Objectification of WomenDisyembre 2, 2009
In Philippine setting, men are given priority over women. This set-up is what we call a “patriarchal society”. Even in advertisement, patriarchal system is being reflected and maintained.
Advertisements create stereotypes of women. And based on my own observation, women are seen as an object of desire. Sexual objectification of women has effects on gender relations and society’s attitudes towards men and women’s sexuality. It plays an important role in the inequality of the sexes.
Sexual objectification occurs when a person is seen as a sexual object and reduced to instruments of pleasure for another person. This exploitation of female sexuality in advertising has negative consequences for women.
Images of thin models seen, for example, in TV, films, and magazine advertisements (like FHM and Maxim), appear daily. Moreover, beauty pageants such as “Miss World” and “Miss Universe”, as well as locally organized beauty pageants, teenage girls now define beauty by the shape and size of their bodies with the impression that being skinnier is sexier.
As long as capitalists and imperialists run the lives of our society, women shall never be free from bondage of exploitation and opression. This is absolutely unfair! Though it may sound idealistic, I believe that gender sholud not play
a vital role in any society or serve as a basis for accumulating and obtaining power. Individuals should experience equal rights and opportunities, not because of his/her gender, but because we are human beings.
To further analyze things regarding sexuality and gender issues in our society, please check out these articles found in philippine e-journals (http://www.ejournals.ph):
Wika at Katauhang Babae: Mula Mito Hanggang Panahong Moderno
by Ruth Elynia S. Mabanglo
The Functional Specification of the Wage- Experience Relationship and Male Wage Inequality in the Philippines: A Decomposition Analysis
by Lawrence B. Dacuycuy
The Role of Men in Family Planning in the Philippines: An Assessment
by Sam Clark, Jonathan Flavier, Pilar Jimenez, Romeo Lee, Harris Solomon
Men’s Involvement in Reproductive Health: An Islamic Perspective
by Hamim Ilyas, Sekar Ayu Ariyani, Rachmad Hidayat