Soon it will be March.
March is Women’s History Month …
a month created to celebrate the gift that women are to our world and our civilization.
Just a few weeks ago, on February 7, not long before Women’s History Month . . .
Right out in the open, we saw misogyny in action in Super Bowl commercials.
Misogyny: hatred of women! In very expensive Super Bowl commercials.
In a Bridgestone Tire ad,* thugs stop a car and say “Your Bridgestone tires or your life!”
The driver throws a woman out of the car.
The thugs say “Not your wife! Your life!”
The misogyny portrayed is obvious –
a man’s tires are of far more value to him than his wife!
An E*trade commercial** supports men being unfaithful to women starting in the crib. In the E*trade ad a baby boy lies to and cheats on a baby girl with another baby girl. The misogyny once again is blatant: girls/women don’t deserve to have boys/men keep their commitments to them.
And the Dodge Charger ad*** – Man’s Last Stand – reveals a number of men, angry men, men in whom the rage is evident. Michael C. Hall does the voice for all of them. He’s also plays the lead in the television show Dexter, in which out in the open, he’s a blood spatter analyst for the Miami PD, while “undercover” he’s a serial killer. This background sets up the commercial perfectly as the men in it say things like:
I will shave.
I will clean the sink after I shave …
I will take your call …
I will be civil to your mother …
I will put the seat down…
I will separate the recycling …
I will put my underwear in the basket …
And because I do this,
I will drive the car I want to drive***
He’s saying, “It is your #@&% fault, woman, that I have to be a responsible person . . . and a responsible adult. I’m enraged at you. I’ll be responsible but my reward is to drive whatever car I want.” The misogyny in this ad is visible, audible, palpable.
That these and other misogynistic ads could be accepted by the network anytime of the year as commercials reveals a lot. That they were accepted as Super Bowl commercials exposes right out in the light of day the undeniable misogyny in our country.
In order to truly celebrate Women’s History Month . . . we need to see, acknowledge, and work to heal misogyny, both individually and communally.
You don’t have to be a man to hate women. Women have been taught to hate themselves and each other for eons.
To heal misogyny in our world . . .
We need to see it in ourselves – whether we are men or women. And we need to see it and stand up to it in our world amongst both men and women.
© Judith Barr, 2010