Got Milk? & Summer’s Eve: A Review of Two Successful Media Protest Efforts
In the news and across the blog-o-sphere, two brazenly sexist ad campaigns have sparked an uproar. Got Milk? and Summer’s Eve are both attracting national media attention from feminists and other consumers who find their recent ad campaigns shocking, insulting, and offensive. Leaders of the two campaigns have acted quickly so far in response to criticisms of every form. These two ongoing examples illustrate the important dynamics of feminist digital protest methods and aims. Logistically, how did activists and consumers carry out these rapid protests? How did the media cover both the ads as well as the protest efforts? To what extent are the current outcomes of such protests successful, and how do these efforts prepare us for the next digital fight?
Got Milk?, the awareness project of the California Milk Processor Board, launched their newest campaign, “Everything I do is Wrong,” earlier in July. The campaign focuses on promoting milk’s supposed benefits in curing PMS symptoms, perpetuating deeply-rooted sexist stereotypes, as WAM!er Leah Berkenwald describes in her recent critique of the campaign. In response to overwhelming pressure from feminist digital activists, including a Change.org petition, the Got Milk? team replaced the original offensive website with a new one: GotDiscussion.org. Some feminists have expressed dissatisfaction with the lack of an apology, claiming that the ad team has evaded any real responsibility for the campaign by using the negative coverage to their advantage. Proving the unpredictable nature of digital dealings, however, the Got Discussion? twitter hashtag (#gotdiscussion) has provided activists with another space in which to voice their concerns. With infinite funny and clever ways to express frustration with the campaign (#gotsoymilk, #gotboycott, #gotalternative, etc.), activists are refusing to let Got Milk? have the final word. Thus, the fluidity of our web-based protest methods lends us the ability to most appropriately respond to problematic media as it arises & develops.
In the midst of our frustration with Got Milk?, a new sexist advertising campaign started circulating the internet. Summer’s Eve’s “Hail to the V” ads feature three hand puppets posed as talking vaginas, constructed specifically to appear as white, black, and Latina vagina characters. Rife with disturbing racial stereotypes, these short caricatures reinforce the consistently tokenized identity of women of color in mainstream media. Brilliantly articulated feminist responses to this campaign and the complex dimensions of the racism and sexism which they contain have been circulating since their initial release. Everyone from Latina Magazine to Racialicious to Stephen Colbert has weighed in on these ads, and the impact of these protest efforts has already accomplished measurable results. Just last Wednesday, Summer’s Eve removed the video series from its website. But with their founder claiming, amidst the controversy, that the ads were attempting to be “relatable,” we see how deeply-rooted racism and sexism are in our media. The original Change.org petition to have the videos removed is still actively collecting signatures, encouraged by the video removal but citing a need for greater “recogni[tion]” of the “utter sexism” in this and other Summer’s Eve ad campaigns.
With a multi-faceted, flexible, timely, and well-connected response, feminist digital activism has the potential for serious corporate pressure. Leaders of both the Got Milk? and Summer’s Eve campaigns responded almost immediately to web-based protest efforts of feminists and other dissatisfied consumers. Both ads and the subsequent responses remind us of the importance inherent in celebrating “small” (or shorter-term) victories, which can be used as guides when building coalitions and actions to fight more long-term injustices. Both ad campaigns were significantly weakened and thoroughly criticized through a variety of social networking platforms and digital mediums of expression. Whether you use twitter hashtags or you write for The Nation, publish Facebook notes or blog daily on WordPress, your voice is crucial to rapid protest efforts such as these. When you protest online, you will be joining the ranks of contemporary feminists who have fought many battles, unwilling to be silenced by the ignorance and confusion surrounding the strength and scope women’s digital activism. The result of our collective pressure is enough to transform the media that surrounds us. And when we can pressure the media to move even inches closer to the realities of our lives, we all take a step forward.
Check the WAM! Facebook and Twitter pages for updates on these and other media protest efforts.