On Melinda Tankard Reist’s website today you’ll find this article about AFL footballer Lance “Buddy” Franklin. Franklin has another job as well as football: he is co-director of clothing company Nena & Pasadena. This company apparently specialises in tee-shirts featuring women in exaggerated sexual poses, sometimes handcuffed, and partially clothed. There’s often a slogan or two, in case we haven’t managed to interpret the images.
Reist asks: “What message does this clothing send N&P’s target market of young men about women?”
What message does this send about women?
Reist’s answer is that the message conveyed by Buddy’s shirts is that women are sexual objects, not human beings. She feels the images degrade us. I don’t read it that way. To me, the shirts say nothing much at all about women, and everything about the fantasy lives of those who design, produce and wear them. These shirts say nothing about who women are, and everything about what the men who wear them want us to be.
I don’t believe another person’s fantasies degrade me. They don’t reflect on me in any way at all. This is what we need to teach our young. You aren’t what somebody else imagines you are. As we’re never going to control anyone’s imagination and ought not to try, we need to focus on educating children to refuse the imposition of other people’s fantasies on their sense of who they are. It’s not rocket surgery. It’s being proactive. It requires us to dump the language of victimisation and replace it with the language of empowerment. We are in dire need of this paradigm change.
At this point I’ll refer you to this horribly sexist vintage ads site. While there’s definitely less flesh and far less overt sexual imagery, the message is the same. These ads are also a reflection of the desires and fantasies of some men, and say nothing much at all about women. They do say a great deal about a dynamic that remains consistent. These ads, like Buddy’s shirts, cast women in an inferior and tiresome role. We may have our clothes on in the vintage ads, but they are only a variation of Buddy’s fantasies.
When we protest that these images degrade and objectify us, we give them the power to do exactly that. There are always two sensibilities involved in the interpretation of any text: that of its author and that of its reader. As a reader I’m free to conclude that the text is not about me. It’s all about the author. I’m free to refuse the author’s construction of my sexuality, a construct based on the author’s desires. Why should I grant anyone that power over me?
Personally, I’ve never been attracted to clothing featuring pictures and advertising: I’m not a billboard. Even if such clothing isn’t pushing a brand, it is self-revealing: by my clothes you’ll know me. There are occasions like demonstrations, conferences when it feels good to state my position through what I’m wearing, and cartoonist First Dog on the Moon’s shirts I’ll wear anytime.
That said I do have a couple of FCUK tee-shirts, one that says “Cool as FCUK” and another proclaiming “Lucky FCUK,” neither of which I would be caught dead in outside the house, but that’s just me.
Reist then asks: “What does it say about men and women when clothed men wear t-shirts of naked women?”
A man who feels the need to wear an image of a naked woman on his tee-shirt is making a statement or a series of statements about himself, about his opinions of women, about his attitude to women. Such clothing says nothing about “men and women.” It says some things about some men. Again, women are not obliged to join such men in their fantasies and desires. We are not demeaned and objectified unless we accept the wearer’s world view. Unless we allow that world view to construct us and so become complicit in our own victimisation and dehumanisation.
That being said, I have no problem with letting Buddy know his tee-shirts say everything about him, and nothing about women, and what he’s saying about himself is pretty crap. I’ve no problem passing that message onto the shops that stock his wares, either. That’s the easy part. The hard part is changing the paradigm from first accepting then protesting victimisation, to refusal of men like Buddy’s interpretations of women and our sexuality in the first place. We do this by giving our children the tools they need to resist believing they are what somebody else says they are, and that they have to be what somebody else wants them to be. We’re never going to stop the Buddies but we can disempower them. We refuse the victimisation in the first place, then we don’t have to waste our energies protesting it.
Buddy, your tee-shirts reveal some weird things about you. You might want to think about that, mate.
No Place For Sheep 
Recent Comments