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feminist ear

one of the things that i consider to be a large part of being a feminist, for me, is to be able to see through, or understand, when sexism crops up in literature or television, or really in any public forum, any medium. a fine example of this is that this morning i was listening to the radio, and there was a CVS ad on; the ad went something like this: "blah blah blah ... CVS pharmacists are obsessed with perfection! blah blah blah ... if you're a mom, you know what we mean." I wish I could remember the complete ad text, because I think in context it made more sense, but that's all I can remember... and I think it's obvious enough. I was immediately sickened that they would completely and totally ascribe childcare to the mother and marginalize the father in such a simple and deceptively innocent statement. I know that some people think it's stupid to get worked up about something so small, but as far as I am concerned, every time that ad airs it sets another brick onto the wall stopping progress in gender politics. Somewhere, someone is hearing that and having their feelings on gender roles reinforced or formed, conciously or subconciously. I suppose some people might not even hear the sexism in that statement; I guess that's exactly why I consider myself a feminist.

Off to write an angry email.



Jun. 26th, 2002 01:25 am (UTC)
Yes!!!!!!!!!! I saw that one! I am glad to hear they changed it. Of course, it's still stupid. I heard the old vesion of the commercial and my jaw just dropped. This is the kind of thing that I want to have at the ready when someone tells me that the need for feminism, or the need to be concientious about gender politics, is dead. Rar!