I’ve been watching a lot of movies lately (this is not a movie review) and have noticed a recent shift in leading women of romantic comedies. Before you sigh and jump to conclusions, let me just say, I am not a feminist so this blab will not be going that direction, it’s just interesting to see the striking similarities in a few recent comedic releases.
In Love and Other Drugs “Maggie (Anne Hathaway) is an alluring free spirit who won't let anyone - or anything - tie her down (IMDB).” In No Strings Attached Emma (Natalie Portman) “guards her emotions (calling her father's funeral "a thing"), so after a quick shag in the moments she has before leaving for the hospital, she asks if he wants a no-strings-attached, sex-only relationship, without romance or complications (IMDB).” And in Bridesmaids Annie (Kristen Wiig) has just “one chance to get it perfect, she'll show Lillian and her bridesmaids just how far you'll go for someone you love (IMDB).”
What do all these movies have in common? The leading female character is the one in control. She enters the relationship more similar to how we typically see the male character played out- just looking for sex and nothing more serious. She has her guard up throughout the movie until she finally realizes she’s found her one true love. Alternatively, their male counterparts are borrowing from stereotypical female attributes; he’s just looking for the right woman to fall in love with (who is unlike anybody he’s ever met before) so he’s willing to fight for what he wants all while getting trampled on and hurt along the way.
What does this mean?! Could this be a sign of a real cultural shift? In the past year I’ve been reading more about the growing focus on women as an increasingly important target for brands. Women are now obtaining more higher education degrees than are men, and slowly but surly dominating the professional workforce. Large purchases are not just made by the male head of household, but by the couple jointly. As women take a greater share of what was formerly male power, it will be imperative for brands to keep their finger on the pulse and not lose sight of this important and growing target - women.
I’d like to wrap this blab up with a quote from one of my favorite female artists, Beyonce Knowles that goes like this, “who runs the world, girls!”.
In Love and Other Drugs “Maggie (Anne Hathaway) is an alluring free spirit who won't let anyone - or anything - tie her down (IMDB).” In No Strings Attached Emma (Natalie Portman) “guards her emotions (calling her father's funeral "a thing"), so after a quick shag in the moments she has before leaving for the hospital, she asks if he wants a no-strings-attached, sex-only relationship, without romance or complications (IMDB).” And in Bridesmaids Annie (Kristen Wiig) has just “one chance to get it perfect, she'll show Lillian and her bridesmaids just how far you'll go for someone you love (IMDB).”
What do all these movies have in common? The leading female character is the one in control. She enters the relationship more similar to how we typically see the male character played out- just looking for sex and nothing more serious. She has her guard up throughout the movie until she finally realizes she’s found her one true love. Alternatively, their male counterparts are borrowing from stereotypical female attributes; he’s just looking for the right woman to fall in love with (who is unlike anybody he’s ever met before) so he’s willing to fight for what he wants all while getting trampled on and hurt along the way.
What does this mean?! Could this be a sign of a real cultural shift? In the past year I’ve been reading more about the growing focus on women as an increasingly important target for brands. Women are now obtaining more higher education degrees than are men, and slowly but surly dominating the professional workforce. Large purchases are not just made by the male head of household, but by the couple jointly. As women take a greater share of what was formerly male power, it will be imperative for brands to keep their finger on the pulse and not lose sight of this important and growing target - women.
I’d like to wrap this blab up with a quote from one of my favorite female artists, Beyonce Knowles that goes like this, “who runs the world, girls!”.
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2 comments:
Great post and I totally agree but I would have to add that companies need to make sure that they are trying to cater to women by only making everything pink. Not all women wear pink :)For example, I love the NFL but they think that if they make a team jersey pink they are making women happy, try making a jersey in the team colors that is actually cut for a woman's body.
Very good point and I entirely agree. Sounds like that brand needs a better understanding of what women are really asking for because something like this could be not just wrong but even offensive as they are playing into a stereotype.
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