Description
This project is a reaction to a number of discriminating (sexist) advertisements in the Slovak public space. Conceptualizing the issues that are induced by sexist adverts is undeniably important since the adverts sell more than just the product. They sell and represent values and cultural representations that influence our worldview and the image of ourselves. The aim of the project is therefore to create a space for discussion and also to raise awareness of this problem so that the general public knows how to spot and recognize sexist adverts. In order to do that, a contest inspired by one that has been run in the Czech Republic – The little sexist pig – is to be carried out in Slovakia. The project will address these challenge by a contest through a website, discussion and analysis of discriminating sexist advertisements in the Slovak public space. Women are expected to benefit. The project does not have a donor partner.
Summary of project results
This project is a reaction to a number of discriminating (sexist) advertisements in the Slovak public space. Conceptualizing the issues that are induced by sexist adverts is undeniably important since the adverts sell more than just the product. They sell and represent values and cultural representations that influence our worldview and the image of ourselves. The aim of the project is therefore to create a space for discussion and also to raise awareness of this problem so that the general public knows how to spot and recognize sexist adverts. In order to do that, an anti-award inspired by one that has been run in the Czech Republic – The little sexist pig – is to be carried out in Slovakia. The number of nominated sexist advertisements for the anti-award (32 ads) and the number of votes for anti-winner (MP Jana Cigániková) in the pilot project is a good indicator of achieving of the aim. Sustainability of the project is ensured by running of the new website sexistickykix.sk, which serves sa an information resource and a tool for the implementation of the anti-award Sexisticky kix. The project addressed the challenge by the anti-award through a website, discussion and analysis of discriminating sexist advertisements in the Slovak public space. The target groups (the public and women) were contacted via Facebook and media coverage, where they could find reference to sexistickykix.sk. The main contibution of the pilot project is opening of discusion about a new area of discrimination in the public and internet space in Slovakia – in ads. The project does not have a donor partner.
Summary of bilateral results