[ad_1]
The web ad for the TV Asahi news program “Hodo Station”, which was flagged as “disdain by women,” was removed on the 24th. There are lines like “It is outdated to uphold gender equality”, and criticism such as ” Look down on women and young people. ” What was the problem? We asked Professor Shintaro Kono of Senshu University, who specializes in English literature and is familiar with the representation of female work. (Interviewer / Digital Editorial Department Yoshito Miwa)
Hodo Station web ad posted on YouTube (from YouTube)
◆ CM whose intention is difficult to understand
The commercial was released on YouTube and Twitter. In the YouTube version, a young woman who came home said: “Senior in the company, I brought a baby after maternity leave, but it is very cute. When a politician says” gender equality “, what is that? It feels dated, “he laughs. .
Also, he said, “I bought a lotion. He’s a very good guy. Still, the excise tax has gone up. The public debt hasn’t gone down, right?” It was the content that the character of was shown.
Mr. Kono noted: “From above, it is seeping that women and young men are being ridiculed. It is a commercial whose intentions and perspectives are difficult to understand, not the usual disdain for women based on old values.” The reason criticism was flooded on social media is that “I feel intuitively uncomfortable.”
In the commercial, the word “obsolete” continued immediately after touching an older person who went back to work with a child, and sent a message that “work and live happily and gender equality has already been achieved. It is analyzed.”
◆ Belittle “ordinary” women
However, in the 2020 edition of the Gender Gap Index, which measures the gender gap, Japan is ranked 121st out of 153 countries. The current situation is that the gender gap is large and far from equality.
In addition, Mr. Kono sees that the appearance of older people removes labor and employment problems such as not being able to enter the nursery and having to work immediately after giving birth.
“The composition is that a young woman who is” ordinary “who does not understand things actually knows the world better, but despises the” ordinary “as much as this. However, the creator discriminates. There is no way to make a commercial for Maybe he wanted to make a new one with the intention of being around a ‘normal’ woman, but as a result, the content and direction were not good. “
She also paid attention to the appearance of the lotion, noting that “good clean skin is a typical look. It has become a message that women are investing in skin care.”
◆ Because the topic is good, women work and consume
With the rise of the “#MeToo” movement and former Prime Minister Yoshiro Mori’s disdain for women, an atmosphere is said to have emerged that does not overlook the discriminatory comments that have so far been overlooked. converted, but it must be understood because women have received many times more problems than that. “
In recent years, the work environment has become fluid and the number of non-regular laid off workers has increased. Many women are cornered by the novel coronavirus epidemic.
“The active participation of women was promoted under the Abe administration, but women were considered as a workforce rather than to improve the condition of women. This MC also has a good theme such as gender equality, which women women work and consume. of the success of Abenomics women. ”
