CALL TO ACTION: Flag when a situation for women needs to #IMPROVE...

 
 
The Oscars 2013 showcased a musical number titled "We Saw Your B00BS" by Family Guy actor, Seth MacFarlane. It was undeniably crass, derogatory and humiliating for women globally. Surely mainstream viewing doesn't get worse than this, and can only improve.

While the footage can still be viewed on YouTube, it has been removed from many media sources due to legal copyright claims from The Academy of Motion Picture Arts & Sciences.

 

One must surely question the motivation of The Academy of Motion Picture Arts & Sciences and of Seth MacFarlane himself for this to occur.

 

Was it a clever media stunt to gain greater focus on The Oscars?

 

Were they looking for something highly controversial to "go viral" through social media? 

 

Was Seth MacFarlane himself looking to further increase his visibility across the globe?

 

Was this a way, through one of the most highly viewed moments globally, for misogyny to take the upper hand and reinforce a rule of patriarchy to counter more recent gains for women's equality across many areas?

 
Of, in fact, was it down right incompetence from the Board of Governors who is responsible for corporate management, control and general policies for The Academy of Motion Picture Arts & Sciences? Do President Hawk Koch, his First Vice President Cheryl Boone Isaacs, or Vice Presidents Kathleen Kennedy and Phil Alden Robinson so dramatically support the objectification of women? Film is a controversial field for feminists, and a debate better saved for another time. Thankfully campaigns are in place to redress the treatment of women in film and the lack of women in senior roles.

 

Two California state lawmakers have joined others in addressing The Oscars. It is reported that Assemblywoman Bonnie Lowenthal and Senator Hannah-Beth Jackson, both Democrats who lead the Legislature’s women’s caucus, sent a letter to Academy president Hawk Koch calling on the Academy of Motion Picture Arts and Sciences to use “better judgment” when selecting a host for next year. “There was a disturbing theme about violence against women being acceptable and funny,” the lawmakers reportedly wrote. “From topical jabs about domestic violence to singing about `boobs’ during a film’s rape scene, Seth MacFarlane crossed the line from humour to misogyny ... On Oscar night, when Hollywood seeks to honour its best, Seth MacFarlane’s monologue reduced our finest female actresses to caricatures and stereotypes, degrading women as a whole and the film making industry itself.”

 

On a positive note, the situation provides an opportunity to highlight the need for greater gender equality. Women and men around the world have declared their dissatisfaction and disgust with the occurrence. The opportunity provides a perfect example of what is no longer acceptable, supported or wanted. The occurrence was truly dated and out of touch with modern society.

 

On the other hand, women need to be vigilant that they are not being played in a carefully orchestrated plan whereby the increased visibility and attention given to such an occurrence through women's global discussion plays into the desires of media executives.

New York Media's The Cut Magazine's Charlotte Cowles believes three of the actresses MacFarlane sang about - Charlize Theron, Jennifer Lawrence, Naomi Watts - were in cahoots about the song at some level, saying they agreed to pre-record footage of their "reactions" when named in the song, and these were then spliced in during the show.  
 

Many women commented on how much they enjoyed the latest of the James Bond series "Skyfall" because the previous sexism evident in all films was decreased. There is hope it seems.

 
A call for improvement is needed when the equality momentum is regressed. Whenever required, when situations are not as they should be regarding women's equality, let us make our dissatisfaction loudly known and visible - through social media and other channels. Let's call to #IMPROVE

There was a marvellous twitter campaign started by some clever Australian women called #DESTROYTHEJOINT and they use this handle whenever there is a call for equality based on some inappropriate unequal activity. Possibly politically instigated, the reference is very effective in shining a big spotlight on the mistreatment of women.
 
So let us all join together and visibly flag when a situation for women needs to #IMPROVE...