In an effort to induce more girls to consider careers in science, the European Commission (EC) produced a slick minute long video that turned out to be so sexist that it caused an uproar. The vid reeks of stiletto high heels and mini skirts and has been thoroughly panned by virtually everyone who sees it.
The EC promptly pulled the video, but defended itself saying that the video tried to ”speak their language to get their attention,” referring to young girls. The intent was to produce a video that is “fun, catchy” and would strike a chord with young girls.
The vid, which is entitled “Science: It’s A Girl Thing!,” makes many women who are already employed in the sciences feel insulted by the video’s “sexist” tone and do not think it is “fun” or “catchy” in any way.
In NewStatesman Martha Gill wrote “This kind of campaign insults women who are interested in science already and can more than hold their own with the boys.”
Although the video is already off the market, the EC promises more vids in a similar vein. “We want to overturn clichés and show women and girls, and boys too, that science is not about old men in white coats,” said Geoghegan-Quinn, European Research, Innovation and Science Commissioner speaking at the European Parliament in Brussels.
She said that the “Science, it’s a girl thing!” video is a teaser for a campaign to get more girls into science, and that the campaign will cover 27 EU member states over the next three years.
Quinn further said, ”We’re trying to overcome stereotypes. Yet we’re targeting a whole gender – women in general. We need to find a way to appeal to the whole of womenkind. Yet we don’t want to use stereotypes. Yet we need to appeal to a whole gender. Yet we don’t want to use stereotypes.”
Assuming that is true, it is difficult to understand why the EC came up with this video, because everything in it is stereotypical.
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