Seeing Eye To Body The Literal Objectification of Women

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Seeing eye to body: The literal objectification of women

Article  in  Current Directions in Psychological Science · January 2014

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research-article2014
CDPXXX10.1177/0963721414531599Heflick, GoldenbergThe Literal Objectification of Women

Current Directions in Psychological

Seeing Eye to Body: The Literal Science


2014, Vol. 23(3) 225­–229
© The Author(s) 2014
Objectification of Women Reprints and permissions:
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DOI: 10.1177/0963721414531599
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Nathan A. Heflick1 and Jamie L. Goldenberg2


1
University of Kent and 2University of South Florida

Abstract
Scholars have long argued that women are denied a basic sense of humanness—are objectified—when focus is
directed toward their physical rather than mental qualities. Early research on objectification focused on women’s
self-objectification and measured objectification indirectly (as an emphasis on physical appearance). Recent research,
however, has provided direct evidence that a focus on the physical aspects of women by others causes women to
be perceived like, and act like, objects lacking mind. Manifestations of this literal objectification include attributing
women less of the traits that distinguish people from objects and visual-recognition and neural responses consistent
with nonhuman-object perception. Women themselves also behave more like objects (by, e.g., speaking less) when
they are aware of this focus by others. Real-world implications and ways to defuse literal objectification are discussed.

Keywords
objectification, dehumanization, appearance focus, sexualization

For decades, feminist scholars (e.g., MacKinnon, 1993) perceptions of people, including the self, fall on a con-
have argued that the immense cultural emphasis on tinuum ranging from human to nonhuman; this includes
women’s physical appearance and sexual features under- a continuum from human to object (Gruenfeld, Inesi,
lies their objectification by others. Women then internal- Magee, & Galinsky, 2008; Harris & Fiske, 2009; Haslam,
ize these cultural standards, leading to self-objectification 2006). Building on these perspectives, we define literal
(Fredrickson & Roberts, 1997). For nearly 15 years, objectification as any outcome in which a person is per-
research drawing on objectification theory (Fredrickson ceived as, or behaves, objectlike, relative to humanlike.
& Roberts, 1997) has examined aversive consequences Manifestations of literal objectification include attributing
for women resulting from their focus on their own physi- people less of the traits that distinguish people from
cal appearance. This self-objectification impairs cognitive objects (e.g., warmth, competence), visual and neural
performance, heightens negative affect, restricts eating, markers indicative of perceiving objects relative to peo-
and lessens sexual enjoyment, for instance (see Moradi & ple (e.g., reduced neural activity in the default-mode net-
Huang, 2008). work), and people themselves behaving in more
Recent work on objectification extends this research in objectlike manners (e.g., speaking less).
two key ways. It tests objectification as a direct response Literal objectification is distinct from animal/human
to a focus on women’s physical features by others. And it conceptualizations of dehumanization (Haslam, 2006;
tests objectification more literally—whether women are Leyens et al., 2000). Traits attributed to animals and to
perceived like, and behave like, an object relative to a objects are correlated weakly, if at all (Haslam, Bain,
person (i.e., literal objectification; Goldenberg, 2013; Bastian, Douge, & Lee, 2005). In turn, although women
Nussbaum, 1999)—in response to this interpersonal focus are implicitly associated more with animals than with
on their physical aspects. objects when they are depicted sexually (Vaes, Paladino,

Literal Objectification Corresponding Author:


Nathan A. Heflick, School of Psychology, Keynes College, University
Evidence across several conceptualizations of humanness of Kent, Canterbury, Kent CT4 7RL, United Kingdom
(e.g., Leyens et al., 2000) converges in demonstrating that E-mail: n.a.heflick@kent.ac.uk

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226 Heflick, Goldenberg

& Puvia, 2011), this is indicative of dehumanization, not Women Perceived as Objects
literal objectification. Relatedly, although sexualized
women may be objectified (Loughnan et al., 2010), literal Trait attribution
objectification is not specific to a focus on the body that Haslam’s (2006) research has demonstrated that people
is sexual. Lastly, literal objectification differs from holding perceive traits indicative of human nature to separate
negative views of others or the self; traits people perceive humans from objects. When people are described as low
as separating humans from objects can be positive or in human-nature traits (e.g., “How much is this group like
negative (Haslam et al., 2005). robots?”), they are subsequently rated as more objectlike,
and vice versa (Loughnan, Haslam, & Kashima, 2009). On
Interpersonal Focus on Women’s this basis, Heflick and Goldenberg (2009) had participants
write about a woman’s physical appearance or about the
Physical Aspects
woman as a person before rating her on several traits and
In their daily experiences (Kozee, Tylka, Augustus- rating how essential each trait is to human nature. Within-
Horvath, & Denchik, 2007) and in the media (Archer, person correlations between the perceived typicality of
Iritani, Kimes, & Barios, 1983), women are subject to dis- each trait for the target person and the perceived human-
proportionate focus on their physical traits. Scholars have ness of each trait were less positive when participants
argued that this underlies women’s objectification. Until focused on the woman’s appearance. This effect repli-
recently, however, empirical research was limited to self- cated across female targets and was independent of how
objectification—and objectification was induced through positively participants wrote about the woman.
or measured as a focus on one’s own appearance (e.g., The specific attributes of warmth and competence are
trying on a swimsuit in front of a mirror; Fredrickson, also associated with being a human and not an object
Roberts, Noll, Quinn, & Twenge, 1998). In the newest (Harris & Fiske, 2009). Consistent with this, only images of
work, researchers have employed several different people perceived as low in warmth and competence (e.g.,
manipulations that prompt focus on the physical, relative the homeless) fail to elicit brain activation in the medial
to the mental, aspects of others or make women aware of prefrontal cortex, an area involved in the recognition and
this focus by others. processing of human faces but not nonhuman objects
Most directly, these manipulations have involved hav- (Harris & Fiske, 2006). Building on this, and on research
ing people write about or observe an individual’s physical demonstrating that morality is a component of warmth
appearance in contrast to his or her personality (e.g., (Leach, Ellemers, & Barreto, 2007), Heflick et al. (2011)
Heflick, Goldenberg, Cooper, & Puvia, 2011). Using eye- demonstrated that focusing on a woman’s physical
tracker software, Gervais, Holland, and Dodd (2013) appearance, in a video or still image, reduces her per-
found that this prompt increased the amount of time men ceived competence, warmth, and morality. This effect rep-
and women spent looking at women’s body parts (i.e., licated across female targets of varying attractiveness,
breasts and hips) and decreased the amount of time spent status, familiarity, and race (Heflick et al., 2011), but not in
looking at their faces. Studies in which persons are explic- response to comparable male targets. Women are also
itly sexualized, usually via the amount of clothes worn rated as less intelligent after people view them with more
(e.g., Bernard, Gervais, Allen, Campomizzi, & Klein, of their body showing relative to their face (Loughnan
2012), also highlight the physical rather than mental et  al., 2010) and after people view them in revealing
aspects of a person. In addition, studies in which the pro- clothes (Rudman & Borgida, 1995). This is true even when
portion of people’s bodies relative to their faces is the women being evaluated are not the women wearing
increased in photos (Loughnan et al., 2010) promote more the revealing clothing (Rudman & Borgida, 1995).
physical, less mental, focus in others. Finally, experienc- Research into perceptions of “mind” (H. M. Gray, Gray,
ing or recalling prior experiences in which others’ atten- & Wegner, 2007) indicates that people believe the mind
tion is directed toward one’s body is also consistent with has two primary components: agency (ability to think)
our operationalization of interpersonal physical focus. and experience (ability to feel). Objects and machines
Building on the evidence that women (but typically not are attributed less agency and experience than humans
men) experience a myriad of aversive consequences when (H. M. Gray et al., 2007). Likewise, women are perceived
focusing on their own physical appearance (see Moradi & to have less agency (K. Gray, Knobe, Sheskin, Bloom, &
Huang, 2008), we now examine the evidence that inter- Barrett, 2011), as well as fewer thoughts (reason, think-
personal focus on women’s physical aspects causes both ing), intentions (wishes, plans), and perceptions (seeing,
men and women to literally objectify women. (But we hearing), when they are depicted sexually, relative to
acknowledge that a minority of studies have found that when they are depicted as fully clothed (Holland &
males are similarly objectified; e.g., Loughnan et al., 2010.) Haslam, 2013; Loughnan et al., 2010; but see K. Gray

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The Literal Objectification of Women 227

et  al., 2011, for a contradictory finding). They are also reduces neural activity associated with inferring others’
explicitly perceived as having less of a mind (i.e., in mental traits. Moreover, when males high in hostile sex-
response to an item asking, “How much mind does this ism view images of scantily dressed, but not fully dressed,
woman have?”; Loughnan et al., 2010). Further, women women, this results in reduced activation of the medial
wearing bikinis are attributed fewer thoughts, percep- prefrontal cortex (part of the default-mode network),
tions, and intentions when their body is exclusively consistent with neural activity when viewing objects
shown in a photograph than when their face alone or (Cikara et al., 2011).
their face and body are shown (Loughnan et al., 2010).
Women Behaving as Objects
Visual processing and recognition There is also evidence that when women’s appearance is
People are less able to recognize images of humans focused on by others (male or female), they literally
when they are inverted, but this is not true for objects objectify themselves. Gervais, Vescio, and Allen (2011)
(Reed, Stone, Bozova, & Tanaka, 2003). Bernard et al. had male and female confederates “ogle” female partici-
(2012) recently illustrated an exception to this finding: pants, gazing at them from face to body as opposed to
Images of sexualized women (i.e., women wearing swim- gazing at only their face. After the full-body gazing,
suits) are recognized equally well when inverted and women performed less competently on a series of math
right side up. This is in contrast to images of men, sexual- problems. Women also become more passive—like
ized or not, and nonsexualized images of women. The objects—under conditions in which others are focused
authors reasoned that people focus on specific aspects of on their physical bodies, and they are less willing to pro-
women’s bodies—like they would objects—when women test for women’s rights (Calogero, 2013) when recalling a
are sexualized, which impairs configural processing (i.e., past instance of being ogled or receiving sexual com-
the connection of distinct features to form a coherent ments from a man. Finally, women talk less, such as by
whole) and subsequent recognition. spending less time introducing themselves, when their
Objects are interchangeable (i.e., fungible; Nussbaum, body is obviously salient to others (Saguy, Quinn,
1999). Consistent with our position, Gervais, Vescio, and Dovidio, & Pratto, 2010).
Allen (2012) showed people images of women and men Supporting a foundational premise of self-objectification
and then, in a subsequent task, asked them to match the theory (see Fredrickson & Roberts, 1997), these findings
faces to bodies. Overall, men and women were worse at provide direct empirical evidence that self-objectification
matching women’s than men’s faces to their bodies. The is a response to a focus on women’s physical aspects by
exception was highly muscular male images, presumably others. Consistent with objectification as literal, women
because their muscularity drew attention to their physical in these studies (and in previous studies, too; e.g.,
bodies. Similarly, Cikara, Eberhardt, and Fiske (2011) Fredrickson & Harrison, 2005; Fredrickson et al., 1998)
found that participants were better able to recognize the behaved in ways consistent with being an object (e.g.,
bodies, but not the faces, of sexualized women relative to restraining their eating and movement).
clothed women or sexualized or clothed men. Men and
women are also more likely to mistake women’s faces for
objects (images created by computers) than men’s faces,
Real-World Implications
and computer-generated faces are more likely to be mis- In an experiment conducted weeks prior to the 2008 U.S.
taken for female than male faces (Balas, 2013). presidential election (Heflick & Goldenberg, 2009), par-
ticipants were instructed to write about the Republican
vice presidential nominee, Sarah Palin, or about her
Neural processing physical appearance. People reported decreased percep-
When people read or hear about ways in which humans tions of Palin’s competence and reduced intentions to
are similar to objects, there is reduced activation in a vote for the Republican ticket when they had focused on
network of brain regions (i.e., the default-mode network) Palin’s appearance. Moreover, these effects were attribut-
that are highly involved in theory-of-mind reasoning able to reductions in her perceived humanness (human-
( Jack, Dawson, & Norr, 2013). Part of this network, the nature ratings). These findings, in conjunction with the
temporoparietal junction, is activated when people read media attention to Palin’s appearance, including cover-
statements about human minds, but not when they read age of her alleged $150,000 makeover, led us to speculate
statements about a woman’s physical features (e.g., her that literal objectification may have played a role in the
height) or about nonhuman objects (e.g., a pot of tea; outcome of the election (see Heflick & Goldenberg,
Saxe & Kanwisher, 2003). In turn, both likening humans 2011). In other research, purported female job applicants
to objects and focusing on women’s physical traits were viewed as less competent by men who had recently

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228 Heflick, Goldenberg

viewed images of other women who were scantily manifested include people’s attributing women less of
dressed (Rudman & Borgida, 1995), and women per- the traits that distinguish people from objects, visual and
formed less well on items from the GRE, a critical factor neural markers indicative of perceiving objects relative to
for admittance into most graduate schools in the United people, and women themselves behaving in a more
States, after being ogled (Gervais et al., 2012). objectlike manner. In short, “seeing eye to body” causes
Further, the moral concern people afford beings (human women to be perceived, and to behave, more like an
or not) is directly attributable to their perception that the object and less like a human being.
beings have humanlike traits (e.g., H. M. Gray et al., 2007).
Loughnan and colleagues (2010) asked to what extent Recommended Reading
people were willing to administer pills that caused pain to Fredrickson, B. L., & Roberts, T.-A. (1997). (See References).
hypothetical targets that had either been sexualized or not. The original formulation of objectification theory, which
People were more willing to give the pain-inducing pills to sparked nearly all research on self-objectification.
the sexualized male and female targets. Further, implicit Gervais, S. J. (Ed.). (2013). Objectification and (de)humaniza-
association of women with object words (e.g., tool) is pre- tion: 60th Nebraska Symposium on Motivation. New York:
dictive of men’s acceptance of sexual aggression toward Springer. An edited volume that includes contributions
women (Rudman & Mescher, 2012). Even playing video from scholars researching the objectification of others.
Haslam, N. (2006). (See References). The original formulation
games with sexually depicted female characters increases
of object-based and animal-based distinctions in dehuman-
men’s acceptance of sexual aggression (Yao, Mahood, & ization
Linz, 2010). Additionally, when a woman is depicted in a Nussbaum, M. C. (1999). (See References). A philosophical trea-
bikini, men and women show her less moral concern; she tise into what it means to be objectified
is also more likely to be blamed for a man’s pinning her
down, removing her clothing, and forcing her to have sex Declaration of Conflicting Interests
(Loughnan, Pina, Vasquez, & Puvia, 2013). Women them- The authors declared that they had no conflicts of interest with
selves also assume less moral standing (i.e., they feel more respect to their authorship or the publication of this article.
sinful) when recalling instances of being gazed at sexually
(Chen, Teng, & Zhang, 2013). In turn, women may encoun- References
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