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Link to this page: http://www.socialistparty.org.uk/issue/676/12267

From The Socialist newspaper, 22 June 2011

Readers' comment: apprentice sexists

Alan Sugar and his hopefuls are back again, in a dog eat dog competition to be his next 'apprentice'. Participants are drilled in big business methods, exploiting others as much as possible and stabbing one another in the back.

This week's task involved creating a free magazine, and selling advertising space. One team wanted a patronising magazine aimed at older people (insensitively named 'Hip Replacement') while the winning team decided to produce what they call a 'classy lad's mag'.

Despite its name -'Covered' - the team leader consistently argued for more pictures of women, as uncovered as possible. Arguments such as 'sex sells' convinced other team members that a magazine presenting women's bodies as objects for sale was necessary to sell advertising space.

In the end, this argument was apparently proved correct. Top advertising executives 'loved it' and bought hundreds of thousands of pounds worth of ad space in the magazine.

It showed how big business seeks to use the female body to make money. This contributes to the sexist attitudes which say that a woman's body is more important than her mind.

Disgracefully the BBC thinks a show like The Apprentice, actively putting forward right-wing, bigoted, anti-worker politics week in week out is harmless fun.

Claire Laker-Mansfield

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In The Socialist 22 June 2011:


Socialist Party feature

As the cuts bite, millions ask: 'Does it have to be like this?'


Building for 30th June

Con-Dems' pension attack - brutal class warfare must be fought

POA to hold protest meetings

Busting the public sector pensions myths!

Staffordshire NSSN builds support for 30 June action

Hillingdon workers back the pensions strike


Socialist Party workplace news

Strike action to defend Royal Mail jobs

Leeds Unison urges members to reject council's final offer

Coleg Morgannwg: Victory over victimisation

Barnsley lecturers fight job cuts

Unison conferences discuss action on pensions

Workplace news in brief


Socialist Party news and analysis

Housing crisis

Con-Dems still plan to destroy NHS - Save our health service!

News in brief


International socialist news and analysis

Greece's debt crisis threatens worldwide banking system


Socialist Party reports and campaigns

Finsbury Park - No to A4e cheap labour schemes

Southern Cross bosses demand huge cuts in pay and conditions


Reviews and comments

Sri Lanka's killing fields

Readers' comment: apprentice sexists


Fighting the cuts

Southampton: strikes set to continue

200 workers challenge Labour council cuts

Labour MP fails to answer questions on cuts


Education

Comprehensive education under attack

Keep Tidemill in public hands

Spreading to primaries?


 

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