Promotional Science Video Criticized

A video from the European Commission, aimed at encouraging women to enter STEM fields, is criticized for its use of clichés, including high heels and short skirts.

Written byJef Akst

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"Science: It's a Girl Thing." It’s the name of a campaign launched by the European Commission (EC) last Thursday (June 21) with the intent of reducing the lingering gender gap in science, technology, engineering, and math (STEM) fields. While the intention may be good, the EC’s methods are being questions—specifically, a 53-second promotional video featuring female models in high heels and short skirts and a male scientist watching on with interest.

The montage of nail polish, lipstick, mathematical equations, smoking Erlenmeyer flasks, and giggling girls “is so chock-full of clichés that viewers might be forgiven for thinking it a parody,” ScienceInsider reported. But as EC's spokesperson for research, innovation, and science Michael Jennings said in a tweet, "Commission doesn't really do irony."

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Meet the Author

Jef Akst
Jef (an unusual nickname for Jennifer) got her master’s degree from Indiana University in April 2009 studying the mating behavior of seahorses. After four years of diving off the Gulf Coast of Tampa and performing behavioral experiments at the Tennessee Aquarium in Chattanooga, she left research to pursue a career in science writing. As The Scientist's managing editor, Jef edited features and oversaw the production of the TS Digest and quarterly print magazine. In 2022, her feature on uterus transplantation earned first place in the trade category of the Awards for Excellence in Health Care Journalism. She is a member of the National Association of Science Writers.
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