We share in the Commons. This is a very old term that refers to public spaces inherited by, belonging to and affecting a community – the shared places in which we all live and move, work and play.
But our public spaces are contaminated, the commons mismanaged. No one has exclusive rights to these spaces, but advertisers too often engage in visual and psychological pollution, as if the commons belong exclusively to them.
This pollution happens most frequently in the presentation of women for gratification, consumption and profit. Corporate Social Responsibility, to which most companies now lay claim, is not reflected in images of women topless, having violence done to them, made submissive by fear, on their backs, up for it, adorning, adoring, decorative objects with nothing to offer but their sex. They are presented as passive, vulnerable, headless, short of clothing, as sex aids – and sometimes dead.
Why do advertisers address women in these ways, instead of in a way consistent with their dignity as persons? Why do they address the commons itself in a broadside against the very possibility of a civil society, respectful of the dignity of all?
Public advertising that addresses women in this manner conditions expectations and behaviour, and cultivates gender stereotypes in how we see and recognize others. Pioneering advertising critic Dr Jean Kilbourne, of the famed Killing Us Softly series, points out that ads do more than sell products: “They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be.”
Public advertising tells us who we are and who we should be in gendered terms: men are persons of entitlement and power with clothes on, and women are … not.
“A total of 109 publications that contained 135 studies were reviewed. The findings provided consistent evidence that both laboratory exposure and regular, everyday exposure to this content 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.”
We need to address the power of corporations to shape this diminished view of women’s competence, morality and humanity. But within this contaminated global commons in which we are all subject to this sensory assault, there arises some hope.
On 28 March, the Council of Paris voted for a new contract for outdoor advertising. From January 2018, the successful outdoor advertising company J.C. Decaux is required to forego advertising that propagates sexist, homophobic, ageist, ethnic and religious discrimination, along with “degrading” or “dehumanizing” depictions of people and “images that adversely affect human dignity.”
In a statement, Mayor Anne Hidalgo condemned advertising that teaches women that their degradation is acceptable: “The consequences of these degrading representations have an important impact on women, especially younger ones. They maintain ordinary sexism and help to trivialize a form of everyday violence.” Hidalgo said it was time for Paris to follow the lead of London and Geneva and take similar steps toward halting the “spread, promotion and valorisation of images that degrade certain categories of citizens.”
The Council’s move took place against the background of Saint Laurent’s Fall 2017 “porno chic” ad campaign. Ultra-thin women in fishnet stockings and stiletto roller skates were depicted splay-legged and draped over furniture. The Guardian reported that critics characterized the advertisements as “incitement to rape,” with the French feminist group Osez le Feminisme! (“Dare to be Feminist!”) demanding the “extremely violent” ads be removed. The campaign “ticks all the sexist boxes,” said Osez le Feminisme! spokesperson Raphaelle Remy-Leleu. “The women are objectified, hyper-sexualized and put in submissive positions.”
Under Mayor Hidalgo, Paris has developed an advertising campaign against the purchase and pimping of women. Paris has done what our cities should do. Yet, here in Australia our governments and regulatory bodies – while paying lip service to ending sexism and violence against women – continue to place the vested interests of advertisers over the wellbeing of the community.
A significant number of government inquiries and recommendations related to the impact of advertising, particularly sexualized imagery, on the community include:
The inquiry into the sexualisation of children in the contemporary media environment reported in June 2008. The committee stated: “This is a community responsibility which demands action by society. In particular, the onus is on broadcasters, publishers, advertisers, retailers and manufacturers to take account of these community concerns.” However, close to a decade later, almost all the recommendations – including for pre-vetting of ads, the establishment of a complaints clearing house to make it easier to send a complaint, and that a review of steps taken by industry bodies to address community concerns should take place 18 months later – have not been implemented.
In the 2011 inquiry into the regulation of outdoor advertising, the report (promisingly entitled Reclaiming Public Space) recommended that the Attorney General’s Department investigate unrestricted display of racist or sexualised images in the public sphere in the context of anti-discrimination legislation. That didn’t happen. The report also recommended that if self-regulation was found to be lacking, the Department would impose a self-funded co-regulatory system with government input and conduct five yearly reviews. The system has been found to be lacking, but nothing has changed to fix it.
A Queensland inquiry into outdoor advertising in January 2014 recommended a co-regulatory approach. This was dismissed by the State government which “considers the current system is mostly effective in regulating advertisers.” Recommendations from a 2014 West Australia inquiry also met with a lukewarm response from government.
The terms of reference for last year’s NSW inquiry into the sexualisation of children came to nothing. Remarkably, while tasked with examining the “adequacy of current measures to regulate sexual imagery in media and advertising” and while acknowledging strong evidence of harm, and that “concrete steps be taken” to eliminate the impact, advertising didn’t rate a mention in a single recommendation.
The Domestic Violence and Gender Inequality report of the Senate Finance and Public Administration Committee, also tabled at the end of last year, noted concerns about how gender roles and stereotypes can be reinforced and sustained through popular culture and media, yet failed to put forward any new policy to address this.
Governments continue to offload their ethical duties to citizens. Ours is a system that relies on complaints: citizens are required to do the regulating because of a “hands off” approach. While I’m all for civic responsibility, the dismissal of complaints and the terms by which they are dismissed make the job too difficult.
There are no pre-vetting of ads before posting – such as a bestiality image in the middle of Sydney’s CBD to promote Fox studio’s Sexpo, advertising on buses in school zones, billboards for sex clubs overlooking school playgrounds, General Pants shop windows covered with posters of women being stripped, and glamourized sexual violence as a marketing tool for companies like Calvin Klein and Wicked Campers spreading misogyny on every corner.
There are, moreover, no penalties for non-compliance. Despite complaints upheld against Wicked Camper vans for racist, misogynist and homophobic slogans and images, the company continues to ignore Advertising Standards Board rulings. The response of the shopping mall sex shop Honey Birdette to a recent board ruling was a contemptuous: “No one tells Honey Birdette when to take down her signage!”
Because so many complaints are dismissed and so few upheld, and because of the language in which dismissals are phrased, a message is sent that this kind of advertising is tolerable. The case-by-case approach to responding to individual complaints does not acknowledge the “drip-drip effect” – that is, the cumulative impact of all of it across society and over time. The way in which we absorb these messages is not on a case-by-case basis.
Those concerned about the treatment of women and girls in this hostile environment, and who are fighting for sexist advertising to be viewed as contrary to our anti-discrimination laws, are tired of their evidence-based concerns being dismissed by those tasked with governing for the common good. As my colleague Laura McNally, who is completing a PhD on Corporate Social Responsibility, writes, we have to tackle a culture of sexual objectification if we are to make any inroads in efforts to address violence against women:
“Sexual objectification creates a culture of impunity toward violence against girls and women. One where abusers feel justified because ‘she wanted it’. And one where girls feel disallowed to speak out because they are seen as mere objects. Objectification not only undermines gender equality but also thwarts efforts to reduce issues like violence against women. As documentary filmmaker Jean Kilbourne says turning a human being into a thing is almost always the first step toward justifying violence against that person. The focus needs to shift, instead of scrutinising or blaming the girls and women affected, we must scrutinise the culture and industry that makes sexual objectification so widely accepted and increasingly expected of girls and women.”
The only changes that happen are when activist groups like Collective Shout (of I’m a co-founder) force companies to change due to hard-hitting campaigns exposing their corporate social irresponsibility. And, to address the glaring gap in governance, Collective Shout has launched a social responsibility initiative for ethical business behaviour. Companies are invited to sign the Corporate Social Responsibility pledge, which is a statement of intention not to objectify women and sexualize girls in products, services and advertising.
Those of us who have spent more than a decade tracking the multiple abuses in the system look wistfully toward Paris and ask: why can’t this be done here? Why would our government want to protect an industry that has shown little regard for the wellbeing of children and young people, who are especially harmed by advertising that conveys to them distorted ideas about their bodies, relationships and sexuality? Why doesn’t it compel the industry to act consistently with laws against discrimination and for equality?
The Australian government has its own obligations to social responsibility – namely, our government is a signatory of the United Nations Millennium Development Goals (MDGs). Goal 3 of the MDGs is gender equality and empowerment of women. The Australian government has an obligation to action and report against this target, but also to collaborate with corporates in achieving them. Yet, the advertising industry remains free to shore up gender inequality with degrading and exploitative imagery in the public space. Not only are corporates regularly violating their own obligations to social responsibility, but the Australian government fails here too.
Governments across the globe are holding big polluters to account. Industries like oil and gas are increasingly expected to redress the health impacts of their environmental pollution. When will advertisers be held to account for the psychological harms of their visual pollution?
As citizens, we are not allowed to let our dogs defecate in public. Paris has decided that advertisers too, can no longer pollute the commons. Australia should do the same. Free markets shouldn’t have unfettered freedom to demean women and girls in advertising and marketing. Australia, it’s time to follow Paris.
‘This book helps parents understand how we can win back girlhood – happy, wild and free. It’s the core of individuality and self-belief – and is the new feminism that we want for our daughters’
Globally renown psychologist and author Steve Biddulph has been a remarkable support for our movement Collective Shout since the earliest days. He not only cared about the cause, he cared about us, as the individual activists at the forefront of this new grassroots campaigning movement against sexualsation, objectification and pornification. I recall one of our first gatherings as a core team in Sydney, Steve leading us in a session not on how we could change the world, but how to look after ourselves while attempting it. Since that time, eight years ago, Steve has continued to check in, with wise advice and wisdom about self-sustainability for the long haul.
I was honoured when Steve asked me to write a chapter on ‘Girls and the online world’ for his 2013 book Raising Girls, a follow-up to his million-copy best seller Raising Boys. Now Steve has again featured my work in his latest title 10 Things Girls Need Most: And How They Will Help Her Throughout Her Life (Finch Publishing). This new title, available through Booktopia, is already on the best seller lists.
The book is interactive. “These interactive tasks immediately get you thinking about your own life, your family and, of course, your daughter… It provides the very best information that we have about girls growing up today – and, alongside, are interactive tasks and self-exploration practices will help you to put that into practice”, Steve says.
Steve describes the aims of the book:
“Firstly, to help you understand how daughters grow and thrive, and to be confident in raising your own. To lay down the foundations of good mental health early in your daughter’s life, and to keep her strong all the way through. And secondly, to enlist you in the new wave of feminism, fighting against a world that is so toxic to our kids.
We have the potential to change the world our daughters face. Girls are being exploited. We need to challenge the companies worldwide that profit from making girls insecure and compliant through manipulative marketing.
This book helps parents understand how we can win back girlhood – happy, wild and free. It’s the core of individuality and self-belief – and is the new feminism that we want for our daughters.”
Here’s an extract from the chapter describing my work with young people:
A VOICE IN THE WILDERNESS
Melinda Tankard Reist is standing before an audience of two hundred girls aged from twelve to eighteen. Neat in their school uniforms, they are seated in curved rows on the floor. Uncharacteristically for this age group, they are utterly silent. Melinda is the founder of Collective Shout, a national network of young women campaigners against the sexual exploitation of women and girls. She will criss-cross to schools across the country giving this talk about ‘sex, porn and love’ dozens of times a year to girls of every ethnicity and demographic. When Melinda finishes speaking, the girls erupt in applause and besiege her with tearful thanks for her message. They will tell stories of their own experience – of being touched or assaulted by boys or men on public transport, of being leered at or spoken to obscenely in the schoolyard. Or, in their relationships with boyfriends, of feeling pressured into doing things they didn’t want to do, and of sexual encounters entered into happily and trustingly, where nice boys that they thought they could trust became aggressive, spoke demeaningly or physically hurt them.
When Melinda talks to boys about these issues, they often express shame and regret, recognizing they have acted in these ways, but not seeing how harmful and disrespectful their behaviour has been. They literally thought this was how you were supposed to treat girls.
The world our kids grow up in today sexually is not a happy place. Sex has been so misused, in advertising, the media and in music videos – and most powerfully of all in the torrent of online pornography – that it has badly distorted what young people think about how it works, and how it can be part of a caring, gradually unfolding relationship.
A recent study by the Burnet Institute in Sydney, Australia, found that 90 per cent of boys and 60 per cent of girls had encountered pornography between the ages of thirteen and sixteen. Thirteen was the average age of first exposure for boys. Forty-four per cent of older teenage boys watch porn weekly, and 37 per cent daily. This indicates a fair bit of exposure. Pornography is a vast and highly profitable industry. Our consumer society is industrializing sexuality, and the kids are its first trial run….
…for the boys who see these depictions, the women in pornography are paid to act as if they like and enjoy this treatment – slapping, strangling, hair-pulling, and being called abusive and demeaning names. For a fourteen-year-old boy the mislearning about what sex is like is bewildering, if not dangerous.
Here is what Melinda (and educators like her) report from talking to adolescent girls:
1. They are being increasingly and persistently pressured into sexual acts that they don’t want or enjoy. This pressure often becomes the central focus of the relationship with boys who they thought liked them or wanted to be with them.
2. When once teenagers enjoyed hours of kissing, or had a relationship consisting of talking, laughing, spending time together and snogging, this now doesn’t happen at all. It’s too much a delay in getting to the goal.
3. Sex isn’t really sexy any more. There is no sensuality, no body pleasure, no tenderness. You are meat to be used. The sex girls have with boys is fourth rate.
4. As a result, by sixteen or seventeen, girls are often totally disillusioned about sex, put off it by the dismal lack of skill, awareness or connection offered by the boys in their lives. It becomes a routine, dreary chore to put up with if you want to be in the company of a male. (How progressive and modern!)
5. Sexual relationships that start at fourteen or fifteen rarely last beyond a few weeks, often less. They create a lowered bar, a kind of resignation, and drift into multiple, equally empty relationships.
This doesn’t just affect the girls who are sexually active. The effect on the social world that all our daughters move in – at school, university or going out in public on the street – is that it is constantly sexualized in an invasive and uncomfortable way. A girl finds she is being ranked and compared on sexual criteria on social media or even to her face. Some boys feel that they are entitled to touch or grope girls, harass them or worse. Some men gaze invasively at girls without any sense of respect or protectiveness.
Girls lose a sense of agency or that their needs matter. Melinda hears girls talk about their first sexual experience, being anxious only about how it was for the boy. ’He seemed to like it.’ ‘I hope I looked OK.’ There is nothing about their own enjoyment.
By mid-secondary school, requests for naked ‘selfies’ come thick and fast. Boys expect this from a girl they are friends with. Girls ask: ‘How can I refuse without hurting his feelings?’ But those photos may be traded among boys, used as revenge, or to blackmail them into having sex, then shared anyway. Girls in many countries have taken their own lives because of the humiliation or betrayal they experience, the sense of having their selves taken away.
Another sad side effect, is that non-sexual, actual friendships – once a great part of being young, and a stepping stone to greater confidence – have almost disappeared as everyone thinks they are supposed to be sexual.
SO WHAT TO DO?
In the face of this avalanche of hurt, the answer that educators and activists are giving girls is on multiple fronts, but has a central core. It’s the thing that sends girls at Melinda’s talks into empowered assertion of their own feelings. You Don’t Have To. Your own sexual wishes, enjoyment, values, and choices, are what you have a right to stand up for. You aren’t in this world to satisfy boys.
And how a pornified world harms our ability to achieve gender equality
“Pornified messages are bombarding our young people and giving them distorted ideas about their bodies, about relationships, and about sexuality,” says Melinda Tankard Reist, in this podcast interview, “According to global research, (this is) making our kids very unwell.”
We are seeing a rise in negative physical and mental health outcomes, eating disorders, anxiety and depression, self harm, low self-esteem and poor academic performance.
“I believe we are facing a significant crisis amongst our girls,” says Melinda.
Girls are experiencing increasingly negative attitudes towards their bodies, describing themselves as fat, disgusting and unworthy (even to live). Boys are comparing girls’ bodies with porn star bodies on the basis of whether or not they match up.
“And we wonder why girls are anxious and depressed,” says Melinda, “to me the mystery is that any girls make it through unscathed.”
Boys start seeing porn at an average age of 11, often viewing pornography that eroticises and glamorises violence against women.
“We’re teaching boys that violence is sexy,” says Melinda, “We have these national campaigns to address violence against women but we are doing nothing to address the cultural drivers of that very same violence.”
Drivers such as the normative, permission-giving beliefs to boys that girls’ bodies exist for their sexual gratification and pleasure.
“Boys are learning a sense of entitlement to the bodies of women and girls,” says Melinda, “and girls are learning that they exist primarily as sexual service stations for men and boys.”
Girls are so disconnected from their own sense of pleasure, intimacy, and authentic human connection, says Melinda, that when she asked a 15-year-old girl about her first sexual experience, the girl responded, “I think my body looked okay. He seemed to enjoy it.” [Italics, mine]
“Girls shouldn’t have to be navigating sexual requests at 11 and 12 and be assessed on the basis of their bodies,” says Melinda, “they are not being valued for their gifts, their talents, their abilities, their desire to change the world, to be a loving sibling, a devoted friend, their spirituality…they are not being valued for anything other than whether they look hot or not.”
This is making our girls very unwell.
Change is difficult but possible…and every voice counts.
This is the premise behind Collective Shout for a World Free of Sexploitation, a grass roots organisation co-founded by Melinda, that works to address the toxic messages of pornography that give our young people distorted ideas about their bodies, about their relationships, and about sexuality.
Melinda speaks to girls and boys across the country, empowering girls to say no to unwanted sexual intrusions and encouraging boys and girls to seek respect-based relationships.
“It’s difficult and it takes guts,” she says but change is possible and evident in the stories she shares in this interview.
Collective Shout is active politically and also works with corporations that want to take a responsible approach by agreeing not to sexualise women and objectify girls to sell products and services. It’s a big job but Melinda and her team are proof that when voices join together for the common good, they can indeed make a collective SHOUT!
MTR on pornography and gender equality (and a plug for Collective Shout!): Eternity interview
Last year Western Australian Tavern The Sixty30 made an application to vary existing trading conditions to allow topless waitresses. Along with other members of the community and the Commissioner of Police, we lodged an objection on the basis that:
The use of women’s bodies in sexual entertainment and services is a form of prostitution
Sexual trade in women’s bodies both causes and contributes to gender inequality by reducing women to mere objects for men’s use and enjoyment, with adverse impacts on women who are directly involved as well as women as a whole
A significant body of research links sexual objectification of women with violence against women
Sexploitation venues pose a threat to women, with women reporting increased incidents of sexual harassment, abuse and violence in areas in close proximity to strip clubs
After months of deliberating, we are pleased to report that the taverns’ application was denied, after Liquor Licensing found there was insufficient evidence it would be in the public interest. Read the report here.
It is also important to distinguish between the public interest and private interests… the application is primarily concerned with the private financial interests of the Applicant and the operators of Perths Best Girls. Accordingly, I reiterate that the onus remains on the Applicant to demonstrate that the grant of the application is in the public interest, and this onus cannot be discharged by simply pointing to a desire to provide additional services at the licensed premises.
The Applicant has failed to produce sufficient, probative evidence to satisfy me that the grant of the application is in the public interest.
The tavern had attempted to argue there was demand for topless waitresses (with statements of support, the Commissioner noted, predominantly from male respondents). The Commission responded:
The evidence fell well short of establishing that the variation of the licence was in the public interest. Whilst “Dan the Man”, “Show me pussy”, “Robbo”, “Marshy”, “Bob”, “Jacko”, “Swanny”, “Fido”, and others may want to see strippers at the hotel based on their signing of the questionnaire, there is nothing before the Commission that is capable of establishing that the variation of the licence is in the public interest.
As always, we are grateful for your support and participation throughout the course of this campaign. Without it, we would not have achieved this victory.
Collective Shout welcomes new laws: calls for other states for follow QLD lead
We at Collective Shout have been protesting Wicked Camper’s misogynist, sexist, violent and rapey car slogans for almost nine years. At a time when we are ‘Counting Dead Women’ here and globally, the boys at Wicked come up with slogans like this:
So naturally we welcome the Queensland Parliament’s passage of laws against offensive slogans last night. This is the first action of its kind by any parliament. It recognises that attitudes shape behaviours. If you sexualise and objectify women and girls in these ways, there are outcomes in the real world. What is needed now is for all states to follow Queensland’s lead. Without this, a vehicle registered in NSW which is covered in offensive slogans can cross the border into Queensland and not be subject to QLD laws. And, after that, a complete overhaul of our advertising standards self-regulatory system. Advertiser’s code of ethics don’t even include ‘objectification’, and ads don’t have to comply with our anti-discrimination laws. There are no fines or penalties for non compliance with an Advertising Standards Board ruling and no powers of enforcement – which is why the QLD Government has had to act at all. If legislators want to get serious about addressing the way women are reduced to sexual objects and how violence against women is legitimized in advertising and marketing, they need to acknowledge that self-regulation has failed. As we wrote in this submission to a NSW Parliamentary last year: ”Despite a number of state and federal inquiries demonstrating the need for systemic reform, media classification and self-regulatory schemes have failed to halt or even slow the proliferation of imagery and messaging through electronic, print and social media and marketing that demeans women, reduces them to sexual objects, fosters a culture which condones sexual violence, and pressures young girls to act in prematurely sexual ways”.
Minister for Main Roads, Road Safety and Ports and Minister for Energy, Biofuels and Water Supply
The Honourable Mark Bailey
Tuesday, February 14, 2017
Vile vans vilify no more – it’s the law
Commercial operators who refuse to remove offensive slogans from their vehicles will have their registrations cancelled under new laws coming into force next month.
Main Roads and Road Safety Minister Mark Bailey said legislative changes passed with bipartisan support by the Parliament tonight on the second anniversary of the Palaszczuk Government, showed the government had listened and acted on long-standing community concerns about inappropriate advertising on vehicles.
“With this legislation, vehicles registered in Queensland displaying sexist, obscene or otherwise offensive advertising may face having their registration cancelled,” Mr Bailey said.
“These plans were announced in July last year and were supported by RACQ, Advertising Standards Bureau (ASB) and the peak advertising industry body, the Australian Association of National Advertisers.
“This strikes the right balance between firm and fair – if the Advertising Standards Board (the Board) determines that an ad on a Queensland registered vehicle needs to be removed or modified, the registration holder will have a chance to make those changes.
“If those changes aren’t made, the registration of the offending vehicle will be cancelled, simple as that.
“Rather than ignore Board determinations, as has sometimes been the case in the past, registered operators now have a good reason to make the required changes and fall in line with community expectations.”
Attorney-General and Minister for Justice Yvette D’Ath said the Palaszczuk Government had acted on community concerns.
“Many people across the community have been concerned for some time about the derogatory, sexist and outright offensive slogans and cartoons on the side of some commercial Queensland vehicles but previous governments have put this in the too-hard basket,” Mrs D’Ath said.
“The Palaszczuk Government is leading the country in taking action on this issue and we’re working closely with other states and territories to promote a nationally consistent approach to vehicle registration laws on this issue.”
Mr Bailey added that after three years of inaction by the Newman-Nicholls government with their record majority, the Palaszczuk Government has passed this legislation on its second anniversary in government.
The Transport Operations (Road Use Management) (Offensive Advertising) Amendment Bill 2016 came about after extensive co-operation between the Department of Justice and the Attorney-General, the Department of Transport and Main Roads, and the ASB.
The new laws are expected to be in force by 31 March 2017.
Collective Shout, Australia; The London Abused Women’s Centre, Canada; Culture Reframed, USA; and The National Center on Sexual Exploitation (NCOSE), USA, are collaborating for the second time to reject the normalisation of violence and abuse against women portrayed in the franchise Fifty Shades of Grey, the most recent installment of which is the movie Fifty Shades Darker. Dozens of groups from around the world are speaking out against the Fifty Shades trilogy ahead of the release of Fifty Shades Darker in early February, 2017.
London Abused Women’s Centre, Collective Shout, Culture Reframed, and The National Center on Sexual Exploitation issued a joint statement:
“Girls around the world are born into a pornified culture where consent is rendered irrelevant. In real life, men use the same tactics as Christian Grey in the Fifty Shades trilogy to gain and maintain power and control over the women in their lives. This includes isolation, threats, physical and sexual assault. This is not entertainment. This is not sexy. This results in serious harm to women and in the worst case scenario, murder.”
In 2015 when the first movie of this series came out, the campaign went viral. Once again, the partnering organisations urge the public to support survivors of men’s violence and help educate the public on the realities of Fifty Shades relationships.”
The campaign Facebook page, www.facebook.com/50dollarsnotfiftyshades highlights how the Fifty Shades franchise (based on the book series by E.L. James), perpetuates the normalisation of sexual and domestic violence. The campaign page also provides various actions that the public can take, including social media memes and donating 50 dollars—or any amount—to women’s agencies such as shelters or counselling centres and using the hashtag #50DollarsNot50Shades to promote the giving campaign.
Our new ambassador in her first media interview in the role
The hypersexual world and its impact on young girls and boys
In the two weeks since you heard Donald Trump’s confessions – unintended – of groping women, the strongest response has come from US First Lady Michelle Obama. You may have heard her say that Trumps’ words shook her to the core.
Well, this culture has also shaken, and motivated, Kerryn Baird, who’s the wife of New South Wales premier Mike Baird. This week, Kerryn Baird became the new ambassador for Collective Shout, an advocacy group for women and girls.
Listen to the interview below:
Collective Shout, the grassroots campaign movement against the objectification of women and sexualisation of girls, announces Kerryn Baird as its new Ambassador.
The announcement was made at a fundraising event for the movement held at the Museum of Contemporary Art in Sydney last night for International Day of the Girl Child. Addressing the event was Ms Baird’s first function as Ambassador.
Attending the event with her was her husband and NSW Premier Mike Baird.
In her speech, Ms Baird said she decided to accept the invitation to become an Ambassador because she believed children were at risk of losing their childhood.
“I want more for our girls. And boys,” she said.
“Like many of you in the room, I have daughters. I have hopes for them. I want them to fulfil their potential. To be able to contribute.
“I want a world where words to describe girls not as sexy, and hot, but as worthy, strong, healthy, active, imaginative”.
Co-founder Melinda Tankard Reist, who also spoke at the function, said she was delighted to welcome Ms Baird as Ambassador.
“Kerryn heard me speak at a private girls’ school in Sydney recently. She asked what she could do to help the cause. I asked if she would consider becoming an Ambassador. She said yes!” Ms Tankard Reist said.
“We look forward to achieving more in future with her support.”
Great show of support for Collective Shout at MCA
MTR shares the work of Collective Shout
Our new ambassador Kerryn Baird addresses the crowd
CS volunteer Suzanne Spence, Chair Sarah McMahon, Kerryn and Mike Baird and National Operations Manager Coralie Alison
By Lauren Gurrieri, Helen Cherrier, Jan Brace-Govan
Advertisers, challenged with cutting through a cluttered marketing environment, sometimes aim to shock. Unfortunately while their aim may be to get their client noticed, our research shows they continue to glorify the violent exploitation of women.
This is despite increasing community support, matched by public policy efforts to counter violence against women.
Flick through any glossy high fashion magazine today, and you will be confronted with images of women who have been assaulted, brutalised or murdered.
In our study, we examined how advertisements that depict violence against women shape women’s subjectivities. We found that women were positioned in three ways – as “teases” who despite the violent contexts suggestively offer a promise of sexual intimacy (e.g. this Dolce et Gabanna advertisement), as “pieces of meat” dehumanised in order to be controlled, dominated and consumed (e.g. this Beymen Blender advertisement) and as “conquered” subjects who are submissive, vulnerable and psychologically adrift (e.g. this advertisement by Fluid salon).
Representing women as sexualised, zoomorphic and subjugated beings fosters a rape culture in which treating women in degrading ways through the use of violence is considered acceptable. By communicating that it is ok to dominate, sexually touch and assault women, violent advertising representations undervalue the right of a woman to say no. In turn, the taboo of violence against women is not only weakened but questioned.
When the inevitable public backlash arises against such advertisements, how does business respond? More often than not, they dine out on the free publicity generated until the tide begins to turn against them.
In our study, we analysed the public statements offered by advertising agencies and their clients when they were asked to justify violent advertising representations.
Essentially, businesses either attempt to subvert interpretations of the representations by positioning the violence as “art,” make authority claims to discredit those who speak out against the advertisement, or deny responsibility for the “unintended consequences”. They use public relations spin, such as insincere apologies or donations to women’s charities. In some cases they choose to remain completely silent on the issue. In other words, business either diverts the focus to those offended by the advertisement or seeks to minimise its role in the outcry.
Since the advertising industry is self-regulated, action is either too little or too late. Compounding this is the industry’s long and chequered history in fostering a culture of sexual objectification of girls and women.
Advertisers need to catch up with contemporary attitudes that there is no place for misogyny, sexism and violence against women in advertising, as the recent case of Wicked Campers demonstrates.
The repeated and widespread use of violent representations of women in advertising can dangerously perturb how we understand women and their right to be portrayed in manner that respects their safety. It counters the broader efforts of legislation, the media and social marketing campaigns to combat violence against women.
If advertisers are to profit and benefit from their role as cultural intermediaries, they must shoulder their responsibilities as well.
One agency has taken a stand on the issue of objectifying women in advertising. However, with little other change on the horizon, public policy efforts and continued consumer activism are needed to bring greater accountability for ethical representations in advertising practice to the fore.
Support our campaign up update ad code of ethics to include objectification and sexualisation
A code of ethics that ignores sexism is a roadblock to equality
In Australia we have a self regulatory advertising system. This system is in place to (supposedly) ensure that “advertisements and other forms of marketing communications are legal, decent, honest and truthful and that they have been prepared with a sense of obligation to the consumer and society and a sense of fairness and responsibility to competitors.”
As part of this system a ‘code of ethics’ was drawn up. Each time a complaint is made the Advertising Standards Board goes back to this code to see if the ad is in breach of one or more of the codes. But how effective can the code of ethics be when it completely ignores sexism?
The research is quite clear that sexually objectifying portrayals of women are harmful.
The Advertising Standards Board are giving the green light to harmful advertising because the code of ethics that was originally put together is missing sexism and objectification.
Sign the petition today to call on the Advertising Standards Bureau and the Australian Association of National Advertisers to revise the code and stop allowing harmful content.
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