Ne dorim sau nu sa existe stereotipuri? Despre un catalog neutru si un scandal deja international
Ne plangem cand se spune ca romanii sunt cumva. Pe de alta parte si noi ne gandim (nu toti, poate, dar cei mai multi) la nemti ca fiind organizati, la scotieni ca fiind zgarciti si asa mai departe. Avem bancuri si povesti care sa ateste faptul ca stereotipurile sunt realitate. Multi spun ca nu isi doresc sa existe stereotipuri. Hai sa vedem insa ce se intampla, din punct de vedere al imaginii, cand acestea sunt date la o parte. Si am pentru voi un caz proaspat, in desfasurare. Este vorba despre catalogul Toys ‘R’ Us din Suedia care s-a dorit sa fie neutru dar… a reusit sa dea nastere la controverse.
Ce contine catalogul?
Pai un baiat care ia cu termometrul temperatura unei fetite – evident fetita e jucarie, la fel si termometrul. O fata care trage cu un pistol cu apa si baieti si fete folosind, impreuna, o jucarie care imita mobilierul de bucatarie sau o masa de schimbat bebelusul si alte asemenea.
S-au ridicat multe voci care au criticat acest catalog de Craciun. A se remarca si faptul ca el include multe jucarii care merg totusi pe stereotipul clasic – baietii nu sunt totusi alaturi de papusi gen Barbie. Dintre cei care critica insa campania se numara si Thomas Pascoe care argumenteaza ca diferentele intre genuri sunt oricum existente in societate, intrucat femeile sunt platite mai putin decat barbatii.
Exista si voci care arata ca acest catalog nu este insa exagerat. Articolul este publicat in Business Insider, dupa cum vedeti, asa ca nu vorbim de orice publicatie. Pe de alta parte sunt si materiale care spun ca legile in exces anti-discriminatorii la adresa femeilor au consecinte cel putin ciudate, analizand exact situatia din Suedia si campania companiei. Cititi in acest sens articolul de pe The Telegraph.
Thomas Meng, Retail Marketing Director pentru BR Toys si TOYS”R”US in tarile nordice spune ca acest catalog creat de ei este doar unul care infatiseaza adevarata realitate din Suedia. Pozitia oficiala a companiei:
“We want our catalogues to reflect the way boys and girls play in real life, and not present a stereotype image of them. If both girls and boys in Sweden like to play with a toy kitchen, then we want to mirror this pattern.”
Baietii poarta albastru, fetele rosu sau roz. Fi-miu insa are o groaza de haine care NU sunt albastre – de fapt nici macar o treime din ele nu au aceasta culoare – si are inclusiv tricouri rosii. Si ii sta bine in ele. Nu e sters, are o sumedenie de haine in culori vii. Cu toate acestea, recunosc, cand am luat ceva pentru fetita nou-nascuta a unei prietene n-am avut incotro si am ales ceva cu alb si roz (mai mult alb) pentru ca nu am gasit nimic pe verde, mov, pe o alta culoare decat roz sau rosu! Nici macar alb complet nu am gasit ceva 🙁 in cele 2 locuri in care am mers (da, nu puteam merge in multe pentru ca, deh, nu prea pot merge punct). Iata asadar ca am perpetuat un stereotip – cel cu roz – fara sa vreau. Si imi imaginez cate lucruri rosii si roz a primit ea 😀
Am si prietene care joaca airsoft – un hobby pe care poate l-am asocia automat doar cu baietii. Sigur ca ele nu sunt numeroase, dar exista.
Acum, din punct de vedere al imaginii, nu pot decat sa constat ca nu este primita cu bratele deschise orice initiativa de a trece dincolo de unele stereotipuri. Sau poate nu oriunde. Sigur, nici eu nu ii iau lui Eric papusi Barbie si nu are totul roz, intr-adevar fac anumite diferente, inclusiv la jucarii, in ceea ce il priveste.
Cert este ca din punct de vedere al PR-ului campania si catalogul de Craciun au adus vizibilitate internationala celor de la Toys ‘R’ Us, parerile fiind, dupa cum se vede din articolele citate, si pro si contra initiativei.
Ramane de vazut cum vor gestiona in continuare situatia si care va fi efectul final.
Voi ce ziceti insa de acel catalog?
Insemnari similare
Well, mie imi place de exemplu ca baieteii se pot juca si cu papusile, imi pare ca ar putea constientiza (e mult spus) in primul rand grija pentru aproapele sau si apoi viitorul rol de tata care va sti ca e SI treaba lui sa se ocupe de bebelus / copil. Sigur ca avem nevoie de stereotipuri – ne ajuta sa facem categorii si sa ne descurcam in viata – ideea este sa nu le exacerbam si sa avem viziunea proprie, nu cea “impusa”. Din punctul meu de vedere, acest catalog e bine venit in aceasta forma si nu mi se pare nimic controversat.
Cu toate acestea, catalogul de fata a dat nastere la dezbateri aprinse inclusiv in mass-media. Oricum copiii au acces la jucarii pentru ambele sexe la gradinite – sau prin vizite la prieteni/rude.
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The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.
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