In the last couple of years, you must have seen this meme more often than the pictures of your partner. It is literally one of the most iconic memes, the distracted boyfriend. From political jokes to popular brands, to professionals to institutions, all have been using the meme to make a point.
The stock image, also known as Man Looking at Other Woman, by Antonio Guillem, a photographer from Barcelona, was named meme of the year in April and was one of the most widely shared memes in 2017.
But when a Swedish recruitment agency used it, thinking it would be an instant hit, they came under the scanner of the Advertisement Ombudsman. According to them, the meme is sexist and degrading to both genders. And no wonder, while we were engrossed in the humor of it, it does seem to enforce stereotypes, by showing a man as shallow and a woman as jealous. While objectifying the girl in red.
Image Credit: Twitter
The ombudsman cites the code of advertising put forth by The International Chamber of Commerce, which states that advertising should not ‘incite or condone any form of discrimination, including that based upon race, national origin, religion, gender, age, disability or sexual orientation.’
While the Swedish agency which used it Bahnhof has not taken down the meme from their Facebook post. It has received over 900 comments, some condoning, and some defending the meme.
It is a wonder how a meme like this could run successfully in the world of #MeToo. It just goes to show how gender stereotypes are too deeply ingrained in our subconscious, and it takes an external voice for us to realise the folly of it.
And while we considered memes the business of humour, they too have entered the murky waters of serious business. The creative meme-makers will now have to be cautious about their work. And there will be a skeptical eye on the vulnerable art that flows out of their studios.
One does not know whether the Swedish watchdog is being a feminist or a feminazi, but it sure reminds us that even the world of humor is not free from certain responsibility.
