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Screw your outdated gender roles!
Questions to Consider:
- How do gender stereotypes affect what girls think they can and cannot do?
- Have you ever been told you can’t play a sport (or do something else) because of your gender?
- Why does society tell us that only certain people are allowed to do certain things?
- Why do girls lose confidence in themselves during puberty?
What We Think:
Once again, Always has a message for young women: that they shouldn’t let gender expectations keep them from doing what they love, and that they shouldn’t listen to what others say. A well-known fact is that, at puberty, U.S. girls’ confidence plummets. And half of girls quit sports. Many of the girls featured in the video appear to either be too young to have reached puberty yet or are just entering that stage, and they still think girls can do any sport they want! To girls thinking of quitting sports they say, “Don’t you dare!”
While it might seem old-fashioned, some people still believe that girls should not participate in certain hobbies because they are too “masculine” or not “ladylike”. What a load of BS. Girls can play sports, sweat, get dirty, and run around just as much as the boys. (And boys can wear dresses, play with dolls, do makeup, or any other “girly” thing). Gender should not dictate what a person can do or what they should like. The idea that girls behave one way and boys another is a social construct, meaning that these are rules made up and enforced by our culture. But that also means that we, as members of society, have the power to change the rules! We’re reclaiming #LikeAGirl along with Always.
Keep in mind: Even though Always is promoting a positive message of gender equity, they are still trying to sell you their products. Does it mean they are being insincere? Not necessarily, but it’s important to be aware that at the end of the day, companies want you to buy what they sell. This actually gives the customer quite a bit of power. You can choose to support companies or not depending on what you choose to buy. But it also means they can hook you by co-opting empowerment language.
— Colleen Sparks
Where We Saw It
YouTube. June 2016.