Banning sexist ads

Things are starting to happen, more and more debates are stirring up regarding the sexist misrepresentations we have been force fed for decades by ads, institutional and systemic activities are blossoming in the form of bans. If things continue to progress in this order, we might, might, be able to overcome the daily litany of sexism we are exposed to each and every day. I do not think that we will ever be rid of sexism altogether, that would be too much to ask, right? But if we could at least not portray ourselves in demeaning ways, then that would surely affect the way we see and act towards each other as well.

There are and have been many different projects dealing with these issues for the last couple of years, to name a few: The Representation Project with social media campaigns like #NotBuyingIt and #MediaWeLike, the ad agency Badger & Winters’ campaing #WomenNotObjects, the underwear brand Aerie with their #AerieREAL campaign. Not to mention the many scholars and authors who have been discussing the way we portray women and men in ads, art and film since the 60’s and 70’s (for instance: Laura Mulvey, Jean Kilbourne, John Berger, Erving Goffman, Sut Jhally, Denice A. Yanni, Debra Merskin, and many, many more). Nonetheless, real change takes time, and effort, and endurance. Since advertising as we know it is a social institution, changing it is not just a matter of flicking a switch, as Warlaumont wrote:

Advertising images have a special importance to scholars of popular culture because of the “reality” they construct for the viewer, especially in terms of gender portrayals. Because they are ubiquitous, these portrayals often become our established visual grammars of gender. Since these images are driven, in part, by economic conditions – which often encourage the exploitation of women and others in order to sell products – change has been met with some resistance.

Needless to say, the images we are given have become established, we have breathed them in throughout our lives, they are a part of our norms and value system, therefore, not all see or understand that this is in fact an issue, that this is not the way it has to be, that such images are socially constructed, and thus, they can be re-structured. Thankfully, there are those who do and who have brought this up time and time again, who fight for all of us, even the ones who do not want to see or admit that this affects them as well.

Lately, other larger organizations and institutions have also started to understand the problem, and taken a stand towards it. Some weeks ago the city of Trondheim in Norway declared that ads conveying negative body image will be banned and no longer displayed in public spaces.

“No advertising that conveys a false image of the model/models’ appearance and contributes to a negative body image will be permitted.”

And in a similar manner, London’s Mayor Sadiq Khan has recently banned body-shaming ads on the transit system.

“As the father of two teenage girls, I am extremely concerned about this kind of advertising which can demean people, particularly women, and make them ashamed of their bodies.”

Finally. Action is taken, for real, in a way that can actually bring about some change. Now, I must also express that I am not that particularly happy about the fact that such ads have to be banned, it would be so much better if companies and ad agencies just stopped producing them by their own free will. But since this has not occurred to many (or most..) of them, well, then I guess it’s better that they get stopped by any means necessary, such as bans. It is not enough to just have some advertising standards that companies should follow, without there also being repercussions when they refuse to follow them. In Sweden for instance, we have the Reklamombudsmannen, a foundation where consumers can for instance report ads that they do not find ethically acceptable. There are different types of reports that can be made and one of them concerns gender discriminatory ads, but even if you report an ad, and even if that ad gets condemned for sexism for instance, there are no repercussions what so ever for the company behind the ad. They can, if they want, take it down, or they can totally ignore it and keep spewing their sexist agenda. Such a system is a nice thought, really, it is nice to think that people would behave and if someone tells them they have done something bad, they apologize and try never doing it again. But, unfortunately for us all, people are not like that, not all the time, not everyone. So if they will not listen to reason or just have a general understanding of equality and not want to demean and exploit both women and men, well, fuck it, let’s ban them. In a Swedish newspaper today there was a debate article about just this: the leader of the feminist party in Sweden argued for a ban on sexist ads. On the flip side the chairman for the youth liberal party claimed that such a ban would invade on the freedom of speech, and sure, that may be true, but hey, what about the freedom of not feeling offended when walking out your door, what about the freedom of not having misogyny thrown in your face, what about the freedom of being seen as an equal, what about the freedom of not being brainwashed with in-human, perfectly flawless body and beauty standards that no living person can ever live up to? Of course, sexist ads are not the root of the problem, but they are a part of it. And if all sorts of different brands have not yet understood that they should perhaps try not creating sexist ads in order to sell their products, well then perhaps it is time to do something about it.

If ever there would be a vote or petition in Sweden for banning sexist ads, I’d be the first to sign it. Bring it on, I have my pen ready.

broadcity

Talking to girls

I was bored and perusing Facebook when I came across this interesting blog post.

The fact that we talk to girls and boys differently shouldn’t really surprise anyone, but it should upset us all. The social norms we live by are not something we are born with, it’s infused in us as children. We learn early on how girls and boys should look and act, respectively. These norms are then passed on from generation to generation, from fathers to sons, mother to daughters, from our teachers, friends and even strangers. We all learn to conform to our gender. But gender, be it masculinity or femininity, is just something we have made up, so what is stopping us from reinventing these age old norms? Well, nothing really. The problem is that norms that are so deeply rooted are difficult to break from, they are engraved in our minds and our selves, therefore we have to actively think and decide to act differently, in order to make any change. This is not an easy task. I know. But it’s still worth it. If we can try changing bit by bit, making it possible to talk to girls about what they like and do, instead of how they look, asking boys about their feelings and stop pressuring them about being “strong” and “manly”. How great would it be if both girls and boys were encouraged for the same things, being complemented for the same achievements?

This issue is also deeply related to media and advertising, since ads reflect our culture and society, therefore reinforcing the norms we live in. So many ads are portraying women and men like the stereotypical image of gender we have been taught growing up: Women are beautiful and passive, Men are strong and active. As John Berger put it:

“Men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of woman in herself is male: the surveyed female. Thus she turns herself into an object — and most particularly an object of vision:
a sight.”

Growing up my mother always told me I was beautiful, being her child of course she thought and said so, as any mother would. This probably gave me some form of confidence boost that girls get from (being taught) hearing that. Still, more than praising my looks, she always encouraged me to use my brain. As a kid I was good at math, which thrilled my mother, and in the 4th grade it was me and this boy who were the best in class. However, while he was praised and acknowledged about his math skills, I was not. Needless to say, this really upset me so I told my mother about the boy and he being “better than me”. There and then, she made me a proposal: “How would you like to beat him at math and be the best?” I don’t know why but something in me triggered that day, my competitive instinct kicked in, I was sold. Of course I wanted to beat that boy in math, what ever it took. So from that day on I studied harder than before and sailed through the entire math book, I got so far ahead that in 5th grade I was reading the 7th grade math books. All the while my mother kept encouraging me and pushing me forward, praising not only my looks but also my smarts. So yeah, I did beat the boy, and that gave me a bigger confidence boost than any compliment about my appearance ever has.

I love my mother of course, but even more I am grateful for the way she raised me, being a strong independent woman herself, she always encouraged me to think, act and do. Not just be.

Thank you mom.