Commodification of women’s bodies in media and patriarchal coercion

By Harasankar Adhikari 

The assertion that “women are not born, but made” underscores the social construction of gender, which is shaped by cultural practices within specific societies and historical contexts. Gender roles, traditionally divided into masculine and feminine, have been rooted in production and reproduction relations. Under patriarchal systems, women have historically been confined to the realm of reproduction, their bodies often reduced to sexual commodities. 

This objectification, as Simone de Beauvoir famously noted in her concept of women as “the second sex,” perpetuates systemic inequality and violence. Catherine Hakim’s (2010) theory of erotic capital further elaborates on this dynamic, framing women’s bodies and images as forms of capital comprising sex appeal, beauty, social skills, and liveliness. 

These attributes, Hakim argues, enhance an individual’s societal appeal, particularly to the opposite sex. Consequently, the female body is routinely commodified in public spaces and media, marketed to sell not just products but also the illusion of desire—where “her body, his mind, and his soul are her capital.”  

We inhabit a media-saturated society dominated by the male gaze—a concept rooted in feminist theory describing the objectification of women through patriarchal lenses. The advertising and entertainment industries (print, digital, and televised media) play a pivotal role in shaping consumer identities. Consumerism, however, thrives on insatiability, perpetuating a cycle where happiness is equated with perpetual consumption. Women’s bodies are ensnared in this cycle, exploited both to promote consumer goods and to be consumed themselves. 

From fashion and cosmetics to automobiles and travel, female imagery is ubiquitously tied to products, conflating sexuality with commodification. This process strips the female body of its intrinsic value, subordinating it to exchange value within a capitalist framework. As a result, cars, beverages, and other commodities become proxies for sexuality, gateways to accessing or being accessed by others. Young women, in particular, are reduced to “consumable signs,” their identities fused with the products they represent. This systemic commodification reflects a broader capitalist agenda to marketize all aspects of human existence.  

While women’s employment rates have risen statistically—a shift attributed to advancements in education and feminist movements—their integration into the workforce remains fraught with gendered exploitation. In sectors like hospitality, leisure, and service industries, female attractiveness is often codified into job requirements, with specific uniforms and appearances mandated during recruitment. Studies reveal how professions such as secretarial work, waitressing, nursing, and air hosting capitalize on female sexuality for profit. Even in care-based roles, women’s bodies are politicized, their labor shaped by patriarchal expectations. Globalization has further reconfigured personal relationships, positioning emotional labor and sexuality as cultural products that reinforce economic hierarchies.  

Parental attitudes and economic privilege can mitigate gender disparities within families, with education and financial independence widely recognized as catalysts for empowerment. Yet meaningful employment remains elusive for many women. Workplace dynamics often reshape their attitudes, behaviors, and lifestyles, exposing them to psychological, physical, and sexual harassment. These experiences propagate distorted notions of gender justice, framing equality as a competition rather than a collective right. Such a framework entrenches male dominance in new forms, demanding vigilance against systemic tactics that undermine women’s autonomy.  

To advance gender justice, feminist movements must prioritize dismantling the commodification of women’s bodies in media and labor. This requires challenging workplace exploitation, redefining value beyond physical appeal, and fostering systemic equity. Only then can merit and agency prevail over patriarchal coercion.