Goldieblox – Adver (2012)
2013 has felt like the first year where discussion around feminism & what it is to be a woman has really escalated into the mainstream consciousness. Morning daytime television programmes and Sunday morning forum TV programmes have tried to decipher the incentives of Miley Cyrus’s twerking (no longer in enclosed speech marks as it’s supposedly made the dictionary now). In addition to this, Katniss Everdeen makes a return in the follow up Hunger Games: Catching Fire where she continues to act as martyr in light of a rebellion against the ruling Panem district. There are loads more examples where controversy surrounding women has sparked a passionate and heated debate about the role and identity of the modern woman.
I welcome the Goldieblox video into my life, clever marketing aspires for this product to ‘disrupt the pink aisle’ whilst it also challenges the gender stereotype right from the earlier days of a young girl/boy’s development. It’s an accepted notion that young girls will want to be surrounded by toys and bears until they grow up to like Barbie or Polly Pocket (the latter might be a generation thing, I don’t see kids with Polly Pockets anymore…), the stereotype grows as the child unknowingly falls susceptible to girly toys.. before we know it, these toys are replaced by perfumes and make up. How utterly depressing. If a young girl grows up with Action man and football, it’s instantly identified as ‘against the grain’ which is effectively reinforcing the stereotype and the expectations of a young girl, teenage girl and woman.
To best summarise the progressions and regressions of the discussions surrounding the modern woman in 2013, Miss Representation have done a very good job with this video ‘How the Media failed Women in 2013’ (albeit referring to ALOT of American headlines/controversies – so I had to pause alot and do my research)
How the Media failed women in 2013 (2013)