"Breast Year Ever": The most demeaning contest ever

Life is better with big breasts; the world smiles upon those who have greater curvatures. And after all, everyone wants a little bit of joy in their lives, even if it comes in two saline bags.

Spreading such joy was the focus of radio station HOT 99.5 WIHT's "Breast Year Ever" competition in January. But far from sending messages of happiness, the contest sent messages of superficial self-improvement and was little more than a tasteless ploy to boost ratings.

The premise of the contest was to give one "lucky" winner $6,000 towards breast augmentation surgery. The public chose the winner from a pool of 10 bikini-clad semifinalists pictured without their faces on the station's web site, where people voted on whom they deemed "most deserving."

Breast implants are not a new tactic to attract listeners. Infamous shock jock Howard Stern has been giving away breast implants and other outrageous prizes for years. But what separates Stern's antics from WIHT's is the station's audience.

As outrageous as Stern's talk show may be, it is targeted towards an audience of adults who are fully aware of his brash style and edgy material. In contrast, WIHT's contemporary hits programming is popular among preteens and children, and musicians like Kelly Clarkson and Ashlee Simpson draw younger listeners to the station. Also, WIHT actively reaches out to local high schools by DJing school events.

Essentially, the breast giveaway advertised to an audience of teens and children something meant for adults. Although the contest was open only to listeners older than 18, its emphasis on the benefits of having larger breasts inevitably reached teens and preteens, an age group sensitive to issues of self-esteem and self-image.

WIHT is undoing efforts by schools and parents to foster healthy body image and high self-esteem among girls. Psychologist Rosalind Goldfarb emphasizes that "young people will listen to what older people say," noting the influence that DJs and other figures have on children who may grasp the benefits of cosmetic alterations while ignoring larger issues behind such procedures.

WIHT was irresponsible and misused its ability to influence listeners. Providing a woman with a bigger set of breasts will not change the underlying issues of her feelings of self-worth, and such a campaign only reinforces unrealistic and often unhealthy standards — the same standards that convince a woman she needs breast implants in the first place.