Good Morning everyone!
Though the article I’ll be sharing here is from early last month, I see great value in going over it, especially because it serves as an example of what happens when white men mostly dominate the STEM field.
This article by The Mary Sue concerns what happened on September 9th, 2015, at Apple’s major unveiling event for its new iPad Pro. In order to demonstrate this new piece of technology’s processing power, they brought in an Adobe representative, Eric Snowden, to use to iPad Pro to touch up a photo. This is the photo in question:
Looking at this ad, you may be wondering what could be done to improve an ad that seems like it is perfectly finished according to advertising standards?
Well, Snowden decided that what needed fixing was her expression, specifically her mouth; thus he utilized the software on the iPad Pro to “just give her a little bit more of a smile.”
And this action of manipulating a woman’s image to make her “smile” was greet with applause from the audience.
In this society where women are cat called on the street and demanded to smile more for the pleasure of men, this demonstration is incredibly tone deaf to women.
It is also indicative of how little diversity there is in the tech industry to allow for such a demonstration to get a seal of approval to be done. In fact, this lack of diversity can be seen within the unveiling event itself, where almost all of the presenters were men, with the only woman being a doctor who did a demonstration on how the iPad Pro can be utilized in the medical field. And the applause that Snowden received for manipulating a woman’s face to smile is also an indicator that the audience was most likely majorly composed of men.
In order to make sure such offensive demonstrations do not happen in the future, the technology industry needs to seriously diversify its employees in all aspects of production, invention, marketing, and creation.
To learn more about this demonstration and the response Apple and Adobe have been receiving as a result of this, please click on this link to The Mary Sue article: Adobe’s Clueless iPad Pro Demi: “Let’s Just Give Her a Little Bit More of a Smile.”