Marketers are happy to respond to and create insecurities. Here’s one we haven’t covered before, shoes and inserts for men that covertly increase their height:
Borrowed from The Social Complex, a heightism blog. See also guest posts from The Social Complex introducing the concept of heightism as a gendered prejudice and discussing heightism (and other icky stuff) at Hooters.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.
Cara — February 19, 2012
Interesting how, in the first video, every interaction is with women -- even though they're not all in a romantic/dating context. The suggestion seems to not be (as in the last video) that you won't be taken seriously in business if you're short -- but that you won't be taken seriously in business if you're shorter than women. A good look into gendered constructions of dominance.
Tom — February 19, 2012
Heightism? Are you f*cking kidding me!? When i begin teaching Sociology ill be sure to mention the downside of this field... such as made up shit. Womens urinal now this!? Give me a break Lisa.
j_88 — February 19, 2012
Nicolas Sarkozy would be very interested in this... beats standing on boxes.
WG — February 19, 2012
I am a little suspect of the first vid... The smallest shoe size in US they list is 6.5, then going up to 12. If I were marketing shoes to short men, I would include sizes below 6.5.
PinkWithIndignation — February 19, 2012
Those first shoes not only make you appear taller, but turn you orange as well, apparently.
LarryW — February 19, 2012
I like the fact that there is an "ism" for everthing.
Captain Pasty — February 19, 2012
If guys are so worried about being shorter than women wearing heals, why don't guys just wear heels? :p
Tom Megginson — February 19, 2012
Meh. I'm 5'7", and I'm not bothered by heightism. It may have put most tall women outside of my dating pool, but it also made me work much harder at being seen as a "big" person. That helped me both professionally and personally. And there are plenty of short women out there — including my wife — who are to scale with "heightist" expectations.
If tall women want to date short men, that's cool. But I never felt bad about being passed over by tall women. Who you feel attracted to is the one prejudice we're all still allowed to have. It is deeply personal.
Happy Bodies — February 20, 2012
I read this post over at The Social Complex: http://thesocialcomplex.tumblr.com/post/17893498823/i-hope-youre-kidding-when-you-say-heightism-is-the and it includes this quote: "Many forms of bigotry are still with us and are systemic and institutionalized. However, my
use of the phrase “last form of irrational social bigotry” refers to the fact that almost no effort has yet been applied to the elimination of heightism. All of these other forms of prejudice cannot be considered “widely accepted” (imho) because people actively challenge them in public. When have you ever heard anyone actively challenge height bigotry in public?"
I really need someone to explain "heightism" to me and how it operates systemically as a form of oppression, if that's what "heightism" is referring to. I'm really big into body sovereignty and have always kind of seen height as just one part of a beauty ideal, not necessarily operating as its own layer of oppression, if that wording makes sense.
It seems in the context of these videos that people concerned with height are often men relative to the height of a woman? In that case, yes, there is a pressure there to conform to a body ideal, but it troubles me that that pressure has to do with feeling more dominant/masculine in comparison to women. Though I have seen studies that shorter men are often paid less than taller men.
I don't know, I don't want to sound callous, and I don't want to engage in a hierarchy of oppression, but I guess I'm just not connecting to this issue at all. At least not beyond my belief that beauty norms suck.
Happy Bodies — February 20, 2012
This is the opinion of Becky, by the way - not all of Happy Bodies!
Anonymous — February 21, 2012
What I find odd is how LiftKits and MaxTall are for BOTH men and women, but the ad pretty much makes it clear that it's to make men taller. And taller = confidence. Bah. I'm a 6'1" female and dated a 5'6" man for almost 4 years. While the relationship didn't work out, height was never the issue and I found is annoying that many people seemed to think I was settling for less because he was so much shorter. But if it was the other way around, no one would have ever commented on the height difference.
Being short is the worst! | xy f/f — February 21, 2012
[...] direct your attention to the ads here, at Sociological Images. Alternatively, I’ve reproduced the videos [...]
Chamaripa elevator shoes — July 18, 2014
chamaripa elevator shoes can make men add taller 5-13 cm instantly and invisibly.