Even if we are supposed to be used to sexism in the technology world, sometimes it can still be shocking how blatant and brazen it is.
The Consumer Electronics Show is currently taking place in Las Vegas.
Hyper is there promoting their business, which is apparently selling external batteries and hard drives for Macs.
And so obviously, what you do to sell those things at CES is have naked women stand around and be painted. Obviously.
Emily Price tweeted out a picture of this late this afternoon with the line, “Because this is an appropriate way to sell hard drives” and that tweet has now been re-tweeted over 500 times.
Hyper’s instagram feed is full of pictures of these women and they are happily tweeting them out into the world.
These women are being used solely for their naked bodies. They are on full display on the floor of a conference hall. They are silent. They are passive. They exist only to be looked at and leered over. In order to sell computer add ons.
It’s incredibly dehumanizing to the actual women on display, the women in the crowd at CES, and, you know, ALL women everywhere.
This is just plain old, disgusting sexist garbage.
Shame on you, Hyper Shop.
- CES’s Biggest Miss: Marketing That Just Doesn’t Get Women
- Countries must address lack of women in science and technology fields – UN
- ‘Play with my V spot’
- Technology’s gender barrier
- Few women at top in engineering, science and tech firms, MPs told
- Why More Women Don’t Work in Tech
UDPATE: there is already a Twitter campaign underway asking Hyper to stop using these women’s naked bodies to sell their stuff. The hashtag is #NotBuyingIt. For more, Imran at Miss Representation’s blog.
UPDATE #2: Hyper has responded to “a small group of people [who] have chosen to view our booth as offensive and hateful:”
#NotBuyingIt is what many of her followers are posting through their social filters in regards to HYPER and our products – an overwhelming majority of which did not attend the show. We are a company co-managed and co-owned by women – and our motivated and well-educated CES product specialists acted as the main information source for booth visitors during the show. We are prideful of our company image, and will continue to depict our products in a fashionable manner moving forward.
I’d like to 1) quickly point out that the original person who spotlighted this was actually there, 2) note that women often partake and promote sexist culture, 3) what does the “well-educated” part have to do with the critique at hand?, and 4) “depict our products in a fashionable manner” is the heart of it >> you used women’s naked painted body in order to depict pieces of technology and you think that’s “fashionable.” It’s not. It’s dehumanizing to women. The end.
UPDATE #3: Love this so much:
According to Karen Chupka, senior vice president of the Consumer Electronics Association, the industry giant has no plans to remove models from CES.
“The story has been overly sensationalized,” Chupka says. “A lot of people are hired to come in and support exhibitors, since the booth is only one-third of the cost of attending the event.
“I can’t understand. This is the year 2013, and I thought women had come farther than this.
I’m really appalled that anybody prints the word ‘babe’ and thinks that’s okay.”
The VP of the CEA, which hosts CES each year, is a woman. So they sent her out to issue a statement about how the REAL problem is the term “booth babes.”
YES. That’s it! It’s just a rhetorical issue. The use of actual naked female bodies on the floor of the CES to sell products is NOT a problem.
Chupka also said:
“I can understand why people have different feelings about what’s comfortable to them,” Chupka says. “I walked in and saw a man in a completely tight body suit and thought, ‘Hmm that’s a little interesting.’ Women walk around in yoga pants. Why? Because they’re comfortable.”
Try harder, CEA and Hyper. You guys are just dipping into the Sexism 101 Textbook (I’m 100% sure that is for sell somewhere on the internet — I’d check Reddit first. zing!) in order to try to explain away sexual objectification of naked silent women used as props to sell things. Smart people! RED HERRING! Yoga pants! RED HERRING! “Booth Babes”! RED HERRING! We hire women! RED HERRING!
Finally, for the record, the only time I ever want to hear the term “fembot,” which is what Hyper dubbed these silent naked women, is when Robyn is singing about being one:
And as she says, “I’ve got some news for you. Fembots have feelings, too.” WORD.