What is #TurnArdern and why is everyone in New Zealand talking about it?
Jacinda Ardern’s media popularity has irked some, and spawned this hashtag. One Guardian staffer asked another to explain it ... quickly
傑辛達·阿爾登(Jacinda Ardern）在媒體上的知名度令人反感，並產生了這個標籤。一位衛報的員工要求另一位員工...快速解釋 。
(New Zealand prime minister Jacinda Ardern is in demand for interviews by publications around the world. Source: The Guardian.
What is this “Turn Ardern” movement all about then?
那麼“ Turn Ardern”運動到底是什麼呢？
It was kickstarted by a 66-year-old Christchurch bricklayer and involves people turning over books and magazines featuring New Zealand’s prime minister on the cover so her face can’t be seen.
The movement’s leader, Colin Wilson, says the protest was peaceful and now has hundreds of followers who have filmed themselves “turning” Jacinda Ardern in grocery stores and bookshops and posting their efforts on social media.
該運動的負責人科林·威爾遜（Colin Wilson）說，抗議是和平的，而且現在有數百名追隨者，他們在雜貨店和書店拍攝了自己的照片，讓傑辛達·阿爾登在各大書店和雜貨店"轉身"，並拍照發在社群平台上 。
“People are sick and tired of all the fluff articles – people want a prime minister and not a fashion model,” Wilson told the New Zealand Herald. “A lot of us feel she spends a lot of time doing photo shoots instead of running the country.”
Wilson says the end-goal is to drag down magazine sales featuring Ardern, meaning she has more time for work such as fixing child poverty and the housing crisis.
Interesting logic. Is she really on a lot of magazine covers? And is that her fault?
Ardern has generated huge international interest and attention, and since her election in October 2017, she has been on the cover of British and American Vogue, the Australian Women’s Weekly, and dozens of other domestic and international magazines, not to mention multiple TV appearances.
A biography of the PM has also just been published, The Story Behind an Extraordinary Leader (unauthorized, the PM did not sit for an interview with the author), with a second biography due out early next year.
Ardern has become the most internationally recognized and well-known New Zealand prime minister ever. Her global fame is a new experience for Kiwis, not used to the international spotlight, and has made her an easy target for the opposition and detractors, who frequently accuse her of focusing more on international affairs than domestic ones.
Those poor shop workers who have to return the magazines to their rightful state – what do they say?
There are reports that the #TurnArdern campaign is causing extra work for book shop workers and low-wage employees in supermarkets and newsagents, and on social media, some users have reported encounters with #TurnArdern protesters.
There has been a nasty backlash against #TurnArdern, too. Since the campaign leader’s identity emerged, he has received threats – including against his life – and been trolled and vilified online.
Is this a sexist thing or does Wilson have a point?
The author of the new Ardern biography, Michelle Duff, wrote in the Spinoff that the campaign is unequivocally sexist and another attempt to “silence women”.
阿爾登新傳記的作者米歇爾·達夫（Michelle Duff）在The Spinoff 網站中寫道，這場競選活動明確是性別歧視，也是另一種讓”女性沈默“的方式。
“#TurnArdern is just another manifestation of this simmering hatred of women that lies just beneath the surface,” Duff wrote. “The fact that a group of men are so threatened by the image of a powerful woman that they can’t even bear to look at her face is not really all that funny.”
Duff寫道：“＃TurnArdern只是這種表面隱含的女性仇恨的另一種表現。” “事實上，一群男人受到一個有力量的女人的形象的威脅，所以他們不想看到她的臉 。”
“Throughout history, attempts have been made to silence women. We’ve been drowned as witches, denied the vote, gaslighted in relationships, had our ideas stolen in meetings, had our voices and views disbelieved and minimized. We’ve been done to, not done by.”
Is there a “turn Ardern back again” movement?
There is, and the publicity has also boosted the sales of the new Ardern biography, which has spent seven weeks on New Zealand’s bestseller list. Under the hashtag #ReturnArdern, people have filmed themselves turning Ardern books and magazines the right way round again. Former PM Helen Clark tweeted that the #TurnArdern movement had been counterproductive and “spawned” the #ReturnArdern hashtag, which hints at a possible re-election slogan for the Labour party in eight months’ time.
宣傳也促進了新的阿爾登傳記的銷量，該傳記已經連續在紐西蘭的暢銷書榜上佔榜七週的時間。在#ReturnArdern的主題標籤下，人們拍了自己以正確的方式重新轉回Ardern的書籍和雜誌的照片。前總理海倫·克拉克（Helen Clark）發推文說，＃TurnArdern運動適得其反，並“產生” #ReturnArdern標籤，這暗示了工黨可能在八個月後的競選口號。
Source: The Guardian