The Dysneyfication of Women’s Day

2015-08-06 08:44

Marketers are increasingly annexing Women’s Day. Instead of a broader discourse on women and emancipation and perhaps even a discourse about people generally transcending stifling categories such as gender, race and religious stereotypes, moving beyond to an individual and a role-based society, marketers have narrowed down emancipation to mean 'the empowered women consumer'. Stereotypes (also called the market or customer segment) have been temporarily constructed for this long weekend and most women are duly obliging.

The women consumer has her favourite colour already picked out for her. It is a shocking pink (How aesthetically pleasing). This Monday pink roses will make an appearance in many homes. Her favourite drinks will be served with a hint of pink at luncheons. Leading brands, the decor, spa therapy, will also you know ... .The feature entertainment will be pink fashion shows at a host of fund raising events and women conferences.

Not surprisingly our deep thinking government also has fashion shows on the top of their agenda. Hollywood, pay-per-view TV may have some fantasy feel good movie out – perhaps of a women super hero or a supermom. Our sportsmen may get out into the field in their pink kit and put on a super show when it does not really count.

Women entrepreneurs (The entrepreneur ( selling stuff),  the new royalty of society) dressed in their pink executive outfits will pat themselves on the back for their achievement in business – Many of their businesses exploit women workers and women consumers, but that’s ok, it’s just business.

Credit cards (the magic wands of modern society) will be hard at work this weekend making a woman’s dream come true. A few sisters will manage to escape from this hyper market day for women. But they do not have the social power like the thousands of women of all colours (not just pink) that marched for freedom in 1956. This free thinking minority group will not be able to persuade and mobilise a critical mass of their women comrades to fight against the current injustices they face in this patriarchy.

Women’s day teaches us an important lesson: the new definition of emancipated women is an empowered women consumer. Buying stuff and consuming stuff.

Like the song says, sisters are doing it for themselves.

All this amusement, while many women continue to suffer...

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