It appears now that Dario Fo has waded into the fold à proposi the raging controversy provoked by the comments of Barilla Chief Guido Barilla about the place of homosexuals in his company’s advertisements. Interviewed on a radio and asked whether the famous Barilla adverts could be “improved” by including reference to homosexual couples Barilla had categorically stated that there was no place for homosexuals in his company’s advertising.
Here is what Barilla had to say to La Zanzara (the programme where the interview took place):
La nostra è una famiglia classica dove la donna ha un ruolo fondamentale. Noi abbiamo un concetto differente rispetto alla famiglia gay. Per noi il concetto di famiglia sacrale rimane un valore fondamentale dell’azienda. (Ours is a classic family in which the woman plays a fundamental role. We have a different concept to that of a gay family. For us the concept of the “sacred” family remains a fundamental value for the company).
My first reaction was very much in the line of shock. Such words are the kind of words that should not be uttered because they reinforce certain attitudes and mentalities that are downright discriminatory. Yes, I too was affected by the initial shock value that was very obviously what the Zanzara interviewer wanted to obtain.
A few breaths and organisings of thoughts later though the source of my anger had shifted dramatically. This was after all an assault on a private entrepreneur’s right to advertise and sell his or her product as he best deems fit. Barilla have over the years built a type of advertising timbre based around the concept of the family. It’s a utopic ideal of a family – recognised by Italian sociologists as the “Mulino Bianco” Family. Mulino Bianco is in fact a trademark created to distinguish Barilla’s pasta from the non-pasta range of products. The idea of the Mulino Bianco Family was born in the early ’90s:
Agli inizi degli anni novanta la strategia comunicativa dell’azienda cambiò puntando sul “ritorno in campagna”. Nell’episodio iniziale del 1990 della Famiglia del Mulino, una famiglia media italiana, il padre Federico giornalista, la madre Giulia insegnante elementare, i due figli Andrea e Linda e il nonno, esprimono il desiderio di vivere nel verde e si trasferiscono in campagna. Sullo sfondo del mulino di Chiusdino, vennero ambientati una serie di episodi di vita quotidiana della famiglia. La Famiglia del Mulino assurse ben presto lo stereotipo della “famiglia perfetta” inserita in un luogo fiabesco. La pubblicità della Famiglia del Mulino andò avanti per tutta la prima metà degli anni Novanta.
In his open letter to Guido Barilla, nobel laureate Dario Fo is appealing to the company owner to “improve” the ads and catch up with the signs of times – reflect new attitudes to society and family. All well and good. It is a choice Barilla has and can make if it likes. Yet it is a choice. It cannot and should not be bullied into making it. Other companies like Ikea (and apparently now pasta rival Buitoni) will have hooked onto the possibility of attracting clients from other segments of the market (though I find it hard to see that a specialist “pasta-eating homosexual” consumer market existed before this fuss was kicked up and a boycott encouraged).
Guido Barilla may have committed a commercial hara kiri by stating that “gays can shop elsewhere” and he will have to pay the consequences for that. His opinions apart though one cannot but take stock of the collective bullying of one company simply because it opts not to include a new stereotype in its vision for selling its products. Had Barilla simply stated “We are happy enough with our advertising as it is thank you very much” would that have still provoked the ire of the internet? I’d like to think not.
The absurdity lies in the question originally put to Guido Barilla. Why the hell should I want to influence (or rather impose) a company as to how it advertises its products? What is all this rubbish about political correctness or (worse) being so easily offended. I do not see much of a difference between a muslim mother asking for a cross to be removed in a school and a gay lobby group insisting on Barilla having a gay-friendly advert. Where do we stop? Should I as a gluten-intolerant coeliac feel offended unless Barilla inserts a cameo role for the sad man at the table who is obliged to pass on the delicious looking plate of spaghetti pummarola because “Hey! I’m intolerant” (sad face and all?).
Just because the likes of Ikea think it is trendy to promote their products with new commercials thought up to be more gay friendly does not mean that other companies are obliged to follow suit. This is a huge fuss being kicked up for nothing (or at least for the not-so-carefully chosen words by Guido Barilla).
Just eat your bloody pasta e non scassate i coglioni.
