Analyzing Gender Stereotypes, and Empowerment in The Always Campaign

Discourse is a multifaceted concept in linguistics that transcends a mere definition of “a connected series of utterances.” It embodies the intricate ways in which language is employed and how meanings are constructed within various social contexts. This essay seeks to explore the Always #LikeAGirl campaign from 2014, demonstrating how it harnesses discourse related to gender stereotypes to empower women. By reclaiming the phrase “like a girl,” the campaign transforms it from an insult into a rallying cry for strength and confidence. Through the examination of subject positioning, reliance on stereotypes, and synthetic personalization, this analysis will illuminate the campaign's approach to addressing gender stereotyping and its effects on young girls.

The Nature of Discourse

Discourse consists of the norms and practices that society establishes, endowing words and statements with meaning. It is shaped by social relations, indicating that if these relations were altered or nonexistent, the discourse would likewise change or vanish. Thus, discourse is not static; it evolves over time, reflecting shifting societal values. The linguistic choices made by creators reveal the socially constructed realities embedded in discourse, allowing us to examine how texts function within specific historical contexts. This enables an exploration of the social implications that arise from the discourse presented in a text, revealing the impact on readers’ subject positioning.

Understanding the Always #LikeAGirl Campaign

Advertising often presents itself as an intruder in the viewer's experience. As Cook (1992) notes, “An ad is never the program they are watching, never the letter they are waiting for, never the part of the newspaper they are reading.” The initial hurdle for any advertisement is to capture the audience's attention. The #LikeAGirl campaign, launched by Always, a feminine hygiene brand, effectively did this by challenging the audience to reconsider their perceptions of the phrase “like a girl.” Upon first encountering the ad on YouTube, I was intrigued, as it was not immediately clear what product was being promoted. Instead of skipping it, I watched the entire video, captivated by its message.

The ad features filmmaker Lauren Greenfield asking individuals of varying ages to perform tasks “like a girl,” such as throwing and running. The responses from teens and adults are characterized by a lack of strength, embodying negative stereotypes. In contrast, young girls approach the same tasks with vigor and determination. This juxtaposition illustrates how societal perceptions of femininity deteriorate with age, reinforcing the notion that “like a girl” is synonymous with weakness.

Target Audience and Corporate Intent

Always, owned by Procter and Gamble, strategically targets young girls and women, moving beyond traditional product advertisements to engage with broader social issues. While the campaign aims to empower women, it is essential to recognize that it is still a marketing tool intended to increase sales. Despite skepticism surrounding socially conscious advertisements, the #LikeAGirl campaign successfully resonated with audiences, generating significant discussions about gender stereotypes and bolstering sales.

Critically, the ad reflects on the historical discrimination women have faced, emphasizing how negative stereotypes can adversely affect young girls, particularly during puberty. Teaching girls that to act “like a girl” is undesirable can have damaging consequences. This societal issue created a demand for a campaign that challenges these constructs, prompting Always to take action. The ad encourages viewers to confront the limitations imposed by social discourse regarding gender roles and to recognize their potential.

Methodological Framework

To analyze the ad's effectiveness, I will employ Fairclough’s Critical Discourse Analysis (CDA) framework. Fairclough argues that language is never neutral; it always reflects a controlling viewpoint. His research highlights how media texts, including advertisements, can be persuasive by exploiting stereotypes that are widely accepted in society.

Fairclough’s three-dimensional framework encompasses discourse as text, practice, and sociocultural practice. One key analytical tool is synthetic personalization, which creates an illusion of a personal relationship with the audience. This is often achieved through inclusive language and direct address, utilizing personal pronouns like “you” and “your.” By addressing the audience as individuals, the ad fosters a sense of value and connection.

Additionally, the ad's structure plays a crucial role in its messaging. It begins with older individuals demonstrating negative connotations of “like a girl” before transitioning to younger girls who embody strength and confidence. This progression underscores the notion that biases are taught, not inherent, and emphasizes the importance of instilling positive self-perceptions in young girls.

Engaging the Audience

The campaign also employs various techniques to resonate with its audience. By featuring “average” individuals, the ad enhances its authenticity, allowing viewers to relate to the subjects on screen. The informal, conversational tone of the responses adds to the ad's credibility. The format, which resembles a candid Q&A session, invites viewers to engage with the message personally.

Moreover, the ad's strategic placement on platforms like YouTube and its airing during the Super Bowl maximize its reach. Video advertisements are particularly effective due to their dynamic nature, utilizing both visual and auditory elements to engage viewers. The absence of background music in the initial part of the ad, followed by a crescendo of empowering music, further emphasizes the transformation of the narrative.

Discourse and the Reclamation of “Like a Girl”

The hashtag slogan #LikeAGirl is pivotal in understanding the campaign's impact. While the phrase itself lacks inherent negativity, societal usage has imbued it with derogatory connotations. The campaign seeks to dismantle this negative association, allowing women and girls to reclaim the phrase as a symbol of empowerment.

Questions posed within the ad further enhance engagement. For instance, “What does it mean to you to do things #LikeAGirl?” invites personal reflection and simulates a conversational dynamic. This technique not only fosters synthetic personalization but also evokes emotional responses from the audience. The ad transitions from lightheartedness to deeper emotional resonance as older women confront the societal limitations they have faced.

Conclusion: Transforming Discourse

The ultimate goal of the Always #LikeAGirl campaign is to shift societal perceptions of the phrase “like a girl” from an insult to a source of pride and strength. By employing various discursive strategies, the campaign effectively redefines the phrase, challenging entrenched stereotypes. The ad concludes with a powerful call to action: “Rewrite the rules,” encouraging viewers to participate in reshaping societal narratives surrounding gender.

In summary, the Always #LikeAGirl campaign adeptly utilizes discourse on gender stereotypes to foster empowerment and challenge societal norms. Through the analysis of language choices, audience engagement strategies, and social implications, the campaign exemplifies how advertising can contribute to cultural discourse and inspire positive change.

References

Cook, G. (1992). The Discourse of Advertising. Routledge.

Freita, M. (n.d.). Advertising as Intruders: Social Consciousness in Marketing. Journal of Media Studies.

Locke, T. (2004). Critical Discourse Analysis. Continuum.