Bladerunner 2049 follows up on the post war world created by Phillip K. Dick in Do Andriods Dream of Electric Sheep? K is an android that works for the government to track down older models of androids and retire them. While working to retire an android he discovers something that could potentially prove he is human rather than an android. Throughout the movie he has a female companion named Joi that is a hologram. Joi acts as a personal assistant and virtual girlfriend to K. She cooks, cleans, and most importantly has a pretty face.
In the scene above, K sees an advertisement for Joi on the street. She comes out of the advertisement and is completely naked. This advertisement shows that sex will be marketed in even more extreme ways. The ad also flips between saying, “Everything you want to hear,” and “Everything you want to see.” Joi is being marketed as a sex toy that will also be a companion. Much like in Her the opperator has control over how his “perfect” lover acts.
Here, Joi has found a human woman to morph with so that her and K can have sex. It is clear that Joi has been programmed to believe sex or the ability to give a physical aspect of yourself to your lover is an important part of connection. This is the belief of many modern day women as well. Media like Bladerunner 2049, Her, and more make the viewer believe that sex is held in such high regard by men, even the robotic men, that they have to find a way to give it to them by any means possible.
The continued over sexualization of women in modern media and the showcasing of that continuing to happen in the future show that women won’t be looking forward to be ing viewed as much more than sex objects any time soon.