Objectification, we are told, is degrading. Why? Because any job that requires employees to be sexually attractive and gazed upon for that reason necessarily dehumanises them. It encourages others to treat them as pretty 'things' rather than as autonomous people with their own lives, passions, thoughts, and desires. Or so the thinking goes.
'Grid Girls' - models employed by Formula One for promotional purposes - have just discovered that their role is to be discontinued. As Formula One's managing director of commercial operations
explained: "While the practice of employing grid girls has been a staple of Formula 1 Grands Prix for decades, we feel this custom does not resonate with our brand values and clearly is at odds with modern day societal norms."
But in their hurry to spare Grid Girls the indignity of the male gaze, nobody making this argument seems to have stopped to wonder whether Grid Girls might have an interest in defending what they do. Instead, a collective of ostensibly progressive voices leapt to their defence without bothering to ask the girls themselves if they needed defending at all. In response, Formula One abandoned its Grid Girls so that it can be seen to be moving with the times and hip to contemporary mores. In doing so, Formula One's executives have implicitly conceded that they have spent too long objectifying women instead of empowering them. They would like it to be known that they'd rather see women driving the cars, or as members of the engineering teams, or just about anywhere other than track-side holding a driver's name-board and looking beautiful.
Comment: Giving with one hand only to take with the other...
See also: 'Insufficient' evidence: IOC overturns 28 Russian athletes' ban from Olympics in groundbreaking ruling