Back in June of 2016 The Association of National Advertisers and its Alliance for Family Entertainment launched an initiative titled #SeeHer, to boost girls’ self esteem by making sure women are portrayed correctly in commercials. As AdAge explains:
The Association of National Advertisers and its Alliance for Family Entertainment are out to eliminate bias against women from advertising and media, launching #SeeHer in an effort backed by the White House and tracked by ongoing consumer surveys.
…The White House is particularly concerned about under-representation of women in the fields of science, technology, engineering and medicine, or STEM, which it believes is tied to how women are portrayed in media, said AFE Chairman and former Walmart CMO Stephen Quinn.
Viacom created its own commercial dedicated to the topic, titled It isn’t rocket science. As is noted in the commercial’s title, the point is that women don’t actually have to do STEM for young girls to see women doing STEM. Offering girls pretend examples is just as good, so long as they see women doing the activity in question:
A female scientist at The Pentagon is working frantically to fix an emergency computer. Once she figures out the problem, she races to let the president know that it wasn’t an attack, but rather a mainframe failure, and saves the day just in time. The scene flashes back to a young girl learning about computers at school, seemingly imagining the previous situation as her future. Viacom says that portraying a strong, intelligent female character isn’t rocket science. If a young girl sees her, she can be her.
This feminists preference for make believe over real achievement is nothing new. As soon as Charles Lindbergh completed his historic solo transatlantic flight in May of 1927, the race was on to find a woman whom girls could look up to as a female version of Lindbergh. After multiple failed attempts, finally a woman was found who could cut her hair, dress up like a man, and allow men to fly her across the Atlantic! On June 17 1928, Lady Lindy was born when Wilmer Stultz and Louis Gordon successfully transported Amelia Earhart across the Atlantic via airplane.
Ninety years have passed, but the objective hasn’t changed:
How can we show girls pretend examples of women’s achievement?
However with new times come new methods. In the past women had to cut their hair and dress like men to accomplish this goal. Today however we aren’t confined to the old ways. Now men can grow out their hair and dress as women to do the same thing.