Women activists who are part of an informal group, feministky.sk, have opened a competition to find the most offensive form of sexism used during the Ice Hockey World Championship. They call the competition the ‘Sexist Puck’ and are asking the general public to vote on five nominations. “The hockey world championship brings joy and disappointment based on the performance on ice but as well events and advertisements that bolster and deepen inequality between women and men in society,” said Zuzana Maďarová of feministky.sk.
Five forms of what the group calls hockey sexism have been nominated for the voting: four advertisements and a beauty contest to find ‘Miss Hockey 2011’. People can cast their vote at www.feministky.sk for the entry they think is most reflective of sexism that deepens inequalities between women and men until May 15.
“The aim of the competition is to point out the problematic picture of females and males in media,” Maďarová explained to the SITA newswire. The feminist group believes that many advertisements communicate through simplified conceptions of the features and roles of men and women, arguing that it is exactly these stereotypes on which sexism is based on – the conviction that one of the genders is inferior – which in Slovak society usually means the inferiority of women.
“In the competing ads, women are sexual objects, accessories of the goods offered, and their task is to draw the male’s attention,” Maďarová stated. The women grouped in feministky.sk consider phenomena like this as a form of discrimination against women which is strengthened as well as reflected in these advertisements.
16. May 2011 at 0:00 | Compiled by Zuzana Vilikovská