Friday, November 02, 2007

Equality Authority must go

It is long past time that the government pull the plug on the Equality Authority. They should simply write it off as a bad idea gone bad.
A new study from the authority included examining television advertisements, the 'Late Late Toy Show' and toy stores. It found gender stereotyping is deeply embedded in the marketing process. As marketing strategies target children extensively, it is important to examine both the obvious and hidden messages which are communicated, Niall Crowley, chief executive of the authority, said.

… During last year's 'Late Late Toy Show' on RTE "the main presenter persistently reinforced stereotypes of gender", according to the study. In the case of one toy, a human skull shown to ooze slime, the comment was uttered "made for boys, I think".
Really, if this is what they have to show for their efforts it's clearly past time that they wrapped things up and went away.