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“In October 2017, bombshell reporting from the New York Times and The New Yorker revealed that dozens of women, including high-profile actresses, had accused top film producer Harvey Weinstein of rape, sexual assault, and sexual harassment. The number of Weinstein accusers would eventually total more than eighty, with accusations that stretched back thirty years. Ten days after the story broke, actress Alyssa Milano tweeted, “If you’ve been sexually harassed or assaulted write ‘me too’ as a reply to this tweet.” Within twenty-four hours, more than 12 million social-media posts referenced #MeToo, and the viral social feminism campaign soon spread across eighty-five countries. Alyssa Milano quickly credited the phrase “#MeToo” to its originator, the activist Tarana Burke, who coined the phrase in 2006 as a way to raise awareness and promote solidarity among women of color who’d suffered sexual assault.”

“Neither was Amber an “everywoman.” She was a Hollywood celebrity with money, an armored truck and driver, a revolving door of lawyers, PR wizards, and media connections at the ready. Her existence was totally alien from the day-to-day lives of most domestic-violence victims. This doesn’t mean she couldn’t also be a victim of abuse—but she wasn’t a stand-in for other survivors. Society tends to use celebrities as vessels to carry every social examination, every social problem, every social ill. But celebrities aren’t the norm they aren’t representative of anything except celebrity. Amber said time and time again that she chose to speak up about Johnny’s abuse for those who don’t have a voice. But Amber hadn’t assumed a central role in the #MeToo movement on her own; she was aided and encouraged by powerful institutions like the ACLU and the Washington Post, which viewed her as an apt representative for the latest cause célèbre, betraying their own detachment from everyday victims. Throughout the trial and its aftermath, many sectors of the media held the line on this narrative, trumpeting Amber as a martyr for the movement and selling her experience as exemplary and relatable. In their analyses of the trial as a systemic failure and “the death of #MeToo,” they failed to see their own complicity in constructing a myopic, unrelatable notion of social justice.”

“As more brands and corporations hurried to hop on the #MeToo train, they changed their messaging to raise awareness about issues concerning women. Nike launched the “Until We All Win” campaign to promote gender equality and empowerment. The condom brands Durex and Trojan focused their ad campaigns on sexual consent and sexual assault. Twitter bought its first-ever television ad during the 2018 Oscars, a sixty-second black-and-white spot focused on female empowerment and promoting a newly minted hashtag: #HereWeAre. Now these corporate brands could be concerned and “active,” without directly and materially addressing the systemic issues plaguing women, like poverty and healthcare.”