Exploiting Feminism for Profit

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Media Diversified

by Maya Goodfellow

Last week while flicking through TV channels an advert caught my attention. I was momentarily pleased to watch as a young girl was enchanted by clips of famous women – from feminist activist Emmeline Pankhurst to iconic singer Billie Holiday – while Fleur East’s version of Girl on Fire played in the background. But as the feature came to a close, I was jolted back into reality; this was an advert, a multimillion-pound advert for Virgin Media, to be precise. The billion pound conglomerate is now using women and girls to sell broadband. Exploiting feminism for profit.

I can’t celebrate seeing feminism exploited in the ad breaks by a company that has been built by taking millions from the taxpayer. Virgin ushers publicly run assets into the private sector then languishes on subsidies from the public purse while making a huge profit. This is not an outlandish…

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