The best a brand can get

The Gillette ad moved me. When the father runs from his barbecue to stop the boy getting bullied, I thought of my dad, who always greets me with a hug and says he loves me at the end of every call. The ad effectively illustrates the link between everyday sexism and systemic abuse. It shows ways cisgender men like me can make the world a little better for people who don’t have the unjust advantages I do. Above all, it’s a welcome sign that particular modes of toxic masculinity are becoming less socially acceptable.

But as progressive as the ad may be, it also poses questions. For instance, will the company that made this commercial do anything to address the pay gap between its boy child wage slaves and girl child wage slaves?

It’s 2019, and we’re not näive. We all know Gillette’s agenda is to sell razors. We all know campaigns like this are designed to harness the news cycle and multiply exposure beyond initial marketing budgets. But when the cause is urgent and the message on point, why not give Gillette the free ad space it wants? When good news seems so rare, it’s tempting to put our scepticism on the backburner and look a little more fondly on the Mach3® Turbo than we did before.

And why shouldn’t we? As people who don’t have my privilege are painfully reminded every day, gender-based exploitation is deeply ingrained in the fabric of our society. Our culture bolsters chauvinism and machismo in pernicious and deadly ways, and the consequences for people of all genders are dire. Any message that nips at the roots of the patriarchy is a positive development, especially when it’s delivered to men in ways that men will listen. As I’ve gotten older, my experience of becoming a bit less of a dick has involved a gradual chipping away of harmful norms I’d internalised. Little things like overly earnest shaving commercials actually can make a difference.

But if this is a step forward, it wasn’t won by Gillette. It was achieved by generations of feminists who managed to push our culture to this tipping point. Women and gender diverse people have fought so tirelessly for justice and liberation that even a bunch of corporate hacks have decided to jump on board. We shouldn’t diminish their victory by hanging a portrait of a Fusion ProGlide between Angela Davis and the Pankhursts.

Because as much as the ad’s narrator insists that ‘Gillette believes in the best a man can be,’ Gillette doesn’t believe in anything except capital accumulation. If Gillette’s market research had shown there was more money in appealing to MRAs, PUAs, red-pillers, incels, Jordan Petersonians or any other woman-hating cybercult, then that is precisely what Gillette’s latest ad would have done.


Indeed, Gillette has long history of profiting off patriarchy. Writing for the Sydney Morning Herald, Dr Rachel Jacobs points out that ‘In 1915 Gillette realised it could double its profits by getting women to shave, but to do that it would have to convince women that underarm hair was disgraceful’ and that ‘Gillette is owned by Procter & Gamble, which also makes skin whitening and lightening creams, mass-marketed in Asia and the Middle East.’

And that’s just a few of Procter and Gamble’s decidedly unwoke practices. It owns cosmetic brands like Pantene and Olay, which push products by strategically undermining women’s self esteem. It owns multinational placebo-merchant Swisse, the 21st century of equivalent of a Victorian-era grifter flogging elixirs from a crate. And it remains one of the world’s biggest producers of disposable waste, feeding a global environmental crisis which, like most crises, will disproportionately affect people who aren’t cisgender men.

Then there are the slaves. In 2016, Amnesty International reported on Wilmar, one of Proctor and Gamble’s palm oil suppliers in South East Asia. Palm oil production dispossesses indigenous communities, destroys irreplaceable rainforests and is killing the last Orang Utans. But Amnesty found that Proctor and Gamble’s contractor is also responsible for obscene violations of human rights:

• Women forced to work long hours under the threat of having their pay cut, paid below minimum wage – earning as little as US$2.50 a day in extreme cases – and kept in insecure employment without pensions or health insurance,
• Children as young as eight doing hazardous, hard physical work, sometimes dropping out of school to help their parents on the plantation,
• Workers suffering severe injuries from paraquat, an acutely toxic chemical still used in the plantations despite being banned in the EU and by Wilmar itself

The Gillette ad is part of a new, sophisticated wave of corporate whitewashing, seen last year in Nike’s powerful endorsement of anti-racist activist Colin Kaepernick. As meaningful as these messages may be, they are no more sincere than Kendell’s Jenner’s infamous Pepsi protest. Banks have no place in pride marches. McDonalds, a company that has done untold damage to children’s health, deserves no credit for raising money for sick kids one day a year. And co-opting an urgent social struggle to sell shoes does not absolve Nike of pioneering the modern sweatshop.

A corporation cannot be absolved, because it is not a moral agent. It is a machine of exploitation. There are no good corporations. There are no good ads. There are ads that do good incidentally in the pursuit of profit; and there are effective ads. But human beings won’t be free until we don’t have ads at all.

Flood Media’s Anni McAllen writes:

…a new trend has emerged amongst the progressive left. Instead of seeing the culture industry as an enemy to be confronted and defeated (along with the rest of the ideological state apparatus), the culture industry is viewed as a battleground where one can win social reforms through changing the composition of the media class. In this view, the aesthetic construction and public composition of the culture industry are in fact a measure of social progress (rather than being an aspect of recuperation by the ruling class).

By abandoning a radical critique of the culture industry in exchange for a liberal compromise with establishment culture, these progressives have left themselves open to being easily recuperated and systematically de-fanged.

If stanning and cancelling particular cultural artefacts is fraught, then imagining that the revolution might be advertised is an utter surrender to capital. Marketing is nothing more or less than professional manipulation. It is the leveraging of psychological insight to make us do or buy things we wouldn’t otherwise do or buy. The fact that we’re resigned to its ubiquity does not make it less obscene. Rewarding woker-than-usual commercials isn’t even trying to dismantle the master’s house with the master’s tools – it’s just congratulating the master because his latest weapon for bleeding us dry happens to have a pink handle.

And, even so, the ad will help. This is a contradiction we have to hold if we are to move forward with clarity. When the hashtags were trending and the thinkpieces flowed, I decided to suffer the Today Show’s segment on the issue. The supernaturally patient Clementine Ford debated the singularly hate-filled Miranda Devine, with the final word going to noted feminist scholar Richard Wilkins. It was a sobering reminder of the reality of mainstream discourse in Australia, where the simple message that male violence and predation aren’t acceptable is still controversial. The fact I can forget that is testament to my privilege.

I hope the Gillette ad will make some people think, and make others a little safer. If it does, that’s a victory worth celebrating. But let’s not get too deeply invested in a culture-war-industrial-complex that devotes more discourse to the political nuances of the Oscars than the stripping of funding from family violence programs. Lets remember to give all the credit to the women and gender diverse people who, in their public and private lives, pushed against the walls of their oppression to make moments like this possible. And lets give no credit at all to companies that reinforce those walls until the moment it’s no longer profitable.

Their Melbourne

From Southbank to Carlton, the city of Melbourne is littered with sky-blue posters. They carry the slogan Our Melbourne and the beaming face of Lord Mayoral candidate Sally Capp. Capp is the frontrunner for the by-election that follows by the resignation of Lord Mayor Robert Doyle after an independent investigation found that he sexually harassed two women.

For interstate readers not familiar with outgoing mayor, imagine if Mr Toad of Toad Hall was a sexual predator. Some of the highlights of Doyle’s decade in the robes include using riot police to brutalise peaceful protesters and plotting to purge the city of homeless people, which advocates say would have probably killed some of them.

So Capp, if she wins, will surely be a breath of fresh air. The major parties certainly seem to think so. Both the Liberal Party – which Capp forgot she used to be a member of until a journalist helpfully reminded her – and “key local Labor figures” support the Lord Mayor for our Melbourne. But who does the “our” refer to?

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The Cake Baker’s Tale

The same-sex marriage postal survey is almost upon us. For some, the consequences of this vote will be life-changing. It’s obviously despicable that our government has outsourced responsibility for its people’s of civil liberties to an opinion poll. But since they have, decent Australians must do everything we can to fight for the human rights of some of our most vulnerable citizens: evangelical Christians who work in the wedding industry.

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The Minister for Home Affairs

Content note: This piece includes graphic discussion of suicide and reference to abuse

Just as I said I wouldn’t, I forgot them, and their stories got tangled up with all the other distant horrors. In May, last year, two young refugees under Australian care set themselves on fire. Omid Masoumali, an 23 year old held in indefinite detention on Nauru, doused his body in petrol and burnt himself alive. Three days later Hodan Yasin, a 21 year old Somali woman, also set herself alight. Unlike Masoumali, she survived; with burns covering seventy per cent of her body. She lost several fingers in the blaze.

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Fields of Wheat

“Me and my friends sort of used to run through the fields of wheat…” the Prime Minister says, a gleam of merriment finding her eyes, “the farmers weren’t too pleased about that… Their cries were sort of like those of animals. Gosh, they ran and ran… their filthy, skinny haunches carrying them as best they could. But we were faster, of course – children often are – and because we were quite small they could rarely see us beneath the golden heads of wheat. We laughed a great deal when they swerved or swore or prayed. Blood takes on a different odour when it’s agitated, sort of like… marzipan. My friend April would always reach them first, then myself, then June. Farmers are rather well acquainted with dying. I imagine they learn it from their livestock. Goodness me… Nobody is ever perfectly behaved, are they?”

For UK readers who aren’t volunteering for Labour in today’s election because victory is still a long shot, even with the tightened polls, here’s a short letter from an Australian perspective.
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The Puppeteers

The American Government is compromised. The Trump regime is under the sway of a superpower whose interests do not align with those of the American citizenry, or indeed, most of the people on earth. This global actor has spent years pursuing its agenda by pumping the world’s media with lies; and in doing so has eroded the very foundations of liberal democracy. Every day, it commits human rights abuses on a colossal scale with impunity.

The evidence that it has corrupted the US administration is now beyond dispute. As well as giving millions of dollars in overt and covert assistance to the Republican election campaign, and having a clear influence on foreign and domestic policy, this power has financial ties with the very highest levels of The White House. With grotesque revelations breaking the news every day, it can be easy to forget the outrageous connections we’ve known about all along. For example, the Secretary of State of the United States of America, Rex Tillerson, was the Chief Executive Officer of Exxon-Mobil.

Who did you think I was talking about?

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Consider a Notebook

Consider a notebook. Thick parchment, licked yellow by salty air, and brown ink in a grand loopy hand. It sits in the cabin of one James Cook, and specifies, in no uncertain terms, that a “discovered” land may only be claimed in the name of the King under one of two conditions – that it is unoccupied, or “with the Consent of the Natives.” But Cooky’s a boisterous sort, raised on Magellan and St George, and when they’re there and obviously not consenting he decides to seize it anyway with oratory and lead, notebook and orders be damned. This means that even under British law at the time the invasion of Australia was illegal. Continue reading “Consider a Notebook”

Satan Disendorses Trump

LUCIFER, Prince of Darkness and Emperor Apostate of hell, has officially disendorsed Republican presidential nominee Donald Jeronimo Trump.

“His actions comments are beyond the pale,” announced Satan, a key backer of the Reagan and Bush administrations. “On behalf of all of the legions of the damned, I’m cutting all ties to the Trump campaign. I may be the cloven-footed embodiment of evil, but being assosiciated with this blabbering fascist is starting to hurt my brand.”

Lucifer claimed that his stunning denouncement was inspired by Trump’s recent rise in the polls. “We put him up as a bit of a joke, but we never expected it to go this far. He’s facing over a dozen unresolved rape allegations, including from his ex-wife, and is still on the brink of becoming president? How can I support him when  I myself am a father? How could I look the abstract concept of lies in the eyes?”

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Beyond Bluewashing

Content Note: The following piece contains reference to mental illness and suicide

A fortnight ago, the Weekend Australian published a profile of Jeff Kennett so glowing you’d be forgiven for thinking he wrote it himself. The obsequious puff-piece gushed about the resigning chair of Beyondblue, citing the “indefatigable can-do spirit hard-wired in his soul” and painting him as a maverick saviour of the anguished and bereft.

The anguished and bereft might beg to differ. While there’s no doubt Beyondblue has done internationally groundbreaking work to destigmatise and alleviate mental illness in Australia, this is largely in spite, not because, of the organisation’s public face. As Kennett steps down after sixteen years with the charity, it’s only fair that we acknowledge his generous advocacy. But let’s also not forget the tireless work he’s done throughout his career to champion forces that contribute to and exacerbate mental illness on a mass scale.

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One Nation

There’s worse news every day.

Thursday, 15th of September: in her maiden speech to the Senate, Pauline Hanson declares that Australia is “in danger of being swamped by Muslims”.

Sunday, 18th of September: speaking to a forum of European conservatives, former Prime Minister Tony Abbott describes the influx of refugees to Europe from “Middle East and Africa” as a “peaceful invasion”.

Wednesday, 21st of September: an Essential poll of 1000 people suggests that 49% of Australians want to ban the migration of people of people of the Islamic faith to Australia. A further 11% aren’t sure either way. If the poll is accurate, those of us who oppose such a measure are in the minority.

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