"Though both are bound in the spiral dance, I would rather be a cyborg than a goddess." – Donna Haraway

Posts tagged ‘femininity’

Droid’s Hypermasculine Advertising: A Whole Lot of Violence in 31 Seconds

Sexism in Tech Ads | Feminist Law Professors.
Thanks to Feminist Law Professors for blogging about this and Jessie Daniels (@JessieNYC) for tweeting about it (and introducing me to a new blog too!). Be sure to check out the link on Feminist Law Professors to their list of other sexist tech ads.

What really strikes me in this particular ad is the tension between the construction of technological hypermasculinity and the disavowal of femininity. We’ve seen a similar masculine/technological vs. feminine/decorative binary played out in multiple arenas. One of my favorite examples is a parody done by a British sketch comedy show that features a computer for women that has a lipstick holder and tissue dispenser (I can’t find the link for the life of me. Please comment if you know the video to which I’m referring! Update: the skit was from the show Look Around You, Season 2, episode 5 and introduced the world to the “Petticoat 5,” the first computer for women).

The nature of this commercial, however, seems to be particularly violent. Here’s a short list of reactions to the imagery and tone. I apologize for the bullet format but my to-do list was overflowing even before I saw this video and felt compelled to comment upon it:

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