This Tide commercial with Kelly Ripa, sent in by Joyce L., is an excellent example of one of the common themes in the marketing of cleaning products. Of course, cleaning products are almost entirely marketed towards women but, more, women are often portrayed as being absolutely OVERJOYED at the prospect of cleaning.

Indeed, Ripa is thrilled at the fact that a man spilled red wine on her white table cloth.  She is so pumped that he has given her an opportunity to use her washing machine, that she cannot wait. She literally sweeps the table cloth out from under the party so that she can wash it immediately.  And she is so excited that she invites the entire dinner party to partake, managing to communicate, in the process, her absolute adoration for Tide.  I don’t know about you, but this is what it’s like at my house.

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 was kind of unreal,” the Steamboat Springs, Colorado native said, describing his recent 34th birthday fete at Kandahar Airfield, better known as KAF. “At least for a few minutes, you could pretend you were somewhere else. It was like going back home” (source).

“I was expecting to arrive in a warzone but instead here I am wearing sunglasses in the sun and eating a baguette,” said Dimitra Kokkali, a NATO contractor newly arrived from Brussels. “On my first night I surprised my family by calling them from an outdoor rock concert” (source).

Time magazine slideshow, titled “R&R at Kandahar Airfield,” uses images to describe how the busiest airport in the world “tries to re-create the comforts of home for the coalition forces in Afgahnistan.” Kandahar Airfield is the busiest airport in the world because all supplies and troops pass through on their way to or from war in Iraq or Afghanistan. At any given time there are about 25,000 service members and civilian contractors at the airfield.

These images of the Kandahar’s “Boardwalk” recreation area are striking for a few reasons. First, they show a blurring of the line dividing the homefront and the warfront. The slide show includes images of service members using FaceBook in computer labs, and eating meals in their fatigues at TGI Fridays.

Second, these images reflect that there is increasing emphasis on how service members are supported and cared for by the military during wartime. These photos show the side of war that is not about fighting and danger—instead, they are about the comfort and making a foreign land where they are fighting as “homelike” as possible.

Third, these show the blurring of the boundary between the military and privately owned businesses. Civilian Contractors are augmenting military personnel during the wars in Iraq and Afghanistan and the inclusion of these civilian contractors in war zones has raised the issues of the safety of civilian workers and the costs of hiring corporations (Contexts).

Finally, as a consequence of the blurring of the boundaries of homefront and warfront, the division between the country of Afghanistan and the military is sharpened. Afghanis (except for those few with security clearance) are not allowed to shop or enjoy the free entertainment on the Boardwalk at Kandahar.  Meanwhile, service members can safely buy souvenirs on the Boardwalk itself.  Afghani culture is commodified as a tourist attraction in this theme park-like Boardwalk setting.

All of these images speak to the changing boundary between the homefront and the warfront, and as a result, changes in how we, as a country, view war. Instead of the images of brutality, death, and chaos that Americans saw in their living rooms on TV during Vietnam, for example, these images show the military taking care of service members who are being entertained, keeping in touch with loved ones, and having fun.

But as this service member describes, walking the Kandahar “Boardwalk” in a warzone is still a jarring experience:

“I couldn’t believe I was in Kandahar eating a double-dipped chocolate ice cream at sunset on a Saturday afternoon,” said Coleman, who was downing a strawberry smoothie from the French bakery behind him, where an Eiffel Tower climbs a wall above picnic tables with fake potted plants.

“It was a surreal experience,” he said, as a jet fighter roared across the sky, letting loose a stream of defensive white flares. “I remember thinking, ‘We’re in the heart of the war-zone. The bad guys are 10 miles away. And here we are eating soft-serve ice cream'” (source).

Wendy Christensen is a Visiting Assistant Professor at Bowdoin College whose specialty includes the intersection of gender,war, and the media.

I love how these two vintage ads reveal that colors are experienced differently across time and cultures.  Both ads feature color schemes that, today, seem outrageous, even hideous.  Yet, at the time, they must have been cutting edge and quite fashionable.

Both images from Vintage Ads (here and here).

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.

Wakeboarding Santa in Hamburg, Germany (courtesy of The Big Picture):

Christmas Across Cultures

On Discourse:

Racializing Christmas

Gift Guides and the Social Construction of Gender

Sexifiying Christmas

Christmas Marketing

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.

Five readers sent along gendered gift guides.  These are interesting only in their ubiquitousness.  Let us begin:

What do women want? According to an email from Chapters.Indigo, sent in by Rajan P., they want candy, wine, fictional romance and, um, blankets (for coziness?):



Liz from Minneapolis got an email from Amazon.com with ideas “For Him” and “For Her.” Liz writes:

The gift ideas for him are manly things like a coffee mug (but described as a vacuum sealed tumbler) and barbeque tools, while gifts for her include a hideous Precious Moments figurine and a super handy plant care sensor.

Eileen B. sent a link to the gendered gift guide at gifts.com.  Apparently women want wine, love, coziness (sweaters, hot baths, and aromatherapy), cooking stuff, anything-Oprah, and men who clean (are we seeing a trend yet?):

While men want beer, golf-related items, and a giant plastic nose that snorts out your shower gel:

Both want grown-up mobiles, tiny-sauruses, and a baby book, so there’s that.

Another reader, “a reader,” sent in links to the site Shapeways which thinks women want decorations (for their bodies and their homes), but figures men want stuff to do (“gadgets” and “hobbies,” with a few hard core accessories thrown in):

Had enough?  There’s more!

Apocalyptopia sent screen shots of the gendered gift guide from Zazzle.  She writes:

We have the old, tired “only guys like History and video games” trope. I also noticed that there’s an “Animal Lovers” category under Women, but the only similar category to be found under Men is “Outdoorsman” (if you don’t count Party Animal) which deals more with killing animals than loving them. Chicks are just so sentimental, right? (Gag!) I also can’t understand why “Traveling” is found under Men but not Women.

The thing that disturbed me the most about this, though, was that for Men they have a “Veterans” category while for Women they have a “Support Our Troops” category. As the daughter of a retired female veteran of two wars, I was a bit offended. I’m sure my mother would be offended as well that they think watching her friends get blown up still doesn’t make her qualify as a real veteran and that she’s relegated to simply supporting those who are (i.e.: men).

Finally, Michelle Y. alerted us to a gendered game at the Karmaloop website. Men are told to search for a sexy lady; and ladies? A Pomeranian.

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.

Katrin drew our attention to the Christmas character of the Christkind, found in regions as diverse as Austria, Italy, Hungary, Slovakia, the Czech Rebublic, Croatia, Slovenia, Germany, Liechtenstein, Switzerland and, according to Wikipedia, “…parts of Hispanic America, in certain areas of southern Brazil and in the Acadiana region of Louisiana.”

The Christkind was introduced by the German Protestant priest Martin Luther (1483-1546).  At the time, tradition held that gifts were given by St. Nicholas.  Protestants, however, didn’t acknowledge saints, so they needed an alternative mythological gift giver.  The Christkind was originally depicted as baby Jesus, but in many places today is instead an angelic blond child or adult woman.

In Nuremberg, Germany, a Christkind is chosen every two years in a pageant reminiscent of American beauty pageants (source).  This year the Christkind is Rebekka Volland (source):

More photographs of the Christkind:

(source)

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(source)

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.

Camille S. sent along a characteristic example of advertising for kids’ toys.  From KMart, the catalog specifies very different ideas for boys versus girls:

In contrast to the KMart advertising, Shannon H. sent a link to the advertising at Bazoongi. Their website, featuring slumber bags and play structures, is both multiracial and breaks down gender stereotypes. Notice that the boys and girls are both modeling boy-ish (blue, sciency) bags and girl-ish (pink, pony, butterfly) bags:


And this “dollhouse,” for example, shows mixed-sex play:

As does this “superhero hut”:

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.

In the tradition of highlighting different Christmas characters (e.g., Krampus and Black Pete), we bring you Santa’s granddaughter Snegurochka, the “Snow Maiden.”  Snegurochka was brought to my attention by my Dmitriy T.M.

In Russia, Santa is frequently accompanied by Snegurochka. This allows female high school and college students to get in on the Christmas gig that, in the U.S., is restricted to guys with (fake) beards. Apparently lots of students get holiday work playing her.

 

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.