The unbearable lightness of Special K

The Adgenda: this weeks most ridiculous advert.

The new Kellogg’s advert for Special K sets out to be poignant in its first line: “from the day we are born, we are defined by a number”. If only this were the whole story; a number is pretty easy to hide. Nobody writes their measurements on their forehead before they leave the house, nor does Facebook demand a kilogram quantity as you fill in your details. We (and of course, though the advert failed to specify, this means “women”) are more defined by appearance and proportion of our bodies. However, it rambles on, asking “but is a number inspiring?” as if when women consider their size as anything other than numerical they immediately float with inspiration. Yes, maybe weight should be lost based on how we feel over how we weigh, but unfortunately how we feel rather depends on how we compare to the standard model of beauty – a standard ironically portrayed by the clingy red dress on the Special K box.

The ad claims “we believe in a more powerful motivation”, following with a stream of inspirational buzz-words that all translate into an irrational desire to fit into that red dress they love so much. And their inspiration knows no bounds: surely if they throw in a couple of other cultures and languages, it’ll show us that women across the globe should all go out of their way to feel accepted for their body shape! They seem to think they’re playing a valuable part in women’s fight to be seen as more than just a splodgy shape of either suitable or unsuitable proportions. Congratulations, you’re focusing on how women feel about themselves rather than how they look, have a cookie for ending female body issues once and for all! Nope. If how women feel about themselves still has to depend on how heavy they are, you’re not creating any sort of magical self-acceptance. “What will you gain when you lose?” I don’t know, what do you expect? Confidence, possibilidades, or perpetuated gender ideals? 

“From the day we are born, we are defined by a number” Photograph: Getty Images
Getty
Show Hide image

Ukrainians now have more freedom of travel - but less freedom of thought

Ukraine's government is rightly concerned about Russian cyber aggression. But does that merit online censorship?

Ukrainians have sacrificed so much in their bid to be recognised as fellow Europeans. Their struggle to extricate themselves from Russian domination is written in the blood of the Euromaidan protestors and the toll of its military dead.

The slow progress of Ukraine’s emergence, into something resembling normality, passed another milestone on 17 May, when President Petro Poroshenko signed an agreement with the EU allowing for visa-free travel in 34 European countries. 

From Sunday 11 June Ukrainians with biometric passports will be able to travel in Europe and stay for 90 days within a 180 period. There are obvious economic benefits to the new agreement. Ukrainians will be free to travel and conduct business with much more efficacy. The new agreement will also reduce the insularity of Ukrainians, many of whom yearn for the cosmopolitanism they see in Western Europe. President Poroshenko was mindful of the symbolism of the agreement. He declared: "Ukraine is returning to the European family. Ukraine says a final farewell to the Soviet and Russian empire."

Perched on the periphery, Ukraine is now set to become more woven into the European mainstream. Ukrainians sense that the western door is slowly but inexorably opening, and that both recognition, and validation beckons. In this respect, it seems that there is much to celebrate.

However, as ever, Ukraine hangs uneasily in the balance between the old ways and the new. On 16 May, Poroshenko signed a decree blocking access to Russian social media websites Yandex, VKontakte and Odnoklassniki. Millions of Ukrainians sign in to these websites every day. Even Poroshenko himself uses them. Five Russian TV stations are already banned in Ukraine. Poroshenko says that "Ukrainians can live without Russian networks". And it is certainly a fact that Ukrainians have responded to the decree by turning away from the Russian platforms in great numbers. Ukrainian Facebook is growing by some 35 percent a day.

In the context of Ukraine’s continuing conflict with Russia, it is perhaps understandable that the government in Kiev wishes to limit Russian trolls, together with Russian state influence and misinformation. This is certainly also the case across the whole western world, which is keenly aware of Russian cyber aggression. Nevertheless, one must ask why countries such as Britain, France and Germany continue to allow their citizens to access Russian media platforms, when Ukraine does not. 

While the new travel freedoms for Ukrainians has unleashed optimism, the latest decree has indicated something a little darker about the future. President Poroshenko would do well to consider the actions of other European governments that he so ardently wishes to emulate. Closing down social networks is usually done by authoritarian regimes like North Korea, China and Saudi Arabia. But Poroshenko advocates democracy, and in democracy there is no place for such acts. It is surely a mark of a nation’s maturity to encourage freedom of thought, as well travel.

Mohammad Zahoor is the publisher of Ukrainian newspaper The Kyiv Post.

 

0800 7318496