BBC host John Humphrys enraged social media users after an outrageous claim he made as he discussed the ban of advertisements promoting gender stereotyping. The BBC presenter claimed promoting the idea of women being good carers for children is “desirable” as he claimed mothers are “better” at looking after babies. Mr Humphrys said: “A woman looking after a baby is, by any estimate, a very, very good and desirable thing for society.
“And by and large, and this – maybe I will be attacked for this – you do a better job at it than men. At least in our experience, I would have thought. Isn’t that common sense?”
The BBC presenter made the comment as he discussed the decision from the Advertising Standards Authority (ASA) to ban food giant Mondelez and car manufacturer Volkswagen under new gender stereotyping rules.
Members of the BBC audience however did not appear to appreciate Mr Humphry’s comments, taking to Twitter to vent their anger.
One user said: “Disgraceful interviewing as usual from John Humphrys on @BBCRadio4- confidently interrupting experts with his opinions, and dismissing both media studies and impact of gender stereotypes.”
Another said: “Quite priceless to hear John Humphrys @BBCr4today say in an interview about tackling stereotypical ads that ‘women are better at taking care of kids’ than men (and saying he’d probably get bad responses for saying it!).”
Another user wrote: “Can all men who care for their children please let John Humphrys know that they do this in a way just as loving and skilful as women? Thanks! #r4today”
One more comment read: “Hardline Brexiteer, Tory puppet, Gammon and #r4today presenter John Humphrys is ‘puzzled’ by the harm of sexism. I for one cannot wait until this complete and utter fool retires. What a waste of licence fee money is extortionate salary is.”
One Twitter user claimed Mr Humphrys’ comments helped to perpetuate “this type of advertising”, adding: “What a shocking interview by John Humphrys re: gender stereotyping in adverts @BBCr4today.”
A male user suggested the BBC present get on with the times: “#r4today I’m a bloke,and it makes me heave when I hear John Humphrys put on his quietly moderated ‘I’m addressing a little woman’ voice. It’s not 1959 mate,it’s 2019 and it’s about time you realised it.”
Around 128 people complained to the ASA about a Mondelez advertising depicting two fathers leaving their children on a restaurant’s conveyor belt after being distracted by Philadelphia cheese. Complaints argued the ad promoted harmful stereotypes of men being unable to care for children.
Mondelez UK argued their ad shed some positive light on men’s role in childcare, showing them having an active role in looking after their children in a lighthearted way. They also claimed they wanted to avoid having two women in their ad not to promote the idea of new mothers being solely in charge of taking care of the children,
And three people complained about a Volkswagen’s ad for their eGolf car.
The advert included two male astronauts floating in space, a para-athlete doing the long-jump and a man and woman sleeping in a tent before cutting off to a woman reading on a bench with a pram next to her.
ASA investigation manager Jess Tye said gender stereotypes in everyday advertisement could cause “real-world harms.”
Ms Tye said: “Ads that specifically contrast male and female stereotypes need to be handled with care,” she said.
“It’s about thinking about what the cumulative effect of those gender stereotypes might be.”
Published at Wed, 14 Aug 2019 07:09:00 +0000