Pink Bic Pens and Man Crisps might be patronising, but we buy them

At a crude level, marketeers and advertisers will only produce such guff because enough of us indulge their campaigns with our custom. It's more troubling when companies start prescribing gender roles to infants.

I sit here writing on a sturdy black laptop, drinking coffee from an oversized, dark blue chunky mug. If I get peckish later I might pop out for a chocolate bar, or Man Fuel as I call it, or maybe a packet of crisps - Man Crisps, naturally, none of your effete, wispy, prawn cocktails for me, washed down with a sugar-free soda branded with something snappy and butch like Max or Zero. Real men don't count calories. When work is done and the woolly mammoth dragged back to the cave I might treat myself to a beer, and of course it will be a proper beer with proper colour, not one like this. I am man. Hear me burp, fart and whimper with indigestion.

OK, I'm exaggerating, but not much. Although on any given day you're more likely to find me gripping a spatula than a lump-hammer, like the vast majority of the human race, I perform my socially-decreed gender roles thoughtlessly and effortlessly. It is there in what I do, how I do it and, above all, what I buy.  Nutritionists say we are what we eat. In truth we are what we eat, drink, wear, drive, play with, use and otherwise consume.

The wags of social media have been having fun for the past week or so with the Amazon page for the new 'Bic For Her' ballpoint pens. If this has somehow passed you by, just a few of the customer comments have been helpfully collated by Jezebel and just about every other blog on the internet. There is something inherently ridiculous about a cheap biro specifically designed for the female scribe, and many of the witty barbs are well aimed, but ultimately this product is no more ridiculous than the countless products marketed needlessly at one gender or the other.

The 'Bic For Her' line caught the imagination for two reasons, firstly it served as a long-awaited sequel to the classic Bic Pen Amazon review game, and perhaps more importantly  because the manufacturer eschewed  any attempt at subtlety in their gender marketing. The company could just as easily have produced something called the 'Bic Chic', perhaps, with the same pastel colours, slimline design and feminine curves. We would all have known exactly what they were doing and why, but I doubt there would have been the same collective urge to point and laugh.

There's a popular urge to yell 'SEXIST!' at advertising campaigns which overtly, unashamedly play to exaggerated gender norms and stereotypes, but personally I find them less offensive - and I suspect they may be less socially corrosive - than the constant drip dripping of low level gender role stereotypes that serve as inescapable mood music to our lives. I mean the likes of the vile Proctor and Gamble Olympics ad, 'Proud Sponsors of Mums' which attributed the glory of British Olympians to the mothers who stayed home washing the sports kit, presumably while the dads were out teaching the budding athletes to run, jump and throw. I mean the Oven Pride 'So easy a man could do it' campaign, and dozens  more like those.

Devoid of the knowing, self-mocking irony of the McCoy's Man Crisps, for example, these campaigns present a representation of our modern society that is largely archaic and crass, and to some degree cements in popular culture a reactionary model that excludes diversity of gender roles, sexuality and lifestyle. I don't believe such adverts should be banned, but they can certainly be condemned.     

Capitalist producers and public consumers have a symbiotic relationship. Each plays their role in creating demands to be supplied, manufacturing needs to be met. At a crude level, marketeers and advertisers will only produce such guff because enough of us indulge their campaigns with our custom. Our purchases add up to our public personae, and of course our gender is a key component of our identity. As autonomous adults we can choose the extent to which we want to play along with such constructions. It is rather more troubling when companies like Argos start prescribing gender roles to infants with strictly demarcated Toys for Boys and Toys for Girls.

Gender diversity, allowed to flourish freely, individually and without constraint, is a healthy and beautiful thing. If a woman enjoys buying a pretty little pastel-coloured biro, I'm happy for her. If she decides the crudely gendered marketing is patronising and insulting, then I'm pleased for us all. Ultimately, the true social media superstar of the gendered marketing debate is the eloquent little tyro at the heart of this YouTube hit. Give 'em hell, sister. 

Bic For Her! Because women need special lady pens.
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US election 2016: Trump threatens to deny democracy

When asked if he would accept the result of the election, the reality TV star said that he would have to “keep you in suspense.”

During this insane bad-acid-trip of an election campaign I have overused the phrase “let that sink in.”

There have been at least two dozen moments in the last 18 months which I have felt warranted a moment of horrified contemplation, a moment to sit and internalise the insanity of what is happening. That time a candidate for president brought up his penis size in a primary election debate, for one.

But there was a debate last night, and one of the protagonists threatened to undermine democracy in the United States of America, which throws the rest of this bizarre campaign into stark relief.

It was the third and final clash between an experienced if arguably politically problematic former senator and secretary of state – Hillary Clinton –  and a reality TV star accused of a growing number of sexual assaults – Donald Trump – but the tone and content of the debate mattered less than what the latter said at one key, illuminating moment.

That statement was this: asked if he would accept the result of the election, Donald Trump said that he was going to “look at it at the time,” and that he would have to “keep you in suspense.”

If your jaw just hit the floor, you have responded correctly. The candidate for the party of Lincoln, the party of Reagan, the party of Teddy Roosevelt, declined to uphold the most fundamental keystone of American democracy, which is to say, the peaceful transition of power.

Let that sink in. Let it sit; let it brew like hot, stewed tea.

This election has been historic in a vast number of ways, most important of which is that it will be, if current polling is to be believed, the election which will bring America's first female president to the White House, almost a century after women's suffrage was enabled by the 19th amendment to the constitution in August 1920.

If the last near-century for women in America has been a journey inexorably towards this moment, slowly chipping away at glass ceiling after glass ceiling, like the progression of some hellish video game, then Donald Trump is as fitting a final boss as it could be possible to imagine.

For Trump, this third and final debate in Las Vegas was do-or-die. His challenge was near-insurmountable for even a person with a first-class intellect, which Trump does not appear to possess, to face. First, he needed to speak in such a way as to defend his indefensible outbursts about women, not to mention the increasing number of allegations of actual sexual assault, claims backstopped by his own on-tape boasting of theoretical sexual assault released last month.

This, he failed to do, alleging instead that the growing number of sexual assault allegations against him are being fabricated and orchestrated by Clinton's campaign, which he called “sleazy”, at one point to actual laughs from the debate audience.

But he also needed to reach out to moderates, voters outside his base, voters who are not electrified by dog-whistle racism and lumbering misogyny. He tried to do this, using the Wikileaks dump of emails between Democratic party operators as a weapon. But that weapon is fatally limited, because ultimately not much is in the Wikileaks email dumps, really, except some slightly bitchy snark of the kind anyone on earth's emails would have and one hell of a recipe for risotto.

In the debate, moderator Chris Wallace admirably held the candidates to a largely more substantive, policy-driven debate than the two previous offerings – a fact made all the more notable considering that he was the only moderator of the three debates to come from Fox News – and predictably Trump floundered in the area of policy, choosing instead to fall back on old favourites like his lean-into-the-mic trick, which he used at one point to mutter “nasty woman” at Clinton like she'd just cut him off in traffic.

Trump was more subdued than the bombastic lummox to which the American media-consuming public have become accustomed, as if his new campaign manager Kellyanne Conway had dropped a couple of Xanax into his glass of water before he went on stage. He even successfully managed to grasp at some actual Republican talking-points – abortion, most notably – like a puppy who has been semi-successfully trained not to make a mess on the carpet.

He also hit his own favourite campaign notes, especially his opposition to the North American Free Trade Agreement (NAFTA) - but ultimately his intrinsic Donald Trumpiness couldn't stop itself from blazing through.

Remember the Republican primary debate when Trump refused to say that he would accept the party's nominee if it wasn't him? Well, he did it again: except this time, the pledge he refused to take wasn't an internal party matter; it was two centuries of American democratic tradition chucked out of the window like a spent cigarette. A pledge to potentially ignore the result of an election, given teeth by weeks of paranoiac ramblings about voter fraud and rigged election systems, setting America up for civil unrest and catastrophe, driving wedges into the cracks of a national discourse already strained with unprecedented polarisation and spite.

Let it, for what is hopefully just one final time, sink in.

Nicky Woolf is a writer for the Guardian based in the US. He tweets @NickyWoolf.