Many cultures around the world are suffering from an undersupply of women, since many people prefer baby boys to baby girls. In response, the business magazine Fast Company has launched an advertising campaign aimed at swaying consumers to combat the world’s skewed gender ratio. This is a noble cause, but the problem is that the magazine goes about correcting this problem in the worst way possible—by promoting damaging stereotypes about women. Basically, the campaign argues, we need to make more girls because girls are intrinsically nicer than boys and they’ll cook and clean for you!
I read about Fast Company’s campaign on Aubrey Cohen’s blog at the Seattle Post-Intelligencer. Initially I thought, “Oh, this is great. A business magazine is helping raise awareness about female infanticide, gender-selective abortion, and all of the other practices which are reducing the world’s female populace.” Because we shouldn’t be killing or preventing life based on sex, of course. By the time I had finished reading the article, though, I was thinking to myself, “Christ on a cock. You’ve got to be kidding me. They’re basically saying that we should be increasing the global female population because girls are intrinsically nicer than boys, and boys are fuck-tards.” Below is the blog article I read:
Ads Make the Case for Girls
Parents around the world, including most U.S. dads, still prefer sons. So the folks at Fast Company magazine decided to attack the issue with advertising.
In the age of ultrasound, it’s an issue with serious repercussions. Chinese parents give birth to 120 boys for every 100 girls, while their Indian counterparts have 109 boys for every 100 girls, compared with a natural balance of 105 to 100, Fast Company noted.
That consumer preference turns into disaster when repeated across a society. Unnatural [s]election does a frightening, thorough job of documenting the consequences for countries full of men: sex trafficking in Albania, mail-order brides in Vietnam, crime in “bachelor towns” in rural China. The future portends aging populations short of nurses and teachers
Ad campaigns have been enormously successful in promoting seatbelt use and stigmatizing drunk driving, the magazine noted. “That’s why, as a thought experiment, Fast Company asked some top advertising, marketing, branding, and digital agencies to make the case for baby girls in the language of the global consumer — a challenge they took very seriously.”
The ads use the requisite flashy graphics and clever imagery to note, among other things, that women tend to make better leaders, be more compassionate and live longer, while “boys are 76 percent more likely to set something you love on fire.”
I have exactly what I wanted: one of each. And, while my son has never set anything on fire, he does start bouncing uncontrollably by the end of the day if he doesn’t get a chance to run around.
We need more girls because they’re nicer than boys? Really?
When I read the last bit, I thought to myself, “Aw, how sweet. Cohen ends with a sentimental anecdote about how his daughter can stay still longer than his son.” Unfortunately for him, this doesn’t prove that girls in general can stay still longer than boys. In actuality, increased exercise is actually positively correlated with better learning outcomes for both boys and girls. Contrary to the single-sex education fad taking the world by storm like some early 1980s hairstyle, girls need to move around too in order to learn well. They’re not submissive little princesses for you to talk at.
But the whole article is chock-full of simplistic, sentimental assumptions about sex differences, including the Fast Company quotation implying women’s teaching and nursing capabilities, which Cohen affirms with his own anecdote about his well-behaved daughter and his unruly son, a little boy plagued with the curse of a male neuroendocrinological system. (Oh, and isn’t it just so cute! He can’t help himself!) Like the writers at Fast Company, he takes it for granted that women are better equipped to be nurses and teachers, because they are more nurturing. But what’s the proof? He provides none. It’s just a sweet, sentimental blog entry purporting to espouse a common-sensical truth. Yet Cordelia Fine adroitly overturns the hypothesis that women are intrinsically more nurturing than men in the first section of her rigorously researched tome Delusions of Gender: How Our Minds, Society, and Neurosexism Create Difference. The science cited to prove this claim, she shows, is basically junk, and we need to stop cowtowing to our sloppy, self-serving sentiments.
When we look at the above, what we see is a form of paternalism: the author(s) seek to nurture an environment which “cherishes” women while placing them in traditional roles of servitude: the cook, the diaper-washer, the little angel in the house. For people like Cohen (and I don’t presume that his intentions stretch this far, although he reminds me of many whose intentions do), the global undersupply of females is bad not because women are being killed off, but because “nicer” people are being killed off, and nicer people are women. But we shouldn’t be combatting “female undersupply” because girls are “nicer” than boys; we should be combatting it because girls are being killed off simply for being girls, whatever they may be. If we’re short of females, it isn’t that we’re killing off “nice people”; it’s that we’re killing off people we view as inferior because they have vaginas.
The whole assumption that we’re killing off the “nice, female” population, and not just the “female” population is, as noted above, rooted in the idea that females are the “nice” ones. But maybe what we should be doing is two things: fighting against female infanticide, etc., on one hand, and training men to be more nurturing on the other. At some point, men will have to pick up the slack and assume responsibility for some of the traditionally feminine jobs, like nursing and teaching. We should be fighting against female-related deaths because it is murderous and gender-discriminatory, and we should be training males to be nurturing anyway. We should, in short, be fighting against the disproportionately low female population because it threatens females for being female, not because it threatens intrinsically “better” human beings.
That said, I implore you to read this blog article, which deals intimately with female infanticide in a way I cannot: http://viswanathanar.wordpress.com/ It is written in a local dialect, but most English-speakers should get the gist. It’s actually quite poignant once you’ve put the pieces together. In these places, women are merely striving for survival, let alone the rights we enjoy in Western cultures. We should keep things in perspective and place them in priority.
What do you think?