She continuously puts down her hubby in this TV advert. She makes it amply clear that she makes all the choices for both of them, and he has no say. And he seems ok with his disempowerment and his lower status in their marriage. I object. What I object to is that the advertisers based their ad on the premise that its cute / emancipated / modern / loving for men to be submissive and let their wives walk all over them. And that it is loving for women to walk all over their men, with a smile. Its clearly a role-reversal of traditional couples where husbands decide everything and wives keep quiet. I am not approving that sort of thing. But does flipping the gender roles make inequality all right? A society where women are taught that it is ok to dominate men in the name of being modern and emancipated -- isnt this a sick society? Mass media doesnt only REFLECT the social reality, it actually CREATES the social reality. It creates reality by giving us various kinds of role models... and some of those role models are toxic! And we are unquestioningly inhaling those toxins.
Posted on: Wed, 24 Dec 2014 17:25:43 +0000
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