Tags: children/youth, gender, marketing/brands, organizations/occupations/work, science/technology, adulthood socialization, 00 to 05 mins
Summary: This video was published by the European Commission for a campaign designed to attract more women to a career in science. The commission said that the video had to "speak their language to get their attention" and that it was intended to be "fun, catchy" and strike a chord with young people. The original video was taken down after it received so many negative comments. This tactic, however, of flashing a few pink gimmicks in an effort to get girls interested in (or purchase products related to) traditionally masculine activities is nothing new; instructors can point to numerous examples including the marketing of video games and computer technology (both the hardware and software). This clip would be useful for illustrating to students the ways in which gender socialization, often discussed in the classroom in the context of pink and blue toys for children, carries into adulthood in very obvious ways (e.g., Dell's short-lived Della computers). However, instructors might ask students to name some less obvious ways that gender socialization in adulthood takes place. Further, instructors might take a counterposition in an effort to spark classroom discussion, for example, posing the question: What's the harm of using a little pink and slick sexuality to get women involved in science? If successful, wouldn't this be a feminist victory in that more women would move into an occupational field currently dominated by men?
Submitted By: Anonymous
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