Sexy meiden gaan voor bèta

The authors criticize the sexist images and implications of the EU-campaign “Science –It’s a Girl Thing” which was launched in June 2012. This campaign aims to get teenage girls interested in pursuing a career in the sciences. According to the authors, this campaign addresses teenage girls and young women foremost via sex appeal and highly sexualized images – not by encouraging them to trust their intellectual capacities or an eventual interest in the topic. Most critiques focused on the campaign’s trailer. However, browsing through the related website and reading the statement of the EU commission proofs that the entire campaign is based on sexist assumptions.