Tag Archives: objectification

HoboJacket’s Casual Classism: Ethical Humor and Objectifying the Homeless

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Elite college students being snobby and idiotic isn’t really newsworthy, but a group of MIT students went above and beyond the standard this past week.

The students thought it’d be funny to give local homeless people jackets from Caltech, MIT’s rival, in order to “show the true value of a Caltech degree.” And then, to practice their coding skills, they actually made a website called HoboJacket where you can donate to do just that.

In a way, it’s a brilliant idea. The students get to practice valuable skills and diss a rival school while simultaneously performing a nominally charitable act. And then, just as Tucker Max did with his solipsistic Planned Parenthood donation, they and their defenders can claim that anyone who disagrees with any part of their methods doesn’t really care about the homeless, puts ideology before practicality, and, worst of all, can’t take a joke.

The criticism, of course, was plentiful. The students literally used homeless people as props to make a (fairly inane and classist) point, and while the joke was supposed to be at Caltech students’ expense, what it really accomplishes is objectifying homeless people. As Laura Beck at Jezebel wrote, “Being homeless already carries enough social shame, it doesn’t need your help. The barb at the end of the particular stick you’ve built is that homeless people are gross and dirty and making them wear clothes with rivals logos somehow degrades the logo.”

This, of course, is where a certain type of liberal comes out and protests that “Yeah well at least it’s getting them jackets/what are you complaining about/would you rather they went without clothes/if that’s what it takes to get people to donate then that’s just how it works.”

Raising money is hard. Duh. Sometimes gimmicks are necessary. Sometimes these gimmicks will be controversial. However, I believe that ethical humor is humor that punches up, not down, and I believe that if you can’t do something ethically, you shouldn’t be doing it. Leave it to someone who can.

And nevertheless, many non-profits and charities are able to solicit donations without exploiting existing social inequalities. If you really believe that you need to use marginalized people as props to attract attention to your cause because “that’s just how it works,” that probably says more about you than it does about the psychology of charitable giving.

It is not an exaggeration to suggest that we objectify and dehumanize the homeless. A research study that I was coincidentally assigned to present in one of my neuroscience classes yesterday comes to this conclusion*. The researchers scanned people’s brains with an fMRI machine as they looked at photos of different types of people–the elderly, the rich, the disabled, the homeless. Only for homeless people and drug addicts did the medial prefrontal cortex–a part of the brain that activates when analyzing people as opposed to objects–fail to activate.

Before you rush to give this some sort of evolutionary explanation, remember the way our brain functions is not set in stone by genetics and biology. We are probably not born viewing homeless people as any different from other kinds of people. That’s something we learn, and that’s something to which the brain adapts. And even if we were born that way, the cool thing about being a sentient being is that you can choose to override the signals your brain sends you. That’s why people can choose to be celibate, go on hunger strikes, become doctors and treat sick people, and overcome “natural” fears like snakes and heights.

My point in discussing this study is not to excuse the MIT students’ actions by claiming that they were compelled to do what they did because that’s the way their brains function. Rather, it’s to show that this is not an “isolated incident,” as people love to claim when someone does something insensitive and awful. The objectification of homeless people is real and supported by evidence, so casting this as a silly college prank is inaccurate and socially irresponsible.

Although the students initially dismissed criticism of their project by comparing it to Facebook’s origins as a tool to objectify women (an overly ambitious comparison, I’d say), they eventually understood what they did wrong, apologized, and took the site down. Honestly, that’s great, and they deserve credit for listening to their critics.

But I still wanted to write about this because, as I mentioned, it’s not an isolated incident. This particular type of prank might be, but the prejudice inherent in it is not. It’s worth discussing. It sheds light on how we view the homeless, which should in turn inform how we attempt to help them.

Of course, in my view, donating clothing to homeless people is kind and important but does not address the roots of the problem. The problem, unfortunately, is structural, and we can’t really talk about homelessness without talking about the pervasive economic inequality that our society has.

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*Harris, L.T. & Fiske, S.T. (2006). Dehumanizing the lowest of the low: Neuroimaging responses to extreme out-groups. Psychological Science, 17(10), 847-53.

Save the People, Not the Boobies: The Ethics of Breast Cancer Awareness

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Few ad campaigns make me as misanthropic as the breast cancer awareness ones I’ve been seeing at an especially high volume for the past month:

There’s also this video (NSFW).

I hate these campaigns for many reasons. First of all, they make breast cancer all about boobs. Yes, it has “breast” in the name, but reducing an illness as complex and life-shattering as breast cancer into a cutesy “save the boobies!” campaign seems callous and inappropriate.

I’m not sure everyone would even agree that the prospect of losing your breasts is the worst thing about breast cancer, and yet that’s what these campaigns almost universally target. It’s not the “boobies” or “ta-tas” that need to be saved–it’s the human beings who have breast cancer.

It’s even worse when the campaigns are created by and/or targeted at men and involve that hint-hint-nudge-nudge assumption that men should care about breast cancer because men love tits. Never mind that men can get breast cancer too, and never mind that men care about breast cancer not (just) because they care about boobs, but also because they care about their friends, girlfriends, wives, mothers, sisters, daughters, and etc. who might get breast cancer, or who already have.

Campaigns like these also completely ignore women who have chosen (or been forced to) undergo mastectomies. If breast cancer research and awareness is all about “saving the boobies,” does losing your breasts mean you’ve lost the fight?

This preoccupation with breasts is probably what inspires awful ads like this one by the Cancer Patients Aid Association, an Indian NGO:

The text at the bottom reads, “One out of every eight women develops breast cancer in her lifetime. Early detection helps recovery. Get yourself examined before it’s too late.” So there you have it. If you get a mastectomy, you’re “making yourself ugly.”

This is all to say nothing of Susan G. Komen for the Cure, the hypocrisy and reactionism of which should by now be well-known. (Incidentally, the former Komen executive who was responsible for that move was not content with merely that; she just had to write a book-length screed against Planned Parenthood, as well.) This unethical organization seems to be the beneficiary of most (if not all) of the sexualized ads I’ve seen. I still refuse to give them a single cent, which is difficult given how easy it is to accidentally pick up one of those pink-ribbon-branded products at the grocery store.

On the bright side, this is a great opportunity to explain what feminists mean when we prattle on about “objectification” and “sexualization,” which are closely related concepts that often (but not always) occur together. Objectification is the reduction of a person to their body parts (usually the sexual ones; hence the frequent co-occurence of objectification and sexualization). An advertisement that objectifies women might show, for instance, a single female leg in front of a flashy car, or a woman lying in a martini glass–literally like an object to be consumed. Sometimes men are objectified too, but that seems to be rarer. Ads that objectify people often don’t show their faces (or eyes), thus making them seem less like people and more like bodies.

Sexualization, meanwhile, is when a person (again, usually a woman) is represented in such a way as to arouse the viewer or otherwise connote sex when the actual purpose of the representation has nothing to do with sex at all. You wouldn’t call pornography “sexualization” because the purpose of pornography is to depict sexual acts and to be arousing. But when an advertisement designed to sell cars or alcohol–or solicit donations for breast cancer research–portrays women in a sexual way, that’s sexualization.

The objectification and sexualization of women in the media has a great deal of negative effects, both on an individual level–for the people who view them–and on a cultural level. Check out the work of Jean Kilbourne if that interests you.

However, I am not a marketing expert. If I were, and if I were charged with designing an ad campaign that elicits as much attention and donations for breast cancer research as possible, there’s a good chance I would feel compelled to create an ad like this, because there’s a good chance that this is the kind of ad that works best.

Hence the misanthropy I mentioned earlier. Marketing people know what they’re doing. If this is really the best way to get people to pay attention to this important cause, I would say that not using ads like these is even more unethical than using them–at least until we shift our culture enough that we don’t need them anymore. But that still means that we’re choosing the lesser of two evils. I would rather more money went to breast cancer research than less, but I would also rather we stopped reducing women to their erogenous zones in our media.

After all, I don’t agree with this rubbish that men are “programmed” or “hardwired” by biology to be obsessed with breasts, at least not to the level that our society seems to think they are. As I already discussed when I wrote about public breastfeeding, the sexualization of breasts is not universal to all cultures and time periods. Even if “sex sells,” breasts don’t necessarily have to always be part of “sex,” and I think it would be beneficial to our society if they were not.

For the record, whether straight men’s love of boobs is entirely biological or not, I don’t think there’s anything wrong with it, as long as it doesn’t infringe upon public policy or trivialize serious illnesses. Besides, you can totally be an awesome (male) feminist and a boob enthusiast at the same time.

Edit: Here’s a great article that basically makes my point for me.