When the 'Monster noted in disparaging terms the European Commission's cringeworthy campaign to get more women into IT jobs , we had no idea quite the lengths of misjudgement Brussels would go to.


The project, launched in March 2008, sought - in the kind of jaunty, cutesy terms the commission assumed would appeal to women - to attract "IT Girls."

The early rumblings from De Beauvoir's grave were already audible, even over the eager chunterings of anticipation from the IT fraternity.

But now there's a poster...

A computer-generated Barbie-esque doll has been chosen as the avatar to which women seeking a job in IT should aspire. And look, she's hip too, because she's wearing a t-shirt, and a baseball cap at a terribly fashionable angle.

The 'textspeak' (because that's how young women all communicate ye know) for the slogan also misfires, with the tech-savvyless commission officials who designed it spelling 'great' as 'gre@t.'

:-O WTF!!! LOL [etc]

Had any of them bothered to ask their teenage daughters they'd have known its correct contemporary abbreviation in the digital world is 'gr8'.

And just one more thing: nice job on adopting the term 'Cyberella' to depict these pert and presumably plastic 'IT Girls' they're trying to attract.

Had they been IT-literate enough themselves they might have entered the name into Google and changed their minds rather promptly.

After all, what self-respecting tech sector high-flying career woman would care to be associated with 'Mara, a lithe young Virtual Reality progammer' who is 'transformed into a stunningly gorgeous cyber-seductress' in tawdry 1990's soft porn flick "Cyberella: Forbidden Passions."

No, really. Maybe they were simply inspired by the film's strapline: 'The wildest fantasies become reality'...



3 comments

  1. Mara // 4:23 PM  

    I'm interested in writing a follow-up piece on your highly intuitive article.

    Could you please tell me where I could find a copy of "Forbidden Passions"?

    Tanks

  2. Anonymous // 6:31 PM  

    Perhaps they were inspired by the 1920's phenomenon of an "It girl": a charming, sexy young woman who receives intense media coverage unrelated or disproportional to personal achievements.

  3. Perfumes for women // 4:58 AM  

    why should they have to promote women going into IT. government needs to stop interfering in things it has no business interfering in. let women work where they want to work.