A Woman Clooney’s Age: A Campaign for Gender Equality in the Media

“Have you ever wondered what the announcements of George Clooney with women of the same age? With these words, the visual artist and specialist in communication and gender Yolanda Dominguez announced, through a tweet, a video that shows the demands and beauty standards that women in the media must meet, unlike men.

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The campaign is based on a simple premise: If George Clooney, at 61, is synonymous with seduction and beauty, why, for the same advertisements, are younger women sought after? From this trigger, the artist from Madrid made a compilation of sixty-year-old women who auditioned for a well-known brand of coffee, of which Clooney is the face.

Women Clooney’s age have a message to give

“My name is Luisa and I am a woman Clooney’s age”. This is how the video begins, to give rise to a series of messages and testimonies. “It’s embarrassing that men can be older and that women have to be 20 years younger,” says one of the actresses. While another adds: “Men calmly let their hair go white. Why can’t we be attractive with our white hair?”

A video with women in their sixties demonstrates gender inequality in the media. (Video: Twitter@yodominguez)

In general, the female actresses who are hired for advertising are younger than the men. “I have been the mother of children who really could not be their mother. Maybe she was 10 years older than him, 15 ″, comments another of the participants in the video.

George Clooney's Women the Age looks at gender inequality in the media.  (Twitter Capture/@yodominguez)
George Clooney’s Women the Age looks at gender inequality in the media. (Twitter Capture/@yodominguez)

In addition, they refer to the stereotypes and the labels through which they are pigeonholed, with phrases such as “We are mothers, grandmothers… But not independent women”, “You are never pretty enough, or skinny, or blonde! either “Their belly is seductive. Ours has to be liposuctioned”.

The women of the campaign raise gender inequalities in the media.  (Photo: Twitter/@yodominguez)
The women in the campaign raise gender inequalities in the media. (Photo: Twitter/@yodominguez)

And finally, a message of empowerment: “And if George Clooney is chosen because he is a seducer and can seduce, so am I.”

Gender inequality in the media: some numbers

After the testimonies, the women pose for the camera with a cup of coffee in hand, while some numbers are projected that account for the gender inequality in the media.

According to the video, only 25% of characters over 50 in film and TV are women. Also, they often star in movies in their 50s and 60s, while women rarely land leading roles after 40.

A video calls for the inclusion of older women in the media.  (Twitter Capture/@yodominguez)
A video calls for the inclusion of older women in the media. (Twitter Capture/@yodominguez)

In couples and families, the actresses are always younger than the actors. And in advertisements, women over 50 are associated with negative characteristics. The request? More older women in film, on TV and in the media. With a strong message, the video comes to an end. “George, women of 60 are alive. And very much alive!”

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