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Short Sharp Science: A New Scientist blog

Overtly 'girly' scientists alienate potential students

Liz Else, associate editor

It probably sounded like a good idea late at night in a Brussels basement where some desperate folk from the European Union's Research and Innovation promo team were holed up on a mission to "get more girls into science".

Why not create a glitzy website for 13 to 17 year old girls that's right out of a teen magazine? Yes, cried the promo people, and why not add a teaser video of three junior Charlie's Angels complete with killer stilettos and lab coats?

But in the cold light of day, the EU really should have done their homework before launching Science: It's a girl thing!

We believe them when they say they are worried about women being under-represented in science at a time when Europe needs more researchers to foster innovation and bolster its economy.

And of course they're right to argue that young people typically make critical career decisions between the ages of 13 and 17, and that recent analysis of education data shows that at 15, girls and boys have similar preferences for and attainment in science and technology - but that a large number of girls subsequently drop out. Not to mention all the women who fall away even later after doing their expensive PhDs.




Worse still, girls who already disliked science were especially demotivated by the feminine scientists. Sekaquaptewa says this was probably because they saw simultaneous success in both domains as totally unattainable.

So there you have it. The study suggest that the EU's cringeworthy video will not only generate tonnes of hate tweets but also backfire, demotivating girls who are interested in science and totally alienating those who are not. What a way to spoil a worthy initiative.
Journal reference: Social Psychological and Personality Science, doi: 10.1177/1948550612440735

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This video is *official*? My taxes paid for this??

I want my money back!


excuse me? so this so-called study is Science? this is the final word then? i think not. once the geek girls of the world hear about this and read your story i think you will get a reality check.


1) Activating gender awareness causes people to conform to the stereotypes of their gender.
2) None of the girls in the video actually DO any science. They're not 'overtly feminine', they're (yet again) over-sexualised. And you're surprised this doesn't work?


Besides, the footwear is an outrageous safety hazard. We don't permit open-topped shoes of any kind. When you drop a beaker full of HNO3 in front of you, you suddenly discover why open-tied stilettos are seldom seen in Chemistry buildings.


I was a "geek girl" back in the day. An ad campaign like this would have left me cold "Science is a girl thing." What is that supposed to mean? Especially as the girls in the picture look like just the sort of fashionista types who are very good at making a high school geek girl's life miserable. It's one thing to have this talent and interest; it's quite another to have any idea what to do about it. What I needed then and girls need now is to see women who are working in these fields, to find out what these jobs are called, where they're at, and sort of education you have to get to have one. Girls need role models, not fashion models!


This review is shocking, really shocking. On the basis of ONE piece of research, you proclaim that the EU video WILL backfire. How can you possibly claim that? As a published female physicist, I found NOTHING patronising or distasteful about the video. It was rather fun. Frankly, I question the competence of your editors. May I also comment that the video does NOT show girls. It shows youngish, independent, sexually confident, succesful women. May I suggest this demographic is threatening to some, male and female, for whatever personal reasons.


When I try to watch the video, I get "this video is private"
I can only assume that the European Union's Research and Innovation promo team is ashamed of its own video and it's trying to limit access :-)


I agree with a previous comment - Role models not fashion models. Girls don't get into science because they aren't made aware what it's all about and the vast variety of jobs they could do.


This is just horrible - it makes my flesh crawl. Lipstick? Pink? Is that all that we girls are? Do we NEED heels and makeup and tight clothes to feel good about ourselves in the workplace? What deeply offensive rubbish...

By stereotyping girls in this way, we're ignoring the wants and needs of girls who are homosexual or gender-disorientated, disabled or disfigured girls (who may not associate with the whole "pretty" thing) and girls who are just naturally sensible or "nerdy."

I think the idea that science still needs to be promoted to girls is in itself a turn-off. As a girl, I always assumed that sexism was a thing of the past, so I naturally found it horrifying when people suddenly started making a fuss about it in my teens.

Also, as a tomboy who didn't enjoy wearing dresses or heels, the idea that fashionable-types (who I associate with bullying) were invading science was very upsetting. I went into STEM because I wanted a profession where I would be judged on my abilities, not my looks.


Brian Cox gets people interested in science not this.


Science: it's a girl thing ... Uh, for what endare they attempting to close the door on boys entering science if they see this, and why is such a statement even acceptable, if this was the other way around there'd be an outrage, but claims of misandry make no appearance in this report. What are you afraid of?




"This video is private."


The official Youtube video has been made private; a mirror of the video can be accessed at - and yes, it is rather ridiculous! It shouldn't require a psychologist to figure out this would never work.


did you look into & explore the rest of the EU Commission's campaign's website at all? this misguided video is just one part of the laudable campaign and you lazily focus on it. yawn, yet more sloppy journalism from NS.


As a woman in science, perhaps the strongest motivating factor in my career path aged 13 was finding a refuge from the bullies at the time, those zombie-blondes with bright red lipstick and power heels, ready to push me over for being too clever and having curly hair. If thirteen year old me thought that *those girls* would be bothering me for the whole of my adult life, I would probably have gone into Performance Arts.

Also, to the following comment: " Itshows youngish, independent, sexually confident, succesful (sic) women. May I suggest this demographic is threatening to some, male and female, for whatever personal reasons."

Yes, it is threatening to some. Evidently not AS threatening as showing fully-realised women who are intelligent and independent, and who choose not to overtly express their sexuality. That demographic is so terrifying to modern society that it is rarely publicised anywhere.

I hate the idea that "now women can be smart AND sexy!" As if it was always a choice.

Incidentally, no. I never wanted to be one of *those* girls. I just never understood why I was bullied enormously for not wanting to be. Someone needs to provide a refuge for all the young girls who actually don't want to strut around in miniskirts and bandeaus. We don't expect the equivalent of aspiring "boy" scientists, do we?


What is the thing with the strange glasses? Are they safety glasses - if so how do they make a science career more desirable?
Anyway I couldn't watch the video as all I got was the message - This video is private. - maybe all reveled to those in the loop.


This CAN'T be serious.

This has to be a joke.


One of the things that disturbs and troubles me most about this video is also the accompanied public engagement that will happen throughout Europe in the fall. The website describes that a van will travel across Eurpope bringing demonstrations and activities that help relate science to music, fashion, and cosmetics. THIS is the messaging that we are giving girls - you are only good for science in these roles (and in particular roles for products that are mainstream and sold). Our girls are better than that. They are smarter than that. They can be anything from theoretical physicists to chemists to biologists. This video and indeed the entire campaign does not promote this.


How dense! The video should have contained Chippendale dancers in red leather thongs as lab assistants. That would spike female science enrollment in a heartbeat.


Did the people who made the video have any experience with science? I hate it when artistic types who have no clue about real science make statements about science and scientists.

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