“In sociological terms, sexiness can be articulated on the basis of cultural values that are relatively dominant in a community at a given time and place”(2012) At present sexy in terms of cultural value is determined by the patriarchal society which sexualises women through the male
Women, it seems, are queuing up to pander to male sexual fantasies, Levy and Walter argue, as can be seen in the case of the Girls Go Wild phenomenon, the mainstreaming of pornography as in pole-dancing classes for fitness, and the transformation of the ‘Playboy’ brand from pornography to consumer goods. Take Britney Spears for example in her song ‘Hit me baby one more time’ she is dressed as a school girl made to look innocent with plaited hair, is this not playing directly to the male stereotype fantasy of school girls? would she have not achieved fame without playing to this fantasy?
“It’s the women who are driving this. It’s all changed. Once glamour modelling might have been about some fat sinister guy with a cigar tricking young girls into taking their clothes off, but now women are queuing up to do it.” (Phil Hilton, former editor of NUTS, cited in Walter, 2010: 20) Again this suggests women are empowering their selves but is glamour modelling not just playing into the hands of patriarchal society, males are clearly the audience for this.It is stated by Lady Gaga that “Every artist plays on sex. It’s just the context….I’m a free woman, so I play on sex freely” (Lester 88). It is in quite a few videos by Lady Gaga that she plays on sex, for instance in Poker Face she frequently references bisexual urges, as she states as an artist she can freely use sexually references if needed as it isn’t taboo in this culture to do so but is their need to play on sex for almost all her videos? In Bad Romance she dresses provocatively and is sexualised in a manner in front of a male audience, in Love Game she references ‘disco stick’ as a phallic symbol.
More female artists are sexualising their selves for the purpose of the male gaze, in California Girls by Katy Perry she is shown to be naked with only clouds covering her modesty, in the image below she is clearly pulling a suggestive face for the male audience, but with young teenagers that could be fans isn’t this setting a bad example as a role model? Her first hit ‘I kissed a girl and I liked it’ is again another male fantasy so why are female artists subjecting their selves too this?
It seems that the media is subjective to sexualising females be it in films, television or music videos, is their need for so much of it to be exposed to us daily, young people could come across inappropriate music videos by accident and feel that its okay to expose yourself as it’ll either make boys like you or make you popular. young people don’t understand yet the pressures which are being thrust from the media to look good and have the perfect body image. Do we really want children to only be subjected to role models that represent sex and nudity.
In the video P.I.M.P by 50 Cent women are shown to wear next to nothing (depending on which version you see) with what appears to be dog collars around their necks which shows how much lower they are than men, this is degrading to women and gives a representation of them being just objects to men so why are so many stars playing out to the male fantasy?
*images sourced from Google