My thanks to Dave, one of my readers for this story (though I doubt he knew what the result might be). He gave me this story in a comment on a recent post. I wasn’t sure where I wanted to go this morning and a link to a British story about golf caddies provided the stimulus for this little rant. The story features a British company called Eye Candy Caddy, they rent out caddies! Nothing wrong with that concept, women are perfectly capable of caddying. The problem arose, and it arises for me as well, with the promotional aspect. The caddies are shown on the Eye Candy website in lingerie.
I’m sick and tired of the way women are portrayed in our culture. This isn’t about golf, this is about sex… actually it’s about a slick company manipulating women’s bodies and men’s insatiable urges to make money. The company’s quote; “We add that extra sparkle and difference to any golf day and put a smile on people’s faces. All the girls are trained in the etiquette of golf and uniformed in appropriate golf attire. ” Right! Apparently several golf courses in Britain have banned these caddies from their courses, citing unprofessionalism.
We’re not all of the same mind on this issue. Some would say if ’she’ volunteers then it’s ok. The “women can make their own choices and be empowered” argument. Others would say that it degrades all women when we portray the female body as simply a sex object. Certainly, images of women in tight, skimpy clothing with cleavage abounding, please a certain segment of the male population. They also reduce us to mere body parts and create an atmosphere that allows for, even encourages at times, dangerous attitudes towards women.
As a woman, an educator, a grandmother, and someone who sees the violence perpetrated against women, on a daily basis, I don’t like seeing women as pin-ups. I’m tired of the magazine ads showing women in helpless positions, surrounded by men (Versace ads in particular)- rape fantasies. Do men really only buy guns, cars, beer, boats… if a half naked woman is in the ad? The advertising moguls are manipulating all of us. They make men look like oversexed morons who can be swayed with a hint of cleavage and they reduce women to body parts.
I support a woman’s right to her to express her sexuality and her right to autonomy. I’m all for sexy lingerie, in the privacy of one’s own home. I like to look nice in my clothes, to dress to please on occasion. Those personal choices are not what I’m addressing. I’m not advocating we take the veil, or be forced to cover ourselves up. I believe our culture has gone too far in it’s portrayal of women as sex objects and I worry about about the direction we’re headed. If you think I’m ranting needlessly, then I challenge you to spend this week looking at the images of women as you see them portrayed in your community. Look around you. Comic books, movies, video games, billboards……… Go to the bookstore or magazine stand and pick up a copy of Teen magazine, or Vogue, or Maxim and look at it. Then look at the news- all the stories about violence perpetrated against women. If you’re a man look at it through the eyes of a husband, father, brother, is this how you want the women in your life regarded? I don’t know what the answer is, but I know that most of us would not actively choose to degrade women in that fashion. But, I believe we’ve become so accustomed to what is around us that we no longer look objectively at the images portrayed.