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MTR supports AMA call for new inquiry into sexualisation of girls: Sunrise

Melinda Tankard Reist Add comments

This morning I appeared on Channel 7 Sunrise to discuss the AMA’s call for a new inquiry into the sexualisation of children. Appearing with me was advertising creative director Dee Madigan. It’s probably unnecessary to say, we didn’t see eye to eye on everything. Here’s the video:

Did the Parliamentary report on outdoor advertising say everything was fine with self-regulation?

In the Sunrise segment, Dee Madigan claimed the House Standing Committee on Social Policy and Legal Affairs inquiry into the regulation of billboard and outdoor advertising found the system was working well.

 

Actually that’s not quite the full story. I wrote at the time:

A parliamentary report tabled today [July 4, 2011] has recommended a tightening up of the outdoor advertising industry through a more rigorous system of self-regulation. Outdoor advertising is one of the least regulated forms of advertising yet the hardest to avoid – billboards have a captive audience and cannot be turned off….

The Committee’s 19 recommendations go some way to addressing our concerns. We are particularly supportive of recommendations 4 and 8, which relate to issues of objectification of women as forms of discriminatory practice. It is extraordinary that in the Advertising Standard Board’s view, as cited in the report, objectification of women is not seen as contrary to the prohibitions on discrimination and vilification.

We also welcome Recommendation 1: that industry bodies report to the Attorney-General’s Department by 30 December 2011 detailing their responses and how the relevant recommendations will be implemented [I wonder if the AG heard from them?] and that they provide a comprehensive report to the AG’s Department by 30 December 2012 detailing how the recommendations have been implemented and 2: If the self-regulatory system is found lacking, the Committee recommends that the Attorney-General’s Department impose a self-funded co-regulatory system on advertising with government input into advertising codes of practice.

We also welcome the exposure of recalcitrant advertisers outlined in Recommendation 18: that the Advertising Standards Bureau address instances of advertiser non-compliance by establishing a dedicated webpage that names advertisers, and their products, who have breached advertising standards or refused to comply with Board determinations. Read the full piece here

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April 4th, 2012  
Tags: Advertising, advertising standards board, billboards, channel 7 sunrise, discrimination, equality, House Standing Committee on Social Policy and Legal Affairs, media, objectification of women, sexualisation of girls, status of women

8 Responses to “MTR supports AMA call for new inquiry into sexualisation of girls: Sunrise”

  1. Michelle
    April 4th, 2012 at 9:28 pm

    I could not believe Ms Madigan’s incredibly misleading comments. How many news articles have there been in the last year about the impacts of our sexualised culture on children? We’ve heard from Dr Tucci from Australian Childhood Foundation, Maggie Hamilton, Kids Free 2 B Kids, and now the AMA. When is the government going to listen to the experts and hold another inquiry?


  2. Megan
    April 5th, 2012 at 8:06 am

    So her basic argument is:
    1) It doesn’t happen because we have excellent self regulation
    2) It does happen but you can’t stop it therefore it’s the fault of parents because they haven’t given their children media literacy
    3) You’ll never stop it so stop being a moralising wowser.

    Yep – that’s all pretty logical to me. Not.


  3. Jennifer Drew
    April 5th, 2012 at 8:15 am

    I see no ‘sexualisation of children’ but I do see constant male initiated and male condoned sexualisation of women, girls and even female toddlers. I’m still waiting to be shown a picture of a little boy wherein he has been deliberately sexualised – but of course hiding what is really happening is par for the course within our Male Supremacist System. After all nothing is ‘real’ unless it affects males and that is why the term ‘children’ is being deliberately used.

    The sample images used are all of female children – I say again female children – not male children so we must state what is really happening not what male supremacy claims is happening and that is no ‘child is being sexualised’ – rather malestream media and popular culture (owned and operated by male corporations) are sexualising and dehumanising girls and female babies for male profit and male sexual entertainment. Now that is stating the reality.


  4. Carrie Hagan
    April 5th, 2012 at 10:57 pm

    “…’ Self-regulation serves the vested interests of the advertising industry.” – couldn’t agree more!


  5. Carrie Hagan
    April 5th, 2012 at 11:05 pm

    And Dee Madigan is simply blame-shifting; claiming that the government isn’t responsible for what children are being exposed to…that parents need to be the ones sitting down with their kids and teaching them about media-literacy. This is partly true. Ideally, a parent is most definitely a child’s primary educator; however, as Melinda said – parents can’t do this on their own. Where is our government’s concern for and commitment to families, youth, and children?


  6. Mark
    April 9th, 2012 at 5:15 pm

    Melinda I am a father, with 2 wonderful sons and 1 beautiful daughter. I am also an advertising creative with 25 years experience and I can tell you, you are spot on with your article in The Age and the thrust of your work. So much advertising work is created by young men and women, often with no children, no thought of the future or consequences of their work. Controversy is considered a “badge of honour” to their campaigns and the drive to win awards, recognition and/or noteriety for their work is what drives them. Sex is the the most common and most fertile ground which is tilled over and over again for “ideas”. If not for clients who themselves are the censors, we would see a lot more controversial work. To describe many young creatives as “over-sexed” themselves would be an understatement. I myself was subject to enormous pressures to support ideas that “pushed the envelope” and as a creative director found myself being labelled a “prude” and “old-fashioned” when I tried to steer young creatives away from overly sexual ideas. Please consider me firmly “on your side”. I would be happy to support your work in any way and do what I can to add a male viewpoint from inside the industry. Please feel free to contact me. And realise there are men, many men, with daughters, wives, sisters, nieces, etc who worry about what will happen to them in this “over-sexed” world. But I also worry about my sons and how the “pornification” of society is going to affect them too and their impressions of women in general. More power to you. You are fighting a good, worthy and noble fight. You may sometimes feel like a voice in the wilderness but trust me, you have much support. Kind regards Mark F


  7. Guitarmanwa
    April 11th, 2012 at 3:21 pm

    … and what does one do when it is so deeply ingrained in youth culture? how does one turn around this type of mindset? …. bad parents or just plain stupid kids? http://www.perthnow.com.au/news/western-australia/uwa-students-seek-sluts-for-rotto-party/story-e6frg13u-1226323581040


  8. Freya
    April 17th, 2012 at 4:19 pm

    You really stood your ground Melinda against the simplistic message Dee M put forward. And I agree with Jennifer Drew that it is GIRL children that are sexualised – very rarely boys. It is totally disturbing to hear a well known advertising ‘guru’ say that self regulation works well – and also accuse Collective Shout of having a ‘moral agenda’. And turn parents into the responsible parties…just not on!


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