Selling Womanhood: Comcast

The way that people talk about gender make it sound like it's purely biological and immutable.  Boys and men are aggressive, driven by their biological urges, and competitive; girls and women are passive, reserved, and gentle.  What this idea misses is that gender is a social construction that has changed over time, and is shaped by many different forces.  One of those forces is from billions of dollars in advertising. 

So here's a commercial from Comcast to try and get businesses to switch their phone/internet provider to Comcast.  It's a business meeting, where important people (the board perhaps?) are trying to decide how to save money.  They're all men, except for one woman, and they're almost all White.  The woman is the only candidate that has good ideas (first to reduce costs on supplies, then by switching to Comcast).  Her first idea is dismissed out of hand, and her second idea (the whole point of the commercial) is accepted only after it is co-opted by the Office Manager, who is naturally, a man. 

This commercial shares the ideas that 1) it's normal for women to be a minority within the business world, and 2) that it's expected for a man to take credit for a woman's idea and 3) it's a better idea/more serious if it comes from a man.  The boss/CEO (male) didn't take the woman's word that this was a good idea, he only became interested in it after the man spoke up and needed it to be validated by the man.