INTERNET FOR WOMEN
I kid you not. I could not believe my eyes when I saw the advert on the metro today. It looks like a caricature, a satire of the most sexist BS you will find online — except it’s not. It’s 100% for real. Hop on over to the caption for a translation:
I mean… I just… I don’t even know where to begin with this.
Forget corruption, war in Ukraine, or oil prices. That’s so BORING. Being a woman in Russia, the only NEWS I care about are the celebrity kind. And why stop with news, apparently I need a whole different Internet — pink, sparkly, and talking directly to my ladyparts!
But maybe this is just a very misguided ad campaign for an otherwise good product?
The website’s “About” page describes “the project” that is Woman.ru as “a look at life through the eyes of women and through a prism of women’s interests.” The ten subsections of the site are: celebrities, fashion, beauty, romance, psychology, diets, health, children, lifestyle and home. I guess this is the definitive and exhaustive list of interests of someone with a vagina.
Look, I have no problem with the so-called women’s interest publications, with fashion and celebrity gossip, or even with Women.ru as a portal for these kinds of stories. God knows I consume more than my fair share of red carpet coverage and shirtless Hiddlesworth. But none of the media outlets through which I do it — hello, CeleBitchy, Lainey Gossip and Go Fug Yourself! — try to sell themselves as something they’re not: news, or news for women, whatever the hell that is. Nor do they talk down to me, saying that theirs is the only kind of information I might care about, being a woman and all. Yet this is exactly what the ad is doing — it wants me to go to this website for news, but only news that women want, which is fashion and celebrities! And diets! Ugh. Even Cosmo, which gets a lot of flack for articles like “30 new ways to give your man a blowjob while swinging from a chandelier” has a career column, and articles on political and social issues.
The award-winning website is eight years old, has a female editor in chief, and boasts more than 17 million monthly visits (that probably all come through the exciting pink Internet For Women). I hope that at least one of these readers can express to the editors, in eloquent Russian, why insulting 50 million of adult women in Russia is probably not the best marketing strategy for any business.