It’s often not the conscious gender conversations that reveal a person’s true beliefs. The way to ascertain that is by looking at the less conscious clues that they leave behind.
And so, herewith some evidence (if any more were needed!) of The Sun’s view on gender roles in the UK.
It’s The Sun’s Olympics campaign video. I saw this for the second time at the cinema last night and was struck on both occasions by the enormous lack of women and the total absence of any professional women.
You can view it for yourself but in essence it shows a heap of “normal Britons” running down a beach. Below is a list of the characters represented by men, and those that the females are depicting.
- Runner (x2)
- Mechanics (?) (x2)
- Generic business men (men with briefcases and suits) (x2)
- Football coach / P.E. teacher?
- Stretcher bearers
- Traffic warden
- Ice cream man
- Lady having her hair done
- 2 ladies with no apparent occupation (differentiated only by carrying handbags)
- Mums with buggies (x2)
- Hen night girls (x3)
- Possibly a wheelchair sprinter… not 100% clear on the gender in the low res file
While the battle to kill off Page 3 girls and other top-shelf content in mainstream media is worthy and has my support 100%, I think it’s important that we don’t forget the responsibility of these media outlets to question and self-moderate their subconscious gender messages as well.
For me, the sub-conscious messages are the more dangerous. Their subtlety equips them with the same power as any stealth weapon.