Latest misogynist sexist outrage: Showing female soccer fans cheering in slow-mo
The Whitecaps removed the video within hours, but experts said the story – as quickly as it was over – can provide a “teachable moment.”
The clip in question, posted online Tuesday as part of a series of similarly filmed spots aimed at selling season tickets, consists of about 12 seconds of slow-motion footage of a trio of young female fans at a Whitecaps game, cheering and jumping while orchestral music plays in the background.
Lisa Loutzenheiser, associate professor at the University of British Columbia’s Department of Curriculum and Pedagogy, said when she saw the video, one of the first things she thought of was a 2011 Whitecaps ad campaign featuring a woman’s body painted in the team’s colours.
“I thought, ‘I can’t believe they’re doing it again,’ in light of the fact they caught a lot of direct heat for using a woman’s body as a palette in 2011,” she said.
Rakhi Ruparelia, a law professor from the University of Ottawa, agreed the video, even in the context of the series, seemed less like marketing to female fans, and more like using females for marketing.
“I could see why this would alienate a lot of women,” Ruparelia said.
Janni Aragon of the University of Victoria’s Political Science department said: “It’s almost like I’m watching the Baywatch opening.” Ruparelia and Aragon both said different reactions to the video provided a good opportunity for discussion, both for the Whitecaps organization and the public. “I would applaud them for taking the video down,” said Ruparelia.
Um, let’s see: Seventeen seconds of three blonde females jumping up and down in slow-mo. Huh? The gal on the left is kind of busty and she’s wearing an athletic-style tank top. None of the three bustlines is bouncing or jiggling, though. So what’s the problem?
“What’s misogynistic is the fact that men are in the videos — and kids cheering for (the Whitecaps) — but not a couple of women,” Guedes said. “I am not offended by the video but (I am) adamantly offended by their removal of it.”***
Guedes, who was shown the video by a member of the Whitecaps’ marketing team before it was posted online, says she doesn’t feel exploited and is surprised by the attention she’s received.
“People need to lighten up. The only people who have a right to be offended by (the video) are me and my friends — and none of us are offended.”