Archive: Apr 2012

Cross-posted at Ms. and Caroline Heldman’s Blog.

The Hunger Games should serve as a wake-up call to Hollywood that women action-hero movies can be successful if the protagonist is portrayed as a complex subject — instead of a hyper-sexualized fighting fuck toy (FFT).

In its first weekend, The Hunger Games grossed $155 million, making it the third highest opener of all time (behind the last Harry Potter film and The Dark Knight), despite a marketing budget half the size of a typical big-studio, big-budget film. It seized the records for top opener released outside of July, top non-sequel opener and top opener with a woman protagonist. By the second weekend, The Hunger Games had made $251 million in the U.S. — the fastest non-sequel to break the quarter-billion-dollar mark.

While the movie arguably plays up the romance angle more than the books, The Hunger Games is still squarely an action thriller, set in a dystopic future world where teens fight to the death in a reality show.

Its success is largely based on the wide appeal of its teenage hero, Katniss Everdeen, who makes it through the movie without being sexually objectified once — a rarity in action films. Katniss is a believable, reluctant hero.

Katniss succeeds with audiences where other women heroes have failed because she isn’t an FFT. Fighting fuck toys are hyper-sexualized women protagonists who are able to “kick ass” (and kill) with the best of them — and look good doing it. The FFT appears empowered, but her very existence serves the pleasure of the heterosexual male viewer. In short, the FFT takes female agency and appropriates it for the male gaze.

From an ethical standpoint, Hollywood executives should be concerned about the damage girls and women sustain growing up in a society with ubiquitous images of sex objects. But it appears they are not. From a business standpoint, then, they should be concerned about the money they could be making with better women action heroes. But so far, they seem pretty clueless.

Hollywood rolls out FFTs every few years that generally don’t perform well at the box office (think Elektra, Catwoman, Sucker Punch), leading executives to wrongly conclude that women action leads aren’t bankable. In fact, the problem isn’t their sex; the problem is their portrayal as sex objects. Objects aren’t convincing protagonists. Subjects act while objects are acted upon, so reducing a woman action hero to an object, even sporadically, diminishes her ability to believably carry a storyline. The FFT might have an enviable swagger and do cool stunts, but she’s ultimately a bit of a joke.

For a breakdown of why FFTS lack believability and appeal, check out the Escher Girls tumbler, a site that critiques the ridiculous physical contortions of FFTs that allow them to be both sex objects and action heroines.  Contortions like this:

As Mark Hughes from Forbes.com points out, movie studios artificially limit their profits when they target only male audiences (by, for instance, by portraying women only as FFTs). With the phenomenal success of The Hunger Games, Hollywood can no longer deny the bankability of believable women action leads. Forty percent of the audience for The Hunger Games is male, proving that a kick-ass woman lead who isn’t reduced to a sex object can appeal to all genders. That should put dollar signs in executives’ eyes.

Hollywood is now on a quest to find the next Katniss Everdeen. Whoever she is, the question will be: Do executives know better than to turn her into a fighting fuck toy?

Given our collection of toy make-overs, I was curious when I heard that Quaker Oats had re-vamped their mascot, Larry.  In the toys we’ve covered, the trend is towards greater feminization and sexualization.  Larry, though, is a dude.  And do we really need to sexualize our oatmeal?  (Well, you never know.)

It turns out what prompted the mascot make-over wasn’t an effort to make Larry sexier, but to make him look healthier.  According to the Wall Street Journal, the director of Quaker’s brand-design firm wanted to reinforce people’s association of oatmeal with “energy and healthy choices.”  And by “healthy,” they mean “thin.”   They reduced the roundness of his chin and cheeks.  They also gave him a hair cut in order to expose the sides of his neck.  Another representative of the brand redesign explains: “It’s the same neck,” but the haircut “makes him look thinner… We took about five pounds off him.”

If it’s tough for you to tell the difference between the two, it’s by design.  Quaker wants the changes to work on a subconscious level.  A fascinating peak into the motives and tactics of brand management.

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.

If plain ol’ chocolate isn’t exciting enough this Easter, try:

• Giving it some Hip to the Hop
• Sexing It Up with Nibbles, Your Sexy Easter Honey
• Adding Professional Wrestling (pictured)

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.

It is Easter Sunday. How about other places on the globe such as Japan? Christians are less than 1% of the population of Japan.  Yet, because of globalization, geographic locations plays less and less of a role in defining culture.  Many people around the world now consume the same food, clothing, music, movies, and technology.

Global corporations play a role in transmitting culture from place to place.  Recently, American corporations in Japan have been trying to popularize and commercialize Easter.  Disney’s theme park in Tokyo, for example, has promoted Easter with the Disney Easter Wonderland since 2010:

Likewise, beginning last year, Baskin Robbins has been promoting the holiday.  This year they have a month-long Wonderful Easter Campaign:

It will be very interesting to see how Easter becomes part of Japanese culture.  When the Japanese adopted Valentine’s day, for example, they added their own twist.  Women are expected to give chocolate to men; men are supposed to return the favor by giving candy to women on March 14th, White Day.  I would not be surprised to find that Easter becomes popular in Japan, but celebrated with a twist – a Japanese flavor.

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Sangyoub Park is an assistant professor of sociology at Washburn University, where he teaches Social Demography, Generations in the U.S. and Sociology of East Asia. His research interests include social capital, demographic trends, and post-Generation Y.

Recently we posted a comparison of the types of jobs Americans held in 1940 and 2010, based on Census data. Now NPR has posted an interesting image showing how spending on different categories has changed:

Source: Bureau of Labor Statistics. Credit: Lam Thuy Vo / NPR

[Note: Sorry I initially accidentally left out the link to the original NPR story!]

The change in spending on food is especially noteworthy, given the role that cost of food plays in determining the poverty line in the U.S. It is still based on a calculation developed in the 1960s, which assumed that the average family spent about a third of its income on food. To figure out how much a family needed to survive, the minimum cost of a nutritionally-complete diet for a particular family size was calculated; multiplying it by three provided the poverty line. It was then adjusted over time. This is the number generally used to determine eligibility for government assistance programs.

But since then, food prices have fallen significantly, while other necessities, such as housing and medical care, have often gotten more expensive. Many have criticized the poverty line calculation, including the National Academy of Sciences, arguing that as food has gotten cheaper, the official poverty line does a worse and worse job of capturing exactly how much it costs to survive in the U.S.

NPR also provided a more detailed breakdown of spending on a number of major categories in 2011:

Source: Bureau of Labor Statistics. Credit: Lam Thuy Vo / NPR

Thanks to my friend Kathy B. for letting me know!

Cross-posted from cyborgology.

On February 26, 2012, Trayvon Martin, an unarmed Black high school student, was shot and killed by George Zimmerman, a White Hispanic neighborhood watch captain. The case has become a symbolic battleground. Artist Israel McCloud was inspired to paint a mural in his honor in Houston.

As Jessie Daniels points out at Racism Review, battles over racism have shifted into the realm of social media, where digital and physical race relations persist in an augmented relationship. We see this in both anti-racist discourses and the racial smear campaigns surrounding the Martin/Zimmerman case.

Although it is important to expose the overtly racist tactics utilized by some of Zimmerman’s defenders, I want to talk about a more subtle, and so perhaps more problematic, form of racial discourse. A prominent strategy of protest arising from the left may inadvertently perpetuate, rather than challenge, racial hierarchies in their most dehumanizing form.

This tactic has made the rounds on my own Facebook Newsfeed, and is one in which I, prior to more critical thought, actively participated:  the creation of images and texts that couple Black bodies with prestigious social positions and ask viewers to problematize racialized assumptions that often lead to faulty first impressions—which in turn lead to physical danger for the racialized subject. This tactic comes in two forms: political memes and case examples.

The memes, such as the one pictured below, are direct and general. They argue that Black bodies are assumed dangerous unless proven otherwise. This meme warns us that we might treat a doctor as a criminal purely based on skin color:

 I (regretfully) posted this meme to my own Facebook wall. Rather than delete the meme, I added this post to the comment thread as a public declaration of my error.

The case examples are more in depth, but accomplish a similar task. They picture a clean-cut, Black male body. They list his credentials, and then tell of his physical abuse at the hands of scared, racist White authority figures:

Copied from my Facebook Newsfeed.

 Activists strategically link these memes and cases to Trayvon Martin’s story, highlighting his clean record and child-like face. This protest tactic honors Martin (and other Black boys and men who have been hurt because of a racist culture) and spotlights the problematic racialized lens within which Americans largely operate.

Both forms of this protest tactic tell an empirically accurate story. Simultaneously, however, they are gross oversimplifications that perpetuate oppressive hierarchies that lie at the intersection of race and class. They work to differentiate the “good” from the “bad” kind of racial minority—and imply that the life of the former is more valuable.

We are warned that our racial assumptions may lead to the wrongful and tragic harm of a “good” racial minority—reinforcing the devaluation of poor, under-educated, over-policed and under-protected people of color. Indeed, as the left fights accusations that Trayvon Martin sold drugs, we forget to ask: “SO WHAT IF HE DID?!” Would he somehow be less human? Would his murder be less atrocious? As the left justifiably decries the accusative investigations into Trayvon’s life, some protest tactics effectively present the opposite side of the same coin.

The empirical reality of Blackness in America is that it often intersects with poverty, which in turn, intersects with crime. A poor Black man with a criminal record is an artifact of a deeply embedded racial system. The memes and case examples discussed above perpetuate the devaluation of the Poor Black subject, marginalizing him against those who are upwardly mobile. In utilizing this protest tactic we fail to address the grittier realities of race in America that led George Zimmerman to perceive an anonymous, unarmed Black boy as a threat. We not only ignore these realities, but become naively complicit in their reproduction.

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Jenny Davis is a doctoral candidate in the Department of Sociology at Texas A&M University. She studies self, identity, and human-technology interaction. She blogs for cyborgology.org. Follow Jenny on Twitter @Jup83

Anderson Cooper 360 posted a video based on a study they sponsored of kids’ perceptions of race and friendships. The results are not surprising: kids pick up on larger social patterns, such as the fact that the adults around them often have few significant friendships across racial lines, and struggle to make sense of what they see. By age 6 they are highly aware of race and have formed clear ideas about how adults feel about people of other races than their own. Moreover, they’ve internalized cultural messages about race. As the clip shows, the race of the children themselves, as well as the race of children in images they are shown, impacts how they interpret the events in the pictures, with White children attributing more negative behaviors to African Americans in the photos:

Also check out Anderson Cooper’s earlier segments on children’s attitudes about skin color.

Cross-posted at Global Policy TV.

A great story at the New York Times, sent in by Katrin, reveals how the evolving science of marketing is creating its own set of challengers for advertisers.  Target, like many companies, tracks its customers purchases and uses the data to send packets of coupons tailored to individuals and households.  In this way, they tempt us into the store by offering us deals on things they know we want.

Target is also in the business of predicting what a person will want.  So the marketing company decided to try to use costumer shopping habits in order to predict pregnancy.  If they could start sending the woman baby-related before she started shopping for them in earnest, the company figured, she might end up always thinking of Target when she needed to spend money on the baby.

Using an algorithm that considered the purchasing patterns typical of newly pregnant women — e.g., prenatal vitamins, scent-free instead of scented lotion, a sudden uptick in the acquisition of cotton balls — they were able to make a pretty good guess as to whether a female customer was expecting.  Suddenly these women were getting coupons like this:

This caused two problems.

First was the father of the teenage girl who started getting coupons for diapers in the mail.  This led to an angry phone call to Target and, later, a chagrined apology by the stunned grandpa-to-be (story here).

The second was the reaction of the intended target, the expectant moms.  Some were pretty freaked out that Target knew they were pregnant!  It’s one thing, it turns out, for Target to know you like vanilla better than chocolate ice cream, or you fancy scented candles; it’s different, perhaps, to suddenly realize that it knows your you’re having a baby.  That could feel like a serious invasion of privacy.

So Target learned that the ability to predict our needs and desires comes with the need to do some psychological management as well. Accordingly, they began sneaking baby-related coupons into coupon books that also included other things.  So far, Target reports, these women are none the wiser… and thinking of Target as their one-stop baby shop.

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.