Think of the CHILDREN!

My last post dealt with the way that sex in our society is something kept very much under wraps, dusted under the carpet and kept out of the conversation of everyday life as much as possible. This post however could be said to be completely debunking every point I made in the last one, for today I will be considering the issue of the increasing use & prevalence of sex, sexuality and sexual connotations in society today.

The main people voicing a strong opinion against this trend are, of course, the kind of militant parents who started a war in the South Park movie (good film, see it if you can). They argue that modern media and marketing strategies place a lot of emphasis on the use of sex symbols and sexual connotations, and that these strategies are, more worryingly, being aimed at a steadily younger audience. Young girls in particular are often quoted as being aggressively targeted by clothing companies from as young as 8, companies trying to buy them into the whole ‘looks and clothes are the most important thing ever’ mentality in order to turn them into fashion-obsessed consumers as early as possible.

There’s certainly a lot of evidence to support their theory as to the increased prevalence of sexual symbolism in today’s culture. Sport may be a good place to look for examples- modern female sports stars are nowadays judged mainly by the way they look, and in many sports where men and women have roughly equal exposure (such as tennis) female competitors often have larger sponsorship deals. Is this because they are better at persuading people that sports equipment is awesome? No, it’s because they are capable of advertising perfume by wearing hardly any clothes and exploiting their sex appeal (think Maria Sharapova, whose game suffered heavily in the few years after she won Wimbledon as she turned into more of a model than a tennis player). And then what about tabloid newspapers and their page 3 hooks for readers, ‘lads mags’ that now have enough status to be invited as judges for the nomination of Sports Personality of The Year (not the BBC’s proudest moment), and clothes companies that now market ‘sexy high heels’ at under 10s?

So… where can this be traced back to? Well, if we, as the pressure groups tend to, blame everything on businesses and clothing companies, their reasoning is actually very simple. Firstly, to consider the issue of children being targeted in one way or another, it’s a well recognised fact that kids love to appear grown-up. They get fussy about their ages (“I’m not 10, I’m 10 and a half!”), copy their parents’ habits and what they see on TV, hate not being able to do stuff on account of age or size and might even try on Mummy and Daddy’s clothes when they’re a bit younger. A child’s ultimate fantasy (and probably one shared by a few adults as well) is to live with all the opportunity and ability of an adult, and without any of the responsibility. For them, therefore, all this sexually-related material that permeates their life is not about sex (which they probably don’t understand properly if at all), but about adulthood, and this just screams ‘awesome’ directly at them. We must also remember that it’s not just the kids who’re at it either; parents love it when their children appear ‘grown-up’ and mature because it makes them seem special, a cut above their peers, subtly suggesting to parents that not only are their kids better than everyone else’s, but that they themselves are better parents. Therefore, whilst some parents might be appalled at the sight of a 9 year old in heels and a miniskirt, others might think of her as quite the young woman, and perhaps even be jealous of the maturity that child seems to have compared to theirs.

And then we must consider a fact that countless bits of market research has shown- sex appeal sells stuff. Even if children don’t get the symbolism, their parents do, and whether the stuff they’re buying is for them or their kids, a bright, smiling, good-looking woman is more likely to encourage them to buy something than an advert featuring a dour looking bloke showing no interest whatsoever. This is especially true when we consider fields such as scent, beauty products and fashionable clothing, all of which are selling products actively designed to make you seem more attractive and, according to Freud at least, get you more sex. Even if you don’t make that connection consciously, there’s no doubt that your subconscious mind picks up on the connection, and that’s before we even consider how totally blatant use of sex, such as in tabloid page 3 columns, acts as a straight marketing hook to sell things. Put simply, sex appeal is an undeniably successful marketing strategy that makes perfect sense, from a purely fiscal point of view, to use.

To finish off, I would like to offer just a snippet of a history lesson. The 1920s were a great time for the USA, producing an economic boom thanks to the likes of Henry Ford,  massive growths in cultural areas such as major league sport, and reinventing social mobility. For the first time, women had a degree of social freedom, particularly among those known as ‘flappers’, who would cut their hair short, drink and smoke in direct and deliberate contravention of the classical female norm. The invention of the car gave young people freedom from their parents and invented the date for the first time, and in jazz music the young of the Roaring Twenties had their own music and social scene as well. This lead, among other things, to a huge increase in sexual freedom among the young, and the media of the time reflected this. This was especially true in the cinema, a relatively new phenomenon, which quickly developed the first sex symbols in the likes of Rudolf Valentino and Clara Bow, prompting advertising and marketing of the time to begin exploiting sex appeal as a means to sell their products. Understandably, the older generation went into uproar over this cultural revolution, but it didn’t make a scrap of difference, and a fresh wave of American culture swept across the world.

Sound familiar? It should do- it’s the same thing people are complaining about now, and people have complained in the same way about the changes in every successive generation, be it teenagers in the 50s, hippies in the 60s, or metal in the 70s. Culture changes, and that’s just a fact of life. There’s nothing wrong with being angry about it, but we must remember that society has survived each new wave of culture and come through each none the worse for wear. If you want to uphold society, then forming a pressure group for each successive thing that offends you probably isn’t the bet way to weather the storm. You’ll have far better results just sticking to what you do like, upholding the values you think are important, and trying to pass those off to your children. It’ll be a lot less painful.

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Why we made the bid in the first place

…and now we arrive at the slack time, that couple of weeks between the end of the Olympics and start of the Paralympics where everyone gets a chance to relax, wind down a little, and take time away from being as resolutely enthusiastic and patriotic as we have been required to for the last two weeks (or a lot longer if you factor in the Royal Wedding and Queen’s Jubilee). However, it’s also an undoubtedly good time to reflect on what have been, whatever your viewpoint, a very eventful last couple of weeks.

To my mind, and certainly to those of the Olympic organisers, these games have been a success. Whether you feel that it was all a colossal waste of money (although how anyone can think that of an event featuring the Queen parachuting out of a helicopter alongside James Bond is somewhat puzzling to me), or the single most amazing thing to grace the earth this side of its existence (in which case you could probably do with a nice lie down at the very least), its motto has been to ‘Inspire a Generation’. From a purely numerical perspective, it appears to have worked- sports clubs of all sorts up and down the land, even in niche areas such as handball, have been inundated with requests from enthusiastic youngsters after membership, and every other sentence among BBC pundits at the moment appears to include the phrase ‘the next Mo Farah/Usain Bolt/Ben Ainslie/Chris Hoy’ (delete as applicable).

However, I think that in this respect they are missing the point slightly, but to explain what I mean I’m going to have to go on a bit of a tangent. Trust me, it’ll make sense by the end.

So…, what is the point of sport? This has always been a tricky one to answer, the kind of question posed by the kind of awkward people who are likely to soon find an answer flying swiftly towards them in foot-shaped form. In fact, I have yet to hear a convincing argument as to exactly why we watch sport, apart from that it is for some unexplained reason compelling to do so. But even if we stick to the act of participation, why do we bother?

Academics and non-sportspeople have always had a whole host of reasons why not, ever since the days that they were the skinny, speccy one last to be picked in the dreaded playground football lineup (I’ve been there- not fun). Humans are naturally lazy (an evolutionary side-effect of using our brains rather than brawn to get ahead), and the idea of running around a wet, muddy field expending a lot of precious energy for no immediately obvious reason is obviously unappealing. Then we consider that the gain of sport, the extent to which it contributes to making the world a better place is, in material terms at least, apparently quite small. Humankind’s sporting endeavours use up a lot of material for equipment, burn a lot of precious calories that could be used elsewhere around the world to help the starving, and often demand truly vast expenses in terms of facilities and, in the professional world, salaries. Even this economic consideration does not take into account the loss in income presented by the using up of acres upon acres of valuable land for sports facilities and pitches. Sport also increases the danger factor of our lives, with a heavy risk of injury ranging from minor knocks to severe, debilitating disabilities (such as spinal injury), all of which only adds to the strain on health services worldwide and further increases the ‘cost’ of sport to the world.

So why do we bother with it at all? Why is it that the question governments are asking themselves is “why aren’t enough kids playing sport?” rather than ‘why are so many of them doing so’? Simple reason is that, from every analytical perspective, the benefits of sport far outweigh the costs. 10% of the NHS’ entire budget is spent on dealing with diabetes, just one of a host of health problems associated with obesity, and if just half of these cases were to disappear thanks to a healthier lifestyle it would free up around an extra £5 billion- by 2035, diabetes could be costing the country around £17 billion unless something changes. Then there are the physical benefits of sport, the stuff it enables us to do. In the modern world being able to run a kilometre and a half in four minutes might seem like a pointless skill, but when you’re being chased down the street by a potential mugger (bad example I know, but it’ll do) then you’d definitely rather be a fit, athletic runner than slow, lumbering and overweight. Sport is also one of the largest commercial industries on earth, if not on a professional level then at least in terms of manufacture and sale of equipment and such, worth billions worldwide each year and providing many thousands or even millions of jobs (although some of the manufacturing does admittedly have a dubious human rights record). The health benefits of sport go far beyond the physical & economic too, as both the endorphins released during physical activity and the benefits of a healthy lifestyle are known to increase happiness & general well-being, surely the ultimate goals of all our lives. But perhaps most valuable of all is the social side of sport. Whilst some sports (or, more specifically, some of the &%^$£*)@s involved) have a reputation for being exclusive and for demoralising hopeful youngsters, sport when done properly is a powerful force for social interaction & making friends, as well as being a great social equaliser. As old Etonian, heir his father’s baronet and Olympic 110m hurdles finalist Lawrence Clarke recently pointed out in an interview ‘On the track it doesn’t matter how rich your family is or where you’ve come from or where you went to school; all that matters is how fast you can get to the finish line’ (I’m paraphrasing, but that was the general gist). Over the years, sport has allowed mixing between people of a myriad of different genders and nationalities, allowing messages of goodwill to spread between them and changing the world’s social and political landscape immeasurably. This Olympics was, for example, the first in which Palestinian and Saudi Arabian women competed, potentially paving the way for increased gender equality in these two countries.

Clearly, when we all get behind it, sport has the power to be an immense tool for good. But notice that nowhere in that argument was any mention made of being the physical best, being on top of the world, breaking world records because, try as one might, the value of such achievement is solely that of entertainment and the odd moment of inspiration. Valuable though those two things surely are, they cannot begin to compare with the incalculable benefits of a population, a country, a world united by sport for the good of us all. So, in many respects, the success of an Olympic games should not be judged by whether it inspires a new superstar, but rather by how it encourages the guy who turns up with him at that first training session, who might never be that good a competitor… but who carries on turning up anyway. The aim of top-flight sport should not be to inspire the best. It should simply be to inspire the average.