I am asking a question that might seem almost dumb but am not so sure it is. Just because we have repeated something many times does not make it true. Internet is, above all else, a decentralized communication system. It is decentralized because as a network of networks it allows other networks to be added on as long as they abide by certain protocols. However just because a communication system is decentralized it does not mean its configuration was meant to decentralize social power structures. The technological effects of the internet is to build the internet itself which it achieves through the principle of ‘open-ness’ and is reflected in actions, standards and protocols at several levels. The relation between technology and humans however is “external” to the technology. The effects of a technology are a product of the interaction of its components with other components, where each component has a purpose and is a technology in itself. The subjectivity of humans can be (is) imposed on the technology towards ends that may be socially desirable but it does imply that it was the constitutive configuration of its components. To achieve socially desirable results what is required is the need to change the conditions under which technology can interact with humans to “improve the quality of life of all”.

So to assert that Internet ought to have been equalizing social and economic opportunity is highly problematic. Not because internet does not afford social and economic opportunities but the “equalizing” attribute points to a broad set of assumptions about the configuration of the technology to achieve that. Which it does not have. The “equalizing” attribute is not in the DNA of the technology, however open-ness to a large extent is. Recognizing this distinction is important, especially when we employ the technology for achieving socially desirable results. The factors that contribute to dismantling unjust power structures, bringing inclusiveness as the “effects” of technology are outside of it. As long as we keep this in perspective then the employment of technology for social, economic and political gains can be understood perhaps in more “realistic” terms and measured appropriately.

As Inge Kaul, Isabelle Grunberg and Marc Stern said in 1999, “… the Internet is a global public good whose publicness has to be deliberately sought.” So if internet were to have an equalizing effect it has to be sought but cannot be attributed to its existence. They continue to explain, “At a global level, it is equally important to ensure global public goods are accessible to all, especially if the production effort has been a shared endeavor”. Again this points us to the fact that technology by itself is not the solution but “access” to it, and its many services, is what will allow it to change power structures into favorable terms for the dis-empowered.

This post is a continuation of my previous blog on daring the advertisers to join the conversations by being proactive and stop perpetuating the stereotypes by offering alternative storyline to sell us their products.

The recent article in Slate asking for Ford India to fire its advertisers after autoblog highlighted the “downright lascivious” sensibilities at Ford India’s marketing partners. This is a breath of fresh air given that often such a criticism is levied by women’s rights or some activist group and not industry peers. It is an opportunity to be reflective and I hope this is not just about sacking the marketing partners (though that would be a good start) but self inspection within the marketing and advertising folks on their role in perpetuating stereotypes and even objectification of women in their pursuit to sell products and appear “in” or cool. There needs to be a redefinition of cool in marketing. It should be someone who is socially conscious. It is someone who will challenge the deeply entrenched biases that make them the norm.

In the most recently concluded Commission on the Status of Women’s Agreed Conclusions (PDF) state (emphasis is mine):

(vv) Recognize the important role the media can play in the elimination of gender stereotypes, including those perpetuated by commercial advertisements, and in promoting non-discriminatory and gender-sensitive reporting, including by preserving the confidentiality of the identity of victims and survivors where appropriate; and, to the extent consistent with freedom of expression, encourage the media to improve public awareness on violence against women and girls, to train those who work in the media, and to develop and strengthen self-regulatory mechanisms to promote balanced and non-stereotypical portrayals of women with a view to eliminating discrimination against and the exploitation of women and girls and refraining from presenting them as inferior beings and exploiting them as sexual objects and commodities and instead present women and girls as creative human beings, key actors and contributors to and beneficiaries of the process of development

There needs to be a move to building greater “self-regulatory” mechanisms that would hold the advertisers accountable and perhaps even make them stop and reconsider the way women are presented in the stories they weave to make us buy their products.