Tag Archives: discourse/language

Designing for Profit: On “Instructions for Use”

Flashback Friday.

When companies offer instructions as to how much of their product to use, what do you think drives their decisions as to what advice to give?

Theory 1:  They give the best advice.

Theory 2:  They give reasonably good advice, erring on the side of you using more product versus less.

I’m with Theory 2.  The quicker you go through their product, the more frequently you have to purchase it, and the richer they get.  So they have an interest in your over-using their product.

Dan Myers agrees.   He put up a great example of this on his website, Blue Monster. He writes:

When you buy laundry detergent these days, the cap usually serves as a handy measuring cup… Now, if you were a company that wanted to get people to use it up as fast a possible (read: waste as much of it as possible) so you could get some more out of them, what would you do? Well, having a devious mind myself, I’d make the cup bigger that it needs to be hoping people would consistently use more than they need. Especially given that people are more likely than not to fill the cup up to the top.

And that is exactly what you get on with the TIDE packaging. The cap, shown here, has three measuring lines in it: 1, 2, and 3. All of these are significantly lower than the top of the cap.

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Furthermore, if one actually takes the time to read the instructions on the bottle, the 1 line is for “medium” loads, the 2 line is for large loads, and the 3 line is not even mentioned!!!

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Why is it there if it isn’t mentioned? I say that it’s because for those who actually look at the cup instead of just filling it up, they want to give you the impression that 1 is small, 2 is medium, and 3 is large–thereby getting you to use more than necessary every time you launder. Scam Masters!!!

In another illustration, Myers videos himself brushing his teeth with the liberal swirl of toothpaste seen in your average advertisement. The result is a hilarious excessive frothing. A blob of toothpaste the size of a pea is likely sufficient for most of us, but toothpaste companies would probably prefer that you overdo it.

Relatedly, I’ve always been suspicious of how gas stations order the gas by quality/expense. Sometimes it goes cheaper on the left to expensive on the right, which is what you’d expect because we read left to right, but sometimes it’s reverse. Do people sometimes hit the far left button, assuming it’s the cheap gas, and accidentally spend more than they have to? I bet they do.

There must be hundreds of examples of this kind of trick.

This post originally appeared in 2009.

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.

Elite University Degrees Do Not Protect Black People from Racism

Disentangling the effects of race and class on the social mobility of black Americans is one of sociology’s important jobs. A new study by S. Michael Gaddis is a nice contribution.

Gaddis sent resumes to 1,008 jobs in three parts of the United States. Some of these fictional job applicants carried degrees from an elite university: Stanford, Harvard, or Duke. Some had names that suggested a white applicant (e.g., Charlie or Erica) and others names that suggested a black applicant (e.g., Lamar or Shanice).

Both phone and email inquiries from people with white-sounding names elicited a response more often than those from black-sounding names. Overall, white-sounding candidates were 1.5 times more likely than black-sounding candidates to get a response from an employer. The relationship held up when other variables were controlled for with logistic regression.

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Gaddis goes on to show that when employers did respond to candidates with black-sounding names, it was for less prestigious jobs that pay less.

Comparing applicants who are black and white and have elite vs. more middle-of-the-road university degrees, blacks with elite degrees were only slightly more likely than whites with less impressive degrees to get a call back. As is typically found in studies like these, members of subordinated groups have to outperform the superordinated to see the same benefit.

H/t Philip Cohen.

 

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.

Language and Presidential Addresses: We, Free, and the Public Good

What do we mean when we say “we”? Or more to the point, what does the president mean when he uses that word?

The Atlantic has an interactive graphic (here) showing the relative frequencies of words in State of the Union addresses. (“Addresses” because I’m choosing my words carefully. These were not “speeches” until Wilson. Before that, it was written text only.) Here “we” is.

The rise of “we” seems to parallel the rise of big government, starting with Wilson and our entry into a world war, followed by a brief (10-year) decline. Then FDR changes everything.  “We,” i.e., the people as represented by the government, are doing a lot more.

Sorting the data by frequency shows that even in the big-We era, big-government Democrats use it more than do Republicans.  (JFK used We less frequently than did the GOP presidents immediately before and after him. But then, it was JFK who said not to ask what the government could do for us.)

Other words are less puzzling. Freedom is a core American value, but of late (the last five or six presidents), it’s the Republicans who really let it ring.

As with We, Freedom gets a big boost with FDR, but Freedom for Reagan and the Bushes is not exactly FDR’s four freedoms – Freedom of speech, Freedom of religion, Freedom from want, Freedom from fear – especially the last two. Nor is it the kind of freedom LBJ might have spoken of in the civil rights era, a freedom that depended greatly on the actions of the federal government.  Instead, for conservatives since Reagan, freedom means the freedom to do what you want, especially to make as much money as you can, unbothered by government rules, and to pay less in taxes.

Freedom in this sense is what Robert Bellah calls “utilitarian individualism.”  As the word count shows, freedom was not such a central concern in the first 150 years of the Republic. Perhaps it became a concern for conservatives in recent years because they see it threatened by big government.  In any case, for much of our history, that tradition of individualism was, according to Bellah, tempered by another tradition – “civic republicanism,” the assumption that a citizen has an interest not just in individual pursuits but in public issues of the common good as well.

That sense of a public seems to have declined. Even the “collectivist” Democrats of recent years use the term only about one-tenth as much as did the Founding Fathers. Washington, Adams, Jefferson, Madison – their SOTUs had more than ten publics for every freedom.

I checked one other word because of its relevance to the argument that the U.S. is “a Christian nation,” founded on religious principles by religious people, and that God has always been an essential part of our nation.

The Almighty, at least in State of the Union addresses, is something of a Johnny-come-lately. Like We, He gets a big boost with the advent of big government. FDR out-Godded everybody before or since, except of course, the Bushes and Reagan.

Thank you and God bless you, and God bless the United States of America.

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Update: I just noticed that the two “Gods” in that sentence work out to a rate of 200-300 per million. If tag lines like that are included as part of the text, that accounts for the higher rate since FDR. It’s not about big government, it’s about radio. Prior to radio, the audience for the SOTU was Congress. Starting with FDR, the audience was the American people. Unfortunately, I don’t know whether these closing lines, which have now become standard, are included in the database. If they are included, the differences among presidents in the radio-TV era, may be more a matter of the denominator of the rate (length of speeches) than of the numerator (God). FDR averaged about 3500 per SOTU. Reagan and the Bushes are in the 4000-6000 range. Clinton and Obama average about 7000. So it’s possible that the difference that looks large on the graph is merely the difference between a single God-bless closing and a double.

Jay Livingston is the chair of the Sociology Department at Montclair State University. You can follow him at Montclair SocioBlog or on Twitter.

Girl-on-Girl Action: A New Visual Landscape

2Perusing my Facebook feed, I came across a photo proudly posted by a former student — now a hair and makeup artist — of two brides at a wedding.  It was beautiful and the young, conventionally attractive brides were leaning in for a kiss.  Like these:
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When I saw the image, my mind immediately pulled up similar images it has in storage — frequently described as girl-on-girl action — and I was struck by the similarity of the images and their powerfully different messages.

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Until recently, “hot girl-on-girl action” was the primary visual that involved women kissing.  In mainstream culture, genuine and open female same-sex attraction was almost entirely invisible, hidden and denied.  Today, the proliferation of same-sex marriages offer a new visual landscape for framing what it means for two women to kiss each other.

The meaning, moreover, could not be more different.  Though often women with same-sex desire use this assumption to explore real attraction, girl-on-girl action shots are ostensibly between two heterosexually-oriented women who are kissing for male attention.  These brides are presumably doing the opposite of that.  They are displaying love and commitment to one another. The kiss is for them and no one else and they are, implicitly if not actually, openly committing to making themselves sexually unavailable to anyone else, male or female.  This is far from the notion that they are just kissing a girl to get guys to think they’re sexy.

I wonder how these images — ones that depict sexual intimacy between women who love one another and do not seek male attention — will ultimately change how we think about “girl-on-girl” action in the U.S.  As they proliferate, will they push back against the male-centrism and heterocentrism of our society?  I think they very well might.

Congrats to the newlyweds! Their wedding photos can be found herehere, and 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.

That’s Fishy: From Scent to Suspicion and Back

2Earlier this year I reviewed a study that found that, simply by changing the weight of an object in hand, psychologists can manipulate how seriously a person takes an issue.  In other words, when holding something heavy, matters seem heavy.  Or, concerns seem weightier when one is weighed down.

Thanks to an email from USC professor Norbert Schwarz, I was introduced to a whole series of studies on what psychologists call metaphorical effects.  These are instances in which a metaphor commonly used to describe a psychological state or social reality can, in turn, induce that state or reality.  So, for example, holding a warm cup of coffee makes people feel warmly toward each other (here), getting the cold shoulder makes people feel cold (here), people placed in a high location seem to be high in a hierarchy (here), and cleaning one’s hands makes a person feel morally clean (here).

Schwarz was the co-author, with Spike W.S. Lee, on another example of a metaphorical effect.  They wanted to know if smelling something fishy made people suspicious.  It did!

Asked to participate in a fake study on whether they’d be willing to invest money in a scheme, subjects who were exposed to a fishy smell invested less than those exposed to no smell and less than those exposed to another icky smell that was “metaphorically irrelevant”: fart.

From sensory perception to psychological state.  Boom.

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Lee and Schwarz were also interested in the reverse process.  Did being suspicious increase the likelihood that they would identify a fishy smell as fishy.  Sometimes smells can be hard to figure out, but when people are primed with the answer, they are more likely to get it right.  Would the metaphorical effect work in the other direction: from psychological state to sensory perception?

They asked another group of subjects to sniff five different vials and attempt to label each smell.  Half the time, they induced suspiciousness by having the experimenter say: “Obviously, it’s a very simple task and, you know, there’s . . . there’s nothing we’re trying to hide here.”  The experimented would then spot a document on the table, whisk it away nervously and repeat:

Sorry, it shouldn’t have been there. But . . . ahem . . . anyway. Where was I? Oh yes, it’s all very simple. There’s nothing we’re trying to hide or anything.

Did subjects induced to be suspicious identify the fishy smell correctly more often?  Yep!

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This is a fun literature, but it has serious implications.  It reveals that the associations we have in our minds impact how we perceive the world and each other.

Sociologists believe that essentially all of life is socially constructed, meaning that we collectively learn and internalize arbitrary connections between things: like being male and computing or being black and athleticism.  These connections literally structure our brain, such that thinking about one is likely to trigger thoughts of the other.

Fishy and suspicious are connected in our minds and, so, when we are exposed to one, we are more likely to experience the other.  In other cultures, Lee and Schwarz point out, it is not fishiness, but other smells that are associated with suspicion.  These things are not natural or universal, but they drive our perceptions nonetheless.

Cross-posted at Pacific Standard.

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.

How to Change the World One Shrug at a Time

2This is, by far, the best response to inquiries about male -bodied cross-dressing that I have ever heard. If you don’t already love Eddie Izzard, you might now.  Asked why he wears “women’s dresses,” this non-cisgendered man responds, in a nutshell: “I’m not wearing women’s dresses. I’m wearing my dresses. I bought them. They are mine and I’m a man. They are very clearly a man’s dresses.”

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Johnny Depp does a similarly good job of refusing to take the bait in this clip from the Late Show with David Letterman. Letterman queries his rationale for wearing a women’s engagement ring. Depp just plays dumb and ultimately says that it didn’t fit his fiancée, but it did fit him. So… shrug.

The phenomenon of being questioned about one’s performance of gender is called “gender policing.” Generally there are three ways to respond to gender policing: (1) apologize and follow the gender rules, (2) make an excuse for why you’re breaking the rules (which allows you to break them, but still affirms the rules), or (3) do something that suggests that the rules are stupid or wrong.  Only the last one is effective in changing or eradicating norms delimiting how men and women are expected to behave.

In these examples, both Izzard and Depp made the choice to disregard the rules, even when being policed. It seems like a simple thing, but it’s very significant. It’s the best strategy for getting rid of these rules altogether.

Thanks to Dmitriy T.C. for the links!

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.

Why I Called it “The Family” and What That Has To Do with Cosby

First, a note on language

In American English books from 1910 to 1950, about 25% of the uses of “family” were preceded by “the.” Starting about 1950, however, “the family” started falling out of fashion, finally dropping below 16% of “family” uses in the mid-2000s. This trend coincides with the modern rise of family diversity.

In her classic 1993 essay, “Good Riddance to ‘The Family’,” Judith Stacey wrote,

no positivist definition of the family, however revisionist, is viable. … the family is not an institution, but an ideological, symbolic construct that has a history and a politics.

The essay was in Journal of Marriage and the Family, published by the National Council on Family Relations. In 2001, in a change that as far as I can tell was never announced, JMF changed its name to Journal of Marriage and the Family, which some leaders of NCFR believed would make it more inclusive. It was the realization of Stacey’s argument.

I decided on the title very early in the writing of my book: The Family: Diversity, Inequality, and Social Change. I agreed with Stacey that the family is not an institution. Instead, I think it’s an institutional arena: the social space where family interactions take place. I wanted to replace the narrowing, tradition-bound term, with an expansive, open-ended concept that was big enough to capture both the legal definition and the diversity of personal definitions. I think we can study and teach the family without worrying that we’re imposing a singular definition of what that means.

It takes the unique genius that great designers have to capture a concept like this in a simple, eye-catching image. Here is how the artists at Kiss Me I’m Polish did it:

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What goes in the frame? What looks like a harmless ice-breaker project — draw your family! — is also a conceptual challenge. Is it a smiling, generic nuclear family? A family oligarchy? Or a fictional TV family providing cover for an abusive, larger-than-life father figure who lectures us about morality while concealing his own serial rape behind a bland picture frame?

Whose function?

Like any family sociologist, I have great respect for Andrew Cherlin. I have taught from his textbook, as well as The Marriage Go-Round, and I have learned a lot from his research, which I cite often. But there is one thing in Public and Private Families that always rubbed me the wrong way when I was teaching: the idea that families are defined by positive “functions.”

Here’s the text box he uses in Chapter 1 (of an older edition, but I don’t think it’s changed), to explain his concept:

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I have grown more sympathetic to the need for simplifying tools in a textbook, but I still find this too one-sided. Cherlin’s public family has the “main functions” of child-rearing and care work; the private family has “main functions” of providing love, intimacy, and emotional support. Where is the abuse and exploitation function?

That’s why one of the goals that motivated me to finish the book was to see the following passage in print before lots of students. It’s now in Chapter 12: Family Violence and Abuse:

We should not think that there is a correct way that families are “supposed” to work. Yes, families are part of the system of care that enhances the lived experience and survival of most people. But we should not leap from that observation to the idea that when family members abuse each other, it means that their families are not working. … To this way of thinking, the “normal” functions of the family are positive, and harmful acts or outcomes are deviations from that normal mode.

The family is an institutional arena, and the relationships between people within that arena include all kinds of interactions, good and bad. … And while one family member may view the family as not working—a child suffering abuse at the hands of a trusted caretaker, for example—from the point of view of the abuser, the family may in fact be working quite well, regarding the family as a safe place to carry out abuse without getting caught or punished. Similarly, some kinds of abuse—such as the harsh physical punishment of children or the sexual abuse of wives—may be expected outcomes of a family system in which adults have much more power than children and men (usually) have more power than women. In such cases, what looks like abuse to the victims (or the law) may seem to the abuser like a person just doing his or her job of running the family.

Huxtable family secrets

Which brings us to Bill Cosby. After I realized how easy it was to drop photos into my digital copy of the book cover, I made a series of them to share on social media — and planning to use them in an introductory lecture — to promote this framing device for the book. On September 20th of this year I made this figure and posted it in a tweet commemorating the 30th anniversary of The Cosby Show:

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Ah, September. When I was just another naïve member of the clueless-American community, using a popular TV family to promote my book, blissfully unaware of the fast-approaching marketing train wreck beautifully illustrated by this graph of internet search traffic for the term “Cosby rape”:

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I was never into The Cosby Show, which ran from my senior year in high school through college graduation (not my prime sitcom years). I love lots of families, but I don’t love “the family” any more than I love “society.” Like all families, the Huxtables would have had secrets if they were real. But now we know that even in their fictional existence they did have a real secret. Like some real families, the Huxtables were a device for the family head’s abuse of power and sexuality.

So I don’t regret putting them in the picture frame. Not everything in there is good. And when it’s bad, it’s still the family.

Philip N. Cohen is a professor of sociology at the University of Maryland, College Park. He is the author of The Family: Diversity, Inequality, and Social Change and writes the blog Family Inequality. You can follow him on Twitter or Facebook.

Just for Fun: Data is Plural, Except When It Isn’t

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By xkcd.

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.