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Sex-War Synergy at AOLPosted on Jan 24, 2006
By Blair Golson In the wake of a big traffic spike, we’ve beefed up this report on AOL’s tasteless and tone-deaf ”Babes in Arms” feature, which portrays militarism as a sexy and glamorous sideshow. Over 40 years after writer Paddy Chayefsky brilliantly eviscerated popular culture’s romanticization of war in the film “The Americanization of Emily,” the mass media remains unbowed in its pursuit of exploiting war as a sexy, romantic profit center. There is plenty of blame to spread around here, but this Jan. 26 offering from AOL is pretty egregious. Appearing in the top-billed “Entertainment” slot of the site’s hugely-trafficked main page, the “Babes in Arms” feature displays a photo slideshow of Hollywood starlets portraying soldiers whose busts are nearly busting out of the uniforms. The first slide, picturing Jordana Brewster in a bra-peeking scene from the movie “Annapolis,” has a caption that reads, “As James Franco’s superior at the Naval Academy, the gorgeous Jordan Brewster gets to order him around in basic training and elsewhere, if you know what we mean. And we think you do.” The next, showing Jessica Biel in a breast-squeezing flight-suit from the 2005 movie “Stealth,” reads, “Sure, she can rock a flight suit, but it’s the scene in which a bikini-clad Jessica cavorts in a Thai waterfall that made some folks want to run off and enlist.” Advertisement This is especially true in the case of AOL-Time Warner (the latter half being a news organization, let’s not forget). Back before the two companies merged in 2000, they couldn’t issue a press release without using the word “synergy” at least 17 times. The whole point of their merging was to do a more effective—and one would hope, responsible—job at serving up content to their audiences. Perhaps we shouldn’t be surprised then, that the wizards at AOL-TW did about as good a job synergizing “Babes” and “Arms” as they have with the rest of their synergistic endeavors (see: Time Warner drops AOL from its name) Because of course, the larger issue at stake here is the breakdown of walls not only between news and entertainment, but of news-entertainment and advertising. This is the real “synergy” that had the pre-merger folks at Time Warner and AOL salivating: the ability to make the consumption of content, goods and services all one in the same. You need look no further than the presentation of the “Babes in Arms” feature to see this practice in action. The most prominent information menu on AOL’s home page is divided up into tabbed menus that read “News,” “Entertainment,” “Lifestyle,” “Marketplace,” and “Science.” But since all of them contain features that are, if not news, at least news-like, the distinctions are basically meaningless. And so you click on the “Entertainment” tab. The “Babes in Arms” feature pops up. A click on it whisks you away to AOL subsidiary Moviefone. There, the slideshow continues—alongside offers to buy tickets for an assortment of movies—now that you’ve got them on the brain. In short, AOL has used its news-like portal to piggyback on a deadly conflict in an attempt to sell you movie tickets. Of course, that’s not the way AOL sees it. “The ‘Babes in Arms’ editorial feature on Moviefone.com is simply a light-hearted profile of actresses who notably portrayed military roles in Hollywood films,” a Moviefone spokesperson told Truthdig. “It certainly is in no way intended to disrespect the women, and men, currently serving our country.” Perhaps. But it’s still pretty tone deaf to be saluting fictional female soldiers for their sex appeal when so many of their real-life counterparts are facing quite different realities in Iraq. Especially when you’re only doing so to hawk movie tickets.
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By Yonk, February 1, 2006 at 10:36 pm #
(Unregistered commenter)
Philippe doen’t understand that not everyone wants to live in the Bible belt and be reduced to having sex with their relatives
Report thisBy Jim MacKrell, January 28, 2006 at 4:28 pm #
(Unregistered commenter)
Yea, to media minds all women are tough and all men are gay.
Report thisBy GaryJ, January 28, 2006 at 1:13 pm #
(Unregistered commenter)
good lord, these are movie characters - NOT REAL LIFE. Not that I’m a big fan of AOL, but this is Hollywood. Hollywood only gives us what we want. They aren’t going to give us something we don’t want because there is no money in it. This isn’t about making war sexy, it’s about making money. THAT’s America people!
side note: I was in the military ... it would have been nice break to see women like this in uniform, they just aren’t there. AOL/Hollywood are just selling us our fantasy. Has NOTHING to do reality.
Report thisBy KLW, January 27, 2006 at 8:55 am #
(Unregistered commenter)
Don’t be silly. Of course that wasn’t Gloria Steinem. The whole post was obviously deliberately facetious trolling. Probably one of the mindless Republican minions sent to agitate.
I think the irony of this story is that it will induce a lot of people (like me) to click through and check out the feature who never would have otherwise… thereby increasing the number of hits for the story and encouraging AOL to keep it up.
Report thisBy jake, January 27, 2006 at 3:38 am #
(Unregistered commenter)
>Boy did you dummies miss the point. Its not >about glorifying war, its about shattering >stereotypes about whats feminine and sexy >and highlighting one of the important roles that >women play in todays world beyond that of >housewife and mother.
How about the stereotype that the media accurately represents public opinion on appropriate gender roles, and what makes an attractive person. A majority of the population does not think that a short, slim, vulnerable woman is the height of beauty.
Report thisThe only stereotype that matches the above exists soley in the medias minds.
By Quintessential NYC, January 27, 2006 at 2:29 am #
(Unregistered commenter)
To quote Golson, Its not the sex thats so incensing: its the subtext—that enlisting in the armed forces is a sexy, glamorous thing to do.
So there are two issues here, right? One is the objectification of women to sell war and the second is the issue of selling war like any other product. Ive given up criticizing beer ads for years, so I wont even delve into the objectification of women to sell products.
In order to properly analyze the issue lets step back, shall we? Would we all agree that we need a military? Sure. Now comes the harder part. How should the military recruit? The days when it was considered honorable to fight for ones country are over. So, options include drafting, paying people high dollar (i.e. mercenaries), using compelling arguments like patriotism (ala Napoleon), and finally using standard marketing techniques. These techniques include, music, flash, powerful imagery, and sexuality to name a few. Weve all seen the super cool commando military ads with distortion, heavy metal music, and buffed guys in military ads. Those always seemed objectionable. The AOL busty ones have really hit our (Golsons) threshold.
Would the government successfully recruit without using standard marketing techniques? Not likely. No one is going enter a life of psychotic-flashbacks-and-lost-limbs because of his/her love for Bush or stock in Halliburton.
Im not suggesting that the ends justify the means. I still think that its downright icky to use standard marketing (including sexuality) to lure people into potentially dying. The government, for example, would not allow drug companies to advertise by way of sexual imagery in order to recruit patients in highly investigational drug studies, right? I mean, the purpose of the government is to protect people from doing harm to themselves secondary to emotional/psychological manipulation. Ha! Isnt it ironic? (Like ra-ain on your wedding day)
What am I saying? Im saying I agree with Golson. Mainly cause I disagree with war in general and this war in particular. If we were using sexuality to recruit for something noble (like beer?), then its not so horrible (egregious
).
Well done. Look forward to more articles.
Report thisBy Philippe, January 26, 2006 at 10:56 pm #
(Unregistered commenter)
Dude, what’s your problem? So there are some hot women in hollywood. Some of them play various roles, including military. What a surprise. Oh, and then entertainment writers write fluffy pieces about hot things that hollywood has done. It’s not a frickin political statement. Anyway, hope you’re enjoying the west coast, ya mother******
Report thisBy CV, January 26, 2006 at 6:58 pm #
(Unregistered commenter)
Comment by Gloria Steinem on 1/25 at 1:01 pm
Boy did you dummies miss the point. Its not about glorifying war, its about shattering stereotypes about whats feminine and sexy and highlighting one of the important roles that women play in todays world beyond that of housewife and mother.
Yes, strong, tough, smart, brave women that dont need to cower behind men and are willing to fight for the values they hold dear ARE sexy, and kudos to AOL for highlighting that truth in this feature.
Report thisIs there any way to check back and see if this comment really was from Ms Steinem? The women of the real military are already way past the stereotypes already, without any glam. Compare the publicity still above to any picture of say, Gen. Janis Karpinski or former Col. Anne Wright. They aren’t selling “strong, tough, smart, brave”. The sexy “uniforms” et cetera are the same hollywood overlay that’s used to reach the (male) audience that commodifies women generally. I can’t believe she could miss that. Meanwhile the Militaristic aspect gets a free ride? Women and Children are far and away the most often vicitmized by wars. If Gloria S actually wrote this post, something odd has happened to a once brilliant mind.
Peace
CV
By Shamus, January 26, 2006 at 3:24 pm #
(Unregistered commenter)
Your right Gloria nobody tinks dat babes is sexy. So way to go AOL fer pointin dat ting out here. I also tink its a great ting dat stars like Angelina are fightin for our rights in Irak.
Report thisBy Roger Drowne EC ... ( A Buffalo ), January 26, 2006 at 2:51 am #
(Unregistered commenter)
Ck it out
” Buffalo In Arms ”
The Movie is on the way… Be in it !
It Is NOW… OPEN ALL NIGHT… on line
http://www.TheBuffaloParty.com
Thank U, Stop by and say hello 2,
Buffie, Buffer and all the little Buffs
Report thisBy Karen Tracey, January 25, 2006 at 10:12 pm #
(Unregistered commenter)
Isn’t it amazing that all these “revelations” about the war’s winningness is observed from afar, a very afar? How come those with the biggest mouths of support, do so from the furthermost point?
Report thisBut mostly, how come no one answers questions these days and no one MAKES them?
By Gloria Steinem, January 25, 2006 at 6:55 pm #
(Unregistered commenter)
Boy did you dummies miss the point. It’s not about glorifying war, it’s about shattering stereotypes about what’s ‘feminine’ and ‘sexy’ and highlighting one of the important roles that women play in today’s world beyond that of housewife and mother.
Yes, strong, tough, smart, brave women that don’t need to cower behind men and are willing to fight for the values they hold dear ARE sexy, and kudos to AOL for highlighting that truth in this feature.
Report thisBy Susan Block, January 25, 2006 at 9:13 am #
(Unregistered commenter)
Isn’t it disgusting how sex is used to sell war, even as depictions of sex as lovemaking (ie., adult pornography) are being hunted down and criminalized?
Report thisBy blowback, January 25, 2006 at 9:04 am #
(Unregistered commenter)
Perhaps when this is reduced to looking like this, then Hollywood will start making films like this.
BTW, I hope it never happens.
Report this