Booth Babes


English: Booth Babes from Eidos Stand at E3 2000

While the various technology trade shows and video game expos are supposed to be about the technology and the games, considerable attention is paid to booth babes. For those not familiar with the way of the booth babe, a booth babe is an attractive woman (the “babe” part) who works at such an event (typical in or near a company’s booth) in order to attract the attention of the predominantly male attendees and lure them, like sirens of old, to the booth.

The job of a booth babe is typically not extremely demanding: they tend to work in two or eight hour stints (depending on whether it is a product unveiling or a full show). Wages vary, but are generally decent. For example, a booth babe working at Computex in Taiwan might make $100-170 for an eight hour shift of smiling and being leered at by hordes of nerdy men. The pay can, of course, be worse at less prestigious events and better at bigger events.

While booth babes might be considered an odd subject for a philosophical look, they do raise some interesting philosophical issues. For those who are wondering, philosophy events do not, as a rule, have booth babes. Mainly just elderly professors in tweed jackets.

One obvious point of concern for any job is whether or not the pay is just for the work being done. As might be imagined, most booth babes would prefer to be paid more. However, given the extent of the babe’s duties, the pay does not seem entirely unreasonable. What is of greater philosophical interest are the treatment of booth babes and the question of whether or not there should be both babes.

As might be imagined, the sort of technology and game events that feature both babes tend to be male dominated. Also, to fall into some stereotypes, many of the men who attend these events are not accustomed to being close to attractive women. There are also, unfortunately, some strong elements of misogyny and sexism in these areas. As such, it is is hardly surprising that booth babes get leered at. They have also been the subject of what seem to be sexist tweets, such as the infamous Asus tweet regarding the “nice rear” of a booth babe. Booth babes also get plastered all over the net in videos and photos, put on display just like the products they are selling.

On the one hand, it seems wrong to treat the booth babes as objects and to employ them to lure men to the events and the booths. This seems to involve demeaning both the booth babes and the males. The babes are demeaned by being presented as sex objects to lure in males and the males are demeaned because it is assumed that they need booth babes to draw them in (and that they want to see the babes).  This seems to be morally wrong. After all, this is treating people as mere sexual objects used to sell products. Both Kant and the feminists would agree that this sort of objectification is wrong. While this view is very appealing (and almost certainly correct), there are some points well worth considering.

On the other hand, if the booth babes were not sexy and if males were not attracted to this, then there would be no jobs for the booth babes. Put another way, what seems to make the booth babe practice wrong also seems to be exactly what gives it a reason to exist at all. Obviously, if  average looking women (and guys) were hired to stand around the booths in comfortable clothing, then they would not attract people to the booths. If guys were such that they did not have an interest in seeing booth babes, then there would be no reason to have booth babes. As such, the profession rests on the fact that males are lured in by a chance to stare at hot women in person. From this, one might argue that the sexism and leering that people complain about is an intrinsic part of the practice. Complaining about it would be on par with complaining that people ask Starbucks employees to make coffee for them: that is, obviously enough, what they are there for.

There are two obvious replies to this. The first is that perhaps the booth babe profession should be eliminated. After all, the mere fact that the job seems to be inherently exploitative and sexist hardly justifies its existence. To use an analogy, being an assassin requires killing people, but that hardly justifies the practice. Of course, getting rid of booth babes need not entail a ban on attractive women. This leads to the second reply: attractive women (or men) could still be hired to work booths without the strong exploitative or sexist elements. The Pax gaming events, for example, do not allow traditional booth babes.Of course, some might complain that any use of attractiveness is morally suspect-but it does not seem any worse than, for example, using talented, friendly or witty people to attract attention.

A final point of concern is that while such events are male dominated, there are still females who attend, often as industry professionals. No doubt most of them do not find the booth babes appealing and some of them probably find the practice offensive and insulting. After all, the booth babes make these events seem like a boys’ club rather than a professional event.  There are also no doubt males who find this practice offensive as well. As such, the use of booth babes might have a negative impact, which is opposite of what the companies want.

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