http://www.huffingtonpost.com/2013/09/03/flora-margarine-anti-gay-ad_n_3861495.html?utm_hp_ref=mostpopular#slide=568023
Even though the rights of the LGBT community are increasing there is still hatred, and oppression towards us throughout the world. Sexual, mental, and physical violence is constantly mentioned in conjunction to the LGBT community. I myself have had many acts of violence occur because I am gay. Unfortunately, not only do many organized religions preach LGBT hate in their sermons, but so do margarine companies! The ad that I am posing is from the margarine company Flora. It depicts a heart of porcelain being shot at with a bullet that says, "Oh Dad I'm Gay," and is part of Flora's "You Need a Strong Heart Today" campaign. I found it very interesting to discover that Flora and Ben and Jerry's are owned the the same company Unilever. Ben and Jerry's campaign for equal marriage rights is now juxtaposed against this homophobic ad. This irony reminded me the discrepancies seen throughout the feminist movement (for example bell hooks with her Red BMW). Discrepancies allow for people's views on a subject to change. My view on Unilever was not good to begin with, but now I am down-right pissed. I wonder if people feel that way when they looked at the out-there discrepancies in the feminist movement (Michael Moore and his anti-labor standards).
Unilever has stated that it had no part in the ad, but I don't buy it. Ads have to be checked before the enter into the public domain. I don't believe this was an 'uh oh' moment for the multinational company. Nevertheless, the homophobic ad could have some positive effects in the world. For instance, the ad could possibly bring to light someone's own subconscious homophobia. Maybe I'm being too optimistic. The ad may create more divides between the straight and LGBT communities. Many a time homophobic oppression is subconscious, or so tiny people may not do anything to fight against it. This ad though is the exact opposite of a tiny incidence. I wonder how this is effecting my fellow queer feminists? What actions do you think should be taken against Flora, and Unilever? Finally, how does this connect back to discrepancies in feminist movements?
Thank you for bringing this ad to light, Jessica! When I saw this ad, I tried to see if from different perspectives. As an LGBT rights activist, this ad really angered me seeing a heart made of china about to shatter because the individual was telling his or her dad that they were gay. For me personally, I thought we were finally becoming ahead of our time and able to finally understand the fact that we don't need to be attracted to someone of the opposite gender! I am sure that some parents out there do get that initial shock factor when their child comes out to them, but to go so far as to say their heart could shatter? That's just repulsive.
ReplyDeleteIt also makes me look at myself for my overindulgence in Ben and Jerry's Ice Cream. I can eat any kind of ice cream, but I loved to eat at Ben and Jerry's due to their support towards the LGBT community. Hell, that's one reason why I prefer Starbucks over many coffee houses and why I will eat much tastier chicken from fast food places that AREN'T Chick Fil A. As with some of the previously listed places, I believe that a boycott would be a very effective measure of activism against Flora and Unilever. I believe it is an appropriate form of activism that also can have a really strong effect if enough people voice their opinions pertaining to the matter. That definitely decreased the profits Chick-Fil-A made last summer!
As you have outlined, this issue obviously connects back to discrepancies in the feminist movement. How do you know what organizations you can put your heart and support in when a branch of that organization seems to turn its back on something that another branch firmly announced its belief in?
Obviously my first reaction to this is outrage over the offensive message. The effects of rhetoric like this span across the community, it it is disgusting that this ad was approved.
ReplyDeleteMy second reaction is a questioning of what Kirstin discussed.... corporate broadcasting of their stances on public/social issues. I have a circular dilemma when I walk down this road. On the one hand, I don't understand what place a heart medication has in the discussion of LGBT issues. This was an entirely unnecessary message to deliver on behalf of the company, and it frustrates me that when I choose my pizza or my chicken or my clothes, or my heart pills, I could be unwittingly endorsing a company that supports causes that I am against to my core. In this frame of mind, I simply want corporate positions taken out of the conversation, especially as they seem to further divide the country.
On the other hand, I am always happy to discover that Levis or Yahoo supports planned parenthood. In this frame of mind, I think-- hell, if these companies are going to be donating their money to these causes, I might as well know about it. This allows me to be a smarter shopper, and increases the public discourse about these issues. Of course, the huge fault of this argument is that if I want apple and starbucks vocalizing their support for LGBT issues, I have to live with Chick-fil-a and "flora" (whatever the fuck that is) supporting their issues.
I'm curious what other people think about this. I feel like more and more companies have been voicing their positions lately, especially following the citizen's united ruling. What do you all feel the corporate place is in the discussion of these issues? Should they speak up or remain quiet?