Sexualization, Objectification & Commercialization
How do technology and the internet influence oversexualization and objectification of bodies?
The objectification of women and girls has a longstanding history in Western culture (e.g. 1950s Pin-Ups, Playboy magazine, Noir films, etc.), and the Internet SNS have contributed to this practice. The rise of SNS and the Internet have made the sexualization of women and girls more pervasive, further portraying them as “stereotypical representations of girls as sexualized objects seeking male attention” (Bailey et al., 2013). Typically, instances of female sexualization are classified as posting “suggestive” photos, videos, and comments or “posing promiscuously” in hopes of seeking validation from the male gaze. These “sexualized behaviors” for which women and girls are criticized are nothing more than a regurgitation of misogyny through the outlet of SNS. The assumption that women and girls post such “provocative” things for male attention further emphasize the androcentric values upheld by popular media, and it extends the patriarchal reach to demoralize and degrade women’s body satisfaction and self-perception.
Objectification Theory
One theory towards understanding the relationship between digital media and body image is objectification theory. Objectification theory is rooted in Western society, where the female body is an object that is socially constructed as something to be observed and evaluated based on appearance. Specifically, this relates to the oversexualized representation of women in digital media, leading women and girls to constantly internalize an outsider’s perspective of their own bodies, thus perceiving themselves as an object to be looked at and observed based on appearance (this is better known as self-objectification). This constant perception of the self as an object to be evaluated leads to negative thoughts and feelings about the body, leading to mental health issues and eating disorders. (Holland & Tiggemann 2016)
What is "slut shaming," and who is most at risk?
Women and young girls are especially vulnerable to such public ridicule because of Western society’s deeply-rooted hatred for female sexuality. The anonymity of SNS and the Internet allow for public ridicule, shame, and sexual objectification of female bodies. Online spaces can cultivate toxic environments for female body image, especially in the case of slut shaming. As researched in a study by Bailey et al., women between the ages of 18 and 22 are at an increased risk for body dissatisfaction, noting the role slut shaming plays in online spheres. For instance, at the start of her 2020 world tour, 19-year-old singer/songwriter Billie Eilish addressed years of body shaming and criticism for her infamous baggy, oversized style. In a pre-concert video interlude, Eilish remarks, “‘If I wear what is comfortable, I am not a woman. If I shed the layers, I am a slut,’” highlighting the dichotomous issue of slut shaming. Young women are criticized for wearing too little, and they are criticized for wearing too much.
Whether public or private, both online and off, the ways in which young women express their bodies is always perceived in relation to their “sluttiness” (Bailey et al., 2013). Though SNS and the Internet can serve as an outlet for self-expression and body positivity, the sexualization, objectification, and degradation of young, female bodies persists.
Commercializing Body Positivity
In contrast, online body movements tirelessly fight to spread awareness, uplift, and celebrate all bodies. The intense focus on the young, female body in these movements, however, heightens the risk of commodification and commercialization. Often, SNS and other online platforms encourage user engagement through likes, comments, tagging, reposts, and other forms of self-exposure, which translate to a form of social currency. This online currency is perceived by those on SNS to accrue higher social standing, greater recognition to a wider crowd, and achieve increased general success (Bailey et al., 2013). Such exchanges exploit the body positivity movement, taking it from a celebration of body image and turning it into a competition. With young women already constantly forced to compete with other young women, this commodification of SNS and body-positive self-exposure reduces and diminishes the benefits of the body positivity movement.