son is a simple one; society considers certain body parts to be shameful or disgusting and once again, the media can be let off the hook. Realistically, the only way to prevent women from being seen as sex objects is for them to be seen as other things as well; but to say that women are not sexual beings would be misleading because both men and women are very much sexual (Christensen 1990:42). Similarly, to say that women are singled out in the media is fallacious due to the many examples of media where men are seen catering to the needs of women; something known as chivralic sexism (Christensen 1990:42).Take, for instance, a recent television ad portraying young men groveling at the feet of supermodel Cindy Crawford, almost begging to be the one to cater to her needs. There were no lineups of men aching to announce their displeasure with the sexist ad; and this is precisely why male stereotyping in the media often goes unnoticed. Similarly, it is pornography in the media that is noticed and shunned by anti-pornographic and censorship organizations because it seemingly singles out females for their bodies. It should be well noted, however, that paperback romance novels, which make up an incredible 40% of total paperback sales (Gerbner 1988:15), depicts males as sexual objects, performing what is called Sweet Savagery (rape), just as pornography depicts females as sexual objects. But once again, this goes unnoticed. It is fundamentally important to realize that the media does not deliberately create images of hate or disagreement (Howitt, Cumberbatch 1975:80). They just influence the more appealing things in society (thus directly increasing their ratings). Although it is obvious that pornography is largely a male interest, a noted increase in female interest would certainly cause an increase in the amount of pornographic material geared for women; this relates to the laws of the business world (Christensen 1990:50)...
