'Dont Kill Your Wives, Let Us Do It!'

Ordinarily, while in the car with my mum I tend to nod off and consequently miss anything particularly eventful going on in the world outside. However, the other day amidst the usual blaring of my brother’s music (which differs substantially from my personal taste in music), comical remarks on how he’d make an excellent driving instructor and my sister singing at the top of her voice in a strange accent which she believed to be similar to that of Beyoncé. I noticed a sign which read ‘don’t kill your wives, let us do it’ to my utter relief it was not an advertisement for those who wished to hire a hit man to kill their wives (though it may well have been since it was so degrading!) – Instead it was an advertisement for a laundrette.  My brother found it hilarious. My mother did not really seem shocked about it, but I, I WAS HORRIFIED! What was most horrifying was the owners of the laundrette genuinely believed the advertisement would entice customers into visiting the laundrette, for want of saving their wives from death resulting from exhaustion due to all of the laundry she does! The pun used by the laundrette reinforces the negative stereotypes of women that we are all familiar with. The blatant disregard for female achievement and accomplishment is evident. Whilst, I recognise the pun to many is JUST a comical and light-hearted advertisement. It is in my view a gender stereotype which is representative of a darker issue underlying society today.

Throughout the 21st century we have seen middle-class feminists criticise and challenge gender stereotypes. Highlighting the ‘glass ceiling’ which exists in the work place or reiterating anecdotes of the sexist comments they have fallen victim to. So why are gender stereotypes such a bad thing? They are not only counter-productive reinforcing to women that they are merely beautiful objects of domestic machinery. Gender stereotypes create what I refer to as a ‘destructive cycle’. To illustrate this destructive cycle I shall give you an example, take the common view that women are merely there to perform domestic tasks and remain subservient. If a women adheres to this, which many in society do (believe it or not) then she is likely to favour these menial tasks over of education. Not only then does this women become bitter over time, having seen nothing more to life than that of her daily tasks, she will also become narrow minded, ignorant and de-valued. By favouring menial tasks over education she will be prevented from looking beyond the constraints of society, to develop and evolve. Surely, when the Suffragettes fought for universal franchise they did so, because they had hoped opinionated, well informed women would vote and potentially enter parliament?

Moreover, the counter-productive stereotype will create a woman of ignorance, who will fragment the unity of females as a whole, as she will be unable to empathise with females who do not wish to conform.  Please, do not get me wrong, I am an advocate of self-help. Truly, I believe that it is only when one becomes reliant on their own ability that they will be able to progress successfully through life. However, how is it that a female who, due to a lack of education, who has become narrow minded and ignorant, able to realise her own potential? She will not. Consequently, the feminist movement will never progress as it should, as women who conform to these counter- productive stereotypes will look upon other women with jealousy, resentment and dislike. There will be no solidarity. This leads me further to my next point on the devaluing nature of gender stereotypes.

Lastly, and perhaps most seriously, gender stereotypes, are not only a surface level problem which is degrading and discouraging. – Reinforcing that a female is merely there to be tasked with domestic chores. It can also be incredibly destructive, as Dr Pillay, speaking for Amnesty International at a conference in Afghanistan emphasises ‘violence against women is endemic’; across the world, not only third world countries but also in the developed western world.  Violence against females is rife. To illustrate this point I am reluctant to quote any statistics as I am certain it will not reflect the true picture. Many women simply do not have a sense of self-worth; domestic violence goes largely unreported as a result of this. Women feel as though by speaking out they will be acting contrary to the stereotypes, their narrow-mindedness leads them to believe perhaps that they are deserving of such treatment or that it is entirely normal. All of which will create a bitter cycle as many of these women will have daughters, they will teach their daughters to conform to these stereotypes and the cycle will continue.

On a brighter note, the issue of gender stereotypes has not fallen beneath the waist line and we are making headway. With the help of celebrity endorsement I am certain society will overcome this ill. Below is a picture of Angelina Jolie in a tailored suit at the BAFTA awards, Jolie unlike other female celebrities opted for a suit – arguably quite a masculine look. Despite the masculine tailoring, Jolie looks chic, feminine and stylish without wearing a dress! - Kudos to her.