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Early this year, a reader of The Namibian newspaper commented on the SMS page that "the length of girl's school skirts is so short and as a man, I am tempted. Please do something about this." There were a few responses which implied that most citizens did not take the SMS seriously.
Conversely, in 2010 Metcalfe Attorneys published a half page advert in a local daily featuring a woman's bare bottom and a boot print inscribed "Still kicking it." The advert sparked huge controversy with many people openly denouncing the blatant stereotypes perpetuated by the image.
The SMS and the advert attracted different public reaction. The few responses to the SMS moralised the matter demanding decency of young women and good parenting skills. These responses glossed over the real issue, which is how the mass media chooses to represent women and girls to consumers.
Mainstream media constantly impart messages that teach girls and to some extent boys about the need to be or to appear sexy. One media myth is that short, skimpy and tight clothes are "the in-thing" for young women. Such messages now affect how girls "choose" to dress: even in school uniforms. The idea of "choice" clearly positions young girls as active decision-makers in what they decide to wear.
The media does not force girls to wear short skirts but we cannot ignore its effects on what we ultimately wear. If every other image that girls see of their peers is half- naked, a short school skirt or dress seems like a good compromise. Society views girls who do not conform to "fashion trends" as back ward.
Another self-propagating media myth is that men have primal sexual urges triggered at the flash of some thigh. We need to demystify this assertion that leads to society and men in particular blaming a woman for being raped because she wore a sexy short skirt and hence ‘tempted' a man. If that argument holds water, how do we explain the fate of older women as well as babies in diapers who also get sexually assaulted and raped?
Clearly, the idea of sexiness is being exploited in society. Take for instance music videos that feature semi-nude pubescent girls, consuming what appears to be alcohol and "having a good time" with other equally young girls and boys. These music videos presumably depict the reality of what young people get up to in unsupervised environments.
The fact that guardians, parents and older siblings allow such videos to be broadcast shows either great ignorance or apathy. No matter how forward- thinking, open minded and modern one is as a parent, watching your underage daughter or niece in lingerie straddling a boy on television does not conjure up feelings of pride and a job well done.
We cannot continue thinking that all teenage girls are fascinated by how the media represents them. Some of the sexist messages conveyed by the media present-young women within a tired framework for understanding their place and role in society. These young women want the media to present to them female role models; women who drive trucks the size of houses, command fishing vessels, make a country's financial decisions and own businesses. They want the media to be flooded with successful women in their diversity of purpose and social position. Such women are limited to the news segment that young people never watch anyway.
The Gender and Media Progress Study conducted by Gender Links in 2010 found that women sources in Namibia just constitute 20% of the total sources consulted by the media in that country. The underrepresentation of women in the media perpetuates certain stereotypes about their representation and role in society in general. For instance, women's voices are grossly underrepresented in such areas as economics (12%), politics (18%) and mining (20%). However, women's voices are well represented in such issues as health (54%), gender violence (60%) and gender equality (82%).
By diversifying representations of women, the media can send the message that beyond sexual exploitation, women can be celebrated for their brilliant minds and invaluable contribution to society. Young men can also learn to appreciate women not just for their physical traits, but as equal partners in development. In short, young people need options so that they can change the ways they perceive each other.
Underneath every short skirt "tempting" men is someone's sister, daughter or niece. Underneath that short skirt is a brain and a beating heart with dreams, wishes and aspirations that go beyond looking sexy. The schoolgirl is much more than a temptress and sex symbol.
To the girl in the short school skirt: you are more than your body! You do not have to wear a short skirt to be sexy. Beyond your body, you should demonstrate that you have potential to contribute to the development of society. When the media presents regressive messages, you have the power to denounce such messages and aim to emulate successful women in society.
Sheena Magenya is a Namibian Journalist and gender activist. This article is part of the Gender Links Opinion and Commentary Service, bringing you fresh views on everyday news.
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