It's sexist! Twitter users deride Samsung Woman of Steel competition


Antonia Molloy
Friday 29 November 2013 12:12 GMT

Samsung have been accused of sexism after running a competition which celebrates women’s achievements - by rewarding them with a kitchen.

The Woman of Steel competition, which was first highlighted by campaign group Everyday Sexism yesterday, has provoked outrage on Twitter for its perpetuation of gender stereotypes.

The competition, posted on the Samsung Home Appliances USA Facebook page, reads: "We've found some of the most magnificent women out there. Women whose superhuman strengths make them inspirational role models, and whose quick speed and heightened tastes make entertaining look easy."

Pictured on the advertisement is an immaculately turned-out young woman, who is clutching a tea cup in an apparent break from household chores. The winner, voted for by the public, will receive her own “brand new” Samsung kitchen and an honorary dinner party for eight prepared by a local chef.

Various Twitter users took to the site to voice their dismay at the company's portrayal of women.

Carly Williams tweeted: “The definition of a woman of steel is that she makes 'entertaining look easy'???? Seriously @samsung ????? #EverydaySexism

Other users also expressed their frustration about the equation of female accomplishment with perfect domesticity.

Lucy Sherriff tweeted: “She’s posing in her immaculate kitchen. SUCH A ROLE MODEL.”

Valeska Matziol added: “AND you'll also get dinner cooked for you cos FOR ONCE you shouldn't have to... *pukes*.”

It is not the first time Samsung has found itself in hot water. In March, the New York launch of the Galaxy S4 phone was embroiled in misogyny claims for its portrayal of women in a series of skits, including jokes about them marrying doctors and eating too much cheesecake.

The Independent has contacted Samsung for comment, and is awaiting their response.

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