On a spring evening, with the gentle rustling of the breeze, I saw a college-going girl walking around wearing a cap. Naturally, I asked her, “Why are you walking around in a cap on an evening like this? Is this the latest fashion?” She replied, “Sir, I have noticed that boys keep staring at my breasts. And I see it. There’s no way to hide my breasts, so I’ve hidden my face and eyes instead. I keep my head down while walking.”
The Objectification of Women in Media and Society
The bright lights of the billboard at the busy street corner touch the sky, almost. A flash from a popular advertisement shines. Behind the shine of a diamond necklace peeks an irrelevant cleavage.
A woman, who prefers to remain unnamed, asks a plastic surgeon, “My breasts are small. My marriage has broken down. Is there any way to improve this without surgery?”
National award-winning actress Nina Gupta once shared with a journalist, “A famous director of 90s Hindi films told me on the shooting floor, in front of everyone, ‘The shape of your breast is too small for an item song. Either wear a push-up bra or we’ll have to find someone else.’” The song was Choli Ke Peeche…
The Role of Beauty Standards in Commodification
We, the men, call her by many names in daily discourse—watermelons, juicy boobs, and even slangs like tits. We use metaphors of objects and commodities to describe the shape of a woman. But where did it all start?
Let us examine how the commodification of the female body came about. With International Women’s Day still fresh in our minds, let us trace the evolution of the brassiere.
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In the modern world, the concept of female beauty is often based on physical attributes such as size, shape, color, and aesthetic appeal. In the 19th and 20th centuries, specific beauty ideals were established—slim bodies, fair skin, big eyes, long legs, and particular breast and hip shapes.
The Marketing of Women’s Bodies
As these beauty ideals became globally recognized, many women started comparing themselves to these standards, leading to diminished self-confidence. To be socially valued, they felt compelled to conform. The market then stepped in to provide products that maintained these standards, effectively turning women into commodities.
Advertisements frequently depict the female body as a tool for selling, reinforcing the notion that women exist primarily as objects of beauty and sexual desire. (Theorist Photos)
The commercialization of body shape and sexual appeal is a major element of modern advertising and media. Advertisements frequently depict the female body as a tool for selling, reinforcing the notion that women exist primarily as objects of beauty and sexual desire. From the family to the workplace, the narrative remains unchanged—women are reduced to their physical form, their identities often overshadowed by their appearance.
The Evolution of the Bra: A Symbol of Control and Liberation
The modern bra first emerged in the late 18th century. In 1893, a French designer, Herminie Cadolle, coined the term “brassiere” and created a special type of undergarment.
In the early 20th century, American designer Mary Pottis Fall played a significant role in developing the modern bra design. In 1914, she introduced the first ‘Fall’ bra, made from cotton fabric. During the 1930s and 1940s, bra designs continued to evolve, introducing variations such as push-up bras, sports bras, and lace bras.
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After World War II, several social, economic, and cultural factors contributed to the growing popularity of bras. Women entered workplaces in large numbers during the war, necessitating more practical clothing. Post-war fashion trends, particularly those set by Hollywood actresses, further influenced perceptions of beauty. The push-up bra, designed to enhance cleavage, became widely popular, marking a shift in the way women’s bodies were viewed and marketed.
From the 1940s onward, bra manufacturers began adopting new promotional and marketing strategies. Advertisements spread the idea of bras as a necessity, turning them into a fashion statement.
The Theory of False Consciousness and Its Impact on Women
In his famous book History and Class Consciousness, philosopher Georg Lukács discusses the concept of false consciousness. According to Lukács, false consciousness is not just a misconception held by an individual or class but a broader social and cultural process imposed by the ruling elite.
Lukács argues that ideological structures—such as media, education, art, and culture—perpetuate this false consciousness, making the oppressed class accept their conditions as “normal” or inevitable. Applying this theory to the commodification of women, it becomes clear how societal norms shape women’s perceptions of beauty and self-worth.
According to Lukács, the bourgeoisie promotes political, cultural, and social ideas that create false consciousness among the working class. For instance, the media, education system, art, and culture function in such a way that the oppressed class cannot change their situation. They accept these ideas because they believe they have no power to alter their circumstances. To explain the process of women unconsciously becoming commodities, Lukács’ theory is relevant.
Playboy and the Commercialization of Female Sexuality
Playboy magazine was first published in 1953 by Hugh Hefner. The debut issue featured a nude photograph of Marilyn Monroe and sparked debates about sexuality, culture, and entertainment. Playboy played a significant role in shaping modern masculinity and introduced new perspectives on sexual liberation.
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From the outset, Playboy magazine sparked numerous debates and created a new perspective on sexuality, culture, entertainment, and the modern man’s lifestyle. Playboy introduced new sexual liberation and the concept of modern masculinity.
The Feminist Rebellion: Burning the Bra Movement
The second wave of feminism, emerging in the late 1960s, addressed labor rights, sexual autonomy, and gender equality. One of its most iconic moments was the Burn the Bra movement.
On September 7, 1968, women in New Jersey protested against the Miss America pageant, discarding their bras in symbolic defiance of oppressive beauty standards. The bra became a metaphor for societal control over women’s bodies. Legendary feminist Germaine Greer famously stated in the ’60s, “The bra is a ridiculous invention,” a sentiment echoed by many in the movement.
Women’s Struggles for Equality Across Decades
On March 8, 1908, women workers in New York marched against excessive labor hours and child labor in the garment industry.
In 1910, German socialist Clara Zetkin proposed March 8 as International Women’s Day at the Second International Socialist Conference. Over time, the labor aspect of the movement faded, and today’s celebrations often overlook its working-class roots.
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In 2018, South Korea witnessed the rise of the Escape the Corset movement. Women protested against unrealistic beauty standards by cutting their long hair and abandoning heavy makeup. Social media played a crucial role in spreading awareness, inspiring many women to reject societal pressures.
The commodification of the female body has deep historical roots, fueled by societal norms, media influence, and commercial interests. While feminist movements have made significant strides in challenging these narratives, the struggle for gender equality continues. As we reflect on these issues, it is essential to recognize the role of historical and modern influences in shaping women’s identities and push for a world where women are valued beyond their physical appearance.
