Power of Campaigns: Current Campaigns

Challenging the Sexualisation of Girls

In May 2010, Liberal MLC Michelle Lensink introduced a Bill in South Australian Parliament to amend the Classification Act to legislate for PG and M ratings for girls’ magazines. This was only seven short months after the YWCA of Adelaide first raised this policy strategy as one way of addressing the early sexualisation of girls.
You can read Michelle’s introduction of the Bill here.

In June 2010 Greens MLC Tammy Jennings made this speech in Parliament regarding the magazine classification Bill.

Girls’ magazines are currently unclassified, and the industry is self regulated. If this Bill passes, South Australia will lead the way with new magazine Classifications designed to alert parents to the content hopefully encouraging them to make decisions about whether they allow their children to read them, or reading with their children and discussing the content.

If you would like to write your local Lower House Member of Parliament, and to all Upper House Members, encouraging them to support this Bill, please look at this document for contact details

The sexualisation of children occurs in two ways:

  • Children are exposed to sexualised messaging which are intended for an adult audience
  • Children are themselves presented in sexualised ways in media targeted to children, or to which children are exposed.

There is growing evidence in Australia and overseas that sexualisation of children is having real and lasting health impacts. The 2007 American Psychological Association's ‘Task force on the sexualisation of girls’ has reported that "ample evidence indicates that sexualisation has negative effects in a variety of domains, including cognitive functioning, physical and mental health, sexuality, and attitudes and beliefs”. The research indicates that viewing material that is sexually objectifying is a contributing factor for body dissatisfaction, eating disorders, low self-esteem and depressive effect as well as physical health problems in high school aged girls and in young women.

“Each month twenty per cent of six-year-old girls and almost half of ten and eleven year-old girls read at least one of the most popular girls’ magazines – Barbie Magazine, Total Girl and Disney Girl. These magazines teach their young readers to dance in sexually provocative ways, to idolise highly sexualised young women such as Paris Hilton, Jessica Simpson and Lindsay Lohan, and to have crushes on adult male celebrities – all while they are still in primary school.” (Corporate Pedophilia, 2006)

Research by UK children’s publisher, Egmont, found that parents see children’s magazines as trustworthy and educational.

Survey
More than 300 people responded to the 2010 YWCA of Adelaide survey about the sexualisation of girls.

  • 96.9% think the number of sexualised messages that girls are exposed to is increasing
  • 88.1% had seen a sexualised message which concerned them in the week prior to completing the survey
  • 38% believe girls are first exposed to potentially harmful sexualised images prior to age 5
  • 53.2% believe girls are first exposed to potentially harmful sexualised images between ages 6-11
  • Music video clips, advertising, and girls magazines were listed as the three main media sources of concern regarding the sexualisation of girls
  • Reality TV shows were scored as of least concern regarding the sexualisation of girls

To view the full survey results please click here

When asked to list health impacts which could result from girls being exposed to sexualised messages, the following featured in survey responses:

  • eating disorders
  • negative body image
  • poor self esteem
  • early sexual activity and increased risk of assault
  • increased incidence of STI’s and unwanted pregnancy  
  • mental health issues

Other responses included self harm, unhealthy relationships, increased risk taking behaviours and use of alcohol and other drugs.

Policy
89.9% of survey respondents support greater regulation to prevent the sexualisation of girls
74.3% support the introduction of a PG type classification system for girls’ magazines

See YWCA of Adelaide policy statement on PG rating here

Debate
YWCA of Adelaide’s Northern Services Street Team (aged 12-15) became Magazine Detectives for International No Diet Day 2010 taking a close look at tween magazines.
They thought the overall themes of the magazines included: fashion, gossip, beauty, movies, and celebrity teens. When asked about the impression they get of girls from the magazines they said: girls should follow trends, they are famous, pretty, perfect, fake, and obsessed with fashion.


Regarding the PG rating, they believe children under age 10 should read these magazines with supervision from parents or caregivers. They also commented on wanting their parents to read with them. Their own warning for tween magazines is: WARNING: do not believe everything you read or see

Following the release of the Proposed National Strategy on Body Image, given to Federal Minister for Youth Kate Ellis in October 2009, ABC TV program Hungry Beast prepared this segment on tween magazines. The segment is accessible on our website, with permission of ABC TV. You can view it here

Complaints
60.1% of survey respondents said they would not know who to complain to if they saw an advertisement that concerned them
91.2% said they were not confident that a regulatory body would address their concerns if they did make a complaint

For information about where and how to make complaints, go to
Australian Communications and Media Authority website here http://www.acma.gov.au/WEB/STANDARD/1001/pc=CONTACT_COMPLAINTS_OVIEW

Or visit the Young Media Australia website here http://www.youngmedia.org.au/codes/complaints.htm#guidelines

You can also join the consumer advocacy movement at Collective Shout here http://www.collectiveshout.org/

Good news! A woman who answered our survey called to share some of her tips. If a petrol station or supermarket sells magazines that she does not want her children to see when they walk in, she calls them and asks: “If I spend $400 a week at your supermarket, and I am no longer going to shop here because of the magazines you sell, how many magazines will you have to sell this week to make up for my $400 you have now lost?” In May 2010 she was concerned about a certain magazine that was on sale in a supermarket near her home. She contacted the parent company, who contacted the franchisee, and the magazine was removed from sale. All it took was one phone call.

Forum
YWCA of Adelaide held a public forum “Too much, too young:  Challenging the Sexualisation of Girls” on 22 October, 2009 featuring a panel discussion with author, commentator and advocate Melinda Tankard Reist, Rita Princi - Child, Adolescent and Family Psychologist, and Anne Bunning - International Gender Specialist and Chief Executive YWCA of Adelaide.

Melinda spoke about girls growing up in a toxic, sexualised environment that harms girls’ health and threatens their wellbeing.

Rita spoke about the psychological effects sexualized messaging can have on girls. Some products and messages are targeted to girls under six, an age where the lines of reality and fantasy are blurred. Rita explained that young girls will mimic the images and behaviours without fully understanding them. Rita highlighted the important role of parents and other significant adults in making judgements for young girls - as they do not have the knowledge and understanding at such a young age. She stated that parents should also demonstrate that healthy relationships are built on trust, respect and love. With positive adult role models, young girls will have the support that will allow them to have fun and just be kids.

Anne focused on empowerment and practical action. While acknowledging that other media sources of sexualised messaging remain significant policy issues, particularly advertising and music video shows, Anne argued that a focus on classification of girls’ magazines would be a meaningful way for the state government to provide leadership in the national debate, while acting to balance these different interests.

View parts of the Forum presentations below

What is the YWCA of Adelaide doing?
YWCA of Adelaide is campaigning via its membership, the media, events and awareness about the early sexualisation of girls, running gender aware youth programs, and leadership programs for young women.

You can join the YWCA of Adelaide Challenging the Sexualisation of Girls email list here

What can you do?

  • You can be selective about what you and members of your family choose to read, watch, listen to, and wear
  • You can make a complaint if you see or hear something that concerns you about the sexualisation of girls
  • You can be a consumer advocate and make choices about where you shop
  • You can increase your knowledge of the issues. Recommended reading:

Getting Real, Challenging the Sexualisation of Girls

Edited by Melinda Tankard Reist

 

Princesses and Pornstars

By Emily Maguire

 

Female Chauvinist Pigs, Women and the Rise of Raunch Culture

By Ariel Levy