The patriarchal system is a system which essentially consists in the predominance of the male gender over the female. Roles, duties and expectations are segregated by sex, and the individual at every stage of life is expected to behave according to the norms set by society. (World Health Organization). Women are expected to be obedient, submissive, without a say in the family and society, caretakers of children and other family members, on the other hand, men are expected to be strong, unemotional, heads of the family, inheritors of the family name, property and the main source of income. The feminist movement essentially opposes these moral codes which directly violate the basic rights and freedoms of women and men.
Gresa Hasa is an activist of the Political Organization and Movement for the University. In her daily activity, Gresa gives a great focus to gender-based violence and the role of women in Albania. A few weeks ago she wrote the political slogan "Down with the patriarchy” in one of the posters of a private company that provides internet services.
"Where is the connection between the distorted image of a young woman, reduced to what she most resembles a voluptuous little girl, and an Internet company trying to market its service? So what is the connection between the pedophilia of the image in question and the internet service offered by the company? The connection is made possible by a system of exploitation that works against women" says Gresa Hasa during her interview for Citizens Channel. According to her, the constant images of women in the media do nothing more than reinforce gender stereotypes and further aggravate the situation in which girls and women find themselves in Albanian society.
Sultana Aliaj is a clinical psychologist and lecturer at the University of Tirana. Asked about the reason why companies continue to have women as sexual objects as their main image, she explains: "The main purpose of advertising is to attract the consumer's attention and convince him to buy. To accomplish this goal, advertising must make our brains react. Apparently, ads with sexual content achieve this better."
Going further into the psychology of the consumer, Aliaj informs us that there is a kind of connection with the presented image and the inner desire to have the appearance and physique of those characters with which the media bombards us every hour of the day.
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"These ads are used and sell products for the simple reason that we like to dream. We love the dream. We think we can probably look like the models if we buy the right product and eat the right food. Our subconscious tells us that if we buy the beer or choose the right perfume, we can attract the supermodel on the box or we can look like her."
Gresa Hasa says that she decided to take the above action against the poster that she calls "with almost pornographic content", as according to her the reaction is not only a political choice, but also our duty as a society.
"We are not tradable pieces of meat for the insatiable greed of this few! We are not sex objects and we do not exist to quench the lusts of the men of society! We do not accept this degrading role that is attempted to be imposed on us by force, and we also refuse to be victims! The reaction is our primary duty, not just a political choice".
According to psychologist Sultana Aliaj, these images pointed out by activist Hasa influence the psychology of adults but also create negative behavior in children, often directing them towards attitudes and behaviors related to bullying.
"Thus, even preschoolers prefer to have friends who have bodies similar to television images and tend to engage in bullying behavior toward children who may be fatter. Children tend to bully overweight girls more than boys, once again clearly affirming the phenomenon of sexual objectification.".
Sultana Aliaj and Gresa Hasa see education as the only form of development where members of society can enjoy existence and freedom, the different and the unknown, the desire and the need which is determined by deeply individual internal drives. Education as a means of knowing oneself and the socio-cultural environment, education as the main form of self-actualization which accepts diversity as a pillar of a humane and accepting society.
"Today, little girls should not be educated with perfection, delicacy, fragility, but with rebellion, courage and breaking taboos. Today, girls and women should know how to be fulfilled by achievements, fulfilling objectives and meaningful goals! Strong women don't stand behind anyone, let alone successful men. Strong women pursue personal success, engage in self-growth, and then contribute to society as a whole!” ends psychology Sultana Aliaj.
*Citizens Channel/Antenela Ndrevataj
