Thursday, 21 June 2018
We are all equal
A story about female commentator, Vicki Sparks, at the World Cup has made the news.
This is a major event.
#MeToo, Post Weinstein, BBC salary gender bias scandal has now allowed a young lady to do the job of an old man.
And .. yeah. Fine. Didn't even notice. And both ITV and BBc have been very keen to ensure they have a female pundit on their pre/post match analysis.
But, what I have noticed, is the blanket insistence from the television producers and advertisers, that we are all now so gender integrated that no matter the number of x and y chromosome, we all love football.
In years gone by, when the football fest was on, channels such as C4 and ITV 2 would make a virtue out of the fact they did not have any soccer coverage. They'd promote all day soaps. Love Island style reality TV specials. Gordon Ramsey yelling at cake makers in the attic, got talent.
The programmers decided to target the female of the species, and offer some alternative to the extended kicking and diving coverage.
This time, that appears to have been deemed as too patronising. Too stereotypical. Too demeaning.
So ladies, watch the soccer.
Which, according to the advertisers, they are all enjoying.
Women leaping up in beer adverts to celebrate a goal. Checking their tablets for the latest scores during their busy, busy, busy lifestyle. Making sure they have enough data to stream the match.
The days of a mum seeing the nachos and Pringles being squashed into the sofa by a cheering, flag waving, leaping and dancing family group of men and boys, and thinking ' I must go to DFS' seem long gone.
Embracing Sexual Equality is the message of the World Cup.
A quick check of the usual Quango method of testing reality vs bubble, looking at the family and asking the office, reveals not quite such a gender neutral picture as portrayed on TV.
Mrs Q, unable to believe there could be as many as four football matches a day, has retired to the bedroom. Miss Q has also joined her. Netflix and Now Tv are doing very well. Peaky Blinders and Brooklyn 99, is the new binge box sets for them. During the England game they watched 'Breakfast at Tiffany's.'
Myself and son have watched almost all of the games. True fans!
Office poll, of which 75% are female at BQi, shows much the same result as in previous years.
Men whoaren't interested have watched 'some highlights', at best.
Few of the women watched any soccer at all. The one who does, is a proper fan. Regular Millwall supporter. Home and Away. So no real surprise. And she said she's made sure to watch Corrie and Eastenders on catch-up afterwards.
A small percentage of women did watch the England game. But even they added, 'whilst on Facebook/amazon/Asos/Tui. '
I strongly suspect that this sort of stat is, despite the best efforts of those who, for some reason, want to pretend men and women are identical in all respects, would be replicated across the UK. Men making up the vast bulk of all those viewing the round ball tournament. And obviously, only those interested already.
This doesn't let advertisers off here. Making the argument that only some males like football yet most adverts are targeted towards soccer fan males.
The adverts are shown during a football match. So obviously they set out to target football fans. Betting ones being particularly masculine. Either heavy machinery -hard hats- Sarf larndon, ToolStation, macho. Or cool, reasoned, calculating, compulsory half say stubble, professional risk takers. But this isn't the same as deliberately including women being really excited by the sport, in those ads.
And, although its probably a hate crime to say it, I doubt anyone would be even mildly surprised to read that women, in general, just aren't very interested for themselves and if they possessed neither husbands, boyfriend or sons, would not be interested at all.
Anyone have a different experience?