British Museum'schaotic attempt at joining the Roman Empire trend on TikTok ends in ridicule, with accusations of sexism levied against them.
The British Museum found itself in the midst of a social media storm after publishing a video on its TikTok account. The video, titled "Girlies, if you're single and looking for a man, this is your sign to go to the British Museum's new exhibition, Life in the Roman Army, and walk around looking confused. You're welcome x," was perceived as awkward and try-hard by many.
The video, which allegedly carried the caption "Come for the Romans, stay for romance," was an attempt by the museum to ride the coattails of the popular Roman Empire TikTok trend. However, the marketing approach was met with criticism from various quarters.
Professor Alexandra Wilson from Oxford Brookes University was one of the critics. She believed the British Museum's intertextual reference to TikTok was misguided and found the video's marketing approach to be alienating to its audience. Professor Wilson predicted the British Museum's "irony" in the video would go wrong.
Some conservatives deemed the criticism as another case of "woke gone wild," while others questioned why they would expect a museum to produce humor. One conservative critic commented that the video fell flat and was not humorous.
The criticism of the video did not come only from progressive individuals. Some netizens found the video offensive and misogynistic, as it encouraged single women to visit the museum's new Roman exhibition and "walk around looking confused" to attract men. The video was also criticized for stereotyping history as belonging to men.
Interestingly, there are no search results indicating who manages the British Museum's official YouTube channel or who published the described TikTok video. The video has since been deleted from the museum's page.
The six-month delay in publishing the video also raised eyebrows, with some speculating that the museum may have been attempting to capitalize on the trend without fully understanding its implications.
The controversy surrounding the British Museum's TikTok video serves as a reminder that even in the realm of social media, historical institutions must tread carefully to avoid alienating or offending their audience.
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