B&T Goes One-On-One With Getty Images’ Rebecca Swift For International Women’s Day

B&T Goes One-On-One With Getty Images’ Rebecca Swift For International Women’s Day
SHARE
THIS



B&T was lucky enough to score an interview with Getty Images’ director of creative insight, Rebecca Swift, to discuss how the portrayal of women in media has evolved over the past decade, and how it will continue to evolve.

What have been the biggest changes that have happened over the last 10 years in regards to the way women are represented in imagery and the media?

In 2007, our top-selling image of women showed a woman who looked like a perfect model –  naked, covered only by a sheet, and lying in bed without very much to do. Five years later, our top-selling image of a woman looked completely different. She was much more relatable-looking – she was on a train looking out of the window at the horizon, going on a journey.  And, most significantly, she was wearing clothes! Today, our top-selling images of women show women leading business meetings, women in engineering and science and female athletes. More importantly, the diversity of looks, lifestyles and body shapes is becoming more representational.

Credit: Thomas Barwick, Getty Images

Credit: Thomas Barwick, Getty Images

Credit: Peter Cade, Getty Images

Credit: Peter Cade, Getty Images

Credit: Jodie Griggs, Getty Images

Credit: Jodie Griggs, Getty Images

How similar/dissimilar are women in Australia being represented in imagery and the media, compared to overseas?

Throughout the last few years, we have seen Australia become more aware of a balance of male and female in visual communications, with many companies locally and from abroad tailoring their communications strategies to reflect this. However, I would say that Australia has been slower in truly pulling through an authentic representation of women. What we are seeing is a number of companies really focusing on showing off their approach to diversity and inclusion, while others are making more granular and subtle changes to their visual communications strategies and language being used.

One fantastic local example I have seen was the launch of the first professional women’s AFL competition, with the campaign using more gritty women in the media campaign.

What is the biggest issue facing women in the media today, and how can it be tackled?

Globally, there is a growing sense that more women should be represented in powerful positions in the media, and there should be more female content makers (we know this from our own industry). The issue is that balanced content representing the whole range of humankind can only be possible when there is a wide range of people making intelligent choices when creating visual content.

Whose responsibility is it to drive the evolution of female representation in imagery and the media?

I believe those of us who work in the media industry, because if you can see it, you can be it.  Images have such a huge impact on what we expect of the society we live in, and what we strive to become ourselves. We are surrounded by them all the time now more than ever thanks to the proliferation of technology and social media platforms.

So, when young girls are online consuming content from their favourite media sources, they need to see themselves in all different professions, or they won’t believe there’s a place for themselves there. Women need to be portrayed as doctors as well as nurses. There needs to be visuals of women as scientists, construction workers, mechanics, engineers, politicians, pilots – and this list could easily continue.

However, females are only half the planet. It is also important to us that we also show what an equitable society can – and in some cases, does – look like. This means showing images of men who are comfortable sharing the spotlight, or handing it over entirely. Men who are supportive, generous, and emotionally available, both at home and in the work place. In Australia, this shift has definitely started, with the subversion of roles coming through in visual communications campaigns – such as men positioned as primary carers for children, as an example.

Credit: Thomas Barwick, Getty Images

Credit: Thomas Barwick, Getty Images

How will the visual representation of women in the media evolve over the next five years?

Search statistics from the Getty Images site show some encouraging changes. Since we launched our Lean In Collection in partnership with LeanIn.org, we have seen significant shifts in the type of search terms being used across our site. From 2015 to the end of 2016, searches in Australia for ‘business woman’ were up over 17 per cent, ‘edgy woman’ was up over 78 per cent, ‘heroine’ was up over 75 per cent, and ‘strong woman’ up by 138 per cent.

However, there is plenty more to be done, especially in relation to portrayals of people of varying ethnicities. One challenge our photographers encounter are the limited rosters offered by many modelling agencies, which largely still perpetuate the same narrow standards of beauty. Instead we encourage our photographers to look to social media and real life to find models.

There is still work to be done in representing the diversity of the Australian people. Images change people’s perspectives and expectations, and that impels action. The more you see these images, the more they become normalised, and the quicker we’ll get to living in a world of equal opportunity for all.

Please login with linkedin to comment

Latest News

The Diamond Concierge Gives Away $50K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $50K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Group of young hipster friends playing with smartphone with mutual disinterest towards each other - Modern situation of technology interaction in alienated lifestyle - Internet wifi connection
  • Marketing

Study: Gen Zs Eschewing Sex, Booze & Their Driver’s Licence!

A new study has revealed something we all already know – the Gen Zs (those born after 2000) are addicted to social media. However, a more interesting finding of the study is they’re apparently delaying adult behaviours such as drugs, sex, alcohol and getting their driver’s licence. According to the study, by US psychologists Jean Twenge and Heejung Park, young […]

by B&T Magazine

B&T Magazine
Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Talent Shortage? We’re Calling Bullsh*t!
  • Opinion

Talent Shortage? We’re Calling Bullsh*t!

In this guest post, Mike Hill, CEO and co-founder of Puffling, argues the reason women rarely rise to the top in the advertising industry isn’t from a shortage of suitable candidates… Two of the biggest issues plaguing the global advertising industry are a so-called talent shortage and abysmal gender diversity, particularly at the senior level. Just think… […]

Opinion

by B&T Magazine

B&T Magazine
Survey: Bibles, Condoms & Turn-downs Top List Of Hotel Guest Gripes
  • Marketing

Survey: Bibles, Condoms & Turn-downs Top List Of Hotel Guest Gripes

A new study by New Zealand hotel chain Rees Hotels has identified the biggest likes and gripes of its paying guests. When it comes to the things hotel guests like the most, free Wi-Fi topped the survey’s list. Next was complimentary breakfast, car parking, a room with a view and daily housekeeping. The items and amenities […]

by B&T Magazine

B&T Magazine
Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account
  • Advertising

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account

Accenture-owned agency The Monkeys has bolstered its client ranks, having been chosen to handle the creative for the NRMA. The Monkeys CEO Paul Green confirmed to B&T that the agency had been appointed to the NRMA account by parent company IAG, which also includes brands CGU and Swann Insurance. M&C Saatchi was the incumbent creative […]

by B&T Magazine

B&T Magazine
A waitress carries beer mugs in the Hofbraeuhaus tent after the opening of the famous Bavarian
  • Marketing

Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”

New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer. And while younger consumers may have been the most enthusiastic drinkers in previous generations, […]

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt
  • Advertising
  • Campaigns

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt

Brisbane creative agency Engine Group has launched an integrated campaign for the Queensland government promoting the benefits of buying locally and supporting local small businesses. The ‘Go Local, Grow Local’ social marketing campaign celebrates small businesses across Queensland and highlights that small businesses are the lifeblood to growth in local communities. Central to the new […]

Sam Weir, Editor - The Advertiser & AdelaideNow 
 Editorial 
 
 Picture: Turner Matt
  • Media

News Corp Appoints New Editor For The Courier-Mail

News Corp Australia has announced the appointment of Sam Weir (pictured above) as editor of Queensland’s The Courier-Mail. Weir is one of Australia’s most accomplished editors, having edited the Perth Sunday Times and for the last four-and-a-half years, The Advertiser in Adelaide. News Corp Australasia executive chairman Michael Miller said: “I am delighted Sam has […]

Is This The Creepiest Ice-Cream Ad Ever?
  • Campaigns

Is This The Creepiest Ice-Cream Ad Ever?

Look, a terrifying ice-cream ad! And by "terrifying" we really mean Tony Abbott in his sluggos kind of "terrifying".

by B&T Magazine

B&T Magazine
Creatives, Step Up To The CX Plate!
  • Marketing
  • Opinion

Creatives, Step Up To The CX Plate!

Aussie creatives urged to step up to the CX plate! That's the Adobe boss saying it; like B&T would never say try harder.

Opinion

by B&T Magazine

B&T Magazine
InMobi’s Anne Frisbie On Ad Fraud
  • Advertising

InMobi’s Anne Frisbie On Ad Fraud

B&T sat down for a chinwag with InMobi’s Anne Frisbie who thought only half of our questions were poor & unresearched.

by B&T Magazine

B&T Magazine
Facebook Provides More Clarity & Control For Brands
  • Advertising
  • Media

Facebook Provides More Clarity & Control For Brands

Facebook has announced it is taking action to provide more clarity and controls for advertisers. The updates include: Third-party verification Facebook is seeking accreditation from the Media Ratings Council and set a timeline of 18 months to audit, review and accredit Facebook measurement across three key areas: first-party served ad impression reporting; third-party viewability partner […]

Ogilvy Duo To lead Miami Ad School’s 2017 Social Media Boot Camp
  • Advertising

Ogilvy Duo To lead Miami Ad School’s 2017 Social Media Boot Camp

Miami Ad School has announced that Ogilvy’s Alex Watts (head of social) and Jennifer Ngai (lead social strategist), will lead its Social Media Boot Camp in the coming spring term. The 10-week boot camp is an intensive program where students work on live briefs to create fully-executed social media campaigns, and will run from Monday […]