US retailer 'wins' Sweden sexist of the year title

US retailer 'wins' Sweden sexist of the year title

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"CONGRATULATIONS, AMERICAN APPAREL! You got 35 percent - nearly 10 000 votes - of the 27,901 votes received during the week," Swedish gender studies lecturer Tomas Gunnarsson, aka the Gender Photographer (genusfotografen), wrote on his blog on Friday.

Gunnarsson's campaign was launched by listing a series of nominees on his blog on Sunday, with over 200,000 visitors subsequently taking notice.

The blog entry offered readers a chance to vote for whom they think has been the worst example of blatant sexism and thus rightful recipient of the "Sexist of the Year 2013" title complete a mug in the shape of a golden breast (Guldtuttmuggen in Swedish).

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The campaign featured unisex clothes advertised using fully clothed men but near-naked women.
"That's the worst one. If you look at the images, the women have nothing on them besides the shirt. They're walking around an empty apartment with a polo stick while the man stands there looking cool, slightly sedated, upright, not pleasing the viewer, it's the perfect example of the male gaze," Tomas Gunnarsson told The Local last week.

He claimed that the images remind him of child porn, and added when he once showed the pictures in a lecture, people working with the rehabilitation of sexual abuse victims almost jumped out of their chairs.

http://www.thelocal.se/20140208/us-retailer-wins-sexist-of-the-year-title