The Sexualization of Our Little Girls

They sex sells, and apparently there is no age limit to buy it in America. From thong panties with suggestive words to barely dressed dolls sex is being sold to girls younger and younger. Sex appeal is becoming the number one trait to have, even for girls too young to know what sex appeal is. A report of the American Psychological Association (APA) found evidence that the proliferation of sexualized images of girls and young women in advertising, merchandising, and media is harmful to girls' self-image and healthy development. So why is the line of Bratz Dolls considered the number one doll of the year?

According to the APA sexualization is defined as occurring when a person's value comes only from her/his sexual appeal or behavior, to the exclusion of other characteristics, and when a person is sexually objectified, e.g., made into a thing for another's sexual use. In television, music videos, music lyrics, magazines, movies, video games and the Internet children are exposed to the cultural sexualization of girls and women. "The consequences of the sexualization of girls in media today are very real and are likely to be a negative influence on girls' healthy development," says Eileen L. Zurbriggen, PhD, chair of the APA Task Force and associate professor of psychology at the University of California, Santa Cruz. "We have ample evidence to conclude that sexualization has negative effects in a variety of domains, including cognitive functioning, physical and mental health, and healthy sexual development."

The negative effects of sexualization include a loss of self confidence, shame, anxiety, eating disorders, low self-esteem, depression, and inability to hold a healthy sexual self-image. The APA report calls on parents, school officials, and all health professionals to be alert for the potential impact of sexualization on girls and young women. Schools, the APA says, should teach media literacy skills to all students and should include information on the negative effects of the sexualization of girls in media literacy and sex education programs. Currently the Campaign for a Commercial Free Childhood is using the APA report to urge Scholastic, Inc to drop its Bratz line from the book fairs and clubs promoted in many public schools. A petition is being circulated online demanding that the provocatively dressed dolls do not belong in schools.

Though the Bratz dolls were mentioned in the APA report they were certainly not the only ones targeted. Sketchers shoes were pointed out for their "naughty and nice" ad campaign featuring Christina Aguilera provocatively licking a lollipop in a school girl uniform. A song by Rapper Nelly called Pimp Juice, and the accompanying drink, were also mentioned as part of the recent glorification of selling sex.

But some moms are fighting back. In many blogging circles a movement called "Moms for Modesty" has been building. Recognizable by an image of a little girl in braids and a pink ballet costume with the words "They grow up fast enough..." these moms are making their voice heard by praising companies who choose not to market sexual and revealing clothing to young girls.
The APA warns that the sexualization can have a negative impact on not just the girls themselves. How men view women can be influenced by the sexualization happening, even society as a whole can be influenced to see women as sexual objects. This can be easily seen in the recent MySpace issues, where photos of nearly naked girls and women are allowed to be displayed yet photos of mothers breastfeeding are considered obscene and removed.

As sexism, sexual harassment and violence, and child pornography become more common there is an urgent need now to focus on the sexualization of girls and women and to work to stop it. Confronting the images portrayed in media, on clothing, and in toys and teaching children to look at those stereotypes critically can help to curb the growing trend.