{"id":726,"date":"2012-07-02T12:48:53","date_gmt":"2012-07-02T12:48:53","guid":{"rendered":"http:\/\/edublog.me\/shapingmedia\/?p=726"},"modified":"2012-07-05T06:14:24","modified_gmt":"2012-07-05T06:14:24","slug":"science-gender-and-advertisers-contextmarkers","status":"publish","type":"post","link":"https:\/\/edublog.me\/shapingmedia\/2012\/07\/02\/science-gender-and-advertisers-contextmarkers\/","title":{"rendered":"Science, gender and advertisers: Contextmarkers"},"content":{"rendered":"<p>The European Commission for Research and Innovation started an initiative on June 21st 2012 to get girls into scientific careers: <a href=\"http:\/\/science-girl-thing.eu\/#\">&#8220;Science: It&#8217;s a girl thing!&#8221;<\/a><br \/>\n(See the link &#8220;questions about our videoclip?&#8221; for some background infos)<\/p>\n<p>A video clip was produced by an ad agency for about 100.000 Euros. This clip was meant to raise interest in the age group of 9-13 year old females.<br \/>\nIt worked exceptionally well as a viral campaign on what context markers<strong><em> not<\/em><\/strong> to use to create the context &#8220;Women as sciencists&#8221;.<br \/>\nWith other words: The video &#8211; unintentionally &#8211; succeeded as discussion starter <em>because<\/em> it failed to use the right contextmarkers (whatever these are).<\/p>\n<p>[youtube]http:\/\/www.youtube.com\/watch?v=g032MPrSjFA[\/youtube]<\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"jMLHPK4evu\"><p><a href=\"https:\/\/boingboing.net\/2012\/06\/28\/stupid-eu-video-psa-shows-how.html\">Stupid EU video PSA shows how *not* to promote science to young women<\/a><\/p><\/blockquote>\n<p><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Stupid EU video PSA shows how *not* to promote science to young women&#8221; &#8212; Boing Boing\" src=\"https:\/\/boingboing.net\/2012\/06\/28\/stupid-eu-video-psa-shows-how.html\/embed#?secret=PvUSxq9P0q#?secret=jMLHPK4evu\" data-secret=\"jMLHPK4evu\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>Again: Two approaches to initiate education, one obvious to inform and integrate; and one to question invisible medio-cultural givens.<\/p>\n<p><strong>Addendum (July 5th 2012):<\/strong><br \/>\nOn July 4th 2012 the german newspapers are all posting articles on the campaign. It had thus been highly successful as awareness-raiser. See e.g. this (google translated) article from <a href=\"http:\/\/translate.google.de\/translate?sl=de&amp;tl=en&amp;js=n&amp;prev=_t&amp;hl=de&amp;ie=UTF-8&amp;layout=2&amp;eotf=1&amp;u=http%3A%2F%2Fwww.taz.de%2FDie-Werbepause%2F!96702%2F&amp;act=url\">&#8220;Die Tageszeitung&#8221; (taz): &#8220;Failure is Pink&#8221;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The European Commission for Research and Innovation started an initiative on June 21st 2012 to get girls into scientific careers: &#8220;Science: It&#8217;s a girl thing!&#8221; (See the link &#8220;questions about our videoclip?&#8221; for some background infos) A video clip was &hellip; <a href=\"https:\/\/edublog.me\/shapingmedia\/2012\/07\/02\/science-gender-and-advertisers-contextmarkers\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27,24,18],"tags":[32,30,31],"class_list":["post-726","post","type-post","status-publish","format-standard","hentry","category-artistic-intervention","category-culture","category-education","tag-advertisment","tag-science","tag-videoclip"],"_links":{"self":[{"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/posts\/726","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/comments?post=726"}],"version-history":[{"count":11,"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/posts\/726\/revisions"}],"predecessor-version":[{"id":742,"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/posts\/726\/revisions\/742"}],"wp:attachment":[{"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/media?parent=726"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/categories?post=726"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/edublog.me\/shapingmedia\/wp-json\/wp\/v2\/tags?post=726"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}