Over the past two years the Unilever corporation has been one of the favorite targets for parody videos online. This is primarily do to the fact that the multinational company makes both Dove and Axe, two brands that present diametrically opposing values and views of women.

In 2004, Unilever launched their Dove Campaign for Real Beauty, a marketing strategy wrapped in a feminist package. Their tag line: “challenging today’s stereotypical view of beauty“. The marketing tactic included the online video Onslaught, that warned consumers about the beauty industries negative effect on young girls.

Rye Clifton noticed that Unilever also makes Axe Body Spray, a product whose brand identity is steeped in misogynistic notions of masculinity. Interestingly enough, the spray is accompanied by a sexist advertising campaign featuring exactly the kind of depictions of women that the company is supposedly criticizing with its Dove brand. So Rye re-edited the Onslaught ad replacing all the images of women with footage from Axe tv commercials. The remix exposes the inconsistency and deep hypocrisy of Unilever’s corporate brand identity. Clearly the only value Unilever is really interested in is money – they will say anything to get you to buy their products. Clifton’s remix was even featured on CNN’s the Situation Room a couple years ago.

Below is the original Dove Onslaught ad for those that have not seen it.

Category: tv commercial
Topic Tags: advertising, corporations, gender, sexism, television

Although this spoof video by MacKenzie Fegan does not actually remix footage or audio from the now infamous Man’s Last Stand: Dodge Charger TV commercial it does remix the ad’s concept, pacing and message. This year’s Superbowl had more than its fair share of sexist and misogynistic commercials so it’s refreshing to see people on youtube directly talking back on the issue. It’s especially exciting to see people using the television ad form and structure to make their commentary.

If anyone is somehow still in denial and doubts that misogyny and sexism are still a problem in society – all you have to do is take a look at the YouTube comments on Woman’s Last Stand to see really stunning levels of hate directed at women.

And just in case you did not already have to suffer through the original Dodge ad during the big game or on YouTube’s AdBlitz competition, here it is…

Category: tv commercial
Topic Tags: advertising, cars, corporations, gender, sexism, superbowl, television

This remixed trailer re-envisions the 1990 romantic comedy film “Pretty Woman”. The original movie stars Richard Gere as a wealthy businessman and Julia Roberts as women who prostitutes herself on the streets of New York City. The original film was supposed to be a dark drama dealing with the difficult lives of sex workers but was rewritten into a Cinderella-type romantic comedy prior to production.

“Pretty Woman” reinforced and glamorized a myth that prostitution is a way to find a wealthy husband, a myth that conveniently conceals the harsh realities of sex work on the street. It also hinds the fact that woman often enter the sex trade as a way to economically support themselves when few other options are available.

Here, FunkyBeccaBecca re-edits the movie trailer re-imagining it in a more appropriate genre, horror. She adds a new soundtrack and with it re-frames Richard Gere’s character transforming him from “wealthy savor” to violent controlling predator.

Category: movie trailer
Topic Tags: gender, hollywood, sexism, sexuality

Please note this vid deals with issues of rape and consent. More specifically, it’s a playful yet critical look at the troubling presentation of these issues in the Fox television show “Dollhouse”. Because these topics are intense, we feel viewers should  be aware of the content before viewing.

The vid is fittingly titled “It Depends on What You Pay” by vidder Gianduja Kiss who expertly combines clips from the first season of Joss Whedon’s new television show “Dollhouse” with music from the 1960’s off-Broadway musical “The Fantasticks”.

For those unfamiliar with the premise of the show, it’s set inside a secretive corporation called the Dollhouse. People are coerced into handing over their bodies to the Dollhouse which then rents out those bodies for profit. The “actives” or “dolls” have their minds wiped and are then re-programed with the personalities and skills desired by each new “client”.

Gianduja Kiss’s vid brilliantly exposes the fact that these “dolls” have no way to consent to any of their “engagements” – sexual or otherwise – an issue the show ignores. The vid names this disturbing lack of consent for what it is – rape. This calling out of the show’s narrative is an important step in countering the current rape culture and its place in our culture of violence.

Here is the original vid post on dreamwidth where you can get a hi-res version.

Please enable Javascript and Flash to view this Blip.tv video.

For more on these issues and “Dollhouse” check out this post on The Angry Black Woman “The problem with Dollhouse is not that I don’t understand subtlety” and this one on Feminist SF “Working in the Dollhouse” as well as Gianduja Kiss’s insightful posts on the topic.

In closing we would like to echo a recent tweet on the  Feminist Frequency blog about “Dollhouse” that links to Joss Whedon’s inspiring 2006 Equality Now speech and reads:

Dear Joss, you should rewatch this video because I think you may have forgotten your principles, you might learn something from yourself. Love, Anita http://bit.ly/lBvP3

Category: vidding
Topic Tags: gender, sexism, television, vidding, violence

Sloane’s first vid is a visual critique of the “re-booted” Star Trek movie selectively edited to the sexist, misogynistic song, “Too Many Dicks on the Dance Floor” by Flight of the Concords. While “Too Many Dicks…” was originally about having too many men on the dance floor and not enough women to court, Sloane reclaims it by editing together multiple images of the largely male Star Trek cast to critique it’s male dominated storyline.

“When I saw the Star Trek movie, I was disappointed that J.J. Abrams had dramatically rewritten so many elements of Star Trek canon – and had largely ignored women. I was surprised how many people didn’t seem to think that was a problem, or even that the issue existed.” — Sloane

Her vid eloquently proves her point: it is hard to ignore the male to female ratio in the new updated Star Trek movie. Uhura has the heavy burden of being the only female character with any significant dialog and, to further the disappointment, is written into “the girlfriend” role. The vid is extremely popular in the fan/vidding community, emphasizing the huge demand to see more women in prominent roles on television and in the movies.

This vid also serves as a strong argument for the importance of cam recordings used for visual criticism and critique. It is essential that these types of critiques be made in a timely fashion while films are still fresh in the mind collective consciousness of the public. If vidders and political remixers have to wait to make their visual arguments until a film’s DVD release, than the window for sparking public debate and discussion will often have past.

Because a song’s lyrics are often the critical lens through which the viewer can read the commentary in a vid, we have pasted them below the fold.
Read more…

Category: vidding
Topic Tags: bootleg, fandom, gender, hollywood, music, sexism, vidding

In this vid, Luminosity & Sisabet use footage from the TV horror show “Supernatural” and Hole’s song “Violet” to construct a powerful critique of the victimization and eroticization of violence towards female television characters. It was awarded “Best Video of 2007″ by NY Magazine. It’s no surprise, since their collaboration has yielded a meticulously edited vid critical of one of their most beloved shows.

The show’s original storyline follows two heroic brothers as they rid the world of paranormal events. Week after week, a “chick of the week” is slain by the brothers or supernatural forces. Luminosity & Sisabet ingeniously remove the two main male characters and focus their storyline on these killed-off and often nameless female characters in an effort to show how women are violated and eroticized to further the plot, but are rarely part of it. We think this is an important distinction; women’s mere presence in a story does not equate or signify a meaningful existence for them beyond the roles of monster and victim.

Luminosity and Sisabet decided to construct their vid using content solely from the show “Supernatural”, but they could have easily used footage from other series like “CSI”, “Law and Order”, or “Heroes” because the story lines are often similar: the death or suffering of a female character within the first 3 minutes drives the male main characters to set out on their hunt.

In remix, it’s the visual arrangement of clips and the artist’s intent that makes the video’s message either liberating or oppressive. In addition, a basic understanding of the original show being used is often important for the viewer to understand the context. In “Women’s Work”, understanding “Supernatural”, while not being a weekly fan, allowed us to interpret the vid as critical of the depiction of women as eroticized victims, rather than assembled to glorify the violence against women. Knowing Luminosity and Sisabet’s intention and the basic concept behind their source footage helped us make this distinction. Because the remix, and in this case, vidding, forms can be used to glorify oppressive ideas, it’s important to understand these aspects.

Luminosity’s other meticulously crafted vids can be found on blip.tv.

For a more in-depth analysis of this vid, scroll to the second half of this post on the blog Ambling Along the Aqueduct.

Category: vidding
Topic Tags: gender, hollywood, sexism, vidding, violence

This vid, by 16 year old ImaginarySanity, casts James T. Kirk from the original 1960s Star Trek series as the subject of Britany Spears’ hit song ‘Womanizer’. It layers appropriated clips of the Starship captain’s romances-of-the-week combined with a series of colored filters and motion effects to match the video to the beat of the audio. It is no secret that sexism plagued the first Star Trek series and considering Kirk’s notorious skirt-chasing, we think the vid exposes his inner womanizer perfectly.

ImaginarySanity also playfully hints at a mass media double standard: while it’s acceptable (and often expected) for men to be sexually available and have multiple partners without “settling down”, women who engage in similar sexual activity are criticized and often portrayed as “sluts”. As the ending credits indicate this vid characterizes Kirk as the “male slut” and portrays his Casanova ways in a more critical light.

ImaginarySanity also makes kirk/spock slash vids which you can see them on her Youtube channel or blog.

Category: vidding
Topic Tags: gender, masculinity, sexism, television, vidding