{"id":1853,"date":"2019-12-04T11:49:18","date_gmt":"2019-12-04T09:49:18","guid":{"rendered":"https:\/\/diarieducacio.cat\/imatgesperinterrogarelmon\/?p=43"},"modified":"2024-10-27T03:11:09","modified_gmt":"2024-10-27T02:11:09","slug":"sexist-not-sorry-2","status":"publish","type":"post","link":"https:\/\/diarieducacio.cat\/imatgesperinterrogarelmon\/2019\/12\/04\/sexist-not-sorry-2\/","title":{"rendered":"Sexist Not Sorry"},"content":{"rendered":"
L\u2019equip creatiu de Widen+Kennedy s\u2019ha encarregat de la campanya de Tinder que inunda el metro i els carrers de Barcelona. Per fer el gran salt a la publicitat, l\u2019aplicaci\u00f3 de cites ha escollit una ag\u00e8ncia de comunicaci\u00f3 que defensa un vincle fort i provocatiu amb les marques que la contractin. Aix\u00f2 potser explica l\u2019aposta de la campanya, una defensa irreverent de la solteria. Vest\u00edbuls, andanes i pilones del carrer van plens d\u2019imatges de joves d\u2019entre 18 i 25 anys \u2013el segment de poblaci\u00f3 m\u00e9s actiu segons dades de la plataforma\u2013 que reivindiquen la decisi\u00f3 conscient de no tenir parella.<\/p>\n
Les fotografies ocupen tota la publicitat amb un prop\u00f2sit clar: jove, dedica tota la teva energia a celebrar la teva independ\u00e8ncia. Per aix\u00f2, als retratats se\u2019ls ha situat en un entorn i amb una actitud que defuig els suposats llocs comuns d\u2019aquest estat vital. Ballen, juguen i es diverteixen entre purpurina i filtres d\u2019Instagram. Sols o en companyia. En sales de festa, espais de karaoke, supermercats, botigues de roba vintage<\/em> i fins i tot un terrat. Trencament doble de la ret\u00f2rica de la solteria: ja no \u00e9s un estat a resoldre, sin\u00f3 una oportunitat i ni est\u00e0 associada a la nit \u2013a un temps concret\u2013 ni a un espai espec\u00edfic.<\/p>\nSingle per fer el que vulgui, com sempre he fet.<\/figcaption><\/figure>\n
Per emfatitzar el missatge, al peu de fotografia es repeteix el hashtag #SingleNotSorry, que es pot traduir com \u201cho sento per\u00f2 no sento estar solter\u201d. El manlleu single <\/em>s\u2019imposa al catal\u00e0 o castell\u00e0 de la resta de l\u2019anunci, una frase central de color blanc que varia amb els i les protagonistes. La tria de l\u2019angl\u00e8s, alhora, resol la q\u00fcesti\u00f3 del desdoblament gen\u00e8ric: converteix l\u2019experi\u00e8ncia masculina en universal.<\/p>\n
\u201cSingle per fer el que vulgui\u201d, i un noi somriu i mira a c\u00e0mera dins d\u2019un carro de la compra i al fons, desenfocats, un noi i una noia ballen entre vestits. \u201cSingle para jugar con mis propias reglas\u201d, i un noi mira a c\u00e0mera des del terrat d\u2019un edifici, sol, amb gest desafiant.<\/p>\n
Aquests plans generals de personatges masculins busquen la complicitat de qui veu els cartells: en el 2019 el relat de l\u2019amor rom\u00e0ntic ha quedat obsolet entre els joves. La celebraci\u00f3 de no dependre de ning\u00fa per ser feli\u00e7, el potencial de la llibertat sexual, el pes del comprom\u00eds… la tria d\u2019un marc relacional, en definitiva, que refor\u00e7a la idea que puc fer el que em doni la gana. Si s\u00f3c noi, \u00e9s clar.<\/p>\n
Perqu\u00e8 si analitzem la imatge d\u2019una noia abra\u00e7ant a l\u2019altre per darrere, se\u2019n despr\u00e8n una altra idea. \u00c9s un pla mig on les dues ocupen, en posici\u00f3 frontal, la totalitat de la imatge. El fons \u00e9s una taca lateral petita i difusa. No importa on estiguin, ni que no facin res. Perqu\u00e8 elles nom\u00e9s estan. \u201cSingle para dejarme encontrar\u201d. L\u2019acci\u00f3 \u00e9s, paradoxalment, l\u2019abs\u00e8ncia d\u2019aquesta. I com que cap de les dues mira a c\u00e0mera \u2013a qui veu els cartells\u2013, l\u2019ag\u00e8ncia la tindr\u00e0 qui les contempli. Dones que nom\u00e9s poden ser mirades. Dones que entre elles no es veuen, no es desitgen. Sexualitat lesbiana per al consum des de fora.<\/p>\nL’est\u00e8tica de les lesbianes de la campanya de Tinder \u00e9s a semblan\u00e7a de parelles ja ic\u00f2niques de les s\u00e8ries actuals, com les de Black Mirror (2011-2019)<\/em>\u00a0o Euphoria (2019 – ).<\/em><\/figcaption><\/figure>\n
La voluntat inclusiva de Tinder amb el col\u00b7lectiu LGBTI es desdibuixa amb una representaci\u00f3 problem\u00e0tica: el lesbianisme des de l\u2019\u00f2ptica heterosexual masculina. Elles no poden ocupar qualsevol espai, ni poden fer el que vulguin ni jugar amb les pr\u00f2pies regles, sin\u00f3 que aguaiten l\u2019arribada de l\u2019altre single. I quan s\u2019han deixat trobar, llavors s\u2019enamoren. El mite de l\u2019amor rom\u00e0ntic nom\u00e9s havia mort per una part de la poblaci\u00f3. Per elles l\u2019amor ho \u00e9s tot; per ells, nom\u00e9s un joc. Olor de resclosit d\u2019un sexisme que, amb formes aparentment renovades, fa el tuf del relat de sempre.<\/p>\n","protected":false},"excerpt":{"rendered":"
Tinder, com bona part de les aplicacions de cites, ha comen\u00e7at a publicitar-se. Analitzem qu\u00e8 hi ha al darrere d\u2019una campanya aparentment fresca i transgressora.<\/p>\n","protected":false},"author":612,"featured_media":52,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98,101,103,105,106],"tags":[],"tipo":[],"class_list":{"0":"post-1853","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-audiovisual","8":"category-drets-humans","9":"category-feminismes","10":"category-perspectiva-de-genere","11":"category-publicitat"},"yoast_head":"\n
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