Objectification isn’t something that just happens to women in sexist adverts. Objectification is the central theme of the modern world – turning people into objects, human beings into cogs in the machine, and nature, human and extended, into a thing to use. It is central to sexuality yes, and also business (human RESOURCES), schooling (sit still, don’t move!), to the politics of control and immigrtion and almost every aspect of life. By turning people into things violence is enabled. The core difference between a rock and person is awareness and movement and therefore choice and ethics – a person needs to consent and can be connected with – whereas objects are done TO not in relationship WITH. Objectification is our cultural norm and we support it daily in many ways, so when expressed in crappy adverts we shouldn’t be surprised.
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