PETALING JAYA: A coalition of women NGOs has called out two mainstream media organisations for focusing on the physical attributes of women contesting in the 15th general election, adding it was appalled by such blatant sexism.
Pantau PRU15 said terms like “jelitawan” (beauties) and “beauty with brains” were used to describe young female candidates, such as independent Nur Fathiah Syazwana Shaharuddin, Pakatan Harapan’s Young Syefura Othman and Warisan’s Jo-Anna Sue Henley Rampas.
The trio are contesting in Batu, Bentong and Tuaran respectively.
Other phrases such as “pakej lengkap” (complete package) and “mencuri perhatian” (attention-grabbing) were also found in the articles, the coalition said.
“Disproportionate and unfair focus was also placed on justifying responses to negative public comments about these candidates’ so-called reliance on their appearance to get votes,” the coalition said in a statement.
Pantau PRU15 said they were “appalled at the lack of sensitivity, blatant sexism and gender stereotyping being portrayed in the media”.
The media’s obsession with physical appearance, sexual objectification and trivialisation of these candidates was damaging and uncalled for, they said.
The public’s attention, they added, should have been directed at these candidates’ policies.
“Research has also shown that such portrayals do not add votes and may even be counterproductive.
“It is a disappointing setback for candidates whose capabilities should be assessed outside of their physical attributes and cultural gender stereotypes.”
Pantau PRU15 said when women were portrayed as objects, it negatively reinforced societal misperception that women are “lesser than men”.
By doing so, the media was being complicit in not only undermining the credibility of women candidates and marginalising them in political leadership, but also encouraging the public to do the same.
