In a nutshell our Gender Advertising Remixer app lets you re-combine video from ads directed at boys with audio from ads directed at girls (and vice versa) to create hilarious and insightful fair use mash-ups. It allows you to drag and drop clips from a library of 20 absurdly gendered toy commercials into 400 possible remix combinations. There are currently three different versions of the app up and running!
Why remix toy commercials?
Young people in the United States are subjected to an average of 25,000 TV commercials every year. Embedded in those advertisements are a very regressive and stereotypical set of social values about gender roles for boys and girls. So how can kids push back against a multibillion dollar corporate marketing machine? The goal of this project is to help empower youth of all genders to better understand, deconstruct and creatively take control of the highly gendered messages emanating from their television sets.
More about the project:
Over the past 5 years I’ve been recording TV commercials and using them in educational remixing workshops. I’ve found that fair-use remix video can be a fantastic way to combine critical media literacy, technical skills and creative play to help youth understand, deconstruct and remix mass media messages about gender roles.