I’ve suggested that the fact that men do not feel compelled to wear make-up is a “triumph of gender ideology over capitalism” (see here). Companies that sell make-up, after all, have halved their profits by giving up on selling to men. We should expect, then, a tug-of-war between the profit motive and a gender ideology that suggests that men and women are opposite. On the one hand, if men and women are opposites, then the requirement that women primp and preen (with the help of dozens of products) would imply that men do not. On the other hand, if they accept this gender binary, companies lose half their customers.
Accordingly, Gwen and I were shocked to see an ad at Jezebel, sent in by Frank D., overtly marketing scrotum shaving.
We have seen this a bit with products aimed at men and their hair already (see here, here, and here), but I’m still surprised to see this. I can’t imagine anything harder to shave on anyone’s body, male or female.
So how are they trying to convince men to do it?
They are using the same tactics that they use against women. They are either (1) shaming men into thinking that they are disgusting and no woman (or man) will have them unless they alter their body (see here, here, and here) or (2) naturalizing shaving such that it is just a fun thing that all men inevitably participate in (see here, here, here, and here).
Check out the second paragraph in this screen shot of the Norelco-Phillips website:
Text:
Did you know that women like men who shave down there? Having silky smooth balls is a lot nicer than finding a huge bush or choking on your pubes! Today’s trend is to have it clean or at least trimmed. This helps both aesthetically and hygienic wise as well.
They are also using a gendered logic. We’ve seen this with other examples of companies trying to sell self-maintenance to men. They hyper-masculinizing the product. For examples, see our posts on hair product for men (with “stand tough” hair gel), make-up for men ( with “blo-job bronzing powder”). We see this with other feminized products and activities too (for example, ice skating and chocolate). In this case, they don’t say, “If you don’t shave your balls, you won’t be pretty.” They say, “When there’s no underbrush, the tree looks taller.”
Yeah, no. I’m not paraphrasing:
One thing we might discuss is whether this this represents a “female gaze” that matches the “male gaze” that requires women to always be a pleasurable object for others to view… or that, alternatively, this is just the male gaze being applied to men. Some of the marketing for men’s body shaving appears to be clearly marketed towards gay men (see this website, especially here).
Another interesting thing to consider is the extent to which the social invisibility of the pubic area facilitates marketer manipulation. If you’re straight, unless you’re willing to ask a partner, you have to trust the advertisers to tell you what “today’s trend” is. What a great deal for the companies.
Oh, and, I’m wondering which you think is going to win this tug-of-war: the companies with their profit motive or gender ideology and a resistance to the feminization of men?
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.
Comments 37
Cecil — May 29, 2009
"choking on your pubes"
Because you will inevitably be getting blow jobs, we just have to consider how pleasant it will be for women...
And I believe that it is the male gaze being inflicted on men, since who knows what a female gaze would be? Value on emotions instead of the physical?
John — May 29, 2009
This strikes me as a sort of "Restless Leg Syndrome (ask your doctor!)" situation, in which a corporation has a product to solve a "problem" that a majority of the population doesn't exist, leading to ads aimed more at informing the public about the problem than about the product itself.
Michael Faris — May 29, 2009
I think that "capitalism v. gender ideology" might be putting it too simplistically, but it's a useful lens to view the "battle," I suppose. Based on observations, I'm going to go with capitalism on the issue of shaving. Among gay men (not bears, though), shaving seems to be increasing. And if the metrosexual is any indication, straight men often follow some gay trends. I think the idealization of the smooth male body is among these trends. I've known more and more straight men who shave, or at least trim, their chests.
I'd agree with Cecil, though, that it seems to be more of a case of male gaze, rather than female gaze. Not for the quasi-essentialist reason Cecil posits (men=physical gaze, women=emotional gaze), but because of who created this expectation? Who do men constantly compare themselves to? Other men, it seems.
Original Will — May 29, 2009
My friend Susie made the best observation about that first ad and it's too funny not to share here:
"GOOD NEWS! Now you can shave one nut and the other nut will want to snuggle with it!"
emmo — May 29, 2009
This was actually a big ad campaign about a year ago... There's an interactive web site that makes lots of jokes about shaving (as well as telling you that you'll look bigger once you've shaved). Seems like the idea is to use humor to make men more comfortable checking out a web page about something that isn't very "manly": http://www.shaveeverywhere.com/
Inky — May 29, 2009
I actually disagree with the commentors who think this is still an example of the male gaze. The men I've known who shave their nether regions either do it because it's their particular aesthetic preference or because their partners prefer it. To be honest, I don't really know any men who like to whip out thier parts and compare. Granted, I do tend to surround myself with individuals who have no need to change in public areas, so perhaps this is an anomaly. Additionally, as a heterosexual woman, I actually prefer a nicely trimmed gentleman, so aren't I participating in this shaved junk-gazing?
Dubi — May 29, 2009
Re: who's going to win, I doubt capitalism is going to win, but not because men will resist "feminization", but because, well, it's sort of idiotic. Men have enough power in our society to resist this sort of idiotic pressure, just as women as slowly gaining the necessary power to do without these "requirements" that were imposed on them. Of course, it's more difficult to stop something from being expected of you than it is to prevent it from ever being expected of you to begin with.
Green Ink — May 29, 2009
It'll be resolved as soon as guys start accidentally shaving their nuts off.
Trabb's Boy — May 29, 2009
I think this is mostly a product of the massive increase in porn viewership with the advent of the internet. Because people don't much talk crotch care, people take their cues from wherever they can find it. Everyone in the dirty movies is shaved or trimmed for camera access, and everyone in dirty movies is apparently turned on by each other's shaved genitals, so people start to assume it's what we're supposed to do.
Personally, the whole thing seems crazy to me (had to delete "nuts" there). You'd have to shave every day to avoid excruciating stubble or, alternatively, wax, which requires a level of masochism previously unheard of in male circles.
I saw an episode of Fifth Wheel a number of years ago (okay, yes, I am embarrassed) in which a girl asked both the guys if they were shaved. The American one said yes, and the European said "Of course not. I'm a man!" I thought that showed an interesting difference in attitudes about sexiness.
The Mowing of American Manhood | The Republic of Dogs — May 29, 2009
[...] OMG. OMG. OMG! « From The Department of Dire Predictions G. Gordon Liddy Is Afraid of Sotomayor’s Angry Immigrant Lady-Parts » [...]
A — May 29, 2009
Did you know that SOME women like men who shave down there?
Fixed.
Noir — May 29, 2009
Please. Please, please, please, please. "Female gaze"? Same tactic than with women? Not in a million years.
For once, men are given the option to shave. "Do you know that women like men who shave..." Do you know. Do you know women like men who... dress in suits?
It's very different than the tactics used to appeal women. Is is unacceptable to not to shave for women. There is not do you know part.
What I see is that these ads are very different from the ones of female-shaving products.
"Tree looking taller" is masculinity. Is the old appeal of power and "having virility". If you have a "tall tree"? You may not need it.
Diver69 — May 29, 2009
I am not sure why this needs to be a big cultural discussion. I am shaving and I'm doing it purely for myself for the simple reason of increased feeling. If you ever had a beard and then shaved it off, the skin to skin sensation is vastly different.
And a simple pink razor, slightly used, does the trick. Never had any problem thus far. Oh, and I'm European.
waxghost — May 29, 2009
"Personally, the whole thing seems crazy to me (had to delete “nuts” there). You’d have to shave every day to avoid excruciating stubble or, alternatively, wax, which requires a level of masochism previously unheard of in male circles."
That's not necessarily true. The male in my life definitely keeps his trim but doesn't take it down all the way, and apparently a little bit of stubble can create a stronger sensation than no hair or full hair.
The thing that I noticed immediately is that I don't think an ad for women's razors would ever show something that closely resembles a vulva or a woman with her legs spread in the way that they need to be in order for a woman to shave her genitalia, yet the ad with the kiwis and the shaving demonstration video both refer directly to male genital area and scrotum - the latter even shows that you have to stretch the skin taut in order to shave properly.
wastelandamerica.com — May 30, 2009
I like this. Good work.
John Stiles touches on this stuff in the book Is The American Dream Killing You? He chronicles the "liberation" of women from the kitchen to make them consumers in the 1960's. Perhaps they sought to gain favor with the growing women's rights movement, maybe they just realized there was a huge untapped market, who knows what came first, but they intentionally wanted to change womens' world.
Who's going to win? Masculinity or capitalism? I'd put my bet on capitalism. Seeing as capitalism trumped notions of subservient feminimity, and it's not an entirely outlandish absurd breach of culture like having children work or anything, yeah, I'd put my bet on capitalism winning.
PS: I'm starting up a blog in a similar vein. Check us out!
Hank — May 30, 2009
Trim the bush to make the tree look taller? Come on, how much of the iceberg that sank the Titanic was actually above water?
A kinky feminist — May 31, 2009
There is one thing I wonder about - why is no one in the thread saying anything about the actual pleasure people can get when they shave ther pubes (male and female)? When my partner shaves his balls (and he does so regularly) it is so much nicer to nibble on them, and I do it more often. Also, removing the hairs makes it easier to keep the bits fresh. And same goes for me - I shave not to get oral sex (I get it anyway), but because it feels so much better when my vagina is smooth. A lot of my female friends who were initially against shaving changed their minds after trying it.
There is a difference between being forced to shave in order to conform, or to be accepted, and to shave for pleasure. I have a feeling that a large portion of the feminist community opposes anything that modifies the body without actually considering that some of these modifications can be actually pleasurable for at least a part of the society. I saw the same issue pop up with corsets, BDSM play and so on.
Clayton — June 1, 2009
If you spend any time with college students, as I do, you will realize that male body hair removal is actually IMMENSELY common already. I would say 95% of frat boys are already smooth chested.
It seems like a lot of the time on this blog you take it as given that advertising is pushing people to do something they don't want to. While many times this is the case, sometimes they are just giving people what they want.
This viewpoint seems to consistently give me the impression that you might view people who actually want said products as naive. Is it so hard to believe some people WANT to shave their balls?
Also remember, being social creatures, there is nothing more natural for a human to do than to conform to the social norm.
Vidya — June 1, 2009
"Also remember, being social creatures, there is nothing more natural for a human to do than to conform to the social norm."
Yes, but the issue here is that such ads contribute to the formation and development of those norms. No one's arguing that this ad is creating a desire ex nihilo, but it does perform an important function in transmitting and shaping social expectations. For example, this shaving trend seems to have been influenced in part by pornography, but in formulating this practice as something able to be discussed in the wider public sphere -- and necessitating the development of a product which will be for sale in 'mainstream' stores -- Philips is participating in that process of social change.
Sean Peters — June 1, 2009
From the article: "If you’re straight, unless you’re willing to ask a partner, you have to trust the advertisers to tell you what “today’s trend” is. What a great deal for the companies."
Ain't necessarily so. If you're a man who goes to the gym, you're going to see naked man parts in the locker room. And from my observation, shaving & trimming of male nether regions is way, way up in recent years. Even in the small town where I work, no one seems to think this is particularly noteworthy (although there's obviously going to be a reluctance to talk about it).
Samantha — June 1, 2009
"There is a difference between being forced to shave in order to conform, or to be accepted, and to shave for pleasure. I have a feeling that a large portion of the feminist community opposes anything that modifies the body without actually considering that some of these modifications can be actually pleasurable for at least a part of the society."
I agree and I think especially within feminist circles this idea is certainly there, because a lot of women/men shave for completely personal reasons (be it pleasure or aesthetics, or any other reason).
I guess the real issue is that being hairless is generally acceptable and attractive and having hair is just not. I think what really needs to be pushed is that it's awesome if you shave, it's awesome if you don't, and it should be a completely personal decision.
Samantha — June 1, 2009
"It seems like a lot of the time on this blog you take it as given that advertising is pushing people to do something they don’t want to. While many times this is the case, sometimes they are just giving people what they want."
Obviously the advertisers are working to sell their product because there is a market for it. However, in the first Phillips ad they show shaving as an option (you can shave wherever YOU want to, with one kiwi hairless), while in the video, it is really stressed that it will make you a better man to shave, and the only "benefit" they give is: "When there's no underbrush, the tree looks taller." So the only benefit is to make your penis look bigger?
yosh — June 4, 2009
I shave because it feel FANTASTIC! And, from my experience, most ladies love it.
Korean Feminist Reader: 8 June 2009 « The Grand Narrative — June 9, 2009
[...] to attempts to create a market from scratch for deodorant and men’s cosmetics in Korea, this post from Sociological Images discusses Philips attempt to create a trend for the other 50 per cent [...]
Jaybike — June 22, 2009
I have shaved my legs for over 23 yrs now. Started doing it when I was racing bikes and only up to 'da boys' at first. Been shaving 'da boys' for the past few years but always left a little on top. Started trimming my chest and back with different "groomers" last year. So, last night I just went for it and shaved chest, legs, boys and all! My wife loves it. She even shaved it all off and what a great bed session we had afterwards.
I'll probably keep it off for the summer.
Korean Gender Reader: 8 June 2009 « The Grand Narrative — June 29, 2009
[...] to attempts to create a market from scratch for deodorant and men’s cosmetics in Korea, this post from Sociological Images discusses Philips attempt to create a trend for the other 50 per cent [...]
When “Normal” Is Not Good Enough » Sociological Images — January 17, 2010
[...] a body at all. I mean, isn’t that part of what shaving our legs, chests, and genitals (both male and female) are [...]
Mi historia con los kiwis « alfanje — January 20, 2010
[...] En el esquema de mi admirado xkcd que sitúa en el plano cartesiano las frutas por su sabor y los fácil que resulta comerlas, yo pondría al kiwi en el cuadrante superior izquierdo, en algún punto intermedio en la diagonal que iría entre la sandía y la piña. A pesar de la s dificultades es una fruta tan deliciosa que será muy difícil que renuncie a ella. [...]
A Beauty Regime for the “New Man” » Sociological Images — March 5, 2010
[...] cream,” “cream me face base,” and “blo-job bronzing powder.”; and shaving your pubes marketed with the suggestion that it will make your penis look bigger. var addthis_language = 'en'; 20 Comments Tags: gender, gender: beauty, gender: bodies, [...]
H. — October 19, 2011
I think the whole idea of imposing the male gaze paradigm on this sort of phenomenon is pointless and counterproductive. The male gaze is about the ONE-WAY objectification of women by men, supported by male power structures. When the gazer is also the gazed upon and the people sitting in judgment are identical to those judged, the paradigm falls apart. The model isn't suitable for male-male or female-female interactions. The male gaze cannot be turned upon other men because when it is turned upon other men it ceases to be the male gaze as the one-way, hierarchical nature of the gaze no longer applies.
AndrewS — October 20, 2011
I didn't find the blog until later, but just saw the link back to this.
Personally, I'm glad products can be used to shave the balls. It sure beats the old electric razor my dad gave me when I was 15. Without any pressure from anyone (this was also mostly pre-internet too), I've always hated the hair down there.
So while companies will try to sell us anything for anything, there are some of us who are really the original customers :)
Guest — November 9, 2013
The site you're linking to is not the Norelco-Philips website. It's a throwaway site that earns money through people clicking on the Amazon referrer links and likely from some additional ads. You can verify that it's not owned by Norelco by looking up the whois information for the site--the fact that it also has content and ads about other brands is also a tipoff.
Chris — July 3, 2015
That screenshot is clearly not from the Philips-Norelco website, it's obviously heavily sponsored, but it's not hosted on the companies main web server and arguably was not even curated by the company.
Your article makes an excellent point about modern ideas of gender norms and the power of image-persuasive marketing and I agree with it, however I'm a bit disappointed that it didn't have more journalistic integrity.
QuickBooks Tool Hub — May 3, 2021
QuickBooks Tool Hub is a web-based cloud accounting tool for preparing the daily company accounts effectively. It has well developed software and easy to install guide as it is all in one guide to perform accountancy and all size of company can use it with cost-effectively.
Danny Ethan — May 3, 2021
QuickBooks Tool Hub is a web-based cloud accounting tool for preparing the daily company accounts effectively. It has well developed software and easy to install guide as it is all in one guide to perform accountancy and all size of company can use it with cost-effectively.
https://qbdesktoppro.com/quickbooks-tool-hub/
Quickbooks error 1334 — December 9, 2021
QuickBooks makes your business more convenient and easy to manage with its useful tools. However, it can occasionally welcome minor or major bugs. QuickBooks error 1334 is one of those errors that can occur in certain circumstances. Malware, a damaged Windows registry, improper installation of the QB software, and other factors can cause such an error.