A new government of Canada campaign
used selfies and kittens and fashion to entice young girls to pursue
jobs in science, technology, engineering and math (STEM). Science
minister Kirsty Duncan launched the effort, called Choose Science, on
Feb. 11 to mark the International Day for Women and
Girls in Science. In
addition to social media campaign, it includes a slick website, with
resources for parents, educators and girls to help address the
persistent gap of women in the STEM fields.
Which sounds innocuous enough, until you notice the page for girls
uses pictures of kittens to say science is about caring, and it points
out how more traditionally female pursuits like photography, fashion and
gymnastics encompass principles of math and physics. It also proclaims,
“A career in STEM doesn’t mean spending your life in science class.”
The suggestion that girls would only be enticed into the fields of
science and technology by showing their softer side has since prompted
fierce backlash.
“This perpetuates negative stereotypes – we need you stand up and say
that science class *is* interesting and it *is* for girls,” Lindsay
LeBlanc, a physicist at the University of Alberta, responded to Duncan’s
tweet announcing the campaign.
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