Moldovan society has yet a lot to work to eliminate sexist expressions from the daily life and it is important for the people to want to learn about this phenomenon and to realize its negative influence and especially to want to correct the attitude and language, expert in gender equality and legislation on sexism combating Olga Nicolenko stated for IPN when she was asked to comment on the given situation in Moldova following the adoption of legislation to combat gender inequality and sexist language in the media and advertising this year.
“First of all, I refer to the negative impact of sexism on the women’s image because sexism is used namely against women in 99% of the cases. Even the explanatory dictionary DEX confirms this. It defines sexism as “Sexual discrimination usually to the detriment of women and in favor of men, at individual and also at institutional levels”. Discrimination on grounds of gender in particular ‘excels’ in sexist expressions and images in the political and advertising spheres,” stated the expert.
According to Olga Nicolenko, sexist language has been now wider used in the mass media, especially with reference to women candidates, because the campaign prior to the presidential elections is to start in the Republic of Moldova. “The attacks on women who dared to want to run for this important post are very harsh, including from the viewpoint of sexism. Surely, we can accuse not only the male or female journalists for being sources of sexist expressions, but also the misogynistic politicians, who judge in a patriarchal way and based on stereotypes,” said the expert.
She exemplified by saying that the President of Belarus Alexandr Lukashenko before elections in his country said “I would not offer the office of President to a woman for the simple reason that the work of President is not for a woman”. “Here, Lukashenko showed exaggerated ‘care’ for women. Usually, namely the men decide what is suitable for a woman and what is not. I think we should all bear in mind that the women have the right and must be allowed to decide what’s best for them,” stated Olga Nicolenko.
For example, the assertions of male politicians, who out of great care for the women advise them not to become involved in politics, not to run, but to stay at home and take care of the husband, children and house or to get married and give birth to children if they are not yet married, are considered sexist. “Such ‘caring’ messages became more frequent, especially in this pre-election period. In this connection, I want to remind everyone, especially the male politicians, that the famous US$1 billion stolen from the financial-banking system of the Republic of Moldova was stolen not by women – married or unmarried, with or without children, poor or rich, young or elderly. The money was stolen by male politicians who perfectly match the stereotype of the successful man, which is the man who has everything – wife, children, money, house, etc. but this didn’t prevent them from making this state bankrupt,” she stated.
Asked why the sexist language in the media and advertising should be combated, Olga Nicolenko said this is necessary first of all because the mass media play the role of informing the public and of also forming opinions, attitudes and the mentality of this public. Sexism can be of several types: institutional, interpersonal, individual. But sexism starts always from each of us apart and we then take it to the public sphere, to institutions, the mass media, politics, economy, society, etc. That’s why it is very important for sexism to be combated first of all in everyone’s mind.
As regards advertising, where an image sometimes replaces 1,000 words, Olga Nicolenko said we understand how stereotypical the photos or films where only the woman cooks and launders or where she appears naked on billboards are. All these products negatively influence the image of the woman who is automatically associated with kitchen and housework, not with state affairs. “A lot of work is yet to be done and we will continue to warn the public about sexism in advertising. The fact that some improvements occur, even if slower than we want, gives us energy to continue to fight sexism,” she stated.
This year, Parliament adopted a law that defines the notion of ‘sexist advertising’. This is ads that present the woman or man as a sexual object, in humiliating or degrading, violent or offensive situations, that promote sexist stereotypes for discriminatory purposes, by maintaining the traditional perception that the woman is weak, vulnerable and dependent and has an inferior social position. The law also defines the notion of ‘sexist language’ as expressions that present the woman or man in a humiliating and degrading way that offends their dignity. The law stipulates fines of 1,500 to 7,500 lei for private individuals, of 10,000 to 20,000 lei for public servants and of 20,000 to 25,000 lei for legal entities.
