I have no problem with objectification in many contexts. (for the record, as i mentioned, where women are "dolls" men are "swords" in much of the same media, which is still objectification)
media is mostly for entertainment and not a reflection of real life, nor should it be, so complaining about objectification in that media is like complaining about the sky being green in a fantasy movie.
in the public arena, i don't know these people, and know little to nothing about them. men or women, untill i have established a positive personal relationship, you are, to me, an object to be used to advance my goal (whatever it is) or ignored. not that i treat these people badly, that would get in the way of my goal.
in personal relationships, yes i'd agree its bad. otherwise, its irrelivant or not a representation of real life (wether or not its trying to be) so i don't care, and don't see why others do.