Miley Cyrus may be single-highhandedly responsible for actually getting a ratings system passed for pop videos. She was already a target and a key example to be used in the argument for the new law, but after last nights stunt at the MTV European Music Awards, she unknowingly (or not) just threw a few barrels worth of fuel on the fire when she mimicked smoking a joint as she walked on stage. Yes, that could very well be a single stunt that helps put the proposed new ratings system into effect.
Thanks to Miley, Rihanna, and Robin Thicke, a new campaign in the UK is going into effect to try an instill a new ratings system for videos on YouTube and in the shops. As you read this, the ‘Rewind & Reframe’ campaign will be kicking into high gear with their website and open debate in the House of Commons. And yes, they will surely be using last nights reefer spiel as an example. Their goal is to try and put a stop to the way young women are objectified in the onslaught of overtly sexual videos of young girls and get a ratings system passed to warn of degrading video content.
Keynote speaker MP Stella Creasy hopes that raising awareness will empower young women to speak up and to be critical of the way they are portrayed in the media. This is nothing new, she admits, but it is getting dangerously close to getting out of hand and should be dealt with. "The really important thing to say is that sexualisation of women has always happened and we have to address it. I think the internet is actually giving us the opportunity to address it because people are becoming active and finding others to collaborate with and so, in that sense, it is bringing people together.” She readily agrees that banning the videos will do nothing but entice, but openly addressing the issue will make for some changes.
"Above all, we need to teach our young people to be critical of what is age appropriate and we want them to be critical of these images and these videos of young sexualised women. They need to challenge the view that it is OK,"
It is undoubtedly an uphill battle. Robin Thicke’s “Blurred Lines” video has already logged in well over 250 million views on YouTube. Miley’s “Wrecking Ball” has surpassed 300 million and Rihanna’s latest "Pour It Up” has only been up a month and hit over 60 million views. Plenty of people are saturating themselves with the pap that these artists are putting out. Like it or not, millions of young girls are getting plenty of inspiration from the likes of Mylie and Rihanna.
Justine Roberts, creator of the UK’s Mumsnet website says that the ratings proposal is a good idea, and should be in place...but it won't stop the problem. "There's no doubt there's a huge amount of racism and sexism in music videos and it's great that this campaign raises awareness about it. I can't see any reason why these videos wouldn't be classified in the way that other forms of media are but the truth is that it won't be a silver bullet." Justine continues on with the fact that what we really need to do is be looking at just how racism and misogyny are so accepted in society. "Technology these days makes it pretty nigh on impossible to stop under-18s viewing and sharing this kind of material so as parents it's important to talk to them about what's wrong with it. As a society we need to consider how we've got to a situation where misogyny and racism is so commonplace."
The ‘Snobs would like to weigh in on that very point. Racism and misogyny are so commonplace due largely to the widespread consumption of rap and hip hop over the last few decades. Truth be told, for most of the music out there in that genre, if it isn’t about shooting someone and bragging about the size of your gun (and you other junk) it is bragging about one’s exploits with women. Though not a figurehead in rap, Rihanna is under the gun from this campaign. Take a look at her recent video and see how ludicrous it truly is. The ‘Snobs don’t argue the worthlessness of this music, but the ridiculousness of Rihanna glorifying money and strippers is well…it really isn’t shocking to anyone who has paid attention to any number of countless rap tunes since the mid 80s. It truly has just become an everyday thing.
Yes, it is a big problem but it is not easy to acknowledge, but it is really just a symptom of a society and culture that has lost control. It was only earlier this month when The Killers’ Brandon Flowers openly voiced what so many are thinking regarding the music that these artists mentioned are making big money off of.
''I start to wonder, what do adults listen to? Do they listen to what's being played on the radio? You should listen to something that's for you - not about giving your virginity to your boyfriend on Saturday night. It is retarded. Every song is that song. And if 40-year-olds are listening to that rubbish, they're going to raise kids on it. It's not even music.''
As a rule, people will not buy what they don't like yet this stuff is catching on like wild fire! Something is terribly wrong...could it be the simple fact that the public has been dumbed-down to almost he lowest level possible? Do the math. An artist does not get over 300 million views for something no one likes.
The 'Snobs don't know if a ratings system will really matter, those little stickers didn't hurt album sales. We wish 'Rewind & Reframe' all the best though, as anything done to try and keep some integrity in music and society is a good thing. We would just like to remind the music buying public of the simple motto; You are what you listen to.
