The midriff:
A false sense of empowerment
Women are constantly sexualised around the world, especially in Western societies today (Gill, 2009). Specifically, women have been struggling to transition from being sexually objectified, being presented as submissive objects of an assumed male gaze and having no bodily autonomy, to becoming sexual subjects, who make a choice to own their sexuality, and present themselves as such (Gill, 2008; Gill, 2009). One claimed step towards female sexual empowerment in advertising and in the media is the use of the midriff, which is exposed parts of the stomach by wearing crop tops or low cut clothing, that is represented and interpreted as powerful and playful (Gill, 2008; Gill, 2009). However, it is argued …show more content…
Only women who meet conventional beauty standards are able to embrace the midriff and the apparent empowerment that comes with it (Gill, 2008). Only women who are young, slim, white, heterosexual, and conventionally attractive are seen as embracing their sexuality and transitioning from sexual objects into sexual subjects. This of course can be interpreted as positive and something to celebrate, except midriff advertising is leaving a large number of women out. Those who do not fit these standards are excluded from or shamed for midriff advertising. Specifically, transgender, disabled, older, and plus sized women, who would not be deemed attractive (Gill, 2008). Additionally, Gill (2008) suggests that the usual model in midriff advertising is white, leaving black women to be sexual objects rather than the white sexually empowered subject. This argument is not supported by Baker (2005) who found in her analysis that sexual objectification depended on the colour of the intended audience for the advertisement. It was noted that white audiences had women portrayed as dependent and submissive, whereas black audiences had women portrayed as independent and dominant. Baker’s findings supported that white women were actually objectified more frequently than black women in advertising. This could be argued to be caused by lack of black female models, however, it is difficult to confirm this. Moreover, this analysis was on general advertising, not specifically midriff advertising. Furthermore, Gill (2008) highlights that midriff advertising predominantly operates only in the heterosexual norm, suggesting that power, pleasure, and subjectivity are related to heterosexual relationships only. These findings leave many women out, and therefore much of the audience cannot obtain the empowerment of the midriff portrayed in Western society advertisements, as it is not aimed at
A false sense of empowerment
Women are constantly sexualised around the world, especially in Western societies today (Gill, 2009). Specifically, women have been struggling to transition from being sexually objectified, being presented as submissive objects of an assumed male gaze and having no bodily autonomy, to becoming sexual subjects, who make a choice to own their sexuality, and present themselves as such (Gill, 2008; Gill, 2009). One claimed step towards female sexual empowerment in advertising and in the media is the use of the midriff, which is exposed parts of the stomach by wearing crop tops or low cut clothing, that is represented and interpreted as powerful and playful (Gill, 2008; Gill, 2009). However, it is argued …show more content…
Only women who meet conventional beauty standards are able to embrace the midriff and the apparent empowerment that comes with it (Gill, 2008). Only women who are young, slim, white, heterosexual, and conventionally attractive are seen as embracing their sexuality and transitioning from sexual objects into sexual subjects. This of course can be interpreted as positive and something to celebrate, except midriff advertising is leaving a large number of women out. Those who do not fit these standards are excluded from or shamed for midriff advertising. Specifically, transgender, disabled, older, and plus sized women, who would not be deemed attractive (Gill, 2008). Additionally, Gill (2008) suggests that the usual model in midriff advertising is white, leaving black women to be sexual objects rather than the white sexually empowered subject. This argument is not supported by Baker (2005) who found in her analysis that sexual objectification depended on the colour of the intended audience for the advertisement. It was noted that white audiences had women portrayed as dependent and submissive, whereas black audiences had women portrayed as independent and dominant. Baker’s findings supported that white women were actually objectified more frequently than black women in advertising. This could be argued to be caused by lack of black female models, however, it is difficult to confirm this. Moreover, this analysis was on general advertising, not specifically midriff advertising. Furthermore, Gill (2008) highlights that midriff advertising predominantly operates only in the heterosexual norm, suggesting that power, pleasure, and subjectivity are related to heterosexual relationships only. These findings leave many women out, and therefore much of the audience cannot obtain the empowerment of the midriff portrayed in Western society advertisements, as it is not aimed at