While it seems to be the norm in some cultures, that females start casting spin- or fly rods at an early age, in other countries female anglers are still the exceptions. While angling is considered a national pastime and a fixed part of traditional values in the USA, Canada, Scandinavia or Island, where both man and women are keen anglers, other countries lag behind. Over here in Germany, as well as in other parts of Europe, women have only in recent years emerged with rods in their hands on a regular basis. I can only speculate why that’s the case and any assumption may be considered as sexist and born of dowdy gender stereotyping. And that’s far from my intention. I am thrilled that more and more strong women find their way into the (media-) world of angling, are becoming fixtures on the scene with a pioneering attitude and often with a scientific mind. SCALE by the way was the first European magazine devoting a whole issue of its magazine to women in angling and angling journalism. Our daughters are growing up with angling and experience our passion for it as an integral part of their upbringing. Bye, bye stereo typing!
Yet there seems to be a flipside to that coin, which causes a cacophonic media buzz and till sounds ringing in the corresponding marketing departments, when new blood in the image of “fresh” female anglers appear on the scene. Females have always been an asset to sell goods to males throughout all industries and as soon as a female angler has been noticed publicly, she will get inundated with marketing deals, product endorsements and ambassadorial wish-wash. Is it a sign of emancipated independence or are women instrumentalized to a mere marketing vehicle? For whom travel to destinations is being paid for, shootings conducted and social media accounts filled with content. Orchestrated from a male directed company board. Male followers are pleased, encouraging gratulations “en masse” and in the end I wonder, whether all these attempts to portray “strong women” will eventually backfire. To me it seems very far removed from Joan Wulff, if you’d ask me. And I am not even mentioning all the bikini-clad babes with their steeled bodies, posing frivolously holding fish into the camera. That’s an entirely different league. In the end it is regrettable how marketing and advertising once again manage to prove, how a development can easily be steered from its natural course and in the end what seems like emancipation has material dependency at its core. Gents, take a step back and just let women do their thing!