recall of advertisements (Parker & Furnham, 2007), wait for it…
Women recall non-sexual advertisements better than sexual advertisements. For both men and women, there was no main effect on recall of the type of advertisements seen (sexual vs non-sexual).Read more
A name change and a few less frills might sound better to sponsors, but it does nothing for women’s sport
When the Lingerie Football League (LFL) announced that it was starting the year with some big changes, I wondered whether they were finally going to do something really radical. Perhaps like paying their players. Or could it bethat they were going to stop making the women sign ‘accidental nudity’ clauses?Read more