[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.09,0:00:04.07,Default,,0000,0000,0000,,"I'm a Barbie girl in a fabulous world."
Dialogue: 0,0:00:04.07,0:00:09.83,Default,,0000,0000,0000,,I recently spent some time watching afternoon cartoons on Nickelodeon and the Cartoon Network, and look what I found.
Dialogue: 0,0:00:09.83,0:00:13.70,Default,,0000,0000,0000,,“Nerf’s N-Strike arsenal has a specialized blaster for any mission”
Dialogue: 0,0:00:13.70,0:00:17.32,Default,,0000,0000,0000,,“4 Ever Kidz pets. It’s snap on fashion play”
Dialogue: 0,0:00:17.32,0:00:22.69,Default,,0000,0000,0000,,“Dirt, mud, we don’t care. These trucks go almost anywhere”
Dialogue: 0,0:00:22.69,0:00:28.05,Default,,0000,0000,0000,,“…Barbie girls and we’re making the scene. Our jammin’ jeep wrangler is one glam machine”
Dialogue: 0,0:00:28.05,0:00:31.13,Default,,0000,0000,0000,,Holy crap! What is going on here!?
Dialogue: 0,0:00:31.13,0:00:35.69,Default,,0000,0000,0000,,Clearly it’s been a while since I’ve raced home after school to watch cartoons but I
Dialogue: 0,0:00:35.69,0:00:39.66,Default,,0000,0000,0000,,was amazed how highly gendered these commercials were.
Dialogue: 0,0:00:39.66,0:00:41.100,Default,,0000,0000,0000,,Have they changed or did I just not notice them before?
Dialogue: 0,0:00:41.100,0:00:45.40,Default,,0000,0000,0000,,The messages being promoted in these commercials are deeply restricting and
Dialogue: 0,0:00:45.40,0:00:48.95,Default,,0000,0000,0000,,severely limit the development of boys and girls in different ways.
Dialogue: 0,0:00:48.95,0:00:53.31,Default,,0000,0000,0000,,The ads are actively demonstrating that boys and girls have different social roles and skills
Dialogue: 0,0:00:53.31,0:00:56.37,Default,,0000,0000,0000,,that are highly stereotyped and just outright sexist.
Dialogue: 0,0:00:56.37,0:00:59.82,Default,,0000,0000,0000,,So let’s take a closer look at ads targeted directly at boys.
Dialogue: 0,0:00:59.82,0:01:03.73,Default,,0000,0000,0000,,“Battleground. Prepare to attack. Fire”
Dialogue: 0,0:01:03.73,0:01:08.95,Default,,0000,0000,0000,,“Whose gonna win? Whose gonna win? YA”
Dialogue: 0,0:01:08.95,0:01:12.72,Default,,0000,0000,0000,,“Arc light powered up. 3 in 1 repulser. Ready for action.”
Dialogue: 0,0:01:12.72,0:01:15.95,Default,,0000,0000,0000,,“Close combat pistol. Rapid fire blaster”
Dialogue: 0,0:01:15.95,0:01:19.88,Default,,0000,0000,0000,,“Always ready for action, G.I. Joe. Are you in?”
Dialogue: 0,0:01:19.88,0:01:23.40,Default,,0000,0000,0000,,“Defend the castle! Imaginx Adventure”
Dialogue: 0,0:01:23.40,0:01:27.37,Default,,0000,0000,0000,,Boys have power and get to be active and destroy things, YA!
Dialogue: 0,0:01:27.37,0:01:32.09,Default,,0000,0000,0000,,These commercials directed at boys value competition, being in control,
Dialogue: 0,0:01:32.09,0:01:35.20,Default,,0000,0000,0000,,having power, and conquering and commanding.
Dialogue: 0,0:01:35.20,0:01:40.05,Default,,0000,0000,0000,,Those values restrict the acceptable options for what boys are allowed to express emotionally,
Dialogue: 0,0:01:40.05,0:01:43.59,Default,,0000,0000,0000,,I’ve yet to see a commercial where boys are nurturing or caring.
Dialogue: 0,0:01:43.59,0:01:47.70,Default,,0000,0000,0000,,They are limited in examples of how to react to problems and how to solve conflicts.
Dialogue: 0,0:01:47.70,0:01:51.22,Default,,0000,0000,0000,,They are taught to fight, to be competitive and to be aggressive.
Dialogue: 0,0:01:51.22,0:01:56.40,Default,,0000,0000,0000,,I noticed that there are also a few other reoccuring messages embedded in these ads targeted at boys.
Dialogue: 0,0:01:56.40,0:02:02.34,Default,,0000,0000,0000,,“Bat cave building power. Trio building system lets you build the ultimate Trio bat cave. YA!”
Dialogue: 0,0:02:02.34,0:02:05.39,Default,,0000,0000,0000,,“You can build the massive Neptune sub.”
Dialogue: 0,0:02:05.39,0:02:08.99,Default,,0000,0000,0000,,“You can build up and customize your heavy duty truck with tons of parts”
Dialogue: 0,0:02:08.99,0:02:15.10,Default,,0000,0000,0000,,“You decide how much firepower to arm your ships with then build your fleet and battle your way to victory.”
Dialogue: 0,0:02:15.10,0:02:19.97,Default,,0000,0000,0000,,These ads encourage boys to build new worlds, use their imaginations and be creative.
Dialogue: 0,0:02:19.97,0:02:22.75,Default,,0000,0000,0000,,They are actively making and constructing.
Dialogue: 0,0:02:22.75,0:02:26.29,Default,,0000,0000,0000,,These are the training blocks for creative and fulfilling adult lives.
Dialogue: 0,0:02:26.29,0:02:30.30,Default,,0000,0000,0000,,The confidence that is fostered through the act of making and building and doing is
Dialogue: 0,0:02:30.30,0:02:33.60,Default,,0000,0000,0000,,something that is almost entirely lacking in girls toys commercials.
Dialogue: 0,0:02:33.60,0:02:36.49,Default,,0000,0000,0000,,“The Liv girls have a flair for hair”
Dialogue: 0,0:02:36.49,0:02:39.10,Default,,0000,0000,0000,,“I can make my own magic snow”
Dialogue: 0,0:02:39.10,0:02:42.03,Default,,0000,0000,0000,,“Change the colour, change the style, add the gel and look at the glitter”
Dialogue: 0,0:02:42.03,0:02:45.85,Default,,0000,0000,0000,,“The easy way to make designer cakes. Bake your cake in the microwave in 30 seconds.”
Dialogue: 0,0:02:45.85,0:02:51.41,Default,,0000,0000,0000,,“… beauty of the bride, share the gown and light up ring, handsome groom and everything”
Dialogue: 0,0:02:51.41,0:02:56.25,Default,,0000,0000,0000,,“Go Go and me we’re walking round, Go Go and me we’ve hit the town.”
Dialogue: 0,0:02:56.25,0:02:59.60,Default,,0000,0000,0000,,“Baby alive is so real, you can feed her. ‘I made a stinky.’
Dialogue: 0,0:02:59.60,0:03:02.04,Default,,0000,0000,0000,,And then she leaves an uh-oh in her diaper.”
Dialogue: 0,0:03:02.04,0:03:07.56,Default,,0000,0000,0000,,So girls get to play with sparkly glitter and bake cakes and changing stinky diapers,
Dialogue: 0,0:03:07.56,0:03:08.74,Default,,0000,0000,0000,,how fun!
Dialogue: 0,0:03:08.74,0:03:13.58,Default,,0000,0000,0000,,Commercials targeted at girls heavily focus on teaching child rearing, homemaking,
Dialogue: 0,0:03:13.58,0:03:17.95,Default,,0000,0000,0000,,domestic work, popularity, self image and an obsession with beauty.
Dialogue: 0,0:03:17.95,0:03:23.98,Default,,0000,0000,0000,,This restricts their imagination of what women are capable of and prioritizes appearances over intelligence.
Dialogue: 0,0:03:23.98,0:03:29.89,Default,,0000,0000,0000,,They are not encouraged to be creative, to build and construct and really take control of their environments.
Dialogue: 0,0:03:29.89,0:03:34.64,Default,,0000,0000,0000,,Girls toys are generally unimaginative and lack the creative element of play
Dialogue: 0,0:03:34.64,0:03:37.42,Default,,0000,0000,0000,,that is critical in the development of young people.
Dialogue: 0,0:03:37.42,0:03:42.26,Default,,0000,0000,0000,,We can see this even in the way the same basic product is marketed differently to boys and girls.
Dialogue: 0,0:03:42.26,0:03:49.28,Default,,0000,0000,0000,,“Moon Sand is the amazing moldable, squishable, buildable, demolishable sand that never dries out.”
Dialogue: 0,0:03:49.28,0:03:55.07,Default,,0000,0000,0000,,“Moon Sand is the amazing moldable, holdable, decoratable sand that never dries out.”
Dialogue: 0,0:03:55.07,0:04:00.58,Default,,0000,0000,0000,,Clearly this isn’t a coincidence since advertisers spend $17 BILLION dollars a year marketing to youth.
Dialogue: 0,0:04:00.58,0:04:03.46,Default,,0000,0000,0000,,That’s billion, with a ‘B’.
Dialogue: 0,0:04:03.46,0:04:09.22,Default,,0000,0000,0000,,Young people are seeing more than 25,000 advertisements a year on television alone,
Dialogue: 0,0:04:09.22,0:04:13.93,Default,,0000,0000,0000,,and that doesn’t even include product placement which is so common on popular television shows.
Dialogue: 0,0:04:13.93,0:04:21.05,Default,,0000,0000,0000,,The enormous amount of money advertisers are spending isn’t just on producing and airing ads,
Dialogue: 0,0:04:21.05,0:04:25.74,Default,,0000,0000,0000,,it’s also spent on the latest neuroscience research to find out EXACTLY what images,
Dialogue: 0,0:04:25.74,0:04:29.85,Default,,0000,0000,0000,,feelings and representations will appeal the most to developing minds.
Dialogue: 0,0:04:29.85,0:04:35.03,Default,,0000,0000,0000,,Although many factors influence our socialization such as families, peer groups,
Dialogue: 0,0:04:35.03,0:04:38.50,Default,,0000,0000,0000,,churches and schools, the media plays a highly critical role.
Dialogue: 0,0:04:38.50,0:04:42.02,Default,,0000,0000,0000,,Advertising aimed at youth is especially dangerous because young children are
Dialogue: 0,0:04:42.02,0:04:45.79,Default,,0000,0000,0000,,unable to differentiate between television programming and commercials,
Dialogue: 0,0:04:45.79,0:04:49.21,Default,,0000,0000,0000,,they are still developing the necessary critical skills.
Dialogue: 0,0:04:49.21,0:04:52.68,Default,,0000,0000,0000,,Youth may have a hard time recognizing that these commercials are teaching them what is
Dialogue: 0,0:04:52.68,0:04:57.24,Default,,0000,0000,0000,,expected, what is desired and what is possible for their genders, for their careers,
Dialogue: 0,0:04:57.24,0:05:01.18,Default,,0000,0000,0000,,for love, relationships and creative endeavors in the future.
Dialogue: 0,0:05:01.18,0:05:05.99,Default,,0000,0000,0000,,These messages are so manipulative, deeply embedded and carefully crafted
Dialogue: 0,0:05:05.99,0:05:08.83,Default,,0000,0000,0000,,that it’s even hard for us as adults to recognize them.
Dialogue: 0,0:05:08.83,0:05:13.21,Default,,0000,0000,0000,,As someone whose really interested in promoting and encouraging the use of technology in young women,
Dialogue: 0,0:05:13.21,0:05:17.23,Default,,0000,0000,0000,,I found a stark difference in the way technology is marketed to boys and girls.
Dialogue: 0,0:05:17.23,0:05:20.30,Default,,0000,0000,0000,,Girls get a fun little purple computer that’s “hot”
Dialogue: 0,0:05:20.30,0:05:23.25,Default,,0000,0000,0000,,or a program that can help them cook and look pretty.
Dialogue: 0,0:05:23.25,0:05:27.90,Default,,0000,0000,0000,,“It’s the Bratz laptop with over 100 games, you can have fun learning.
Dialogue: 0,0:05:27.90,0:05:30.34,Default,,0000,0000,0000,,It’s fun, smart and hot.”
Dialogue: 0,0:05:30.34,0:05:33.30,Default,,0000,0000,0000,,“In my fashion mall, make pizzas, do makeovers and more,
Dialogue: 0,0:05:33.30,0:05:35.62,Default,,0000,0000,0000,,and throw the ultimate pajama party.”
Dialogue: 0,0:05:35.62,0:05:38.10,Default,,0000,0000,0000,,Whereas boys get to go online and play adventure games.
Dialogue: 0,0:05:38.10,0:05:41.93,Default,,0000,0000,0000,,“Become a pirate and join thousands online.
Dialogue: 0,0:05:44.50,0:05:48.09,Default,,0000,0000,0000,,Captain your ship and command the seas.”
Dialogue: 0,0:05:48.72,0:05:55.68,Default,,0000,0000,0000,,“Now you can be the hero and join your friends in an epic online adventure.”
Dialogue: 0,0:05:55.68,0:06:00.10,Default,,0000,0000,0000,,One of the reasons that the gender specific marketing of technology is so concerning is
Dialogue: 0,0:06:00.10,0:06:03.54,Default,,0000,0000,0000,,when we look at the statistics of adult women in technology fields.
Dialogue: 0,0:06:03.54,0:06:06.50,Default,,0000,0000,0000,,Only 3% of open source programmers are women
Dialogue: 0,0:06:06.50,0:06:10.36,Default,,0000,0000,0000,,and only 11.5% of video game developers are women.
Dialogue: 0,0:06:10.36,0:06:14.44,Default,,0000,0000,0000,,Although as I stated, there are many factors that affect the jobs and careers people enter,
Dialogue: 0,0:06:14.44,0:06:18.09,Default,,0000,0000,0000,,it is not hard to connect gendered advertising at such a young age
Dialogue: 0,0:06:18.09,0:06:22.70,Default,,0000,0000,0000,,to the socialization of women who don’t feel confident or supported in
Dialogue: 0,0:06:22.70,0:06:26.24,Default,,0000,0000,0000,,heavily male dominated and male identified tech fields.
Dialogue: 0,0:06:26.24,0:06:31.05,Default,,0000,0000,0000,,I was originally going to say that “We need to hold the media accountable for what they are teaching our young people”
Dialogue: 0,0:06:31.05,0:06:32.93,Default,,0000,0000,0000,,but no, really...
Dialogue: 0,0:06:32.93,0:06:38.82,Default,,0000,0000,0000,,advertising directed specifically at young people needs to STOP altogether, no exceptions.
Dialogue: 0,0:06:38.82,0:06:42.60,Default,,0000,0000,0000,,A precedent has already been set to implement these types of restrictions.
Dialogue: 0,0:06:42.60,0:06:47.18,Default,,0000,0000,0000,,Quebec has banned print and broadcast advertisements for youth under the age of 13
Dialogue: 0,0:06:47.18,0:06:50.66,Default,,0000,0000,0000,,and Sweden has banned advertisements for youth under the age of 12.
Dialogue: 0,0:06:50.66,0:06:55.44,Default,,0000,0000,0000,,In the mean time we need to encourage critical media literacy skills in people of all ages.
Dialogue: 0,0:06:55.44,0:07:01.56,Default,,0000,0000,0000,,I’ll leave you with an amazing remix created by some female youth at Reel Grrls during a workshop with Jonathan McIntosh.
Dialogue: 0,0:07:01.56,0:07:07.51,Default,,0000,0000,0000,,They were able to actively resist these harmful media messages and really begin to talk back to the media
Dialogue: 0,0:07:07.51,0:07:10.94,Default,,0000,0000,0000,,by simply swapping the audio and video of gendered commercial.
Dialogue: 0,0:07:10.94,0:07:13.89,Default,,0000,0000,0000,,The results are hilarious and very illuminating.
Dialogue: 0,0:07:13.89,0:07:18.11,Default,,0000,0000,0000,,“Nerf’s N-Strike arsenal has a specialized blaster for any mission.
Dialogue: 0,0:07:18.11,0:07:21.74,Default,,0000,0000,0000,,You can improve your blasting speed with the maverick rapid fire blaster.
Dialogue: 0,0:07:21.74,0:07:26.37,Default,,0000,0000,0000,,While the night fighters light beam targeting system allows for pin point accuracy.
Dialogue: 0,0:07:26.37,0:07:31.79,Default,,0000,0000,0000,,And you can nail targets from long distance with Nerf’s long shot blaster.
Dialogue: 0,0:07:31.79,0:07:39.18,Default,,0000,0000,0000,,Two blasters in one, quick fire clips and detachable scope, everything you need to blast your skills to the next level.
Dialogue: 0,0:07:39.18,0:07:46.38,Default,,0000,0000,0000,,N-Strike, blaster sold separately, batteries not included. Nerf.”