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Science – it’s a girl thing

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Jem McCarron
WVoN co-editor

When the European Commission (EC) launched its campaign last week about making science and innovation a ‘girl thing“, it could  never have imagined that the accompanying ‘pop’ video would go viral.

Or provoke such a negative response.

Because throwing together some dance music, lots of pink and designer sunglasses, some giggling models and a young man in a lab coat and it’s got to be a winner right?

Wrong.

“For the love of all things holy what is this ****?” wrote Dr Petra Boynton, a social psychologist at University College London.

“#EU Commission campaign video to get more girls into science full of icky clichés #cringe” tweeted Research Europe (@ResearchEurope)

Dr Carolina Adler fumed “Good campaign sentiment, but ATROCIOUS video! reinforcing unhealthy images to impressionable girls.”

Michael Jennings, EC spokesperson tweeted “#sciencegirlthing aims to attract women to science. Launch video distracting from that. It has gone.”

The New Scientist magazine even pointed to research which shows that these sorts of videos can in fact demotivate women who are interested in science rather than engaging them.

But despite the furore, this is an important and worthwhile campaign.

According to current estimates, up to a million additional science, technology, engineering and mathematics (STEM) researchers will be needed in Europe by 2020 and that can only realistically be achieved by attracting more women into the sector.

Over half of the student population of the European Union (EU) are female and 45 per cent of all PhDs are undertaken by women, but they make up just one third of STEM career researchers.

European Research, Innovation and Science Commissioner Máire Geoghegan-Quinn said:

“This campaign will show women and girls that science does not just mean old men in white coats. Science offers fantastic career opportunities and the chance to make a real difference to our society and our future.

So maybe there’s no such thing as bad publicity. Raising awareness of the lack of women in this area and what is generally a positive campaign can only be a good thing in the long run.

It does, however, go to show how far the STEM industries have to go to become a genuinely welcoming environment for women.

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