"The female body is treated as a public good": The sexualization of media workers is gaining momentum, and aesthetics are being prioritized over professionalism

This was largely influenced by the social circumstances in which such a perspective on things has somewhat been normalized, as well as by the television networks and other media channels that, for the sake of viewership, have prioritized the physical appearance of their female hosts and journalists while placing professionalism in the background.

This type of narrative has also spread to the internet and social networks, where it has further metastasized.

The sexualization of women has become a daily activity for anonymous accounts on social media, which are followed by thousands of equally anonymous accounts that support this with vulgar comments.

On the YouTube platform, clips from television shows are freely uploaded, where footage of female hosts is edited to emphasize only their legs, breasts, and other body parts, in order to portray them exclusively as sexual objects, thus feeding base human impulses.

However, the number of such clips is increasing, and many of them have thousands of views and hundreds of comments.

This kind of abuse of video material for the sexualization of female media workers creates significant pressure on them, affecting both their private and professional lives. However, it seems that there is no remedy for this problem, as it spreads without any limitations or sanctions.

Ana Manojlović, a host and editor at Radio-Television of Serbia, who has long been a target of such abuses herself, hopes that it does not affect her life in any way.

“I believe that everyone who sees those clips knows that I have nothing to do with them and that I am a victim. It bothers me that these clips are among the first results on Google when my name is entered, but what can I do?” she says in an interview with Danas.

When it comes to her work, Manojlović states that her appearance is not a priority.

“Throughout my entire career, I have fought against the abuse of women, whether it concerns their private or professional lives. I don’t even think about those clips while I’m working. In fact, I have the least time to think about how I look. The show is very demanding from a journalistic standpoint, and my appearance is truly secondary,” she emphasizes.

Nevertheless, our interlocutor stresses that it is not shameful to be beautiful, attractive, and well-groomed…

“It is shameful to push that to the forefront and to be empty, unprofessional, unprepared, or uninterested in the show, the guest, or the topic you are working on. Many of my colleagues, especially those who like to present themselves as journalists or, even worse, editors, do exactly that. They read what someone else prepares for them and spend hours in salons and on social media focusing solely on their physical appearance. That is the shame, for our profession,” Manojlović asserts.

She adds that journalists themselves, if they do not engage in journalism professionally and responsibly, contribute significantly to such a narrative.

“Otherwise, it is irrelevant what they wear and how they look. They certainly have the right to wear what they want and in what they feel comfortable; as far as I know, that is not prohibited,” she states.

When it comes to specific clips on YouTube, Manojlović reveals that she has tried to resolve this through legal means.

“I reported all those profiles on social media and YouTube once, but it was of little use. I blocked them on all platforms, so at least they don’t bother me while they profit from my legs. That’s all I can do,” she says.

She adds that the situation is such that if you expose your legs and breasts, there come millions of views on social media, and it can also be a decent source of income.

“If you host, like I do, a podcast with interesting topics, but you are decently dressed with modest lighting, you work for a few thousand genuine followers and for your soul. So, follow the 'Analogija' podcast! There is nothing special to see, but you will enjoy entertaining conversations with smart people,” Manojlović recommends.

Psychologist and founder of the Center for Psychological Support, Psychotherapy, and Education “Psiho Ludens”, Tamara Đorđević, explains to Danas that the sexualization of women in the media space, particularly female journalists and hosts, is not a marginal phenomenon and cannot be seen as harmless entertainment.

“When video materials are edited to highlight only certain body parts of female hosts, this is not accidental aesthetics but a deliberately created narrative of sexualization. The sexualization of journalists, hosts, and women who speak in the public space—whether through framing, comments, or digital montage—indicates that society still predominantly values women based on aesthetic rather than professional criteria,” she points out.

In a psychological sense, as she adds, this is a form of objectification.

“This is a process in which a person is perceived as an object rather than a whole personality. Such a perception of women, based on physical appearance, can undermine their professional identity and diminish their social authority. This tells us that society still does not recognize the full professional subjectivity of women, even when they speak from a position of knowledge and competence,” Đorđević explains.

When such content is mass-produced and consumed, as is the case on internet platforms where thousands of videos highlight parts of female hosts' bodies instead of their work, we speak of collective participation in the degradation of professional female identity, our interlocutor warns.

“The comments accompanying these clips, often filled with sexual innuendo and belittlement, further confirm that it is still difficult for women to be perceived as equal participants in public discourse, even if they meet the aesthetic expectations of the audience,” she notes.

Đorđević adds that the observation of women through gender and physical appearance is very prevalent, especially in the media.

“Television and social media often present visual content in which a woman, regardless of the topic she speaks about, is depicted in a way that emphasizes her body. The audience, through media patterns, has been conditioned to first notice a woman's appearance and only then the content,” she says.

Empirical research, as she reveals, confirms that attractive women are often perceived as less competent.

“This mechanism further reinforces the gender double standard, where a man does not have to be physically attractive to be taken seriously, while a woman is expected to be both,” Đorđević points out.

The impact of such narratives on women is deep and subtle, she emphasizes.

“Women who are constantly subjected to evaluation based on appearance may develop a form of self-objectification, i.e., an internal view of themselves as objects. This means that while they work, they simultaneously think about how they look, how others see them, and whether their appearance will be commented upon. This divides their attention, reducing focus, spontaneity, and authenticity in their work,” Đorđević warns.

This pattern is increasingly present in other professions, our interlocutor says.

“For example, among psychotherapists who appear in the media. In the desire to be seen, accepted, or commercially recognized, some therapeutic figures increasingly use visual appeal and provocative aesthetics as part of their public appearance. Such a form of professional self-objectification testifies to how deeply rooted the norm of sexualization has become, even in professions based on introspection, ethics, and neutrality,” Đorđević explains.

She reminds us that the psychological consequences of all this are thoroughly documented.

“Women who are exposed to sexualization and objectification may develop a state in which they are constantly mentally engaged in thinking about their appearance, bodily presentation, and the evaluation of their environment. This phenomenon is not superficial and can deeply impact cognitive and emotional functioning. It can also lead to the development of body image disorders, anxiety, and, in more severe cases, depressive symptoms,” Đorđević warns.

Regarding long-term consequences, as she reveals, women may develop beliefs that their professional contributions are not important.

“This leads to demotivation, loss of identity in work, and even withdrawal from public space. This is not an individual problem but a consequence of a cultural climate in which the female body is treated as a public good rather than as a private matter of the person who bears it,” Đorđević concludes.

Can the sexualization of female journalists be countered through legal remedies?

Gordana Konstantinović, a lawyer from the Association of Journalists of Serbia (UNS), tells Danas that female journalists and media workers in Serbia are increasingly becoming targets of digital violence, objectification, and unauthorized sharing of their recordings.

She adds that this is not just a personal issue but also an attack on freedom of expression, media freedom, and human rights.

“This is a serious and multilayered problem that includes sexism, invasion of privacy, abuse of digital platforms, and endangering the professional integrity of female journalists,” Konstantinović warns.

The Council of Europe’s Recommendation – Protection of Female Journalists from Gender-Based Violence indicates that female journalists are particularly exposed to gender-based attacks and recommends that states investigate such cases as threats to freedom of expression, she reminds us, adding that another Recommendation – Protection of Journalism and the Safety of Journalists emphasizes that states have a positive obligation to protect journalists, especially female journalists, from all forms of threats; that every attack, including online harassment and sexualized content, must be investigated swiftly and effectively, supports the development of mechanisms for rapid reporting and removal of online attacks, and encourages media to have internal mechanisms for reporting and responding in cases of attacks on women in newsrooms.

Konstantinović states that it is crucial for female journalists and media workers to become familiar with digital security and take protective measures.

“They can be assisted by the Information on Digital Security for Journalists ‘Don't Risk It, Protect Your Data’ prepared by the Association of Journalists of Serbia. Protection involves using strong passwords and two-factor authentication on all accounts, adjusting privacy settings on all social media profiles, and controlling access to content. Regularly searching one’s own name and recordings can also contribute to protection by enabling early detection of potential abuses. If abuse is detected, it is possible to request removal of content via YouTube, X (Twitter), Facebook, and other platforms,” she explains.

If a violation occurs, she says, depending on a series of circumstances in each specific case, legal protection can be achieved through civil and criminal proceedings.

“The Criminal Code of Serbia prescribes the following offenses – Endangerment of Safety, including digital threats and ‘online witch hunts’, Stalking, Unauthorized Photography, Unauthorized Recording and Publication of Personal Recordings, Unlawful Processing of Personal Data, as well as Sexual Harassment. Protection can also be achieved in civil proceedings through a lawsuit for violation of personal rights if a recording is published that harms honor, reputation, privacy, or dignity. If, for example, a female journalist's recording is sexualized on social media, damages can be claimed for harm to reputation and dignity and removal of the recording,” Konstantinović advises.

Protection is also provided through a lawsuit for violation of copyright if, for instance, there has been unauthorized use of a recording or photograph, or if content has been presented that undermines copyright integrity, she adds.

“Sexualized violence against female journalists in the digital space is not ‘just the internet’ but a real threat to security, dignity, and media freedom. The laws of Serbia and the Recommendations of the Council of Europe provide a legal and moral framework for protection. Any violation of rights must be publicly condemned and institutionally prosecuted,” emphasizes Konstantinović.

She reminds us that support for female journalists is also provided by news and media associations and civil sector organizations such as UNS, NUNS, the Safe Journalists network, and others.

Source: Danas