“You are very beautiful”, an effective campaign dismantles the sexist prejudices that weigh on women in power

Seemingly classic, interviews with eight great bosses collide! “What’s your morning routine?”, “How do you manage your daily mental load?” While these questions are often asked to female business leaders, they are never asked to bosses. The # SiJétaisElles campaign does not hesitate to use humor to denounce sexism reserved for women. Gender discrimination is not the only one to benefit from the humorous treatment, the agency Assume an Elder also uses it to emphasize the difference in treatment of people deemed “elderly” for the recruitment.

Don’t worry, everything will be fine“,”you are very beautiful“,”Very nice dress“: the remarks of Alisson Chassagne, actress who plays the interviewer for the Sista collective, confuse her interlocutors. Thus, François-Henri Pinault, CEO of the Kering group, Frédéric Mazzella, president of BlaBlaCar, Xavier Niel, founder of Free, Nicolas Hieronimus, CEO of L’Oréal, Jean-Marie Tritant, CEO of Unibail Rodamco Westfield, Philippe Zaouati, CEO of Mirova, Thierry Déau, CEO of Méridiam, or Cédric O, Secretary of State for Digital are totally confused by the questions of the journalist. And this is precisely the meaning of the satirical video entitled “What if we ask the same question to women and men?“.

For example, the reporter told François-Henri Pinault “Now let’s get to the real questions: What’s your morning routine?“Bewildered, the CEO of the Kering group bursts into uncontrollable laughter. Jean-Marie Tritant’s embarrassment is just as palpable when the reporter asks him.”what advice could be given to young people“. Finally to the question asked”because all journalists ask: are you criticized as a feminist for being too aggressive?“, the incomprehension of the leaders is total!

However, the questions and little phrases spoken during this fictional interview don’t come out of nowhere. A study entitled “The media treatment of female entrepreneurs and managers” conducted by the Mots Clés agency for Sista and Mirova Forward, is based on a detailed analysis of around one hundred press articles. Highlight the differences between the questions posed to male and female leaders. Apparently absurd when addressed to men, these questions have in fact been regularly asked of women in positions of responsibility. With this video, the feminist collective Sista and the endowment fund Mirova Forward want to denounce this difference in treatment.

Unfortunately, we are all extremely biased“, notes on France Info Tatiana Jama, co-founder of the Sista collective. The questions posed in this video produced by Malmö Productions (company founded by Shirley Kohn and Camille Cottin) therefore deliberately create unease. The goal is to facilitate audience awareness. , emphasizes Tatiana Jama. The campaign thus militates for “equal treatment in order to work towards true equal opportunities“, Says Mirova Forward.

“Ordinary sexism alienates women from power”

It also illustrates the lessons of the Mots Clés study, which notes that, despite numerous laws to promote equality between men and women, the situation is not improving. In fact, SBF 120 company management committees have only 21% women and only three women manage CAC 40 companies. Mots Clés agency explains this immobility with the weight of gender bias and collective representations that are the effects laws. Cite the example of the difference in questions posed to women and men in contexts that are nevertheless similar. “Ordinary sexism helps keep women out of power“, Notes the study.

To accelerate change, we must “act on collective representations. And about the authorities who produce these representations“, the report argues. The authors note that the media are at the center of the process of construction of representations and have”an essential responsibility in the evolution of collective representations“. The study thus encourages the media to rethink the media treatment of women who hold economic and political power and the way in which”maintaining gender stereotypes that are detrimental to gender equality“.

The success of the video viewed 320,000 times could help change these stereotypes. “Identifying and understanding them is already starting to deconstruct them“, notes the study. During the fictitious interview, Cédric O’s reaction perhaps shows the beginning of awareness:”it is the repetition that is annoying“he said. In this fight, humor therefore seems to be an effective weapon!

Another discrimination, that of the elderly in hiring. Even an agency called “Embauche un vieux” uses the spring of humor to overcome this discrimination, with in particular an advertising campaign with the slogan “Vaccinate against the fear of hiring an elderly personStripper in times of a pandemic. Hiring a senior seeks to debunk conventional wisdom about the effectiveness of people who have passed the alleged age limit.

Matilde Golla @Mathgolla

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