Health+impacts+of+the+sexualisation+of+mass+media+and+marketing+on+children+and+teenagers

Name: Ella Ireland Student Number: n8292744 Tutor: Jacinda Wilson

= **Sex Sells: A** discussion of the mental and physical health impacts of the sexualisation of mass media and marketing on children and teenagers  =

"Advertising... sells a great deal more than products. It sells values, it sells images, it sells concepts of love and sexuality, of romance, of success, and perhaps most important, of normalcy. To a great extent advertising tells us who we are, and who we should be." Jean Kilbourne Ed.D. (2000), a feminist speaker, author and filmmaker = Cultural Artefact - Dove "Onslaught" advertising campaign  =

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= Description of Artefact = This advertisement was created for the Dove brand in 2007. The 80 second long commercial features close-ups of a young girl, followed by a fast-paced barrage of advertising images and segments spliced together and seemingly coming at you from the screen. A range of advertisements in a range of mediums are included, as well as pictures depicting ‘yo-yo dieting’, bulimia and cosmetic surgery. All of the advertisements shown either use scantily dressed models to sell their products, or are selling products which claim to make the user more ‘beautiful’. The commercial concludes with the young girl, showing the tag line “talk to your daughter before the beauty industry does”.

=Central Public Health Issues= The mass media and marketing industry communicates key messages to the public; these messages are very often explicitly or covertly based around appearances and sexuality. The health impacts of these messages on those who have grown up surrounded by them is clear as we are seeing increases in a range of body image related mental health issues, and consequential impacts on physical health (Gale, 2011). As well as changes in the male-female dynamic possibly leading to increased sexism and violence towards women (Papadopoulos, 2010). We are also seeing people having sex sooner, and having more sexual partners, this can lead to increased risk of sexually transmitted infections and pregnancy (Australian Institute of Health and Welfare [AIHW], 2011a). As a whole the sexualisation of mass media and marketing is increasingly being seen as an influential factor on a range of public health issues (Paxton, 2000).

=Literature Review= The term mass media refers to information provided through the internet, television, newspapers, film and radio, while marketing refers to the promotion of products or services (Evans, 2008). Both mass media and marketing have experienced exponential growth in the last 10 years, partially due to the introduction of new forums, such as social networking sites and smartphones, and also because of the consumerist culture which is pervasive in today’s society (Low, 2011). But it is the content which is coming into question; the American Psychological Association taskforce on the sexualisation of girls (2007) defines sexualisation as “when a person's value comes only from his or her sexual appeal or behaviour, when a person is held to a standard that equates physical attractiveness with being sexy, when a person is sexually objectified and when sexuality is imposed on a person”. According to Gale (2011) sexualisation of children can be defined into two broad categories. These are direct sexualisation, which relates to how children themselves are portrayed in advertising, and indirect sexualisation, which relates to the environment that children are exposed to, including advertising intended for an adult audience.

Both direct and indirect sexualisation of children and teenagers is rife in the media and marketing industry today and this has led to a culture where children are becoming increasingly burdened with problems which were previously reserved predominantly for adults. We have seen increases in a range of mental health problems, particularly in the realm of body image, among children, teenagers and young adults (AIHW, 2009). Low self-esteem, body dysmorphic disorder (BDD), social withdrawal, anxiety disorders and depression have all been identified as issues which may increase with increased exposure to sexualised media and advertising (Papadopoulos, 2010).

The 2011 Australian Institute of Health and Welfare survey of young Australian’s health and wellbeing identified mental health problems and disorders as accounting for the highest burden of disease among young people, almost fifty percent of the burden of disease on people aged 16 – 24 years. It was also found that overall levels of psychological stress have increased; in 1997 2.5% of young people aged 18 -24 reported very high levels of stress (AIHW, 2003), this rose steadily and in 2011 a reported 9% of young people aged 16-24 had very high levels of stress (AIHW, 2011a). These statistics cannot be solely attributed to the proliferation and sexualisation of the media, however a range of studies have shown direct links between the introduction of television and significant rises in self-esteem and body image related disorders (Gale, 2011). A study in Fiji showed direct links between the introduction of television in 1995 and a steep rise in self-esteem issues and increases in dieting, vomiting to control weight, and eating disorders over the next three years (McDonald, 1999). Statistically rise in advertising and rise in psychological stress run parallel.

It is also necessary to consider the flow-on effects of increased mental health issues. It has been identified that mental health problems “affect young people’s psychological growth and development, health-care needs, educational and occupational attainment, and involvement with the justice system” (AIHW, 2011a, p. 24). As we can see the effects of the sexualisation of media and marketing are complex and multifaceted. The most direct flow-on effects are the physical health consequences of mental health issues; these include eating disorders, obsessive exercise disorders, self-harm and even suicide (AIHW, 2011b). It is difficult to determine accurate data in relation to the number of cases of eating disorders due to the high level of unidentified and unreported cases. However, despite differences in reported numbers, it is evident that there has been a marked increase in the number of cases of eating disorders in recent years (AIHW, 2011a). Links between the content of media and advertising and issues such as eating disorders are quite blatant as we are constantly told that to be beautiful it is necessary to be very skinny, and that this will affect how others perceive us, employment opportunities and every other facet of our lives (Kilbourne, 2010).

A study undertaken by the American Psychological Association (2007) identified that sexualisation of the media may also affect the wider community through increased sexism, increased rates of sexual violence and harassment, and an increased demand for child pornography. Growing up surrounded by media and advertising which illustrates gender bias will affect the dynamics of relationships between boys and girls throughout their lives; not only romantic or sexual relationships are liable to be affected, but also friendships, work relationships and familial relationships (Papadopoulos, 2010). Papadopoulos (2010) conducted an independent review on the impact of sexualisation of young people on violence against women; her findings indicate that the “hyper-sexualisation and objectification of girls, and the hyper-masculinisation of boys perpetuate and reinforce each other” and that increases in issues related to sexism, abuse and violence are more than likely. Children and teenagers mimicking this over-sexualised culture in dress and mannerisms may also be at greater risk as they can be mistakenly perceived as being sexually available (Papadopoulos, 2010). A study by the Australian Institute of Health and Welfare, conducted between 1997 and 2004 showed a jump from just over five, to just over seven, children per thousand experiencing abuse or neglect (AIHW, 2006). However it is difficult to obtain accurate statistics on these issues as the stigma associated with being a victim of abuse or sexual violence often leads to underreporting (AIHW, 2006).

The trivialisation of sex, and the introduction of a culture where sexual availability is associated with popularity (Kilbourne, 2010) has led to more people having sex sooner, and with a larger number of sexual partners (AIHW, 2011a). This behaviour increases the risks of contracting sexually transmitted infections and of falling pregnant. Children are bombarded with sexual imagery without having the maturity to understand the messages and meanings; this leads to disruption and alteration of naturally developing sexuality, and ultimately to sex losing its significance (Gale, 2011). As Kilbourne (2010) states “sex is both more and less important than we make it out to be”, meaning that sex is often portrayed as the most important element of our lives and culture, while it is in reality just a small part of our world, but also meaning that sex is trivialised and the sexual act has lost its power and importance through this trivialisation. Thankfully contraceptive use has also increased, counteracting risks of contracting sexually transmitted infections or falling pregnant to some degree (AIHW, 2011a). However these issues are still very important to consider as a generation growing up with such a skewed perspective on relationships and the importance of sex will face a much more unstable society.

There are currently few restrictions placed on the content of advertising and media; the industry is predominantly self-regulated and there are no strong penalties in place for breaking regulations (Gale, 2011). The system is reactionary and relies on complaints; this means that there is no screening process beforehand (Gale, 2011). A variety of suggestions on how to approach this public health issue have been put forward. The Australian Senate met in 2008 to discuss the sexualisation of children in contemporary media and produced 13 recommendations to attempt to prevent the premature sexualisation of children in Australia (Parliament of Australia Senate, 2008). These recommendations are focused around community responsibility, placing the onus on broadcasters, publishers, advertisers, retailers and manufacturers, as well as parental supervision (Parliament of Australia Senate, 2008). Others have called for more drastic action; Gale suggests introducing a Federal Children’s Commission and an independent body to oversee children’s interests in the media (Gale, 2011).

=Cultural and Social Analysis from a Feminist Perspective with Relation to Objectification Theory= It is crucial to consider the impacts which society and culture have had on this issue when trying to understand the issue, the public health implications and how we can remedy the situation. The sexualisation of society and the sexualisation of media and marketing run parallel to each other and play off each other (Kilbourne, 2010). The media and marketing industry obviously aims to keep the audience captivated, to make them want what they are selling, and to do this they must understand the current cultural and social climate and what people want (Kilbourne, 2010). However, inverse to this, the culture of current society is in part a reflection of the influence of the media and marketing industry (Kilbourne, 2010).

As discussed by Kilbourne in Killing us Softly 3 (2000), the advertising industry has great power in determining what is considered ‘normal’ or acceptable behaviour. Objectification theory is based on the principle that individuals develop views on their own physical selves from observation of others; by this means we are socialized to objectify ourselves in relation to those around us from the perspective of a third party (Calogero, Pina, Park & Rahemtulla, 2010). The media places importance upon beauty and overt sexuality and so we are conditioned to covet these characteristics in others and aim for them in ourselves (Calogero et al., 2010).

There are two major feminist perspectives taken on this issue. The first and seemingly most popular considers the sexualisation of media and marketing, and thus society, to be a negative behaviour pattern developed from a culture where gender inequality is still prominent and women are often objectified based on their appearances (Duits, 2011). Sexualisation is seen as an important issue threatening to lead our culture back into a more patriarchal society (Duits, 2011). The second views the sexualisation of society as a victory for the sexual revolution; sexual freedom is an important aspect of women’s rights and relates to feelings of empowerment and liberation, in addition to this the objectification of males which we are beginning to see more regularly is perceived as a manner of equality (Bale, 2011). However it is safe to say that neither party endorses the premature sexualisation of children or the effects which this issue is having on public health.

The issue of the sexualisation of the media and marketing industry is a problem central to our society, the main concern is for the children and young people growing up in this over-sexualised arena, however the effects are widespread (Kilbourne, 2010). Awareness and understanding of this issue are necessary to begin to combat it. A two-pronged approach is necessary, at a community level we need to be aware of the consequences of allowing the sexualisation of children to carry on, responsibility for change needs to be placed on broadcasters, advertisers, retailers and manufacturers, as well as parents, carers and educators (Parliament of Australia Senate, 2008). At a state and federal level regulations need to be placed on the media and advertising industry to control the content which is likely to be viewed by minors (Gale, 2011). Through these two approaches we can hope to develop a society were sexual content viewed by minors is minimised, and where through education we can help children understand the content which they are exposed to.

=Artefact analysis and learning reflection= This artefact illustrates very clearly the links between the sexualisation of media and marketing, and the mental and physical health impacts it can have on children and young people growing up within this social circumstance. Music is used effectively to build suspense and draw the viewer into the tableau, and the close-up of the young girl is used to create a sense of responsibility and to position the viewer as a pseudo parent, ensuring maximal impact of the content. The tag-line “talk to your daughter before the beauty industry does” creates a sense of urgency and is an effective way of summing up and concluding the commercial. We must remember however, that this is an advertisement in itself, the aim remains the same as with the advertisements it criticises, to maximise sales of their products.

This assessment led me to take an analytical approach to an issue which I had only previously thought about and discussed in passing. It illustrated to me the distinct effect that cultural climate can have on the development of understanding and acceptance of concepts. In this case the media and marketing industry had very real effects on how children perceived the world and what behaviour and characteristics they found acceptable and admirable. This made me consider how my life so far has influenced my current thoughts, values and beliefs.

=Links=

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 * Kids free 2B kids**

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 * Parliament of Australia 2008 senate inquiry into the sexualisation of children in the contemporary media**

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 * Sexualisation of Young People Review by Dr. Linda Papadopoulos**


 * Killing us Softly 4 - a lecture by Jean Kilbourne**
 * First half** - []
 * Second half** - []

=References= American Psychological Association. (2007). Sexualisation of girls. Retrieved from []

Australian Government. Australian Institute of Health and Welfare. (2003). Australia’s Young People 2003: Their health and wellbeing. Retrieved from [|http://www.aihw.gov.au/publication- detail/?id=6442467534]

Australian Government. Australian Institute of Health and Welfare. (2006). A Picture of Australia’s Children: How safe and secure are Australia’s children? Retrieved from www.aihw.gov.au/WorkArea/DownloadAsset.aspx?id=6442459652

Australian Government. Australian Institute of Health and Welfare. (2009). A Picture of Australia’s Children 2009. Retrieved from [|www.aihw.gov.au/WorkArea/DownloadAsset.aspx?id=6442459928]

Australian Government. Australian Institute of Health and Welfare. (2011a). Young Australian’s: Their health and wellbeing 2011. Retrieved from [|http][|://www.aihw.gov.au/publication-detail/?id=10737419261]

Australian Government. Australian Institute of Health and Welfare. (2011b). Mental Health. Retrieved from []

Bale, C. (2011). Raunch or Romance? Framing and interpreting the relationship between sexualized culture and young people’s sexual health. //Sex education//, 11(3), 303. doi: 10.1080/14681811.2011.59008

Calogero, R. M., Pina, A., Park, L. E., & Rahemtulla, Z. (2010). Objectification theory predicts college women’s attitudes toward cosmetic surgery. //Sex roles//, 63(1-2), 32-41. doi: 10.1007/s11199-010-9759-5

Duits, L. & Van Zoonen, L. (2011). Coming to terms with sexualisation. //European journal of cultural studies//, 14(5), 491-506. doi: 10.1177/136754941141220

Evans, D. W. (2008). Social Marketing Campaigns and Children’s Media Use. //The future of children//, 18(1) 181. Retrieved from []

Gale, J. (2011). Sexualisation of Children and Young Teens//. Educating Young Children: Learning and Teaching in the Early Childhood Years//, 17(2) 21-23. Retrieved from []

Kilbourne, Jean. (2000) Killing us Softly 3 [Video file]. Retrieved from []

Kilbourne, Jean. (2010). Killing us Softly 4 [Video file]. Retrieved from []

Low, C. G. (2011). Dependency on smartphone and the impact on purchase behaviour. //Young consumers//, 12(3) 193. Retrieved from [|http://www.emeraldinsight.com.ezp01.library.qut.edu.au/journals.htm?articleid=1949222&show=abstract]

McDonald, K. A. (1999). Eating disorders rise with arrival of TV. The Chronicle of higher education, 45(40), A22. Retrieved from [|http://search.proquest.com.ezp01.library.qut.edu.au/docview/214717934/fulltextPDF/132D174589C7B22B3C7/2?accountid=13380]

Papadopoulos, L. (2010). Sexualisation of young people review. Home office publication, 7(1), 1-100. Retrieved from []

Parliament of Australia Senate. (2008). Inquiry into the sexualisation of children in the contemporary media environment. Retrieved from []

Paxton, S. (2000). Body image dissatisfaction, extreme weight loss behaviours: suitable targets for public health concerns? //Health promotion journal of Australia//, 10(1), 15. Retrieved from [|http://search.informit.com.au.ezp01.library.qut.edu.au/documentSummary;res=APAFT;issn =1036-1073;py=2000;vol=10;iss=1;spage=15]

=Reflection and Learning Task= Fantastic quote and great artefact! Like you I was unaware of the recent rise of sexually transmitted infections; it is unbelievable that in a developed country where we have free access to the knowledge and resources to avoid this negative health behaviour we still have such high rates of sex risk behaviour and STIs. I was astounded at the findings of Opt and Loffredo’s study (2004) and had not considered that the perception of the severity of STIs would be altered by the development of treatments. I was also unaware of the HAART treatment for HIV/AIDS and this is a positive element I will take from this article. In addition to this I think that your comments in regard to a need for information to be placed in forums which Gen Y relates to more readily, such as social networks and the internet, was very pertinent to the topic. Your discussion was well researched, thorough and enlightening, well done!
 * Wiki Title**: ‘It’s bad enough that people are dying of AIDS, but no one should die of ignorance’ – Elizabeth Taylor (actress)
 * Comment Title**: Enlightening!

As a member of Gen Y who has been exposed to the drinking culture for a few years now, I agree with you that this is a very serious public health issue and that the consequences are self-evident. You chose a very appropriate artefact; it clearly illustrates the popular culture of excessive drinking, how drinking has become ‘cool’ and drunken behaviour as a social norm. I think it is also important that you pointed out alcohol as a catalyst in volatile situations, meaning that alcohol is not solely to blame for these situations, however it does have an effect on the likelihood of violence and other negative health behaviours. Despite my general knowledge of this issue, I was surprised to see such extreme statistics, particularly those about shutting pubs earlier, although as you pointed out this study had a number of variables. The COVAID program also sounds like an interesting approach to this issue. I think your succinct discussion of this issue brought a lot of key considerations to light, well done!
 * Wiki Title:** Gen Y – SHOTS SHOTS SHOTS!!!
 * Comment Title:** Well done!