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Wednesday May 27, 2009
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If nothing else, Della--a Dell marketing experiment--shows that women are listening to technology companies that reach out to them. That doesn't mean we always like what we hear.
Della's patronizing tone provoked criticism that started here and on sites such as Maximum PC, then made its way over to Twitter, and finally was picked up by mainstream media including the New York Times and MSNBC. The criticism was universal, decrying Dell for talking down to women and playing to offensive stereotypes that female technology users have been fighting for decades.
The fact that Dell was attempting to reach out to the fairer sex is admirable, but suggesting that women are inept when it comes to technology (with statements like, "You'll find that netbooks can do a lot more than check your e-mail.") was downright insulting.
After a solid three (going on four) weeks of public outcry, media commentary site Jezebel reported that Dell has amended the site. Any reference to "Della" has been stripped from the revised site, renamed Lifestyle Home, and an editor's note was added at the beginning of the Tech Tips section.
Dell concedes: "Some of you have read this article over the last several days and will notice a few modifications. You spoke; we listened. Thank you for your ongoing feedback." Though the site's still not exactly a destination for tech-savvy women, it's toned down on the patronizing language and cloying images of women with matching cardigans and netbooks. Oh and, for better or worse, Dell added a Comments feature, so you can flame the company on its own site too.
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May 27, 2009 6:58 PM
Well, at least Dell proved they can listen to criticism.
That being said though, I think the marketing manager that approved THAT project should be fired-or at least work less important projects until they prove they have some sense.
May 27, 2009 7:46 PM
If you happened to take a straw poll of IT professionals on which gender has the majority of foolish service calls, would Della not be the ad campaign you'd recommend?
May 28, 2009 2:12 PM
@Feynman: Being an IT professional, I can attest that men are responsible for far more foolish service calls than women. But I would expect a scientific poll rather than a straw one would be the only one that would prove the point one way or the other.