Being Ironically Sexist Is Still Sexist

A lot of advertising is, no surprise, rather sexist and regressive when it comes to gender roles. But if the advertising demonstrates an awareness of sexist tropes, is it still sexist? This analysis on Youtube says yes, defining “retro sexism” as “Modern attitudes and behaviors that mimic or glorify sexist aspects of the past, often in an ironic way.” The TV ad examples may appear innocuous at first glance, but watching them add up is rather striking.

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About Jeana

Jeana

Jeana Jorgensen, PhD recently completed her doctoral degree in folklore and gender studies at Indiana University. She studies fairy tales and other narratives, dance, body art, feminist theory, digital humanities, and gender identity.