Villain in sex fixation? Enemy is us

For some time now, I’ve wondered what someone from outside the U.S. would make of our sex-crazed culture.

I found one observation quite by accident this week as I was reading the Tribune’s series on the growth of the Hispanic population in Mesa.

Lucy Duarte moved to the U.S. from Mexico about 20 years ago. In the story, Duarte made the following observation about how Americans are perceived in Mexico: "In Mexico, say the word ‘Americana’ and people think all the women are easy, that there is sex everywhere in America,’’ she said.

Gee, why would anybody think that?

Our media is not obsessed with sex. It is saturated with it.

No one probably understands this better than Arizona State professor Mary-Lou Galician, a researcher, author and media literacy advocate. Each Valentine’s Day, Galician presents her Stupid Cupid and Realistic Romance awards (you can make nominations at http://realisticromance.com).

"Sexual content in mass media has been around as long as mass media itself,’’ Galician says. "The difference is the proliferation of it. We live in a 24/7 media world now. Take, as an example, the exploitation of Britney Spears, who is literally pulling off her clothes during her performances. Her real talent lies in being an objectified image. And it is an image, by extension, of our country around the world.’’

The more disturbing question, of course, is this: Just how accurate are those portrayals? Does our media simply reflect popular culture — as the media insist — or does it shape the culture?

I hold the BASF theory. BASF is a company that uses as its slogan: "We don’t make a lot of the things you buy. We make a lot of the things you buy better.’’

When it comes to mass media and sex, the mantra appears to be "We don’t make popular culture. We make popular culture sicker."

And, as Galician argues, more juvenile.

"I laugh when I see the disclaimers that say ‘Adult Material,’" Galician says. "What they really should say is ‘Fourth Grade Back-Room Material.’ If I see one more ad for college girls with no selfesteem taking their clothes off, I will literally throw up.’’

It is not only the pervasiveness of the sexual content that troubles Galician, but the irresponsible, unhealthy portrayals of sex.

Galician’s mission, as she sees it, is to teach her students to think critically about the media, which she believes will empower the students to be better consumers. Because ultimately it is the consumer who controls the market.

Fortunately, Galician believes that the obsession with sex in the media will run its course.

"There’s only so far you can go with it before it becomes Rome,’’ Galician says. "And Rome burning, at that.’’