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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Fitting in

This is my third post in this little mini-series on the subject of sex & sexuality in general, and this time I would like to focus on the place that sex has in our society. I mean, on the face of it, we as a culture appear to be genuinely embarrassed by its existence a lot of the time, rarely being referred to explicitly if at all (at least certainly not among ‘correct’ and polite company), and making any mention of it a cause of scandal and embarrassment. Indeed, an entire subset of language has seemed to develop over the last few years to try and enable us to talk about sexually-related things without ever actually making explicit references to it- it’s an entire area where you just don’t go in conversation. It’s almost as if polite society has the mental age of a 13 year old in this regard, and is genuinely embarrassed as to its existence.

Compare this to the societal structure of one of our closest relatives, the ‘pygmy great ape’ called the bonobo. Bonobos adopt a matriarchal (female-led) society, are entirely bisexual, and for them sex is a huge part of their social system. If a pair of bonobos are confronted with any new and unusual situation, be it merely the introduction of a cardboard box, their immediate response will be to briefly start having sex with one another almost to act as an icebreaker, before they go and investigate whatever it was that excited them. Compared to bonobos, humans appear to be acting like a bunch of nuns.

And this we must contrast against the fact that sex is something that we are not only designed for but that we actively seek and enjoy. Sigmund Freud is famous for claiming that most of human behaviour can be put down to the desire for sex, and as I have explained in previous place, it makes evolutionary sense for us to both enjoy sex and seek it wherever we can. It’s a fact of life, something very few of us would be comfortable to do without, and something our children are going to have to come to terms with eventually- yet it’s something that culture seems determined to brush under the carpet, and that children are continually kept away from for as long as is physically possible in a last-ditch attempt to protect whatever innocence they have left. So why is this?

Part of the reasoning behind this would be the connection between sex and nakedness, as well as the connection to privacy. Human beings do not, obviously, have thick fur to protect themselves or keep them warm (nobody knows exactly why we lost ours, but it’s probably to do with helping to regulate temperature, which we humans do very well), and as such clothes are a great advantage to us. They can shade us when its warm and allow for more efficient cooling, protect us from harsh dust, wind & weather, keep us warm when we venture into the world’s colder climates, help stem blood flow and lessen the effect of injuries, protect us against attack from predators or one another, help keep us a little cleaner and replace elaborate fur & feathers for all manner of ceremonial rituals. However, they also carry a great psychological value, placing a barrier between our bodies and the rest of the world, and thus giving us a sense of personal privacy about our own bodies. Of particular interest to our privacy are those areas most commonly covered, including (among other things), the genital areas, which must be exposed for sexual activity. This turns sex into a private, personal act in our collective psyche, something to be shared only between the partners involved, and making any exploration of it seem like an invasion of our personal privacy. In effect, then, it would seem the Bible got it the wrong way around- it was clothes that gave us the knowledge and shame of nakedness, and thus the ‘shame’ of sex.

Then we must consider the social importance of sex & its consequences in our society generally. For centuries the entire governmental structure of most of the world was based around who was whose son, who was married to who  and, in various roundabout ways, who either had, was having, or could in the future be having, sex with whom. Even nowadays the due process of law usually means inheritance by either next of kin, spouse or partner, and so the consequences of sex carry immense weight. Even in the modern world, with the invention of contraceptives and abortion and the increasing prevalence of ‘casual sex’, sex itself carries immense societal weight, often determining how you are judged by your peers, your ‘history’ among them and your general social standing. To quote a favourite song of a friend of mine: ‘The whole damn world is just as obsessed/ With who’s the best dressed and who’s having sex’. And so, sex becomes this huge social thing, its pursuit full of little rules and nuances, all about who with who (and even with the where & how among some social groups) and it is simply not allowed to become ‘just this thing everyone does’ like it is with the bonobos. Thus, everything associated with sex & sexuality becomes highly strung and almost political in nature, making it a semi-taboo to talk about for fear of offending someone.

Finally, we must consider the development of the ‘sexual subculture’ that seems to run completely counter to this taboo attitude. For most of human history we have comfortably accepted and even encouraged the existence of brothels and prostitution, and whilst this has become very much frowned upon in today’s culture the position has been filled by strip clubs, lap dancing bars and the sheer mountains of pornography that fill the half-hidden corners of newsagents, small ads and the internet. This is almost a reaction to the rather more prim aloofness adopted by polite society, an acknowledgement and embracing of our enjoyment of sex (albeit one that caters almost exclusively to heterosexual men and has a dubious record for both women’s and, in places, human rights). But because this is almost a direct response to the attitudes of polite culture, it has naturally attracted connotations of being seedy and not respectable. Hundreds of men may visit strip clubs every night, but that doesn’t make it an OK career move for a prominent judge to be photographed walking out of one. Thus, as this sex-obsessed underworld has come into being on the wrong side of the public eye, so sex itself has attracted the same negative connotations, the same sense of lacking in respectability, among the ‘proper’ echelons of society, and has gone even more into the realms of ‘Do Not Discuss’.

But, you might say, sex appears to be getting even more prevalent in the modern age. You’ve mentioned internet porn, but what about the sexualisation of the media, the creation and use of sex symbols, the targeting of sexual content at a steadily younger audience? Good question, and one I’ll give a shot at answering next time…