US:The marketing of popular Bratz toy dolls dressed in fishnet stockings, miniskirts and feather boas, and the availability of thongs for seven to 10-year-olds with slogans such as "wink wink", are contributing to the sexualisation of young girls from an early age, according to a new report.
The American Psychological Association (APA) had found consumerism of this sort can lead youngsters to develop depression, poor self-esteem, eating disorders and a range of other physical and emotional problems.
One study conducted in 1998 also found that female college students who were asked to do a maths test wearing a swimsuit performed significantly worse than those who did so wearing a sweater.
"No differences were found for young men. In other words, thinking about the body and comparing it to sexualised cultural ideals disrupted mental capacity," it states. "In the emotional domain, sexualisation and objectification undermine confidence in and comfort with one's own body, leading to a host of negative emotional consequences, such as shame, anxiety and even self-disgust."
The executive summary of the report of the APA's task force on the sexualisation of girls says that societal messages which contribute to the phenomenon come not only from media and merchandise but also through girls' interpersonal relationships with parents, teachers and peers.
It notes that examples of sexualisation include where a person's value comes only from his or her sexual appeal or behaviour, where physical attractiveness, narrowly defined, is equated with being sexy and where sexuality is inappropriately imposed upon a person.
Another example is where a person is sexually objectified, rather than seen as a person with the capacity for individual action and decision-making.
Interestingly, the report notes the sexualisation of girls can have a negative impact on other groups such as boys, men and adult women, as well as on society more broadly.
"Exposure to narrow ideals of female sexual attractiveness may make it difficult for some men to find an 'acceptable' partner or to fully enjoy intimacy with a female partner," it states.
"Adult women may suffer by trying to conform to a younger and younger standard of ideal female beauty. More general societal effects may include an increase in sexism and fewer girls pursuing careers in science, technology, engineering, and mathematics."
The APA report notes that extensive analyses documenting the sexualisation of girls, in particular, have yet to be conducted, but individual examples of sexualisation include Bratz dolls "dressed in sexualised clothing such as miniskirts, fishnet stockings and feather boas" and clothing such as thongs for seven to 10-year-olds, some printed with slogans such as "wink wink".
Another example is an advertisement featuring singer Christina Aguilera "dressed as a schoolgirl in pigtails, with her shirt unbuttoned, licking a lollipop".
"Parents may convey the message that maintaining an attractive physical appearance is the most important goal for girls," the report states.
"If girls purchase - or ask their parents to purchase - products and clothes designed to make them look physically appealing and sexy, and if they style their identities after the sexy celebrities who populate their cultural landscape, they are, in effect, sexualising themselves."
Outlining the need for more in- depth research into the subject, the report also calls for increased training for psychologists on the prevalence and impact of sexualisation of girls, and the provision of funding to increase public awareness of the issue.
School-based media literacy training and parents viewing media with their children can also help to address the issues raised.