A recent public service announcement (PSA) cleverly utilizes autocorrect features in text messaging to shed light on the insidious nature of rape culture. The short 30-second video depicts a conversation between two friends, reflecting on a party from the previous night.
One friend mentions, “Remember that drunk girl I was talking to at the party?” Here, the word “talking” is shockingly autocorrected to “targeting.” This simple change sets the tone for a troubling exchange. As the dialogue progresses, it becomes evident that the encounter was anything but consensual. The friend goes on to say he “had to encourage her a bit,” with “encourage” being replaced by “force” in the text. This stark alteration underscores the disturbing reality that exists beneath the surface of casual conversations.
The impactful advertisement, crafted by the marketing agency Mekanism, is part of the It’s On Us campaign aimed at raising awareness and preventing sexual assault. Launched in 2014 by President Barack Obama and Vice President Joe Biden, the initiative seeks to address the subtle language that normalizes rape culture. Rebecca Keller, Director of It’s On Us, emphasized the importance of recognizing how our choice of words can perpetuate harmful attitudes. “When we don’t challenge ourselves and our friends regarding this type of language, it becomes normalized,” she explained. “Language can legitimize and sustain rape culture.”
The video serves as a potent reminder that the words we use carry weight. As Keller pointed out, “What we say matters, and this video was created to demonstrate that it’s on all of us to choose our words wisely.”
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In summary, this PSA effectively illustrates how language plays a crucial role in shaping perceptions of consent and sexual assault. By drawing attention to the subtle yet harmful language that often goes unchecked, it challenges us all to be more mindful of our words and their implications.