Over one hundred and fifty THOUSAND Facebook members have joined the group *30 Reasons Girls Should Call It A Night*. Among these reasons, numbers 11 (“You talk to stupid skanks you really hate and tell them you really do like them and that ya’ll should be friends.”) and 14 (“You become overly enthusiastic when someone offers you $20 dollars to make out with your friend when you totally would have done it for free”) stand out as first-rate examples of how popular culture demeans women. Because, like totally the only way for a female to have a good time is strip down, smear some makeup on her face, and wade out into debauchery.

Number 18: “Your make-up is smeared all over your face and somehow you have still managed to make out with 5 different guys. very classy.” It’s clear that what’s going on here is veiled self-reproach; when someone does something which they would be embarrassed by if they had any sense, they mock the same behavior in others while remaining aloof to their hypocrisy. In an article for the UK Daily Mail, Alcohol Concern spokesman Frank Soodeen was quoted as saying that this group is “symptomatic of the culture of acceptability around drunkenness.” Of course, drunkenness is a means to an end, namely, the dismantling of dignity and mores which stand between women and objectification. A very non-scientific study of the members of “30 Reasons” reveals that 40% are male — a ready audience for the photos and videos of drunken foolishness that college women are being convinced is the finest way to spend one’s time.

I don’t know why I continue to let myself get shocked by these things. The first time I saw this commercial, I sat on the couch stunned, my jaw resting contemplatively on the floor. I know I should expect such objectification from advertisements, especially beer companies, but it never ceases to amaze me. As I watch a green sexy robot who eerily resembles a futuristic Stepford wife dance around, spout extra arms, slap her own ass, pour a glass of beer, and then open up to reveal two more, different-colored, but equally sexy robot-women, I begin to realize it’s no wonder we live in a rape culture. It’s no wonder men think it’s OK to treat women as less than human. Look at what they’re being told!

And the worst part? As the horror of the commercial finally ends, I turn my aghast face upon my mother’s only to find she is completely unaware of the blatant objectification, sexism, oppression, I could go on and on, screaming out from the TV screen! And this is in no way a comment against my mother. Instead, it is a lament to the fact that beer companies (along with many others) are showing ads such as these, and not only the men are buying into them. This form of objectification is becoming so mainstream and normal in our culture that we’re completely desensitized to it and don’t even notice when we’re being objectified right in front of our faces.

How are we supposed to fight and change our rape culture when men are constantly being told women are objects (i.e. robots), and women don’t even see the problem with this??