Sexual objectification of women is nothing new, quite to the contrary it is as old as
the age of time. With every century and the decades encased within past
millenniums the objectification of the female gender has remained a constant
consistency in every aspect of society. The main thing that changes during those
durations in history is the manifestation that mutates into new forms and
plagues the streets with misogyny and lust.
If you were to check, you would find there is no facet of American society or culture,
or one belonging to any other country that does not contain a form of bias in
regard to gender. The only thing you would discover is with every passing
millennia and the decades housed within them is that gender objectification and
mistreatment escalates rapidly and establishes itself in the foundations of
every subculture possible through a variety of outlets ( i.e. T.V. & film,
commercials, music videos, magazines). And it does so until it becomes the
virtually unstoppable and undeniable social norm of society.
If Horkheimer and Adorno were alive today they would strike up awareness
and call for firm action to free ourselves from our submissiveness toward a
corrupt manifestations created by tyrannous culture and fueled by our money. But
since they are not alive today, we cannot ask them for their opinionated views
on gender mistreatment. However, luck for us the views of Horkheimer and Adorno
on the Cultural Industry resonates greatly with the still relevant topic of
sexual objectification as much as they did when the sociological work was first
publish in the 1940’s.
In their 1944 book “Dialectic of Enlightenment,” Horkheimer and Adorno addressed
various aspects of the Cultural Industry we live, breathe, and knowingly
participate continuously when we know of its viciously contagious cycle. The two
sociologist authors also illuminate the truth so many of us are oblivious to or
chose to ignore. Horkheimer and Adorno state, “One could certainly live without
the culture industry, therefore it necessarily creates too much satiation and
apathy. In itself, it has few resources itself to correct this. Advertising is
its elixir of life. But as its product never fails to reduce to a mere promise
the enjoyment which it promises as a commodity, it eventually coincides with
publicity, which it needs because it cannot be enjoyed. In a competitive
society, advertising performed the social service of informing the buyer about
the market; it made choice easier and helped the unknown but more efficient
supplier to dispose of his goods (Horkheimer & Adorno, 1944).” Horkheimer
and Adorno I perceived to convey that we don’t need the Cultural Industry but it
needs us to run the machine.
Horkheimer and Adorno would also have a lot to say in response to Jhally's examination in “Dreamworlds” on how music videos have perceived women’s roles to be. Jhally’s
demonstrations of the one-sided portrayal, showing women sexually objectified
for fame would definitely light the flame under Horkheimer and Adorno. One of
the first things Horkheimer and Adorno would touch on is the same fact Jhally’s
documentary revealed, that many of the women portrayed in the sexually-driven
videos wearing scantily clad clothing willing do so on their own accord, they
are not duped or tricked into taking off clothing, showing skin, or behaving in
a very sexually-suggestive manner.
The women’s participation in sexually objective content in music videos is not
necessary for the musical artist or band’s record to sell. It certainly helps
with the male and female gazes of the given artist but it’s not vital to making
a successful musical career. We as a mass population we have the power, we do
not need to watch the music videos to fulfill our sexual fantasies, or trade our
hard earned money for commodities advertised with sexual objectification
present.
I believe Horkheimer and Adorno would conclude by saying that our lives
would feel and complete if there was no Cultural Industry. We do not need the
Cultural Industry to oppose onto us its self-created ideals of male fantasy or
female fantasy and showcase it in every facet of mass media. We are all are own
unique beings who have brilliant minds that in turn produces wonderful
imaginations and to oppress them and submit to culturally-designated,
culturally-acceptable fantasies should be a crime. It is true sex does sell,
however when an individual advertises their sexuality they put a price tag on
themselves and in many cases devalue themselves. For sexuality is innate in all
of us, however it should not be molded into another commodity to be used
produce, sell, exchange designated by an unjust hierarchical system.