So this morning I finally heard about this awesome new ad campaign that Teva Pharmeceuticals is running for Plan B. There are a ton of things to criticize about this campaign, and I’ve done my bit by writing a letter explaining them to the representative listed in very small words. (Among other things: if you seriously think asexuality implies asociality, I’m going to have to question whether you sleep with everyone you’re friendly with, right down to family members.) There is a lot of fail, lots of people are talking about the fail, awesome. There’s more than enough fail to go round.
The thing is, the campaign actually plays into existing use of the word “asexual” as a pejorative. See, one of the things I do as a blogger is keep tabs on what people are saying about asexuality. I use a couple of blog tracking sites to find out what people are saying, and I read just about everything that’s not clearly about bacteria and also isn’t in Spanish.
And I have noticed a growing number of people using the word “asexual” to mean “ugly.” “Unfuckable.” “Unattractive.” “So ugly I think of them as genderless” is a particularly frustrating minority usage. I’ve had that one used on others around me, by people I considered actual friends and whom I was out to. I was not pleased then, and I’m damn well not pleased now.
I think it’s actually possible that Teva Pharmaceuticals didn’t know about asexuality as an orientation before they orchestrated their ad campaign. (Although Ily has some compelling arguments that they might have, most notably the grey-and-purple color scheme, and you ought to go check that out. Certainly I’m not inclined to take not knowing as an excuse.) I think they’re using “asexual” in terms of the popular pejorative meaning I’m beginning to see. To wit: they’re using it as an insult. An insult which is meant to make women yelp “Oh, I’m not like that!” and use their product. Which is really, now I think of it, a slightly more subtle insult to women.
We’re not totally invisible anymore, folks. Our orientation is now a bona fide insult. Fuck visibility, we’re out there now, we’re home free–! Oh, wait, now we’re having to deal with other kinds of oppression. Funny how visibility isn’t turning out to be the all-consuming panacea that we’ve all been told about.