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MTV, music videos & sexualised advertising

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Abbey Lew-Kee

on 29 August 2013

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Transcript of MTV, music videos & sexualised advertising

MTV, music videos & sexualised advertising
What is this ethical dilemma?
The issue is the use of "sex appeal" in ads and other media products such as music videos.This includes the use of sexual content such as provocative images and innuendos in such media which many see to be inappropriate and a harm to young children in particular.
What is the Catholic Church's teaching on this issue?
The Catholic Church is against any form of sexuality outside of a marriage, so provocative images and texts that appear in the media are against the Catholic Church's beliefs. These promote a lifestyle and moral standing different to that of the Catholic Church which doesn't condone sexual thoughts or practices outside of marriage.
The Catholic Church:

1 Corinthians 6:18 - "Flee fornication. Every sin that a man doeth is without the body; but he that committeth fornication sinneth against his own body."

1 Corinthians 7:2 - "Nevertheless, [to avoid] fornication, let every man have his own wife, and let every woman have her own husband."
What does the Islamic Church believe about this issue?
The Qu’ran states that women should cover their skin for anyone that is not their husband, so in public, many Islamic women wear the hijab head scarf or even the full body covering burqa
How does contemporary society respond to this issue:
Contemporary society is full of sexualised advertising so it is not unusual to come across this in everyday life. However there are many people who oppose the exposure of this type of advertising for the following reasons:
Exposure to sexualising messages contributes to girls defining their self-worth and popularity in terms of sexual attractiveness, with negative impact on self-esteem
Excessive focus on appearance and a narrow definition of attractiveness has been found to contribute to the development of abnormal eating behaviours and lack of positive body image.
Negative self-image is associated with depression, impaired sexual development in adolescence and poor self-protective behaviours in adolescent relationships.
Sexualised themes are frequently associated with depiction of aggression from males and and portrayal of women as passive sexual objects.
They are very callous images and this is why it is termed corporate paedophilia because in a sense corporations are abusing children by driving childhood out of them.
Wise words from the Catechism:
138 "The deliberate use of the sexual faculty, for whatever reason, outside of marriage is essentially contrary to its purpose."
The Qu'ran:
"O prophet, tell your wives, your daughters, and the wives of the believers that they shall lengthen their garments. Thus, they will be recognized (as righteous women) and avoid being insulted. God is Forgiver, Most Merciful." (33:59)
Ethical issue presentation:
By Isabella, Isabelle and Abbey
MTV music videos & sexualised advertising

Alternative opinions are of the viewpoint that:

The advertising self-regulation system (ABA-Advertising Standards Bureau) provides more effective outcomes than any legislated scheme in Australia could. The system is accessible and transparent. They meet regularly to make sure desicions are met by community standards.

Media regulation and psycho-educational approaches are used to prevent the further profileration of sexualised images of children.

School based media literacy programs have been found to have a positive effect on body image concerns in young people.

Parents should help to control what children are exposed to.

People who oppose sexualised advertising are just being conservative.

Expert Opinions
"Children continue to be exposed to a whole range of sexual imagery that normalizes sexuality for them, and in that process, I think there are some long term consequences to children and to childhood in Australia."

"Sexualised images of children are part of an overall marketing push to sell to children. It makes sex a focus of interest for children at a time when it should not be. Children are defined as a target market who can be sold to directly using adult strategies. There is little recognition of the impact of such constant marketing on children." Dr Joe Tucci. Australian Childhood Foundation.

The standards in the media and advertising are too low and out of touch with the general community." Bernie Geary. Child Safety Commissioner.

"Adults must protect very young kids from the notion that sex sells - products and the self. If they do, they'll be given the time and space to create solid foundations and nurture kids imaginations and identities; ones that aren't contingent upon sex, looks or material possessions".
Assoc Professor Karen Brooks. Senior Lecturer Communication & Cultural Studies, University of Sunshine Coast.

"Thisis clearly a serious issue for children and for parents and it is a real worry. There is a lot of evidence that this could be harming children, and if it is, then we need to act." Lynne Wannan. Chairwoman Victorian Childrens Council.

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