Cara Rogers
Plenty of us have long moved past the idea that “girlbosses” and “ShEOs” are markers of female success. Intersectional feminists now mostly view corporate, capitalist values as incompatible with visions of an equal future.
Regardless, something in me was quite pleased to see an all-female line-up in The Apprentice’s 2023 semi-final. When I finally sat down to watch the episode, though, that positivity faded.
Most feminists will be familiar with that feeling. The one of discomfort that sweeps through you when you witness something that seems misogynistic, but you can’t quite put your finger on why. There might not be anything explicitly problematic happening, but there’s still just something that doesn’t sit right with you about how the women in the given situation are being treated.
Yep, that’s the one.
It plagued me throughout the entirety of the latest episode – and, to be honest, the entire series.
Women in “male” spaces
“it feels like a bold statement to venture into the male-dominated world of business sporting strong markers of femininity”
An all-female line-up might have initially seemed like a success of sorts. It was a sign that women can be and are successful in business, and a challenge to the tendency to view business and finance as a primarily male space.
The glamour of the women in this year’s cast makes it all the more pleasing. Their hot pink two-pieces, bold lipstick, and carefully chiselled contour have been staples of the series.
There’s always something in me that cheers when women who present as typically “feminine” succeed at something typically “masculine”. With fashion and beauty so often dismissed as silly and frivolous, it feels like a bold statement to venture into the male-dominated world of business sporting strong markers of femininity.
The Apprentice Interviews
The problem, though? The presence of these women in the semi-final didn’t seem to equate to a deep acceptance of and respect towards said femininity.
Subtly demeaning comments were repeatedly thrown in throughout the latest episode, making for at times uncomfortable viewing. In fact, after the episode was aired, the show was subject to criticism from viewers who felt the interviews constituted little more than bullying.
So strong was the critique that a spokesperson for The Apprentice was prompted to speak out in its defence, claiming: “The interviews round is more than just a normal interview. Its purpose is to help determine whose business plan has the potential to secure the £250k investment… As such, every detail must be thoroughly scrutinised and advisors will at times need to ask difficult questions.”
Veiled misogyny
I can’t help but wonder, though, whether veiled misogyny is really a necessary part of a tough interview. My inclination would be to answer no, yet it reared its ugly head throughout.
As Victoria Goulborne was interviewed by Linda Plant, the latter subjected her to a whole host of brutal comments, including: “Let your cottage industry, and you know what, if it’s no good, the airlines, they need good stewardesses at the moment.”
While this was undeniably harsh, I tried to remind myself that it wasn’t inherently misogynistic, with male semi-finalists usually getting a good grilling, too. But that feeling wouldn’t shake. It still seemed an unnecessary dig that stemmed beyond simply critiquing Victoria’s business smarts.
“playing on the age-old sexist trope that pretty equals lacking much else.”
My inclination was confirmed when Victoria took to TikTok to share further insight into her interview experience. Giving some extra “juice” to viewers, Victoria claimed that “the comment that got me the most was one that they didn’t air. She told me that I was very good at sitting there and looking pretty, but not for anything else.”
I think most would agree that the aired business plans seemed a little chaotic. But it was jarring that the interviewer’s alleged comments did nothing to add constructive value to Victoria’s plan. They merely played on the age-old sexist trope that pretty equals lacking much else.
The questionable quips continued into the boardroom, as Victoria was ultimately fired by Lord Sugar. He delivered a parting comment that she should “keep [her business] as a hobby. No, it makes a good hobby.”
Again, I struggled to interpret this positively. All I could see from a feminist perspective was that Lord Sugar viewed Victoria as a silly little woman, unable to turn her silly little hobby into reality.
A wider pattern in The Apprentice
“it’s a tale as old as sexist time”
Instances of misogyny throughout the interview episode were just the tip of the iceberg: similar comments were littered throughout the whole series. A smirk here. A sarcastic comment there. Subtle things – easy to dismiss as something you’ve just misinterpreted – but still bubbling below the surface.
Guest experts on The Apprentice are frequently scathing, and often arguably patronising towards contestants. It’s part of both the characters they seemingly put on and the drama of the show. While male contestants are victim of it too, it seems maximised when they’re talking to women, especially when those women are dressed in bright colours with red lipstick.
Dolled-up women don’t fit the mould of legitimate businesspeople so – apparently – it’s harder to take them seriously. It’s a tale as old as sexist time.
Granted, these aren’t the most high-stake feminist issues going on right now, but these repeated instances can be more than a little irritating as a viewer, and can have a real impact in normalising this treatment of women in the workplace and at home.
Should we be satisfied?
I can already hear sceptics telling me that I should be pleased – “it was an all-female semi-final, after all!”.
To this, I say that what we’ve seen with this season of The Apprentice has been an exercise in the very perniciousness and subtlety of sexism and misogyny. These things can and do function just below the surface, at a level where they’re easy to dismiss as just figments of our imagination.
Sexism isn’t just saying “I hate women”. It’s also thinking that those who are “girly” are less serious, less capable and less intelligent.
Glamorous businesswomen being present in the semi-final of The Apprentice doesn’t mean that they were fully accepted, or seen as equally legitimate as their grey-suit-wearing counterparts.
The idea that a serious professional has to look a certain way (spoiler alert: full glam is a big no-no) is still in wide circulation, and its manifestation was clearer than ever in The Apprentice’s latest offering.
Featured image courtesy of Getrodeo via Unsplash. No changes were made to this image. Image license found here.
cararogers
Cara is a freelance lifestyle and culture writer based in Manchester. When she's not writing opinion pieces about pop culture or the latest social media trends, she's trying out new veggie recipes and listening to podcasts.