Above is a video for the No More Page 3 campaign, and it is the most misogynistic thing I have seen today.
In case you don’t want to watch it, the narrative centres on a man buying a copy of a certain tabloid newspaper, and being stalked around by a topless woman every time he opens the fucking thing, which has a devastating impact on his family and leads to his young daughter making some paper mache norks. It’s so fucking ghastly and misogynistic I’d think it an April Fool, were it not uploaded a few weeks ago.
The whole thing reeks of largely discredited scarlet woman tropes as well as deliberately sexualising children. It’s the sort of thing I’d expect to see made in the 1950s: sexy lady destroys innocent family, and it’s all her fault. The man is not held accountable; indeed, he looks just as perturbed at being relentlessly tailed by the Page 3 girl as the video invites us to be. The blame is laid squarely on the woman, not anywhere else as we are invited to stare at her and mutter to ourselves that she shouldn’t be there.
And let’s talk about sexualising a child, because you know what publication has never, to my knowledge, put out images of little girls wearing false breasts? The Sun. Or, indeed, anything else I can think of, except that fucking video. Yes, we’re meant to be horrified by it, but do you know what I really don’t want to look at? Images of little girls wearing false breasts. Most of the internet and print respect this. Of course they couldn’t have gone for a girl just taking her top off and being cool with it: it was their intention to sexualise this child’s body as much as possible while simultaneously saying “look how terrible this is”. It’s like the Sidebar of Shame in the Daily Mail, except they’re seriously expecting us to fall over and applaud their feminism for this.
It’s sadly not uncommon for initiatives like this to fall back on objectification and sexualisation. In Playing The Whore, Melissa Gira Grant explains that this is the dominant discourse in carceral feminist initiatives against sex work: that sex workers are expected to be seen but not heard, that when they are not being held up as victims, they are being held up as the enemy. One can also draw parallels to PETA, who like to treat women like meat in order to make people eat more vegetables.
Make no mistake: this is what is going on in this video. Somehow, No More Page 3 have managed to produce something that manages to be more objectifying and misogynistic than what they claim to oppose.
ETA 1553 01/04/14: The “official” campaign account have distanced themselves from this video following complaints due to its misogyny. This marks a reversal on their original position, where they tweeted it excitedly. It is worth noting that while the “official” campaign do not endorse it, this video is not incompatible with any of their campaign talking points.
ETA 1612 01/04/14: The official account also allegedly deleted a tweet describing the video as “fantastic”. As I said before, there is no way this video is incompatible with the main talking points and aims of the NMP3 campaign. I would really like for NMP3 to engage with and talk about why using the imagery and tropes in this video is as misogynistic, if not more so than NMP3.
I’d also like to clarify that, when I refer to “No More Page 3″ throughout this post, I’m not necessarily referring to the “official” campaign, but the movement itself, which, being ostensibly grassroots, ought not to be limited to a single Twitter account!