Ten-year-old girls can slide their low-cut jeans over "eye-candy" panties. French maid costumes, garter belt included, are available in preteen sizes. Barbie now comes in a "bling-bling" style, replete with halter top and go-go boots. And it's not unusual for girls under 12 to sing, "Don't cha wish your girlfriend was hot like me?"
American girls, say experts, are increasingly being fed a cultural catnip of products and images that promote looking and acting sexy.
"Throughout U.S. culture, and particularly in mainstream media, women and girls are depicted in a sexualizing manner," declares the American Psychological Association's Task Force on the Sexualization of Girls, in a report issued Monday. The report authors, who reviewed dozens of studies, say such images are found in virtually every medium, from TV shows to magazines and from music videos to the Internet.
While little research to date has documented the effect of sexualized images specifically on young girls, the APA authors argue it is reasonable to infer harm similar to that shown for those 18 and older; for them, sexualization has been linked to "three of the most common mental health problems of girls and women: eating disorders, low self-esteem and depression."
Said report contributor and psychologist Sharon Lamb: "I don't think because we don't have the research yet on the younger girls that we can ignore that [sexualization is] of harm to them. Common sense would say that, and part of the reason we wrote the report is so we can get funding to prove that."
Boys, too, face sexualization, the authors acknowledge. Pubescent-looking males have posed provocatively in Calvin Klein ads, for example, and boys with impossibly sculpted abs hawk teen fashion lines. But the authors say they focused on girls because females are objectified more often. According to a 1997 study in the journal Sexual Abuse, 85 percent of ads that sexualized children depicted girls.
Even influences that are less explicitly erotic often tell girls that who they are equals how they look and that beauty commands power and attention, contends Lamb, co-author of "Packaging Girlhood: Rescuing Our Daughters from Marketers' Schemes" (St. Martin's, 2006). One indicator that these influences are reaching girls earlier, she and others say: The average age for adoring the impossibly proportioned Barbie has slid from preteen to preschool.
When do little girls start wanting to look good for others? "A few years ago, it was 6 or 7," says Deborah Roffman, a Baltimore-based sex educator. "I think it begins by 4 now."
While some might argue that today's belly-baring tops are no more risque than hip huggers were in the '70s, Roffman disagrees. "Kids have always emulated adult things," she says. "But [years ago] it was, 'That's who I'm supposed to be as an adult.' It's very different today. The message to children is, 'You're already like an adult. It's okay for you to be interested in sex. It's okay for you to dress and act sexy, right now.' That's an entirely different frame of reference."
It's not just kids' exposure to sexuality that worries some experts; it's the kind of sexuality they're seeing. "The issue is that the way marketers and media present sexuality is in a very narrow way," says Lamb. "Being a sexual person isn't about being a pole dancer," she chides. "This is a sort of sex education girls are getting, and it's a misleading one."
Liz Guay says she has trouble finding clothes she considers appropriate for her daughter Tanya, age 8. Often, they're too body-hugging. Or too low-cut. Or too short. Or too spangly.
Then there are the shoes: Guay says last time she visited six stores before finding a practical, basic flat. And don't get her started on earrings.
"Tanya would love to wear dangly earrings. She sees them on TV, she sees other girls at school wearing them, she sees them in the stores all the time. . . . I just say, 'You're too young.' "
"It's not so much a feminist thing," explains Guay, a Gaithersburg medical transcriptionist. "It's more that I want her to be comfortable with who she is and to make decisions based on what's right for her, not what everybody else is doing. I want her to develop the strength that when she gets to a point where kids are offering her alcohol or drugs, that she's got enough self-esteem to say, 'I don't want that.' "
Some stats back up Guay's sense of fashion's shrinking modesty. For example, in 2003, tweens -- that highly coveted marketing segment ranging from 7 to 12 -- spent $1.6 million on thong underwear, Time magazine reported. But even more-innocent-seeming togs, toys and activities -- like tiny "Beauty Queen" T-shirts, Hello Kitty press-on nails or preteen makeovers at Club Libby Lu -- can be problematic, claim psychologists. The reason: They may lure young girls into an unhealthy focus on appearance.
Studies suggest that female college students distracted by concerns about their appearance score less well on tests than do others. Plus, some experts say, "looking good" is almost culturally inseparable for girls from looking sexy: Once a girl's bought in, she's hopped onto a consumer conveyor belt in which marketers move females from pastel tiaras to hot-pink push-up bras.
Where did this girly-girl consumerism start? Diane Levin, an education professor at Wheelock College in Boston who is writing an upcoming book, "So Sexy So Soon," traces much of it to the deregulation of children's television in the mid-1980s. With the rules loosened, kids' shows suddenly could feature characters who moonlighted as products (think Power Rangers, Care Bears, My Little Pony). "There became a real awareness," says Levin, "of how to use gender and appearance and, increasingly, sex to market to children."
Kids are more vulnerable than adults to such messages, she argues.
The APA report echoes Levin's concern. It points to a 2004 study of adolescent girls in rural Fiji, linking their budding concerns about body image and weight control to the introduction of television there.
In the United States, TV's influence is incontestable. According to the Kaiser Family Foundation, for example, nearly half of American kids age 4 to 6 have a TV in their bedroom. Nearly a quarter of teens say televised sexual content affects their own behavior.
And that content is growing: In 2005, 77 percent of prime-time shows on the major broadcast networks included sexual material, according to Kaiser, up from 67 percent in 1998. In a separate Kaiser study of shows popular with teenage girls, women and girls were twice as likely as men and boys to have their appearance discussed. They also were three times more likely to appear in sleepwear or underwear than their male counterparts.
It can be tough for a parent to stanch the flood of media influences.
Ellen Goldstein calls her daughter Maya, a Rockville fifth-grader, a teen-mag maniac. "She has a year's worth" of Girls' Life magazine, says Goldstein. "When her friends come over, they pore over this magazine." What's Maya reading? There's "Get Gorgeous Skin by Tonight," "Crush Confidential: Seal the Deal with the Guy You Dig," and one of her mom's least faves: "Get a Fierce Body Fast."
"Why do you want to tell a kid to get a fierce body fast when they're 10? They're just developing," complains Goldstein. She also bemoans the magazines' photos, which Maya has plastered on her ceiling.
"These are very glamorous-looking teenagers. They're wearing lots of makeup. They all have very glossy lips," she says. "They're generally wearing very slinky outfits. . . . I don't think those are the best role models," Goldstein says. "When so much emphasis is placed on the outside, it minimizes the importance of the person inside."
So why not just say no?
"She loves fashion," explains Goldstein. "I don't want to take away her joy from these magazines. It enhances her creative spirit. [Fashion] comes naturally to her. I want her to feel good about that. We just have to find a balance."
Experts say her concern is warranted. Pre-adolescents' propensity to try on different identities can make them particularly susceptible to media messages, notes the APA report. And for some girls, thinking about how one's body stacks up can be a real downer.
In a 2002 study, for example, seventh-grade girls who viewed idealized magazine images of women reported a drop in body satisfaction and a rise in depression.
Such results are disturbing, say observers, since eating disorders seem to strike younger today. A decade ago, new eating disorder patients at Children's National Medical Center tended to be around age 15, says Adelaide Robb, director of inpatient psychiatry. Today kids come in as young as 5 or 6.
Not everyone is convinced of the uglier side of beauty messages.
Eight-year-old Maya Williams owns four bracelets, eight necklaces, about 20 pairs of earrings and six rings, an assortment of which she sprinkles on every day. "Sometimes, she'll stand in front of the mirror and ask, "Are these pretty, Mommy?"
Her mom, Gaithersburg tutor Leah Haworth, is fine with Maya's budding interest in beauty. In fact, when Maya "wasn't sure" about getting her ears pierced, says Haworth,"I talked her into it by showing her all the pretty earrings she could wear."
What about all these sexualization allegations? "I don't equate looking good with attracting the opposite sex," Haworth says. Besides, "Maya knows her worth is based on her personality. She knows we love her for who she is."
"Looking good just shows that you care about yourself, care about how you present yourself to the world. People are judged by their appearance. People get better service and are treated better when they look better. That's just the way it is," she says. "I think discouraging children from paying attention to their appearance does them a disservice."
Magazine editor Karen Bokram also adheres to the beauty school of thought. "Research has shown that having skin issues at [her readers'] age is traumatic for girls' self-esteem," says Bokram, founder of Girls' Life. "Do we think girls need to be gorgeous in order to be worthy? No. Do we think girls' feeling good about how they look has positive effects in other areas of their lives, meaning that they make positive choices academically, socially and in romantic relationships? Absolutely."
Some skeptics of the sexualization notion also argue that kids today are hardier and savvier than critics think. Isaac Larian, whose company makes the large-eyed, pouty-lipped Bratz dolls, says, "Kids are very smart and know right from wrong." What's more, his testing indicates that girls want Bratz "because they are fun, beautiful and inspirational," he wrote in an e-mail. "Not once have we ever heard one of our consumers call Bratz 'sexy.' " Some adults "have a twisted sense of what they see in the product," Larian says.
"It is the parents' responsibility to educate their children," he adds. "If you don't like something, don't buy it."
But Genevieve McGahey, 16, isn't buying marketers' messages. The National Cathedral School junior recalls that her first real focus on appearance began in fourth grade. That's when classmates taught her: To be cool, you needed ribbons. To be cool, you needed lip gloss.
Starting around sixth grade, though, "it took on a more sinister character," she says. "People would start wearing really short skirts and lower tops and putting on more makeup. There's a strong pressure to grow up at this point."
"It's a little scary being a young girl," McGahey says. "The image of sexuality has been a lot more trumpeted in this era. . . . If you're not interested in [sexuality] in middle school, it seems a little intimidating." And unrealistic body ideals pile on extra pressure, McGahey says. At a time when their bodies and their body images are still developing, "girls are not really seeing people [in the media] who are beautiful but aren't stick-thin," she notes. "That really has an effect."
Today, though, McGahey feels good about her body and her style.
For this, she credits her mom, who is "very secure with herself and with being smart and being a woman." She also points to a wellness course at school that made her conscious of how women were depicted. "Seeing a culture of degrading women really influenced me to look at things in a new way and to think how we as high school girls react to that," she says.
"A lot of girls still hold onto that media ideal. I think I've gotten past it. As I've gotten more comfortable with myself and my body, I'm happy not to be trashy," McGahey says. "But most girls are still not completely or even semi-comfortable with themselves physically. You definitely still feel the pressure of those images."
To read the APA report of the Task Force on the Sexualization of Girls, go to http://www.apa.org/pi/wpo/sexualization.html.