Abstract

This article unravels the process of objectification by empirically examining a social context where it occurs almost incessantly: fashion modeling. Drawing on an ethnography of fashion modeling in Amsterdam, Paris and Warsaw, I argue that objectification is neither ubiquitous nor one-dimensional: it takes place in specific social contexts and unfolds itself differently under different social conditions. Moreover, objectification is not unidirectional: it is done by and happens to both men and women. By taking an experiential perspective which involves models’ subjective responses to being objectified, I call into question theoretical arguments of objectification pertaining to disempowered subjects, and the assumption that objectification is inherently negative or immoral. Instead, I argue that objectification is socially rooted in institutions and specific situations and that this matters considerably for its varying forms, levels of intensity and the emotional and practical responses it evokes in people. This does not imply that objectification is less compelling as a process, or easy to avoid. Objectification might be all the more effective exactly because the process is embedded in different social contexts, and adapts itself accordingly.