Down With Dead Women!
The beautiful woman's green eyes stare up to the sky unseeing. Her porcelain skin fairly shines, setting off the long dark lashes, the blood-red lips, the blood dripping from them. Next to her disembodied head rests a white flower whose purity both reflects and mocks the presumed loss of her own. She's sexy. She's beautiful. She's dead.
And she's coming soon to a theater near you.
This advertisement for "The Black Dahlia" has popped up all over, itself a form of morbid flower growing in the garden of my daily life. As I run errands, as I walk the dogs, as I exit the supermarket, I am assaulted by the image of a murdered female. Of course I am not supposed to notice, not supposed to think of it this way. I can just hear my students asking, "why are you making so much of that? It's just an ad."
Why? That's precisely why. Because I live in a culture that commodifies females and uses them to sell products. Women=things. This message trumpets from billboards, from televisions, from magazines, all day long, all night long, relentlessly, unrelentingly. You don't think these messages affect you? As media activist Jean Killbourne notes, advertisers count on our complicity, need us to deny that these images have any power. Meanwhile they spend hundreds of billions of dollars a year shoving them right in our faces. Hundreds of billions of dollars a year is a lot of money. Guess why they are willing to spend it.
We have all heard that sex sells. But how often do we stop to ask what that means? How is "sex" defined? Who=sex? What impact does this have on our daily lives? Simply put, sex refers to women, to the female body, to that object we stare at. For no matter your anatomy, you're a "male" when you look at advertising, and that "thing" that you look at is female.
The implications of such propaganda are breathtaking, especially when you consider how many advertisements we see and how little education we get regarding precisely what it is we're looking at. Men are fed the pernicious message that females are nothing but sources of pleasure, that the female body should be scrutinized and judged in parts; females are taught to identify with ourselves as a thing, turning that same judgmental male gaze on our precious bodies and punishing them into submission.
It works. Today on campus I saw a sorority woman wearing a tee-shirt that said "meet our new fall line." Who taught her to see herself as an object? Last week one of my students saw a young woman on campus wearing a tee-shirt that said "I'm too pretty to think." Who taught her to see herself as an object? Too many of the women in my life loathe their bodies, hold them to impossible standards, look at themselves as if they were judging cattle on the block for sale. Who taught us to see ourselves as objects?
Of course advertising is not entirely responsible. Institutionalized sexism pervades our culture at every level, hence its omnipresence in the media. But as a gender scholar I am particularly disturbed by representations of eroticized females--in this case an eroticized dead female--as well as by the near total silence surrounding them. Why do we continue to generate sexualized representations of corpses? Since our highly unnatural culture often rationalizes sexism through appeals to "nature," I'd like to know what "natural" attraction the dead white woman holds.
No, clearly we're dealing with ideology and not evolution. Ever since the "Cult of True Womanhood" in the nineteenth century, females have been discouraged from seeing ourselves as autonomous and powerful individuals. While we're told that we are "naturally" passive, massive prohibitions have been enacted to keep us that way. It’s like saying water “naturally” wants to stay in the reservoir but we build damns to hold it in just in case. Thanks to feminist activism, many, but not all, of the legal limitations hobbling our ancestors have been removed. What remains is an entrenched anti-woman ideology promoting female helplessness and objectification.
Where, you ask? On a bus stop near you.