The Ukrainian feminist protest group Femen characterised by their bare-breasted pro­tests is from time to time in the news. Their original protests in skimpy attire did not bring them the required attention, so they decided to up the ante and went topless.

A culture of hedonism, consumerism, individualism, and self-gratification is being glorified on the altar of the neo-capitalist economy

This strategy says a lot about the way our media-dominated culture operates. It means that form is many times given more importance than content. As the media gets accustomed to the topless strategy, the next step will probably be bolder revelations. This has already happened during a protest in Kiev in 2010. Truth be said, the Femen group tries to give content to their protests.

Their radical feminism is accompanied by attacks against the Catholic Church, the sex industry, and any form of what they consider to be remnants of a patriarchal society. Quite naturally, it is up to each one to agree or disagree with the policies they push forward, as well as with the method used to push it.

Church people featured highly on their list of targets. They protested in St Peter’s Square. One could not but admire their braving of the cold wintery Roman weather which, I assume, was more of a problem than the Italian police who quickly rushed into action.

The Pope, who was high up in the Papal Apartments, probably did not even notice the commotion. Archbishop André-Marie Leonard of Brussels on April 23 was not as fortunate. He was not only confronted by four topless Femen activists while delivering a lecture, but he was soaked with water too.

Church people are not the only targets of Femen. Far from it! Politicians had to face their fair share of opprobrium. These latter-day Amazons a few weeks ago were able to ‘topless ambush’ Russian President Vladimir Putin, who together with German Chancellor Angela Merkel was visiting a trade fair in Hanover.

Pictures of Putin that went viral did not show any sign of disappointment on Putin’s face!

Other protests of theirs were quite in bad taste. The triumphalist mood trumpeted last Tuesday following the suicide committed by the French ultra-conservative historian, Dominique Venner, is utterly deplorable and despicable.

A few days earlier they were protesting in Berlin. It was the demurely dressed Barbie that had to face the bare-breasted sextremists!

A shocking pink house has been built in central Berlin exhibiting all things Barbie – Mattel’s iconic doll since 1959. Visitors pay to tour this giant doll house. While visiting this Barbie ‘Dreamhouse Experience’, paying visitors are able to try on Barbie’s clothes, play in her kitchen and have a go on her pink piano. If you are interested to go on a Barbie binge, please note that the exhibition will be open until August 25.

During the protest, one topless Femen protestor had the slogan ‘Life in plastic is not fantastic’ scribbled across her bare chest, reworking the 1997 earworm song lyrics by Danish pop-dance group Aqua Barbie Girl. Another protester held a placard which read: ‘Dear Barbie – don’t just bake cupcakes, eat them too!’

Femen were accompanied by members of the group Pinkstinks. This UK-founded group tries to raise awareness of the damage caused by the gender stereotyping and sexualisation of children. They campaign against products, advertising content and marketing strategies that assign to girls limiting gender roles. Pinkstinks promotes critical media awareness, self-esteem, positive body image, and alternative female role models for children.

It is unfortunate that many Maltese parents, and not just parents, are not aware enough of the negative effects that certain consumer products, toys and computer games can have on their children. A culture of hedonism, consumerism, individualism, and self-gratification is being glorified on the altar of the neo-capitalist economy. Artificially constructed artefacts are proposed as the ideal way of life.

A one-dimensional and myopic concept of what is beautiful is being pushed forward. Girls are being told that becoming more beautiful and pretty is a must. Advertising campaigns pressurise girls to conform to a cookie-cutter model of a person that possesses no individual characteristics.

Matters are made worse because the model of beauty that is proposed is unrealistic, nay, dangerous. How many people know, for example, that Barbie would not be able to survive with her improbable figure?

This notwithstanding, Barbie is presented as an idol to be emulated. The copying is done to the detriment of girls’ physical and psychological health. A 2006 study by Dittmar, Halliwell and Ive concluded that “early exposure to dolls epitomising an unrealistically thin body ideal may damage girls’ body image, which would contribute to an increased risk of disordered eating and weight cycling”.

Mattel went on the defensive by saying that the doll portrays many careers by having the girl’s idol wear different costumes that depict work choices. The men in suits think that is empowering enough.

The Barbie phenomenon is just part of a vaster environment sexualising children, particularly girls, for commercial reasons. The onslaught is carried by all types of media. The subliminal and not so subliminal message communicated is that girls should dress provocatively; and presenting oneself as sexually desirable gains the attention of men.

Girls at increasingly younger ages are invited to wear clothes designed to highlight female sexuality. Cosmetics are also being marketed to younger girls.

Recently, the Hollywood superstar, Gwyneth Paltrow, was lambasted for promoting bikinis for toddlers on her website Goop. Disney too came under attack only a fortnight ago for giving a ‘sexy makeover’ to a popular heroine called Merida. The company furiously back-pedalled and restored the original version when parents rebelled.

A 2007 report by the American Psychological Society found that this process of sexualisation is linked with three problems: eating disorders, low self-esteem, and depression. The same report states: “We have ample evidence to conclude that sexualisation has negative effects in a variety of domains, including cognitive functioning, physical and mental health, and healthy sexual development.”

These words are not written by some old-fashioned bishop or published by an outdated Church, but by a reputable professional organisation.

What can we do to raise consciousness about these problems in Malta?

For moral and aesthetic reasons I will not suggest emulating Femen, but media literacy initiatives aimed at making people more media critical should be given priority at all levels.

joseph.borg@um.edu.mt

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