If you were to ask me what my dream job was between the ages of three and eight, I would have said a spy. And the main reason for this is because one of my favorite shows growing up was the action animated series, Totally Spies. I was inspired to talk about this show because recently the Central Intelligence Agency (CIA) has received criticism and jokes online due the rebranding of its website. Totally Spies used female characters to subvert the idea of the male dominated action genre, while the CIA is attempting to use inclusion, diversity and design to appeal to younger generations. 

Originally airing in 2001,Totally Spies tells the story of 3 teen girls, Alex, Sam, and Clover who become international spies and save the world from peril. The girls are forced to balance their social lives and academic careers with their clandestine profession. Each episode follows a similar format, so I will not be writing about the show as a whole. Most of them begin with the girls in the middle of shopping or talking to a boy of interest when they are called to action by their handler Jerry. In the World Organization of Human Protection (WOOHP) headquarters, they are given their gadgets which usually look like mundane “feminine” items such as laser lipstick or zero gravity high heels. Then they face their target over the course of the episode as well as attend to non-clandestine activities. The episode usually ends with the spies defeating the bad guy. 

Totally Spies main cast

Totally Spies was created during a time when there were few action series targeted to girls. One of the main cruxes of the show came from the juxtaposition between the hyper femininity of Alex, Sam, and Clover and their ability to fight evil. The show created a space for young girls to look up to crime fighting female characters. It purposely subscribes to gender norms and tells girls that they can embrace their femininity and be strong. I am by no means saying that this show was perfect or a critical piece of feminist media. I am saying that the underlying message of the show was good, especially for girls who experienced internalized misogyny (so basically every girl).

The spies using gadgets on the season 6 poster

Totally Spies opened the door for a more inclusive space in a genre where girls are usually excluded. In the same vein, the CIA has attempted to gain a more diverse workforce with its rebranding. In 2015, a declassified report into the diversity of the agency found that it was more diverse 20 years ago.This is probably one of the main reasons why they rebranded.

On their rebranded website there are countless images of people of color alongside quotes about protecting the country. While it is great that the CIA is trying to be more inclusive, we as citizens have to ask: was this initiative made to solely attract  and appease younger generations (who are generally more race conscious) or was it done to remedy the agency’s diversity issue? Its rebranding is also problematic because the CIA has caused irreparable harm to communities of color, domestically and abroad.

Images from the CIA website

Many people online have criticized the CIA’s new aesthetic, claiming it is a guise for their atrocities. I agree, why would people who have been historically hurt by an agency join it?

This post was a bit loosely tied together, but I decided to write this because it is important to choose diversity and inclusion not when it is advantageous (in the case of the CIA), but rather when it will assist us in challenging norms (like Totally Spies) and creating better and safer places for marginalized people.