Some time ago a footwear company BIANCO released a new commercial, where they expose a widely discussed topic of “wage gap”. Using attention-grabbing title on YouTube “Bianco Footwear SS17 campaign | Equal Pay Is Not Enough” they attracted a huge audience, an unusual to them number of views, and definitely a massive backlash as the company jumped on the notorious bandwagon of feminist social justice, promoting a narrative of “underpaid” women in the workforce.
Indeed, it always grabs my attention as well as the attention of many independent commentators on the Internet when companies, celebrities or individuals are trying to bring social justice to the table again and again. Uber, Starbucks, Meryl Streep, you name it. It was happening during Obama’s presidency, continued throughout the latest presidential elections and is still brought up by feminists on rallies and Women’s Marches as a talking point against Donald Trump. Despite the “wage gap” was debunked numerous times by economists, leftists and main stream media, in particular, are not tired of praising these “brave” “revolutionary” ads on TV, painting them as a part of resistance against the tyrant.
This time the Internet faced this topic in a commercial which shows typical “white males” being successful and privileged in their fancy offices alongside with “oppressed” female co-workers who were clearly okay with their office routine till they hear a mysterious voice of propaganda:
“There’s still not equal pay for equal work anywhere in the world. And it seems most women are not even angry about it. But we should be. So let’s set a goal: equal pay is no longer enough because women need more”.
Than the voice goes on an angry rant in these women’s heads convincing them of how expensive it is to be a woman: all these haircuts, underwear, shoes and outfits costing large sums of money, and women just need more money to buy more stuff! At the end women in the video choose to believe the voice without any proof or research and to degrade themselves to uncontrolled violence, hatred to their successful male colleagues.
As it seems to me, the female voice in the video represents feminism.
This commercial appeared to be very troubling to the audience according to the like/dislike proportion on YT and critical comments on the Internet in general. And what exactly troubling is that women in the video who embraced this ideology are depicted as selfish ignorant crazies who are easily manipulated into hatred and violence in order to demand more money for more stuff. It’s absolutely neither a positive nor an accurate image of a typical woman in the workforce; nevertheless it’s an accurate image of a modern feminist. Moreover these reasons why women need more money just seem ridiculous to me: it’s not for bringing it into family, to help their husbands, partners or parents with bills, not to take care of children, but… for luxurious products. This social justice issue that the commercial depicts is known as the “pink tax” and means that unlike men’s goods, products designed for women cost much more money as well as women pay more for special services. But feminists still fail to understand that women in the West have a variety of choice, they are not prohibited to use cheaper services and buy cheaper goods. Women just choose to spend more, they have a choice which they are welcome to use in the free market society. Once again, feminism pursues people to complain about non-issue.
I think that feminism, as it is nowadays, is harmful for people, it gives absolutely false image of reality, fights with imaginary made-up enemies ignoring existing problems, oppresses opinions and free speech and finally it became a movement which has embraced Black Lives Matter and Anti-Fa with their violence. But don’t get me wrong, I don’t want feminists’ voices shut down or censored on social media, I don’t want punching people whom I disagree with in the face, I just want them to recognize their mistakes, disavow racism and violence and reorganize completely. Am I an optimist? No, but still I see people who at least leave the movement and face the new counterculture that treats people like people and fights for free speech for all of us.