So last week, misogynist gamer advocates GamerGate convinced Intel to pull its advertising from the gaming website Gamasutra, in order to punish Gamasutra for publishing a feminist opinion piece about gaming culture that they didn’t like. An entirely predictable Internet firestorm ensued.
Intel has issued a pseudo-apology for the debacle. Here’s what they said — and here’s what it sure as heck looks like they were really saying.
We take feedback from customers seriously.
Translation: We hate losing money.
For the time being, Intel has decided not to continue with our current ad campaign on the gaming site Gamasutra.
Translation: We hate losing money, and we have decided that misogynist dudebros spend more money on our products than the people who are fighting misogyny. This week, anyway. We are incredibly short-sighted, and have no clue about how public opinion on this issue is shifting, or how bad the word “Intel” is going to taste in people’s mouths a year from now, or two years, or five.
However, we recognize that our action inadvertently created a perception that we are somehow taking sides in an increasingly bitter debate in the gaming community. That was not our intent, and that is not the case.
Translation: We put our foot into something we had no clue about and didn’t do our homework about. Now that we’ve done it, though, we’re not willing to undo it, since we don’t want to anger the misogynist dudebros. (We have also never heard the phrase “intention is not magic,” and we think that not meaning to take sides with misogynist dudebros magically absolves of of responsibility for the fact that we did exactly that.) We don’t understand that it is literally impossible to not take sides in this debate. We don’t understand that refusing to act is supporting the status quo.
Alternate translation: We made a calculated decision to prioritize misogynist dudebros over the women who are harmed by them and their allies. That was totally our intent. We just hoped that nobody would notice. We completely understand that it is literally impossible to not take sides in this debate — we’re just trying to take those sides quietly, and without pissing anybody off. We completely understand that refusing to act is supporting the status quo. The status quo has been working pretty well for us, and we’re okay with it. We just don’t want to take responsibility for that choice. [Read more…]