Sexualization Defined

1) Media stereotypes and the negative impact of sexualization on girls

We're all aware of how women are often portrayed in the media. I know you've seen magazine ads, commercials, and internet advertisements that show women half-dressed and in seductive positions.
So what's the big deal?

Sexualization of women and girls has become an increasing problem. The APA Task Force on the Sexualization of Girls was formed to examine and research the sexualization of girls through media and other cultural messages, focusing particularly on the prevalence of these messages and their impact on girls. In 2004, they produced a report that examined the issues related to sexualization in advertising, especially in regards to children. In my next few posts, I'll be presenting the findings of the report. A summary of the report can be found here.

First off, the report defines sexualization. There are four components that constitute sexualization. The wording used is the exact wording used in the report.

• A person's value comes only from his or her sexual appeal or behavior, to the exclusion of other characteristics.

• A person is held to a standard that equates physical attractiveness (narrowly defined) with being sexy

• A person is sexually objectified--that is, made into a thing for others' sexual use, rather than seen as a person with the capacity for independent action and decision making
• Sexuality is inappropriately imposed on a person

The first time I read these four components, they all sounded the same to me, and I'll admit that I didn't really understand exactly what they meant. To help you out, I've searched the internet for ads that fit each one of these components. Keep in mind that many ads feature more than one of them.
This post will focus on the first component: that a person's value comes only from their sexual appeal.

Sexual Appeal

Many ads portray women in a light that makes it seem like their value comes only from their sexual appeal or behavior, often to the exclusion of other characteristics.
The women in these ads might be intelligent, funny, compassionate, or even extremely accomplished tap dancers, but you wouldn't be able to tell that from the ad. The ad only focuses on their sexual appeal in order to sell a product.

Carl's Jr. commercials are notorious for doing this:


This phenomena also appears quite often in popular music. Think of all the songs that make it seem as though looks and sexiness are the only characteristics that are important in a female. Although it is more prevalent in genres like hip hop or rap, it unfortunately pervades many types of music. Consider the country song sung by Trace Adkins--"Honky Tonk Badonkadonk." The whole focus of the song is about a woman's butt. We don't know a single thing about this woman except that a)she has a big rear end and b) the men all like to stare at it ("We hate to see her go but love to watch her leave").

So what's the problem?
By portraying women as being little more than sexually appealing, the media makes it appear as though this is the only desirable quality in women. When girls see these ads, what do they start to believe about themselves? Do these commercials or songs encourage them to excel in school, stand up for themselves, or to polish their talents? No. They come away believing that sexiness is the most important characteristic a person can have.
I want you to also consider what these ads are telling boys about how girls should be. Do they encourage men to respect and love a woman for her personality? Or are they telling them that it is more important for a woman to be sexy?