Sexist attitudes still abound as Bic advert shows
11 August 2015
Note to Editors: The following extract is of a speech delivered today by the DA Shadow Minister of Women in the Presidency, Denise Robinson MP, in the National Assembly during the Women’s Day debate.
Honourable Speaker, members and guests
I would like to draw your attention to an example of the continued prevalence of patriarchal and stereotypical attitudes in our society today. On Women’s Day, Bic South Africa released a happy Women’s Day advert that said “Look like a girl; act like a lady, think like a man, work like a boss”.
While the justified outrage, so brilliantly expressed on social media, has highlighted why this statement was so problematic, the company released an apology that displayed a complete lack of understanding of why their advert was so offensive. I am happy to say that the DA will be reporting Bic to the Advertising Standards Authority.
Much has been said and written about the status of women in recent days. Mass meetings, marches, conferences and theatre productions have all pointed to the fact that women form the backbone of society. Indeed, much of the constitutional freedom that has been achieved can be attributed to the spirit and resilience of women through the years, their resistance of unjust policies and their campaigns to bring about a just society with equal rights for all.
We pay tribute to the brave women who marched to the Union Buildings in 1956 to demand the end of the demeaning pass system. We pay tribute to the indomitable women of the Black Sash who pricked the consciences of many who lived a blinkered existence in the suburbs, ignoring the plight of their fellow Africans. Through their silent protests and valuable voluntary work in Advice Offices, these women played a crucial role in assisting those who were victims of the pass laws, the forced removals and unjust laws.
It must be said that progress has been made since then, in public life, the business world and in politics, but let’s take a closer look.
Women are well represented in the world of politics with 41% of seats in the National Assembly and the Cabinet belonging to women, while 47% of deputy ministers are women.
However, despite the ANC’s commitment to equal representation, only one premier out of the eight ANC provinces is female and there are very few female mayors in the municipalities. Is it any wonder then that the ANC Women’s League declared, not too long ago, that South Africa was not yet ready for a female president”. The idea that a country “has to be ready for a female leader” is insulting.
The notion plays straight into the hands of the patriarchs, and only serves to compromise and undermine the efforts of female politicians and gender equality activists in all parties.
But what about the situation of ordinary women, those struggling to make a living. It is the families of those slain at Marikana that comes to mind, the pain of the widows and families who were robbed of breadwinners, husbands and fathers with no justice and no compensation while some people continue to study reports!
Does this not smack of exploitation, of a President and government dragging its heels and ultimately delaying justice, protecting some of the big names in the power structures , and condoning the action taken by the police who unleashed such brutality?
When it comes to reducing the inequality in our country, we need to do the right things every day, otherwise Women’s Day and Women’s month are a sham.
As economic growth stagnates and job losses increase, so people become more desperate and gender violence and abuse increase. This is the reality for far too many South Africans.
The President has said that if we are to succeed as a nation, more women should participate in the micro and macro economies. But how does he plan to aid this? How effective have the many plans that the Department of Women are tasked with overseeing been?
The President has also in the past taken a strong stand, saying women should not be disrespected or discarded and should not bear the brunt of patriarchy and gender inequality. Yet, one can’t help but remember the rape charges against the President, which resulted in the young women going into hiding. On women’s rights, the leader of this country seems to talk left and walk right.
The Government has committed to implement gender responsive budgeting which aims to ensure that government planning, programming and budgeting contributes to the advancement of gender equality and the fulfillment of women's rights. This entails ensuring policy to combat gender inequality is effective, allocated funds are sufficient and that the implementation of associated initiatives is sound.
Considering the great need to ensure that women in South Africa are empowered to reach their full potential, the implementation of the policies of the Department of Women needs to be interrogated and investigated so we may determine if headway is being made.
It is for this reason that the DA will call on the Parliamentary Budget Office, mandated to provide independent, objective and professional advice and analysis to Parliament on matters related to the budget, to investigate if and how effectively gender responsive budgeting is being carried out.
The aim here is to check whether money allocated to implement policy is spent as allocated, who the money reaches and whether this funding has been used effectively to change negative gender patterns in society.
The fact is that while jobs are in jeopardy, while structural sexism hinders growth and empowerment, while patriarchal attitudes prevail despite what is said, there will be no progress.
Only Freedom, Fairness and Opportunities for all can bring about unity of purpose which can take South Africa’s men and women forward to prosperity.
If more women are empowered to participate in the economy and to gain dignity, independence and self-worth through earning a living for themselves and their families, it will bring about a more prosperous South Africa.
Issued by the DA, August 11 2015
