This product was seen at the
I imagine the day this product is on display in a museum, an artifact. People will look at it, baffled, not even understanding. Students will study how backwards the world was in 2013, wondering how and why our culture allowed and accepted sexism as if it were okay or funny or normal. Can you imagine a game showing a Caucasian brain battling an African brain along with a bunch of stereotyped categories?
Today, Salon posts:
The latest global estimate from the United Nations Say No to Violence Campaign is that the percentage of women and girls who have experienced violence in their lifetimes is now up to an unbearable 70%. In a world in which this many girls and women will be raped or beaten in her lifetime, allowing content about raping and beating women to be shared, boasted and joked about contributes to the normalisation of domestic and sexual violence, creates an atmosphere in which perpetrators are more likely to believe they will go unpunished, and communicates to victims that they will not be taken seriously if they report.
Here’s an ex-girlfriend shooting target seen at an NRA convention this Spring.
Violence against women is epidemic. A first step to abuse is always dehumanizing the victim. Propaganda, in the form of images and narratives, effectively dehumanizes on a mass scale. Here’s some propaganda marketed to kids:
Images/ narratives of Jews circa 1938
Africans circa 1931
Females circa 2013
It’s easy to look back on history and wonder: How did people ever put up with that? I’d never buy into it. But what are you participating in right now that is completely accepted, not to mention celebrated, by our culture?
Propaganda works in steps and stages. The product marketed may not be as extreme as a bloody, scantily clad woman, but it’s likely to be a sexualized female, one that is, remarkably, often advertised to kids.
So tell John Lewis to stop selling sexism or join Women, Action, and Media’s campaign and to get Facebook sponsors to stop promoting violence against women or post on Target’s site that you’re not buying its new doll. Please do something for your kids. Take action to end everyday sexism because it numbs all of us to the mass objectification of women.