There seemingly has to be a reason as to why we still exist in a world where derogatory behaviour to women is not only tolerated, but is actually an endemic part of our cultural make up. It appears that sexism is so ingrained within all of us to a certain degree that although men and women have now been on an equal footing for over 100 years, the mindset hasn't shifted sufficiently. One component of gender portrayal we all unwittingly absorb comes from the media and the continued reinforcement of differentiating us all on the basis of sex. I used 'absorb' purposely as this is the real danger which blocks cultural change... we all subliminally take on beliefs through subtle messages which are constantly foist upon us. And nothing portrays this more than the new Nissan Micra advert - Advert Link!
Obviously a female having to chair a meeting in a scary boardroom, full of scary men is way too intimidating for her to deal with, so the poor little lamb has to resort to lowering their seats so that she feels confident enough to address the board (who naturally are depicted as a group of greying white suited men).. you see my point? And this is an advert. For a car. Although worth adding that the clever marketeers who put this together as a situation which could be achieved as the car is so quick (I'm sure maybe not missing your flight home for Christmas could have been a better example) are working for Japanese company - Japan being notorious for it's lack of female presence on executive boards. And, would this advert work with a man being the lead part? No. It's playing on the gender bias and moreover it doesn't even register to most of us how highly sexist this is as the bias is so instilled in us!
I happened upon another article earlier which is a new theory as to how women can make it to the top - the strapline providing most of it's content: The secret to promotion for women? Well cut jeans and looking attractive… but avoid raising your voice and Powerpoint presentations, says new book. Article Link! It is however the male comments which have interested me the most:
Women are not suited to work they are unfocused waffly and obsessed with details
And on the other side of the coin, men just get on with it and be successful without using all this pseudo scientific clap trap as a crutch
+ the ability to make a nice brew.
How about just being good at your job, not taking time off and not bleating on about your kids?
Not forgetting the ability to make a great brew and a good knowledge of who likes which out of the biscuit section. That's a bloomin' good CV booster ladies ;)
She missed "practice your ironing "
On that note, I better go and practice my ironing....
Great depiction of the city sex wars!
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