MTV: The Ultimate Ladykiller? How the Entertainment Industry Commodifies Women
The Merriam-Webster dictionary defines “commodification” as a transitive verb - to turn into a commodity. In other words, something to be possessed, objectified. But, wait! Commodification. Women. Do these two words belong in the same sentence? Isn't this the 21st century? Women have the right to vote and own property. Legally, women are no longer valued or treated as property. Haven't we made leaps and bounds for women's rights in this country? Indeed, parts of the world have far to go, but for the time being let’s focus on the entertainment industry within this western culture.
So, if women's rights have come so far in this glorious age, why is this still an issue? After all, Baha'u'llah wrote that “This is the Day whereon the Ocean of God's mercy hath been manifested unto men, the Day in which the Daystar of His loving kindness hath shed its radiance upon them, the Day in which the clouds of His bountiful favor have overshadowed the whole of mankind.” And, “women are accounted the same as men, and God hath created all humankind in His image, and after His own likeness. That is, men and women alike are the revealers of His names and attributes, and from the spiritual viewpoint there is no difference between them.” But we also know that “the world is even as a human being who is diseased and impotent, whose eyes can see no longer, whose ears have gone deaf, all of whose powers are corroded and used up.” Quite a dismal image, right? Let's take a deeper look then into the entertainment industry, specifically the music industry, to see how this plays out.
One only has to take a brief look at the latest music videos, or simply go out your front door, to see the impact of the image the music industry promotes, from the scantily clad women, to the lyrics, to the presence of young children in these videos. Now, before you start to take offense that I am lumping all music into this one vast category, let me just say that I fully realize that there are many exceptions. The primary focus of this writer's comments is on much of the mainstream pop music that has an incredible effect on the young teen, pre-teen and even adult women and men.
Though women today are gaining employment opportunities, social equality, and positions of prestige and management in many sectors of today's business and government arenas, there is much ground yet to be covered in this still largely patriarchal society. Not only must women assert themselves and take hold of their inalienable and God-given rights, men must also come to a realization that their support and, indeed, action is vital in this process.
In the music industry, men remain at the top of the image-making machine, as evident in the multitude of promotional schemes and music videos for many popular artists across all genres. Often, it goes beyond even the image of the music to the artists themselves, some of whom are directed to maintain a certain lifestyle, and some of whom seem to simply lack the ability to understand the true impact of their music and image on the world culture: a culture that is already so sick and in need of desperate healing.
But let's not focus on who makes these decisions. Rather, let's focus on how the music industry serves to increase the proliferation of the idea of women as objects to be possessed or somehow obtained. We have already named some examples: the scantily clad women, the dance routines, the lyrics that extol the virtues of getting a woman, or women, and let's not forget, the heavy sexual content that usually accompanies the “getting.” And, of course there is the occasional image of young girls and boys rockin’ alongside these scantily clad women, apparently oblivious to the inappropriateness of the music or the message. Now, how in the world will true equality ever be achieved if young men and women grow up expecting women to be objects of possession?
How can we be so sure that people outside this fantasy world, as created in the music and the videos, are affected so strongly that they emulate these images? Just look around. What are the latest fashions? What are the twelve and thirteen year-olds down the street wearing? Women are not only treated as sex objects, but also as display cases for big-business products associated with the images of the high-life, the “bling-bling”, the low-riders, and even the drugs. Sometimes, it can be as subtle as the inference that the acquisition of such a commodity will afford men the social prestige amongst their peers. One day these young people will be adults, shaped by their experiences. But it is not simply a phenomenon for the young. Look also at the continued rise of domestic violence and failed marriages, in this country in particular. Of course, we’re not even beginning to take into account the effects of these messages and images on other countries that don’t have nearly as many advanced laws protecting women.
So, now we have touched on several aspects of how women can easily become objects of sexual desire to be possessed, traded, or worn on the sleeve as a token of status. When women are devalued through such an effective medium as music, it's no wonder that inequality still exists.
So, what can we do about it? Well, we have already been given the direction and even some of the answers:
“Wherefore must the friends of God be competent physicians who, following the holy teachings, will nurse this patient back to health. ...The first remedy of all is to guide the people aright, so that they will turn themselves unto God, and listen to His counseling, and go forth with hearing ears and seeing eyes. ... do all ye can to purify the hearts and minds of men; strive ye to gladden every soul.”
“This can best be achieved through pure and holy deeds, through a virtuous life and a goodly behavior.”
“Work ye for the guidance of the women in that land, teach the young girls and the children, so that the mothers may educate their little ones from their earliest days, thoroughly train them, rear them to have a goodly character and good morals, guide them to all the virtues of humankind, prevent the development of any behavior that would be worthy of blame, and foster them in the embrace of Bahá’í education.”
So, my friends, all is not lost. Though we are fighting a battle, we have been promised victory. We must touch the hearts and help to redefine the system, rather than become yet more members of an "old world order".
Interesting way to end your synopsis, which I think is very well written and insightful. What I found interesting, however, is the fact that "...we have been promised victory." Which of course, as anyone who has read the Writings will know to be true. Yet is that to say that the battle has already occured? Can victory be assured if the battle has not happened? Or as we know "within" the infinity of God, is there such a "schedule" for battle and victory? What I am trying to say, is that the essence of detachment is to leave those of "...the flesh to the flesh." Will the objectification of women by resolved in any way if music videos changed their perspective of women? Since we also know that "beauty is in the eye of the beholder", do the videos promote such commodification of women? Or those who create a meaning behind a form of materialism?
Posted by: Jobi on October 29, 2003 03:42 PMRight on, Alicia! I'm taking a class that right now is focusing on women not only in music videos, but in advertising as well, and there is a striking connection. Because, frankly, music videos are commercials - commericals for the artist and album. Therefore, music video directors use similar tactics to those of their advertising brethren: scantily-clad women, phallic symbols, and facial expressions that are reminiscent of porn. And don't think that every little detail isn't planned. There's no mistaking the, as you so aptly put it, "fantasy world" of the predominantly male directors played out on your television screen.
What are the ramifications? We all know someone who's been a visitm of abuse. Do you think that's inherent? No - it's socially reinforced that this sort of behaviour - the "commodification" of women - is acceptable. Because if something is an object it is without feelings and it is replacable.
I enjoy that you've given us some hope - because it's very easy to get down about this constant barrage of images. True, it's dififcult to change what you see on televeision, but you can start small. Turn off your television. Don't financially support the industry - avoid magazines that portray women in this way (and men, too!), and blacklist companies that use subversive advertising to sell their product. We are the target generation, and if we're not spending, companies will sit up and take notice.
Much love to all,
Posted by: liz on October 30, 2003 07:44 AMI dunno, I think rather than turning off the TV and avoiding it all together, it's much more of a challenge to "bob and weave" like a boxer might, and attempt to counteract the negative music videos/musical lyrics with something that is equally creative but centered around equality and justice. This hasn't begun to even be tapped, but we can take the good things that those videos employ--digital color, computer effects, video enhancements, composition--and encourage their use in local television, internet video, even radio to an extent...I understand that much of this is about money, though, and that the people who NEED to have their message heard are the ones without the money, and that "sex sells." Hmm..interesting
Posted by: lacey on October 30, 2003 01:24 PMNot being of the Bahá’í faith I can't really comment on any of the scripture set forth but I can attempt to make a few other semi-valid points. Please keep in mind that some of these are made just for the sake of discussion.
1) None of the girls in the music videos, fashion ads, radio ads, etc. etc. are put there beyond their free will. A casting call is put out and these people respond. Granted, the director ultimately chooses who gets airtime and who doesn't, but the women you are saying are being objectified have volunteered their time and bodies to be put in that position.
2) While I do agree that the female form presented in the above discussed mediums is typically perpetuating a stereotype (many times in an 'somewhat' unobtainable way), I do not agree that appreciating the female form is negative. Believe it or not, sex is still pretty taboo in our country. Compare the sexual content of television here to that of the UK and you will be surprised. Our government does it's best to ensure that we are a heterosexual, God-fearing, inhibited nation. Sex/procreation are one of the 3 basic needs in human life.
3) The article above points the finger at the labels who are supporting these mostly male artists and the females that they employ in their video ads to make money, but what of the female artists that exploit themselves to do the very same thing? Please keep in mind that no artist on a label isn't there by their own volition. They signed up, this is what they wanted. Someone like Liz Phair who's career was founded on provactive lyrics and honest expression of her sexuality found herself frustrated with not making enough money and has offered herself to the masses by releasing a major label album featuring herself mostly naked on the cover (a well placed guitar leaves the rest up to you). Or how about Mariah Carey? Alanis Morisette? Fiona Apple (though I'm sure she somewhat regrettable participated in the "Criminal" video.. it still exists none-the-less)? Spice Girls? Destiny's Child? Aaliyah?
True, I'm not offering any answers, just posing more questions but the fact remains that the problem does not solely with that of the male artists and their respective labels. I agree that education of the masses is the way to go towards solving the problem, but I do not believe that converting the masses to any one way of thinking is a valid concept ("...and foster them in the embrace of Bahá’í education.", the rest of the quote is good.. that part just needs to be chopped off).
Sorry for the rant.. it's late, and I felt like sharing.
Posted by: Michael on November 5, 2003 12:11 AMMichael, I see your point. I am often frustrated by women who objectify themselves in such a definitive and pervasive way. I feel like they do more to hinder the advancement of women than any man could do. I routinely find myself thinking that Playboy models and naked girls in videos are the ones who really enable and perpetuate the phenomenon of female commodification. They portray themselves as objects, and it leads to the unhealthy and incorrect generalization that all women will allow themselves to be viewed that way (and that we even desire it).
Sometimes I think that we as women are striving to liberate ourselves from thousands of years of oppression and finally be appreciated as individuals and as spiritually aware children of God with our own talents and faculties, just like men. This is a huge task and we're making strides, but we really can't afford these ridiculous setbacks. It's like these self-objectifying women are playing for the other team--the one that wants to keep oppressing women. They delude themselves into thinking that behaving this way and portraying themselves as sexual objects is in some way an expression of liberation or independence. But whether they realize it or not, it's actually a wholesale effort to seek approval by satisfying the sexual desires of men--that's dependence if I ever saw it.
And I suppose the only solution I can see for such tragic misguidance is education. Maybe if these women were somehow informed that they're noble beings and that they don't need to degrade themselves that way, and that they're really doing a disservice to themselves and all other women... I think there's hope yet. There's a lot to be done to that end and I definitely don't have any answers yet, but I think making ourselves aware is the first step. Thanks again for your insights, Michael.
Posted by: Naseem on November 6, 2003 02:49 PMI believe one of the points you made was that because women are in these videos by choice, it makes the situation they're in not so negative. You are right that they do it by choice. One of the questions Alicia poses is whether true equality can ever be achieved "if young men and women grow up expecting women to be objects of possession". She rightly mentions both men AND women, because in the world we live in today our young sisters, and her friends, and her friends' friends are "learning" that their worth is defined by how sexy and appealing they look. This leads to negative and unhealthy relationships between people, whos interactions are based on power-seeking methods. What I'm trying to say is that to blindly (or worse to consciously) follow the standards of our time can have very far-reaching effects.
Take for example a young girl who grows up having an abusive father and constantly sees her mother being slapped around. This is what the girl is used to, she learns so survive in this world and later on she thrives in this world. So it goes, she ends up with an abusive boyfriend. WE also learn to survive and eventually thrive in a very negative environment and we make excuses for adhering to it.
Nobody is saying that a woman or a man shouldn't be admired but when your admiration is lowered to a self-gratifgying one, then that thinking becomes harmful to you.
The fact is sex is not taboo in the U.S. Americans tend to be more conservative than Europeans but we still have a huge porn industry. As a Baha'i I don't believe that converting the masses to my religion is going to solve the problems.
There are lots of good points made here on an important topic, and I would like mention the point of free will, in a perhaps slightly different light than already done...
...when we choose not to focus our energy or attention on something, in many ways it begins to disappear. Not disappear from existence, but disappear from our Reality. This is a powerful tool we have as conscious, spiritual beings; that of focus and intent.
If we can tune out the storm of meaningless sexuality in the media and then replace it with other things- ie the lyrics and mesages of other artists who choose not to exploit these things (and they ARE out there), we are fighting the fight on a personal level and in the only sphere in which we truly have power.
i believe there will always be some degree of impurity and exploitation out there- along these lines and others- i think a good question to ask ourselves is- how well are we able to tune it out on a personal level?
i've found that when i do tune it out, i am also better able to tune it out of the minds and interests of those around me who may be captivated by it- whether by changing channels, topics of conversation, or perhaps letting a friendship slide a certain distance...
just a few thoughts...
A friend of mine once called watching television, "bowing to the One-Eyed God". I own a television. I even get cable (for free). I keep a blanket over it though, and never turn it on except to watch movies (generally foreign and independent films). When it comes to these matters, as Christ said, "Let the dead bury the dead." It is not our place to become entangled in the affairs of the Old World Order, rather to focus our energies on the construction of the New. The fact is that there are many strong negative influences around us today. We do not bemoan this decay. These battles are not fought with record companies or labels or artists, rather they are fought in our own hearts. Such victories are won all the time. Our methods are at variance with the ways of men.
But try not to watch TV. I think it really is quite evil.
Posted by: Cantwell on November 24, 2003 06:24 PMMTV culture is the death of this nation.
It cultivates nothing less than the utter degradation of our true spiritual identity into eating, sleeping (and sleeping around), buying, animals.
Posted by: Barmak Kusha on December 16, 2003 02:23 PMI see alot of clarity in the comments above. I however, continue to watch tv as a whole, I continue to watch MTV and I continue to not have a problem doing either and feeling as though I'm maintaing my spiritual integrity. I look at MTV and I look at all the other reality shows, and multitudes of means of objectifying our lives for the rest of the nation as part of where our society is at today. We are completely kidding ourselves if we believe that by shutting out what the rest of our neighbors are watching and taking in, that we are better off. I feel as though by watching these trends in media and mass marketing, I'm more aware of the greater picture of my/our world. I feel better equipped to see where my neighbor is coming from when he laughs and I don't. Tuning in rather than out does not necessarily give a complete landscape, but it certainly adds rather than detracts; enabling us to see the negatives that we, as a society, continue to struggle with, and not deny their need to exist.
We must use the negative in our world as a tool for the positive as well.
Oh my.
I'm not so sure I can begin to address the truths that I have learned the very hard way. (visit www.tooloftruth.com to better understand) I know for an absolute certain why many ideas, situations, or methods (used by society) are completely detrimental to the fulfillment, serenity, and elation of our hearts.
Let me say quickly...I am so thankful for you, Alicia. Masha Allah, what a blessing you are. And Eve, you are right on about the commercial. We are selling humanity what they think they want (worldly celebrities) instead of what they truly want (spiritual examples). If we strive to be examples of truth and abstain (as Jay B. so wonderfully said) from situations that weaken the soul, we will be fully complete and prepared for personally reflecting truth in our corner of creation.
We need to be aware of just what deems something "ok" or "acceptable". We often become tools in promotion of these ideas (consumerism, perversion, competition, instant-gratification, selfishness) that, when sought into, would never be ones we would choose to advocate!
Lets focus our passions on giving individuals their power. We are to become a body of seekers who will stop the submission (of so many of humanities' souls) to the modern insecurities that thrive in self-centered lifestyles. There is One Uniting Force that carries the core stabilities of mankind. We need this stability in order to make correct decisions.
Attention to the ego causes a soul to feel distant, detached, and divided. We have a nation of young women (and men) who's hearts are filled with empty despair, and who's minds are filled with obsessions...Obsessions to any extreme, including (but in no way limeted to!) looking the best, experiencing the most, feeling better (in an illegal kind of way), having the most, while sacrificing their very sence of life (as well as other's) to do so. When emptied, evil intentions fill the void and earthly pursuit consumes the mind.
Of course the industry is doing this! It's so easy to take advantage of such beings when they are so insecure! It's not our position to think it's right or wrong of society...come on, does anything surprise you these days?
Industries will only do what we allow them to do because We are the ones running them but...guess what??..that means WE, as One race. And only as one race can we get rid of them (or these imposing ideas). The "industries" are simply collected energies and false desires that we ourselves have gathered together to make evil desires, that are naturally wring, seem "ok". Who is the one man at the head of these industries and corporations? Try to blame him, but you'll never find him...he simply doesn't exist.
The problem has nothing to do with any independant man or entertainment industry. The problem lies in the hearts of each one of us. If we recognise unfortunate behavior of fellow brothers and sisters in our immediate realm we are obligated to love them and build their individual strengths to give them back their power. Our power comes from unity, our security is in unity, and our true joy lies in unity. Hence, every negative issue is only to be overcome when we decide to love each-other and unite.
Don't do anything or follow anything because it's in a book. Remember, it's only in the physical "book" because it's an absolute Truth from God, and it was truth before we had knowledge that these books existed. God knows what's best...He's made each and every one of our souls. Many women are figuring this wonderful truth out for themselves, I hope we all will!
I adore your soul(I promise I do) and I apologize if I've worded anything wrong or offended you in any way.
Much Love, Peace, and Serenity,
Sara Marie
www.tooloftruth.com
i just met a Baha'i yesterday...such a blessing...i'm just a seeker but feel free to e.mail me...i would love any shared thoughts
Posted by: Sara on January 27, 2004 02:47 AMSorry for posting again, my dears.
Please e.mail Samiraproject@yahoo.com if you wish to send a personal message, instead of using the site's e.mail page.
Much Love Always,
Sara Marie
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