Tag Archives: clothes/fashion

Sunday Fun: Cinderella and the Glass Stripper Slipper

I guess I’m a little bit of a masochist, so I watched the trailer for Disney’s Cinderella re-make, due out in 2015. All they do is show a shoe, but what a shoe it is! Notice anything different?

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Point to Gail Dines; Pamela Paul; Carmine Sarracino and Kevin Scott; and Kaarina Nikunun, Susanna Paasonen, and Laura Saarenmaa, all who argue that we’re seeing a “pornification” of everyday life.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

When Whiteness is the Standard of Beauty

Flashback Friday.

One manifestation of white supremacy is the use of whiteness as the standard of beauty.  When whiteness is considered superior, white people are considered more attractive by definition and, insofar as the appearance of people of other races deviates from that standard, they are considered ugly.

Non-white people are still allowed to be considered beautiful, of course, as long as they look like white people.

This collection of images is a nice illustration of the way in which black women, in particular, are expected to look white in order to qualify as beautiful. The images are powerful because the black models look almost identical to the white models, but also because they are ads for make-up. So the ads are literally selling beauty.

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This is Flashback Friday, so these are ads I collected and posted in 2008.  Have things changed or stayed the same? Or, am I being unfair? Most white women do not look like these women either.  And the women of color in the images are, in fact, women of color.  Who am I to say they don’t look “black”?  Is there something else going on here?  I’m happy for the conversation.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Sunday Fun: Girl Pants

No pockets, no justice.

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Visit Dumbing of Age.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

New! in Pointlessly Gendered Products

It’s been a while since we treated our audience to a post featuring a collection of pointlessly gendered products.  Time to correct our lapse in diligence!  Here are some favorite examples we’ve added to our Pinterest board lately.

THE FOOD CATEGORY.

Pointlessly gendered endives:

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Pointlessly gendered bread:

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Pointlessly gendered eggs:

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Pointlessly gendered sausages: 1 (5)

Thanks @appledaughter,  Lars F., @mamatastic, @day_jess, @jongudmundand, and @blessedharlot!

KID STUFF.

Pointlessly gendered tooth fairies:

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Pointlessly gendered alphabets:1 (2)

Pointlessly gendered child harnesses:

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Thanks Sarah M., @day_jess, and @qaoileann!

GROWN-UP STUFF.

Pointlessly gendered socks:

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Pointlessly gendered wrist support:1 (4)

Pointlessly gendered job ads:1 (5)

Bonus! Pointlessly gendered pet shampoo:

2 (2)Thanks Jen T., Lisa S., @nayohmei, and @doubleemmartin!

That’s all for now!  Check out the entire collection on Pinterest.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

“Shed Your Weight Problem”

Our recent post collecting examples of creative resistance to sexually objectifying advertising was a big hit, which makes me think y’all are going to love this one.  The National Eating Disorder Information Center paid to put up a creative ad/trash can.  It reads “Shed your weight problem here” and encourages passers-by to dispose of their fashion magazines.

2 3Another great example of how organizations can creatively push back against the harmful messages spread by corporations for profit.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Courtesy Stigma and the Consequences of Deviance

In 2010 a scandal that erupted when designer Mark Fast decided to use four plus-size models (US sizes 8-10) in his catwalk show at London Fashion Week.  Protesting his decision, his stylist and creative director quit, leaving him just three days to find replacements.

The incident is a great example of how even relatively powerful figures (e.g., designers with catwalk shows) often have to pay a price for deviating from cultural rules. Designers are often criticized for only hiring waif-like models, but this shows that they don’t get to do whatever they like without consequences.

 

While it’s easy to condemn Fast’s stylist and creative director for walking out on him, the truth is that even being associated with deviance can bring consequences.  Sociologist Erving Goffman introduced the idea of the “courtesy stigma” to refer to the stigma that attaches to those who are merely associated with a stigmatized person. A recent Grey’s Anatomy episode dealt with exactly this idea in a story about the reaction to an attractive blonde married to an obese man. Her willingness to stay with such a person was a source of curiosity and disbelief.  Similarly, siblings of the mentally ill or mothers of children with  attention deficit/hyperactivity disorder might suffer courtesy stigma when people wonder if the mental illness is genetic or the parenting is bad, respectively.

So, while it’s tempting to say that Fast’s employees hold reprehensible ideological beliefs (a hatred or intolerance for “plus-size” women), it’s also possible that they thought being associated with the show could hurt their chances of success in a very competitive career.  In an industry that stigmatizes fat so powerfully, I can imagine it might be terrifying indeed to be seen as endorsing it.

Cite: Goffman, E. (1963) Stigma: Notes on the Management of Spoiled Identity. Engelwood Cliffs, NJ: Prentice-Hall.

Originally posted in 2010.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Mother, Sex Object, Worker: The Transformation of the Female Flight Attendant

While the first flight attendants were male and many early airlines had a ban on hiring women, flight attending would eventually become a quintessentially female occupation.  Airline marketers exploited the presence of these female flight attendants.  Based on my reading — especially Phil Tiemeyer‘s Plane Queer and Kathleen Barry’s history of flight attendants’ labor activism – there seem to have been three stages.

First, there was the domestication of the cabin.  As air travel became more comfortable (e.g., pressurized cabins and quieter rides), airlines were looking to increase their customer base.  Female “stewardesses” in the ’40s and ’50s were an opportunity to argue that an airplane was just like a comfortable living room, equally safe for women, children, and men alike.  Marketing at the time presented the flight attendant as if she were a mother or wife:

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Twenty years later, air travel was no longer scary, so airlines switched their tactics. They sexualized their flight attendants in order to appeal to businessmen, who still made up a majority of their customers. Here’s a ten-second Southwest commercial touting the fact that their stewardesses wear “hot pants”:

The intersection of the labor movement and women’s liberation in the ’60s and ’70s inspired women to fight for workplace rights. Flight attendants were among the first female workers to organize on behalf of their occupation and among the most successful to do so.  Their work won both practical and symbolic victories, like the discursive move from “stewardess” to “flight attendant” that transformed women in the occupation from sex objects to workers.  A quick Google Image search shows that the association — stewardess/sex object vs. flight attendant/worker — still applies. Notice that the search for “stewardess” includes more sexualized images, while the one for “flight attendant” shows more images of people actually working.

“Stewardess”:

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“Flight attendant”:Screenshot_2My impression is that today’s marketing tends to feature flight attendants in all three roles — domestic, sex object, worker — echoing each stage of the transformation of the occupation in the public imagination.

Cross-posted at The Huffington Post, Pacific Standard, and Work in Progress.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

The SocImages Re-Touching/Photoshop Collection

We’re cultivating a Pinterest page featuring revealing examples of re-touching and photoshop.  Here are our nineteen newest contributions, borrowed from JezebelBuzzfeed, and Photoshop Disasters.

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Perfect without a belly button (ebay); Lindsey Lohan once also had a mighty migrating belly button:

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Terrifying proportions (Westfield Mall):

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And Good Housekeeping too:
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Take care with the placement of that right hip (Victoria’s Secret):

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Let us count the ways (Speigel, Victoria’s Secret, and Laffy Taffy via Photoshop Disaster):

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See our full Pinterest page here.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.