Tag Archives: gender: femininity

“Man Up, Ladies!” … But Not Too Much

In order to be successful in many parts of labor market, women must exhibit traits that are typically considered “masculine.” The title of a fashion article in Glamour magazine hints at — okay, blatantly states — this reality:

Man Up, Ladies! That whole menswear separates look is so hot right now. (Suits, layers, plaids, you name it.) We’d promote you instantly!

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The article reinforces the idea that masculine characteristics are favored in many white collar jobs. In contrast, feminine characteristics carry a negative connotation, like when a New York Times article conflated being feminine and an undesirable employee when they contrasted the positive attribute of being “productive and results-oriented” with being a “sissy.”

Women can do masculinity, then, to reap some of the rewards offered to those who embody it, but there’s a catch: women must maintain their “femininity,” too. Women face gender rules that require that they wear makeup in order to be seen as beautiful and competent. Not doing so brings costs.

One study, for example, compared viewers’ perceptions of females with varying degrees of make-up, ranging from no make-up to glamorous. Research participants were shown photos of female faces and asked to rate the images on attractiveness, likeability, competence, and trustworthiness. Respondents rated the faces wearing make-up higher on likeablility, competence, and especially attractiveness, compared to the faces with no make-up.

These gendered behavioral and beauty norms amount to a double-edged sword for women.  They must do masculinity to be successful at work, but they must be feminine to get along.  So, man up, ladies… but not too much.

Chloe Albin is a senior at Chapman University studying dance and psychology. Dr. Georgiana Bostean is an assistant professor teaching sociology and environmental science and policy. She studies population health. 

Skirting Ochobo: Big Business Finds a Way around Local Customs

Ten women marched in defiance of the stigma against women smoking cigarettes as part of the New York Easter Day Parade in 1929.  The interesting thing was, however, it was all a sham. The tobacco industry had set the whole thing up with the help of public relations mastermind, Edward Bernays.  American Tobacco Company President George Hill  knew cigarette sales would skyrocket if more U.S. women smoked, a behavior reserved for men in the 1920s that had closed off the female market.

Within one year of Bernay’s stint, women were smoking.

Today, similarly, Japanese fast-food has found a way to bypass the cultural stigmas that impede their profits. One food chain noticed many women would not buy their biggest-sized burgers.  The culprit was ochobo, a Japanese custom that prevents women from opening their mouth widely in public.  Small mouths are considered beautiful and opening them widely is considered “ugly” and “rude.”  The restaurant concluded that it would get into the business of “freeing women from the spell of ‘ochobo.’”

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The burger chain invented a wrapper that would allow women to open their mouths larger, but not be seen: the liberation wrapper. It is a profitable tactic touted as a cultural solution.

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You can watch them introduce the wrapper in this short video:

The liberation wrapper was welcomed in Japanese media and social networks, spreading its popularity.  Similarly, Bernay’s public relation’s stint in 1929 garnered much of its success from the media hype that ensued then.

The approach has produced results. Sales of the Japanese chain’s biggest burgers jumped 213% after the wrappers were made because they allowed the burgers to become “socially available” to women.

Of course, the irony is that the burger chain’s “solution” isn’t actually liberating women.  By hiding the deviation behind a paper mask, it is actually reinforcing Ochobo. After all, the social reality remains — it is not acceptable for Japanese women to display an open mouth in public.

Michael Lozano is a graduate of CSULB’s Sociology Honors program and frequent contributor to NewAmericaMedia.org and VoiceWaves.org, a hyper-local news site based in Long Beach, CA.

Girls on the Run: When Efforts to “Empower” Girls Go Wrong

Every spring, my daughter receives an invitation to participate in a local Girls on the Run (GOTR) program. Every spring, I hesitate saying, “yes.”

Girls on the Run (GOTR) is a non-profit organization with about 200 councils across the U.S. and Canada. Over 10 to 12 weeks, councils help organize teams of girls in 3rd through 8th grades to train for and complete a 5K run.

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Volunteer coaches lead their team through the program’s pre-packaged curriculum, consisting of lessons that “encourage positive emotional, social, mental and physical development.” Among other things they discuss self-esteem, confidence, team work, healthy relationships, and “challenges girls face.” Boys are not allowed to participate in the program. The 5K is described by GOTR as the ending “moment in time that beautifully reflects the very essence of the program goals.”

The starting line has the atmosphere of a party. Music is played over loud speakers, pumping teen pop (with lyrics laden with sexual innuendo and “crushes” on boys) and oldies that carry an affirmative “you can do it” message like Gaynor’s, “I Will Survive.”

Vendors (local businesses and organizations) bring tables to engage the girls and their parents in products/services they have available. This is not the only form of capitalistic opportunism affiliated with GOTR. The international organization’s official sponsors include Lego Friends – a line of Legos that emphasize single-sexed socialization (not building!) and Secret’s campaign “Mean Stinks” (featuring another pop glam star, Demi Lovato) that emphasizes painting fingernails blue, among other frivolous things, to address girl-on-girl bullying.

The run is an odd scene. Though boys have been banned from participation, older male relatives, friends, and teachers are encouraged to run with girls as their sponsors. It has become a unique trademark of GOTR that these men, and many of the women and girls, dress “hyper-feminine” (e.g., in skirts, tutus, big bows, bold patterned knee-high socks, tiaras, etc.), apply make-up or face paint, and spray color their hair. The idea is to “girl it up.”

Over the years, I’ve become increasingly uncomfortable with this event for a couple of reasons.

First, encouraging girls to “girl it up”—or I prefer, “glam it up,” so that we don’t appropriate these behaviors just for girls—can be fun, an opportunity to step out and beyond what is practiced in everyday life. But there’s no corresponding encouragement to “butch it up” if they desire, or do some combination of both.  In the end, then, this simply serves to reproduce gender stereotypes and the old-fashioned and false notion that gender is binary.

Second, by bombarding girls with “positive” messages about themselves meant to counteract negative ones, the program implicitly gives credence to the idea that girls aren’t considered equal to boys. What messages are girls really getting when special programs are aimed at trying to make them feel good about themselves as girls?

Although I have always given in to my daughter’s requests, at some point I am going to say “no.” Instead of reinforcing the box she’s put into, and decorating it with a pretty bow, we’ll have to start unpacking mainstream girl culture together.

Scott Richardson is an assistant professor of educational foundations and affiliate of women’s studies at Millersville University of Pennsylvania. You can follow him on Twitter.

A Reluctant Defense of Sunscreen for Men

Lotion is socially constructed as feminine in the U.S. and so some men, attempting to avoid the prevailing insults of our time – gay, fag, bitch, pussy, douche, girl, and woman – are disinclined to use it.

Eeeew, lotion!

You know who you are, guys.

Sunscreen is a category of lotion and so putting on sunscreen is equivalent to admitting you’re the sun’s bitch.  Men are supposed to let the sun bake their face into a tough, craggy masculinity that says “yeah, I go outdoors and, when I do, I don’t give a shit.”

Because caring about one’s health is for pussies, some scholars argue that being male is the single strongest predictor of whether a person will take health risks.  In fact, thanks in part to the stupid idea that lotion carries girl cooties, men are two to three times more likely to be diagnosed with skin cancer.

So, fine dudes, here’s some sunscreen for men.  For christ’s sake.

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Thanks to @r0setayl0r and @ryesilverman for sending along the product!  Check it out on our truly humorous pointlessly gendered products Pinterest board.

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.

Eating Meat is Funny and Sexy. Don’t Stop Eating Meat.

Activist Carol Adams has famously argued that the common phenomenon of sexualizing meat products is designed to make us feel better about eating animals. One of the ways it does this is by making it funny.  She explains:

Uneasiness becomes sexual energy… and everybody knows what to do about sexual energy.  You can laugh at it, you can talk about it, it reduces whoever is presented to an object.  And so it makes it okay again.

Sexualizing meat also turns the object of consumption, the animal, into a willing participant.  Sex takes two and, even when one partner is objectified, there is a desire.  If not “want,” it’s a “want to be wanted.”

If the meat wants you to want it, then you don’t have to feel bad about eating it.  As I’ve written before, “this works best alongside feminization, as it is women who are typically presented as objects of a lustful male gaze.”

This ad, in which roosters flock to Carl’s Jr to ogle and lust over chicken “breasts,” is a disturbing example.

Thanks to @wegotwits for the link!

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.

Reimagining Barbie: Villain or Victim?

Earlier this year, Barbie posed for Sports Illustrated, triggering a round of eye-rolling and exasperation among those who care about the self-esteem and overall mental health of girls and women.

Barbie replied with the hashtag #unapologetic, arguing in an — I’m gonna guess, ghostwritten — essay that posing in the notoriously sexist swimsuit issue was her way of proving that girls could do anything they wanted to do.  It was a bizarre appropriation of feminist logic alongside a skewering of a feminist strawwoman that went something along the lines of “don’t hate me ’cause I’m beautiful.”

Barbie is so often condemned as the problem and Mattel, perhaps tired of playing her endless defender, finally just went with: “How dare you judge her.”  It was a bold and bizarre marketing move.  The company had her embrace her villain persona, while simultaneously shaming the feminists who judged her.  It gave us all a little bit of whiplash and I thought it quite obnoxious.

But then I came across Tiffany Gholar’s new illustrated book, The Doll Project.  Gholar’s work suggests that perhaps we’ve been too quick to portray Barbie as simply a source of young women’s self-esteem issues and disordered eating.  We imagine, after all, that she gleefully flaunts her physical perfection in the face of us lesser women.  In this way, Mattel may be onto something; it isn’t just her appearance, but her seemingly endless confidence and, yes, failure to apologize, that sets us off.

But, maybe we’re wrong about Barbie?

What if Barbie is just as insecure as the rest of us?  This is the possibility explored in The Doll Project.  Using a mini diet book and scale actually sold by Mattel in the 1960s, Gholar re-imagines fashion dolls as victims of the media imperative to be thin.  What if  Barbie is a victim, too?

Excerpted with permission:

14 1a 53Forgive me for joining Mattel and Gholar in personifying this doll, but I enjoyed thinking through this reimagining of Barbie. It reminded me that even those among us who are privileged to be able to conform to conventions of attractiveness are often suffering.  Sometimes even the most “perfect” of us look in the mirror and see nothing but imperfection.  We’re all in this together.

Cross-posted at Pacific Standard and Adios Barbie.

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 Sexual Politics of Veganism

Carol Adams has written extensively on the sexual politics of meat, arguing that women and other animals are both sexualized and commodified to facilitate their consumption (both figuratively and literally) by those in power. One result has been the feminization of veganism and vegetarianism. This has the effect of delegitimizing, devaluing, and defanging veganism as a social movement.

This process works within the vegan movement as well, with an open embracing of veganism as inherently feminized and sexualized. This works to undermine a movement (that is comprised mostly of women) and repackage it for a patriarchal society. Instead of strong, political collective of women, we have yet another demographic of sexually available individual women who exist for male consumption.

Take a browse through vegan cookbooks on Amazon, for instance, and the theme of “sexy veganism” that emerges is unmistakable:

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Oftentimes, veganism is presented as a means of achieving idealized body types.  These books are mostly geared to a female audience, as society values women primarily as sexual resources for men and women have internalized these gender norms.  Many of these books bank on the power of thin privilege, sizism, and stereotypes about female competition for male attention to shame women into purchasing.

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To reach a male audience, authors have to draw on a notion of “authentic masculinity” to make a highly feminized concept palatable to a patriarchal society where all that is feminine is scorned.  Some have referred to this trend as “heganism.”  The idea is to protect male superiority by unnecessarily gendering veganism into veganism for girls and veganism for boys.  For the boys, we have to appeal to “real” manhood.

Meat Is For Pussies (A How-to Guide for Dudes Who Want to Get Fit, Kick Ass and Take Names) appears to be out of print, but there are others:

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Then there is the popular tactic of turning women into consumable objects in the exact same way that meat industries do.  Animal rights groups recruit “lettuce ladies” or “cabbage chicks” dressed as vegetables to interact with the public.  PETA routinely has nude women pose in and among vegetables to convey the idea that women are sexy food.  Vegan pinup sites and strip joints also feed into this notion.  Essentially, it is the co-optation and erosion of a women’s movement.  Instead of empowering women on behalf of animals, these approaches disempower women on behalf of men.

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In sum, vegan feminism argues that women and non-human animals are commodified and sexualized objects offered up for the pleasurable consumption of those in power. In this way, both women and other animals are oppressed under capitalist patriarchy. When the vegan movement sexualizes and feminizes vegan food, or replicates the woman-as-food trope, it fails to acknowledge this important connection and ultimately serves to repackage potentially threatening feminist collective action in a way that is palatable to patriarchy.

Corey Lee Wrenn is a Council Member for the American Sociological Association’s Animals & Society section.  This section facilitates improved sociological inquiry into issues concerning nonhuman animals and is currently seeking members. Membership is $5-$10; you must be a member of the ASA to join.

Cross-posted at the Vegan Feminist Network and Pacific Standard.

Eroticized Inequality

Flashback Friday.

We are a species that reproduces sexually and has a penchant for power hierarchies.  One thing that we’ve eroticized, then, is inequality.  In other words, we have sexualized power asymmetry.  I’m not necessarily talking about BDSM, though that may very well be part of it; I’m talking about the everyday gentle or not-so-gentle eroticization of power difference.   If you’ve ever been turned on by the idea of overpowering or being overpowered, that’s what I’m talking about.

This image, used to illustrate a New York Times article about the sexual partners of vegans, is a striking example of eroticized inequality:

So the image, apparently, was chosen because it was a story about sexual relationships between vegans, or “fruity” types. But in order to make fruit look sexual, they positioned them asymmetrically with the pear not just standing next to the apple, or even taller than the apple, but towering over it.  It’s the implication of power difference (and the satin sheets) that make this seem like a sexual image instead of, say, a sleepy one.

This post originally appeared in 2007.

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.