Objectification

Objectification literally means to present as an object. Its modern connotation is to make someone an object of lust and sexual desires rather than as a human being. Objectification of this kind is prevalent today in marketing and media.

One of the earliest commercials I can remember that has an example of sexual objectification in order to sell a product is Carl’s Jr. They have a beautiful woman dressed scantily, often in a bikini, eating one of their sloppy burgers and a man looking on with his mouth watering. This commercial was an example of objectification of women. It is one of many commercials and marketing schemes like it. Women are frequent targets of these commercials.

Men are also objectified in commercials directed towards women. An example of that is a recent commercial for Kraft Zesty Italian Salad Dressing. A rugged man is cooking in the kitchen and in the end of the commercial his shirt is burned off to reveal a chiseled upper frame. This commercial is aimed at women, but it is still nonetheless sexual objectification in the media.

Sexual objectification is well known as Abercrombie and Fitch’s marketing strategy. From shirtless men, without their faces and heads on the shopping bags, to large photographs of barely clothed couples passionately kissing. It seems that A&F is not really selling clothes at all but is selling sex. It makes the models in their pictures as objects, whose only purpose is to play on the animalistic and lustful side of men and women to come to the store and buy their clothes.

The question isn’t really what is objectification or does it exist? It most assuredly does, but is it ethical? Does it negatively affect society and individuals?

On a moral standpoint, many would argue that sexual objectification is morally wrong and is objectionable. It denigrates the human body and the individual and promotes promiscuous behaviors. But is it more than that? Does objectification in the media increase domestic violence because husbands view their wives as little more than an object to fulfill selfish desires and appetites? Does objectification cause men and women to feel devalued and increase feelings of inferiority?

Taylor Buie of the University of Georgia quotes Tom Reichert in saying “Studies show that viewing these images can lead to “devaluations of one's— and one's partner's—attractiveness, attitudes supportive of aggressiveness toward women, triggering of gender stereotyping and gender role expectations, and distorted body image” (Reichert, A Test 82).”

Julie M. Stankiewicz says in her article “Women as sex objects and Victims in Print Advertisement”: “The simultaneous presentation of women as sex objects and victims in various forms of media increases acceptance of violence against women.” She goes on to discuss how this kind of advertising desensitizes both men and women to violence.

Upon these grounds, I would advise all of us to avoid supporting companies that use sexual objectification as a means of advertising and that we do not further promote or purport objectification. These advertisements are a low-blow to make money off of our sexual desires. 

Motherhood: A respectable and promising profession

In today's world we are seeing less and less of girls in school that say they want to be stay at home moms. Girls want to break barriers and be journalists, lawyers, doctors. They are dreaming big and in many universities and professions women are winning unprecedented positions and doing unprecedented things. I think it is extremely admirable and respectable. However, I think that in some ways society is missing the point of one of the most respectable professions of all times: that of mothers.

Motherhood, whether working, stay-at-home, married or single, is one of the single most influential positions. Children's social behaviors including religion, ethics, political views and other such social aspects are first influenced by their mothers. Mothers instill in their children feelings of safety and provide nurturing for their children.

A local Utah writer remarked on mothers in the following way:

My friend Kieth Merrill, an Academy Award-winning director, says there is a reason we rarely find strong mothers in movies today.

"If you're a screenwriter, and you understand drama, and you want to plunge your characters into conflict, you have to 'lose the mom,'" he says.

"Mothers go missing in movies because leaving them in the lives of characters in crisis makes sustaining conflict difficult. Mothers listen and resolve problems. They are selfless and love without conditions. You want to stir up trouble and make it believable? Better keep mom out of it." 

My mother stayed at home as a mom until I was twelve years old. I am the fifth of six children that she raised and I have many fond memories of my mother. When I was three, I remember my mother going to drop my brothers and sisters off at school and sometimes we would play our old nintendo entertainment system together. She would read to me and instilled a deep love for education and learning in all of us. 

When I was twelve years old, she decided go back to work teaching school having stayed home for over 25 years. From her, I learned to work hard and to never complain. My father was in the navy and would be gone from home for long periods of time. Sometimes being away for more than three months at a time. My mother faced it with fortitude and courage and she raised the six of us to be respectable citizens and good people. I do not offer this to brag about my mom (although she is awesome!), but to present my personal perspective of my mom.

I think mothers are awesome and I think being a mom is a most noble and respectable. I am also in awe and respect greatly women who do not have children but care for and protect children. One of my favorite videos I have seen this mother's day time is the following from Soul Pancake:

http://youtu.be/pQ4Rnba85o8

I humbly submit that what he says is true. The secret to changing the world is courageous moms who are not afraid to have children in a society that labels moms as boring and unadventurous. I submit that one of the most exciting and adventurous parts of life is the shaping of individuals and society through parenthood. I hope someday to embark on that nobel adventure. 

How have moms changed the world in your life?

Equal Denigration: Media's play on Man's Strength vs. Women's Beauty

I have been doing a lot of reading of online articles, both scholarly and non-scholarly, about media's effect on men. While there is not as much research done on this subject, it is obvious that it equally pertains to both men and women, although it seems that the targeting and denigration is specific to certain values of each respective sex. As I was reading, I found that marketing and television seem to say a lot about a woman's beauty, whereas they generally target a man's strength. 

Let us take your average sitcom: Generally, the male character is stupid and incompetent; the wife is really in charge of everything and works the family through her stupid husband; if the male character is intelligent, he is either unattractive and socially awkward, or gay; usually, the male character objectifies women and is a depraved sex-obsessed maniac. Obviously, this is not present in every television show, but it is seen a significant amount of time to imply that these stereotypes exist. 


Here is a list of some of the general stereotypes that men face in today's media; also listed are some non-traditional characteristics (Sam Femiano and Mark Nickerson):

Stereotypic Characteristics logical thinkers think rather than feel take charge of situations loners protect women and children aggressive adventurers, take risks worldly wise

Non-Traditional Characteristics sensitive to feelings work with others accept help emotionally expressive caring for children having harmonious relationships engaging in home-related activities having non-sexual friendships with women

In terms of marketing, men are generally portrayed as muscular, smooth, sleek, strong with a large, upper body, and a thin waist. Often times, the man's body is used as an icon rather than his face. An example of this is Abercrombie and Fitch's shopping bags and billboards which often feature a little bit of their jeans and a naked, headless torso of a man. Marketing of this nature is not saying "Our clothes will make you sexy." It is seemingly saying "Sexy people wear our clothes, and if you aren't wearing them, you're not sexy." Otherwise, it would show fully dressed models. It is one of millions of negative marketing campaigns employing sexual objectification.

As is common with women's media images, men's images are also altered and touched up to become more attractive and more pointed towards "youth" and/or "strength." A youtube video that I recently watched shows the process:

http://youtu.be/-_I17cK1ltY

In an article about his fitness and image, the writer quotes Jack Lalane, "Of the incessant media images, the still-avid exerciser says, 'Maybe at least that’ll get ’em out doing something!' Aspiring to today’s ideal body is fine, he says, as long as it’s what you want. He deplores, though, the overly muscular type that 'looks like they use steroids. Once you start fooling with Mother Nature, you’re in trouble.' (msnbc news)

It is obvious that there is stereotyping in the media of men, but is it wrong? The day of men being protectors, providers, and good fathers has seemingly ended. It seems that a lot of weight has shifted to the woman, and there was plenty of responsibility there already. According to census estimates, about 18 percent of men ages 40 to 44 with less than four years of college have never married. That is up from about 6 percent a quarter-century ago. Among similar to these same estimates for men ages 35 to 39, the portion jumped to 22 percent from 8 percent (NY Times). I believe that these statistics are due in part to media and their stereotypes of men.

I was talking to one of my friends and he said the following: "It is wrong to propogate negative stereotypes regardless of anything, even if they are true." I whole-heartedly agree. I think that media should promote successful and emotionally expressive men---men who can be good fathers and husbands without purposely following their stereotypes. I do not think that the media should sexually objectify men or women. I think that we as the general public should promote and advocate positive media that does not stereotype or objectify others, rather than accepting the negative media stereotypes that bombard us. 

Works Cited and Extra reading
Associated Press. "Guys have body issues too".
http://www.nbcnews.com/id/15160230/ns/health-mens_health/t/guys-have-body-issues-too/#.UYVheZX3B69

Sam Femiano and Mark Nickerson. "How do Media Images of Men Affect Our Lives?" http://www.medialit.org/reading-room/how-do-media-images-men-affect-our-lives

Eduardo Porter and Michelle O'donnell. "Facing Middle Age With No Degree, and No Wife." http://www.nytimes.com/2006/08/06/us/06marry.html?pagewanted=all&_r=1&