As I scanned my Twitter new-feed, I recently encountered a thought-provoking article written by Tracey Follows, CSO of the mighty JWT. Entitled ‘Where are the female superheroes?’, and guided by the observation that there is a distinct absence of female superheroes portrayed on film today, it argues that these figures are vitally needed because they act to instill empowering values in young women which are invaluable for them when making career-decisions later in life.
I found the article bold and well-evidenced, as well as its premise clear: as female superheroes are powerful figures who single-handedly defeat their antagonists, young women can draw upon this archetype to help shape their career-decisions. However, after reading it, I must say that I was still left with an uneasy feeling.
My doubt was raised by the Black Widow news-story that prompted Follows’ article; specifically the manner conveyed by Hollywood through its dealings with the Black Widow character. Although Hollywood has no difficulty plastering images of the leather-clad Black Widow (Scarlett Johannson) everywhere in order to entice punters to see Captain America, it deems the notion of a feature-length film dedicated to her unthinkable on the grounds that it would be ‘less compelling’. For me, this discrepancy reveals that, still today, Hollywood (the globe’s most influencing media-force) reveals an inherent patriarchal bias. This is because it implies that Hollywood regards the female to only play a tertiary role in the genre: the eye-candy to be consumed but not deserving of a narrative.
Therefore, for this reason, I’m actually glad that female superheroes aren’t currently being portrayed in film. This is because I suspect that they would most likely be presented as hyper-sexualised male-fantasties; not empowered female individuals.
This insight raises the larger, and now sadly familiar, issue of the representation of women in the media today. Unfortunately, although preached against often enough, women continue to be dominantly represented from a patriarchal perspective, particularly regarding media that engages young women. Specifically, Hollywood movies, music videos and fashion magazines present hyper-sexualised, objectified women with a singular emphasis on beauty and sexuality. For me, Miley Cyrus seductively swinging naked on a phallic symbol in her music video ‘Wrecking Ball’ is the definitive example of this in recent memory.
So, if I’m rejecting Follows’ suggestion, who do I think is a good female role-model for young women today; specifically, one who’ll inspire risk-taking in young women in the workplace? Well, on reflection, Follows wrote her article at a fortunate time for me, as she prompted me to capture something that has been latently bubbling around in my head until now. Recently, just through my every-day encounter with the news, I’ve noticed the rumblings of a distinct cultural shift in women’s attitude and behaviour regarding these continually projected male values. This is being lead by a diverse gang of female individuals in the media who are currently challenging them.
Some examples include: Emma Watson, who recently continued to show that she regards herself as a professional actress rather than a sex-symbol by saying that she eagerly awaits the aging process; Alexa Chung, who recently commented that she likes to wear boyish clothes to test her date’s substance; Lorde, an upcoming recording artist who is a self-proclaimed and active feminist; Cameron Diaz, who relatively recently released a book that aims to empower women’s bodies; and Karley Sciortino, whose provocative blog aims to empower women through her liberated attitude to female sexuality. These are today’s real female risk-takers, as they refuse to pander to the media’s expectations even in light of the enormous pressures they’re facing from it.
Furthermore, I’ve also noticed a wider cultural yearning by women both nationally and globally to challenge patriarchal values too. For me, this was revealed through the recent “No Make-Up Selfie” phenomenon, which I believe was not only done for charity, but also as a rally-cry against the recent domination of “selfie culture”, which is self-imposed female objectification.
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Overall, I think that these women are today’s female superheroes. Not in any traditional sense, but they certainly are risk-takers who are standing for something they believe in.
In light of this, I think that the relevant marketers, advertisers and wider media should recognise and embrace these women that are the voices of this current cultural feeling and be brave enough to represent, support and celebrate them. Maybe not as women with supernatural ability, but instead as remarkable women who dare to define themselves.
Thanks Tracey for your insights; you got me thinking.
Read Tracey Follows essay here: http://www.campaignlive.co.uk/news/1288188/
