Archive: May 2011

Meems, who blogs at The Inbetweenie, recently received an email from Barnes & Noble with suggested books for Mother’s Day gifts. She was distressed to notice that the most prominently-placed book, listed under the “top reads for every mom” category, was a diet book:

Yes, a diet book is an appropriate gift for every mother.

Meems says she can’t imagine giving her mother a dieting book for Mother’s Day. I have had the misfortune to witness this type of gift-giving, since my mom gained a significant amount of weight when she was pregnant with my two sisters and never lost it. She didn’t like the way she looked and was often trying out various diets or exercise routines. And every so often someone would give her a weight-loss-related gift for her birthday or Christmas. I presume they thought they were being nice — she’s always on diets and wants to lose weight, why not give her something to help? But she found it incredibly embarrassing, since it reinforced that other people agreed that her weight was unacceptable and meant her weight often became the subject of open discussion among everyone there. It also meant if she tried whatever it was and didn’t lose a lot of weight, she had the normal feelings of failure plus the fear that the person who gave her the gift would be disappointed in her.

Weight-loss related items are, generally, problematic gift ideas. They put the recipient into the position of having to acknowledge in front of anyone watching them open the gift that their weight is considered unacceptable, and that the person giving the gift agrees with that. Even if a person wants to lose weight and is actively trying to do so, they may not wish to have their weight brought up unexpectedly and opened up for public discussion.

If you are stumped on what to get your mother for Mother’s Day (assuming you get anything at all), if my own upbringing is any guide I can tell you with absolute certainty that moms love receiving a pet goat for Mother’s Day.*

* Soc Images does not actually advocate giving live animals as surprise gifts.

Claude Fischer, at Made in America, argues that the biggest change of the last 50 years is the increase in the number of mothers in the workforce.  From the beginning of last century till now, that rate has accelerated precipitously:

While some women have always worked (at unpaid housework and childcare, selling goods made at home, or in paid jobs), most women now work outside of the home for pay.  So long “traditional” family.  Why the change?  Fischer explains:

First, work changed to offer more jobs to women. Farming declined sharply; industrial jobs peaked and then declined. Brawn became less important; precise skills, learning, and personal service became more important. The new economy generated millions of white-collar and “pink-collar” jobs that seemed “suited” to women. That cannot be the full story, of course; women also took over many jobs that had once been men’s, such as teaching and secretarial work.

Second, mothers responded to those job opportunities. Some took jobs because the extra income could help families buy cars, homes, furnishings, and so on. Some took jobs because the family needed their income to make up for husbands’ stagnating wages (a noteworthy trend after the 1970s). And some took jobs because they sought personal fulfillment in the world of work.

And married working mothers changed the economy as well.  Once it became commonplace for families to have two incomes, houses, cars, and other goods could be more expensive.  Things women had done for free — everything from making soap and clothes, to growing and preparing food, and cleaning one’s own home — could be commodified.  Commodification, the process of newly buying and selling something that had not previously been bought and sold, made for even more jobs, and more workers, and so the story continues…

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

I saw this commercial at least a dozen times before I noticed the erasure of any clue that the man’s wife had a career or anything at all to do with herself, other than follow her man. After all, if my partner up and moved to Istanbul, I could just up and go. Couldn’t all wives? What’s the chance that we’re doing anything important, after all?

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Cross-posted at Jezebel.

gabrielleabelle sent in an online ad for Minute Maid orange juice that reinforces gender stereotypes, particularly that women are desperate to get married and feel competitive with one another regarding their progress toward this all-important goal. The ad is part of Minute Maid’s “Mmojo” campaign, which consists of ads showing people drinking Minute Maid and then instantly being more successful, desirable, and generally awesome. This ad included images of two people who clearly have lots of mmojo and asks how you compare. How could we tell? Well, the guy is covered in lipstick kisses and looks a little overwhelmed by the attention:

Now, how would we know a woman was magically charmed? Oh, that’s right — she’d have managed to get herself an engagement ring:

Because there would be no better proof of a woman’s magical powers than her ability to get a man to propose to her. I can’t even imagine how much mmojo another woman would have to have to top this.

Does American prosperity translate into long retirements?  Not compared to other developed countries in the world.  Flowing Data borrowed OECD numbers on life expectancy and age of retirement to calculate the average number of years in retirement for men and women across many different countries.  The portion of each bar with the line is the average number of years working, while the non-lined portion represents years in retirement.

Largely because of life expectancy, women enjoy more years than men in all states except Turkey, but the number of years varies quite tremendously, from an average of zero years for men in Mexico, to an average of 26 years for women in Austria and Italy.  The United States is way down on this list, not doing so well relatively after all.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Recently at Feministing, Maya Dusenbery wrote about an ad from Germany’s International Human Rights campaign that, as she put it, is “a lesson in how not to advocate for women’s rights.”

As Dusenbery writes,

It seems the folks who created this ad not only have a hard time seeing agency but actually went out of their way to erase it as thoroughly as possible and then stomp on it some more. And then equated women who wear the burqa with bags of trash. Literally.

I completely agree, and would like to add some broader context.  This is not at all surprising, given the recent of attempts in the West to obscure the agency of Muslim women in juxtaposition to their white, Western saviors. One of the more blatant examples of this was the discourse of the United States government that it was going to war in Afghanistan in part to save Afghan women from the Taliban. Laura Shepherd argued in an excellent 2006 article in The International Feminist Journal of Politics (which I’vecited before) that the US discursively constructed Afghan women as the “Helpless Victim” that was submissive and lacking agency, under the oppressive control of the “Irrational Barbarian.” This discourse, was used, of course, to posit the United States (specifically, its military) as the saviors who could rectify the situation for these women. Much as the agency of the women in the German PSA was erased, this narrative denied the agency of Afghan women, who, as Shepherd writes, are afforded “only pity and a certain voyeuristic attraction” (p. 20).

Of course, this specific discourse hasn’t ended. As this TIME Magazine cover from last year shows, it continues to serve as a means of justifying the US occupation of Afghanistan.

This discourse assumes, obviously, that the US presence in Afghanistan is a clear benefit for women in the country, a position at least some women’s organizations in Afghanistan contest. Samhita Mukhopadhyay at Feministing had an excellent post on this issue last summer.

I should also mention France’s recently-instituted ban on the full-faced veil, which Dusenbery argues – citing Jos Truitt – is a similar erasure of agency. I agree with her, and again would add that this fits in with this general (Orientalist) discourse about Muslim women, their uncivilized oppressors, and their White saviors.

John McMahon is a Ph.D. student in Political Science at the City University of New York Graduate Center, where he also participates in the Women’s Studies Certificate Program.  He is interested in post-structuralism, issues relating to men and feminism, gendered practices in international relations, gender and political theory, and questions of American state identity.  John blogs at Facile Gestures, where this post originally appeared.

See also our post in which we criticize a set of public service ads that compared women the genital cutting to blow up sex dolls.

Leigh S. sent in a link to a story at The Week about a new Budweiser ad depicting a soldier returning home from deployment. It has gotten attention because some viewers interpret it as at least potentially presenting a gay soldier. See for yourself:

So…what do you make of it? I certainly don’t think it’s unambiguously a gay couple — it could be a friend or brother just as well. But it does show him calling that guy instead of, say, his parents (or the woman he hugs when he gets home), and that guy being the first to greet him.

For that matter, is the fact that a beer company would make an ad where they didn’t go to great lengths to make it 100% clear that he’s not gay itself a step forward?

From Abi, Kieran Healy, and the Survey of Earned Doctorates: 2009 data on the gender divide among doctorate-level graduates in academic disciplines (from most to least female by percentage).   View the full pdf for even more detail.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.