Are women only a commodity that the age of market based capitalism uses and appropriates to increase the attractive capacities of their products or are women more than the physical representation of a glamour oriented, face-value dictated, and obsessive society?
Wherever we go today, be it in the high end malls in the cities, or travel across small towns and cities where each street is crowded by hoardings of women endorsing a variety of products be it domestic, culinary, technological or even as brand ambassadors for institutions of higher learning.
What makes the situation tremendously alarming is that women are hardly witnessing any real association with education, employment or upliftment as a category in them, but it is amazing how some privileged, good looking women get to advertise for companies that they possibly have nothing to do with in their real lives. What is being basically talked about is that, it is not a healthy progression in society that women be seen only as faces that produce an attraction and would thus successfully compel the buyers to purchase that product, the woman’s thoughts, her world
view, her dreams are in no way significant in any appeal to make the product worth buying.
She is hardly even attached to the product beyond her own glamour related aspect, she is a paid doll who has no agency of her own, and she is a commodity put up on sale! So if one looks at it at a deeper level one realizes that ultimately when in concrete manifest terms it’s only the product that is selling, at a fundamental level it’s the woman’s physical self that is being purchased, consumed and then thrown out as a new, more attractive package finds its way into the market.
The question really does arise then, that women need to re-imagine and re-examine their places in societies, do they want to remain poster girls and glamour divas significant only till the time that the outer, the physical lasts or do they, as a community, want to develop in themselves a more permanent, deeper meaning for their own existential queries?
Women must learn that their world views, their dreams and their standpoints in life, their judgments, their aspirations all matter much more than how they look. If there is the pressure of looks and if you live in a space where you are valued only because you look a certain way, then you need to be aware that the moment your looks disappear, society’s love for you will disappear too. That is why, no matter how blind folded we tend to become in the consumerist cultural ethos that has turned women into commodities, we as women must not remain satisfied with a culture that does not acknowledge the world that lies within us.
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