You would be forgiven for thinking that archaic stereotypes of women being in the kitchen were a thing of the past? Think again. This week, Uber posted a controversial comment on social media in Bangalore. The status was in relation to ‘Wife Appreciation Day’, and urged husbands to ‘let your wife take a day off from the kitchen’ and order the new Uber Eats service.
Immediately, and justifiably, this caused uproar on social media, with Uber taking down the message and apologising very quickly. Uber’s chief brand ambassador Bozoma Saint John hailed it as ‘completely unacceptable’.
This, unfortunately, is not the first time in recent history that sexism has reared its ugly head in marketing. Issue 86 of the journal ‘New Formations’ tackles everyday sexism, arguing that because sexism is widely accepted as a thing of the past, modern iterations of sexism disguises itself under the pretence of being retro or ironic, two terms that most millennials will be very familiar with.
This is a belief that is echoed by Alissa Quart, who wrote the article entitled ‘Hipster sexism’ in the New York magazine. She defines the term as ‘the objectification of women but in a manner that uses mockery, quotation marks, and paradox’. In the article she refers to song lyrics using derogatory terms for women in an affectionate manner, TV shows and films showing the humiliation of women in an amusing way, and other forms of 21st century media using irony and sarcasm to make sexism socially acceptable.
The message that Uber released may have been trying to be tongue-in-cheek, but is this sort of wink-at-the-audience sexism healthy, or is it actually as harmful as ‘classic sexism’? It acknowledges the concept as socially unacceptable, but still relies on it, albeit laced with irony.
English Literature and Language, and Linguistics students may want to examine the way in which language is interpreted. HSPS students may want to look at social media as a tool to create social change. History students may want to look at the development and transformation of sexism throughout different periods of time.
- Music Reading List Applying for Music at Cambridge or Oxford requires a range... Read more >
- What’s the Most Important Part of Your Application? An application to Oxford or Cambridge involves various different elements,... Read more >
- Download a Medicine Personal Statement 2 “Further work experience has highlighted some of the demands and challenges... Read more >
- UCAS: A How To Guide The process of applying to university through UCAS can seem... Read more >
- Experimental Psychology & Psychological and Behavioural Sciences (PBS) Reading List If you are interested in Psychology, Oxford offers the Psychology... Read more >
- Choosing The Right A-Levels Picking subjects at A level can be a difficult decision... Read more >
- Your free E-book… “So You Want To Go To Oxbridge? Tell me about a banana…” If you are applying to Oxford or Cambridge, there are... Read more >
- What makes a good interview? The notion of an academic interview with prominent Oxbridge academics is a major... Read more >
- Is Oxbridge right for me? Have you asked yourself why you are planning to apply... Read more >
- Medicine, Maths, and Economics Puzzles We asked three of our top Medicine, Maths, and... Read more >
- Access and Financial Support at Oxbridge As two of the world’s top universities, both Oxford and... Read more >
- History Reading Lists The main challenge in the step up from school to... Read more >
- Philosophy Reading List If you are interested in Philosophy, there are several options... Read more >
- US University Applications: How Decisions Are Made Article contributed by: Dr Jon Tabbert, US university admissions educational... Read more >
- Course By Course Fact Sheet This helpful guide sets out by course what grades you... Read more >
- ELAT overview If you’re applying for English, or its joint schools, you... Read more >
- ELAT mini mock paper If you’re applying to read English at Oxford, you will... Read more >
- Maths Puzzle: The Age of Census A census-taker knocks on a door, and asks the woman... Read more >
- Oxbridge: the global impact Concerning UK university admissions, UCAS have released some interesting stats.... Read more >
- HAT mini mock paper The History Aptitude Test or ‘HAT’ must be sat by... Read more >
- LNAT ‘So you want to go to Oxbridge’ Answers If you have been reading our book ‘So you want... Read more >
- 20 Real-Life Oxford and Cambridge Interview Questions The Oxford and Cambridge interviews are notorious for having academically... Read more >
- Download a Law Personal Statement “Participating in a Citizenship Foundation Mock Trial Competition during Year... Read more >
- UCAT mini mock paper & answers If you are applying for Medicine or Dentistry, many of... Read more >