B&T Goes One-On-One With Getty Images’ Rebecca Swift For International Women’s Day
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.
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.
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
Advertising Standards Bureau mums Rebecca Swift The Newspaper WorksLatest News
Is Meta’s New AI Chatbot Too Left-Wing?
Users are apparently outraged over reports that Meta’s new AI Chatbot has a tendency to swing to the left side of the aisle. The new chatbot integration was released last Friday across Meta’s Facebook and Instagram platforms but has come under fire from Sky News over reports that it is too politically motivated, swinging toward […]
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
Angela has left Bert’s farm on last night’s episode of Farmer Wants A Wife after realising that farms are dirty and have animals. This sounds like a joke, but we swear it isn’t. After hearing an almighty scream, the cameras follow cattle dog Bluey down to the Chook pen. Anticipation is high, with viewers expecting […]
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
PubMatic has launched a new partnership with creative AI firm Nova to allow brands and agencies to repurpose any social post into an ad for any digital channel. Nova enables brands and agencies to redeploy existing, high-performing creative from social media with one click to any digital ad channel cutting costs while improving performance over […]
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Intuit Mailchimp has launched its first Australian brand campaign, “To: Australia From: Mailchimp” created by its in-house agency, Wink Creative. Intuit Mailchimp’s debut Australian campaign is a love letter to Australian marketers with its creative concept drawing from the visual elements of email to create familiarity. Using elements such as a navigation bar and a […]
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
Rob Hall, founder and CEO of Playground xyz, now GumGum’s global head of data, has hailed the integration of Playground’s APAC media offering into GumGum’s overall offering, saying that the digital advertising market had moved on significantly in recent years. “The internet is changing from following people around based on their past behaviours. The fact […]
Mastercard Nabs Florencia Aimo From Marriott International
Florencia Aimo (lead image) has been appointed to the role of vice president of integrated marketing and communications, Australasia, at Mastercard after the departure of Kirsty Redfearn earlier this year. In the new role, Aimo will lead Mastercard’s marketing efforts across Australia, New Zealand and the Pacific Islands. She will manage a high-performing team of […]
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Bastion has appointed one of the industry’s most respected and experienced leaders, Cheuk Chiang, as CEO for Australia and New Zealand to deliver against the agency’s plans for significant growth. Lead image: Jack Watts and Cheuk Chiang Chiang, whose career has been deeply rooted in innovation and leadership across creative, media, data and technology, where […]
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
It’s only Wednesday, and this week in the professional sporting world has already been shrouded in disappointment. From the Cronulla Sharks’ Braydon Trindall being barred from training and playing for the immediate future due to an alleged Drug and Alcohol driving charge, to the Newcastle Knights losing superstar Kalyn Ponga to a long-term injury and […]
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
If you, like most of the country, can’t seem to get the iconic Big Mac chant out of your head and have been seriously craving a famous burger over the last few weeks, you have experienced first-hand the success of the latest Macca’s Big Mac campaign. Bringing back the iconic chant and last week introducing […]
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
The 71st Sydney Film Festival has announced that it will present the World Premiere of Midnight Oil: The Hardest Line for its Opening Night Gala on Wednesday, June 5, at the State Theatre, followed by a post-screening celebration in the Sydney Town Hall. The Hardest Line tells Midnight Oil’s trailblazing story for the first time […]
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
IntelligenceBank, the platform that empowers global marketing teams to go to market faster, maintain brand integrity across channels and maintain legal compliance, is pleased to announce open entries for the 2024 Brandies. Once again, the Brandies will celebrate the brilliant brand work produced by marketing and brand heroes worldwide. Past winners included marketing teams from […]
The Fred Hollows Foundation Appoints Ardent For PR
The Fred Hollows Foundation has appointed Ardent, an independent full-service agency, to lead its upcoming public relations campaign, concluding a competitive pitch process. The exciting partnership will see Ardent support The Foundation across earned media relations, ambassador procurement, influencer engagement, and social media amplification for their two major community fundraising events in 2024. With an […]
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Fiverr International Ltd. has released its 2024 Business Trends Index, which is compiled from trending searches for freelance digital services on Fiverr’s platform. Among the millions of searches on the marketplace over the past six months, AI, eCommerce and social media marketing all saw significant increases. The Index shows that businesses are seeking out skilled […]
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
oOh!media has launched Perth’s first 3D anamorphic billboard. Located in Yagan Square, the billboard will display ads for local science museum Scitech, created by oOh!’s creative innovation hub POLY. Richard Moore, production and content director, POLY, said: “oOh! continues to invest in adding scalable 3D and 3DA technology to our digital network across Australia. It […]
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time, […]
Amanda Laing Announces Resignation From Foxtel Group
The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]
Howatson+Company Acquires Akkomplice
Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]
Google Delays Third-Party Cookie Deprecation Again
Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Marketing advisory, strategy, and analytics company Forethought have revealed that only 3.3 per cent of Australians ranked education as the top priority for the Federal budget, falling well behind areas such as cost of living (53 per cent), healthcare (13 per cent), and housing (13 per cent). When it comes to education in particular, universities […]
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.