When I meet the cognitive neuroscientist Gina Rippon, she tells me one anecdote that helps demonstrate just how early children can be exposed to gender stereotypes. There were nine babies born in the ward that day, Rippon recalls. Eight of them were called Gary.
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At the age 15, Noni Och had no reason the presume she was unsafe as she sat playing a video game in her cosy bedroom adorned with posters. But as she navigated further into the globally popular World of Warcraft , she began to feel increasingly uncomfortable. Using voice chat to communicate, Och hoped to swap tactics with other players. But when it became apparent that she was the only female in the arena, things took a nasty turn. She felt the hairs on the back of her neck prick up as the men began to gang up and intimidate her with a series of invasive questions. Then, one of them told her he was masturbating. Shaking, she left the voice chat and closed the game. I blamed myself. It is no longer an area dominated by young men — in fact, the Entertainment Software Association in the US estimates that, although numbers fluctuate from year to year, women have made up about half of gamers globally since But despite women now representing a signifi cant stake in what has become a multi-billion-dollar industry, the last decade has seen gaming become notorious for sexism , sexual harassment and trolling.
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From a sexist Easter egg to a deeply offensive Protein World poster, these adverts all made headlines for the wrong reasons…. But saves my life. Despite new rules around sexism in advertising introduced by the Advertising Standards Authority ASA which were introduced in June, this is by far from the only sexist ad out there. According to a BBC report, the male designer ran the idea past his team of male colleagues before going ahead with it.
A young woman in a low-cut top purses her lips and pushes up her chest as she checks her reflection in a car window. The glass slowly rolls down, revealing two young boys who had been ogling her. Fifteen years ago, the ad might have been seen as just another crass marketing pitch leveraging sex to sell a product. But when the commercial recently appeared in Australia, the backlash on social media denouncing it as sexist was so vociferous, it prompted KFC to apologize. Advertisers who for decades relied on the objectification of women to sell products are increasingly wary of taking that approach, aware that many consumers will no longer tolerate abject sexism. While the MeToo movement has used social media to push advertisers into withdrawing ads they deem offensive, they are building on the wave of earlier battles. Before there was KFC and Peloton, the exercise company recently criticized for an ad, there was the vitamin company Geritol. A gauzy commercial for Geritol shows a handsome, middle-aged man looking into the camera as his wife, perfectly coifed and smiling, leans her head on his shoulder.