Dmitriy T.M. sent us a link to an AdWeek post reporting that Miller Beer began advertising in Vietnam last week with this commercial:

[youtube]http://www.youtube.com/watch?v=KG9H5_oKVd0[/youtube]

Some sociologists who study international relations apply the idea of the brand to nations.  Nations, they argue, can be seen as a product in a global marketplace. Australia, for example, is marketed as a rough and tumble place where we can get back to nature and find our true selves. Insofar as they can can control their brand, countries can draw tourism and increase demand for their exports (see here and here for Australian examples).

The ad above is an excellent example of Miller capitalizing on the American brand: “It’s American Time. It’s Miller Time.” Notice also that the ad is in English and doesn’t feature anyone that looks Vietnamese. The whiteness of the ad is purposeful. Miller is selling a specific version of “America” characterized by white people, urban life, sex-mixed socializing and, also, really bad music.

UPDATE!  In the comments, Adam linked to this ad which ran in the Phillipines:

You can also think of the California happy cows commercials as a form of state branding.

See here, here, and herefor posts showing the social construction of America as white.

The vintage ads from The Art of Manliness, submitted by Dmitrity T.M., reveal that we have been trying to use technology to change our appearance for quite some time.  Cosmetic surgeries are a brave new world of personal body modification, but they do not represent a break from the past, so much as a historical trajectory.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Kitty sent us this cover for Wad, an “urban fashion and culture magazine.”

It kind of sums things up, doesn’t it?

1. Women are objects.
2. Women are for consumption.
3. Women are violable.
4. Women are interchangable.
5. Women are rewards.
6. Violence against women is cute and funny.

Anything else?

UPDATE!  In our comments, KJK notes that there appears to have been a male version of the cover too.  There is no #10 and no text beneath the magazine title… so I’m a little confused as to whether it was a cover.  The production quality seems the same, though.  For what it’s worth, here it is:

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Chrissy Y., Stacey S., and a former student of mine, Kenjus Watson, have all suggested that we post about the controversy over Olympic athlete Caster Semenya’s sex.

A lot of people are talking about whether or not it’s appropriate to be asking about her sex and why we would be so obsessed with knowing the answer. Those are fine questions (and I address them secondarily).  But first I would like to suggest that, even if we were to decide that it is appropriate to want to determine her sex (that we are obsessed with it for a good reason), it would be impossible to actually determine her sex definitively. Let me explain:

If you were to try to decide what qualifies a person as male or female, what quality would you choose?

I can think of eight candidates:

1. Identity (whatever the person says they are, they are)
2. Sexual orientation (boys dig girls, vice versa)
3. Secondary sex characteristics (e.g., boobs/no boobs, pubic hair patterns, distribution of fat on the body)
4. External genitalia (e.g., clitoris, labia, vaginal opening/penis and scrotum)
5. Internal genitalia (e.g., vagina, uterus, and fallopian tubes/epididymis, vas deferens, seminal vesicles, prostate, etc)
6. Hormones (preponderance of estrogens/androgens)
7. Gonads (ovaries/testes)
8. Chromosomes (XX/XY, the SRY gene)

Most of us assume that these criteria all line up. That is, that people with XY chromosomes have testes that make androgens which creates a penis, epididymis, vas deferens etc… all the way up to a male-identified person who wants to have sex with women.  We also assume that these things are binary (e.g., boobs/no boobs), when in reality most of them are on a spectrum (e.g., hormones, also boobs, likely sexual orientation).

But these criteria don’t always line up and sex-linked charactertics aren’t binary.  Examples of “syndromes” that disrupt these trajectories abound (e.g., Klinefelter’s syndrome).  And all kinds of practices, including surgeries, are sometimes used to force a binary when there isn’t one (e.g., intersex surgery to fix the “micropenis” and “obtrustive” clitoris and breast reduction surgery for men).

If these criteria don’t always line up, then we have to pick one as THE determinant of sex.  But any choice would ultimately be arbitrary.  The truth is that none of these criteria could ever actually definitively qualify a person as male or female.

The alternative would be to require that a person qualify as male or female according to ALL of the criteria.  And you might be surprised, then, how many people are neither male or female.

I think the debate over whether we should test Semenya’s sex is getting ahead of itself, given that there is no such test.

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Yet, while we won’t be learning anything definitive about Semenya’s sex, the controversy does teach us something about our obsession with sex difference.  On MSNBC, Dave Zirin explains what the controversy over is really about:

[youtube]http://www.youtube.com/watch?v=eK-w6lDOZ5Q[/youtube]

To me, one of the most interesting things that Zirin says is that sex isn’t actually a good indicator of athletic ability.  He may be a guy, he says, but having a penis doesn’t translate into outrunning anyone.

He is implying that sex segregation in athletics, as a rule, is more about an obsession with sex categories and their affirmation than it is about sports. Remember, Semenya’s sex is being questioned not just because she appears masculine to some (she always has), but because she kicked major ass on the track.

Kenjus, my former student, writes:

…why didn’t they test Usain Bolt?  He did amazingly well… Yet, his otherworldly accomplishments are considered the result of his never-before-seen body structure… Usain, however, is a big, strong, fast Black man. The fact that his times are just as mind-boggling as Caster’s gets lost in the widely accepted narrative that big, strong, fast Black men accomplish amazing athletic feats. It’s what they’re built for.

But this woman has apparently baffled the athletic and scientific experts because her body is not doing what a woman’s body is supposed to do. More specifically, her shape is too muscular, her voice is too deep, and her time is too fast. Essentially, “Semenya-the-woman” CANNOT exist in an exclusively two-gendered (i.e. men and women) society in which men are innately bigger, stronger, more deeply-voiced, and particularly FASTER than women…

Semenya is getting far more media attention than the recent cheating scandals of higher profile athletes. This is precisely because there’s something that separates Caster from an A-Rod, a Marion, a Sosa… The world is captivated by Caster because something that should be certain; unquestionable; medical; pre-ordained, is in flux.  It is regrettable that some athletes take illegal drugs to gain an edge over the competition. It’s entirely unethical, unnatural, and ungodly for an athlete to not fit into our narrow specifications of what constitutes gender or sex.

Indeed.  Our obsession with Semenya’s sex, in addition to being hurtful and invasive, says a great deal more about us, than it does about her.  And perhaps the reason we are so obsessed with proving Semenya’s sex, to bring this post back to its beginnings, is because binary sex doesn’t actually exist.  Me thinks we protest too much.

(Thanks to Mimi Schippers, via the Sociologists for Women in Society listserve, for alerting me to the video. Images found here and here.)

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Sociologists who study social movements note that the tactics available to activists are shaped by the activism that has proceeded them. We call this a “repertoire of contention,” or a set of tools available to any activist that most people in a society would recognize as “protest.” In most industrialized countries today, this repertoire includes things such as sit-ins, boycotts, strikes, and marches.

Repertoires of contention are shared and they pass from one social movement to another.   The sit-in, for example, was invented by civil rights U.S. labor activists, but all types of activists use sit-ins today (perhaps most memorably by the civil rights movement). Sidney Tarrow calls this kind of tactic “modular.” It can be borrowed from one kind of activism and applied to many different causes.  Similarly, protest tactics can in one country can be borrowed and applied in another, so long as the conditions for activism are similar.

I was reminded of this theory of modular protest tactics when fds and Mordicai K. sent us this link to photographs from a protest by the Alliance for Animal Rights in Russia. Like the protests PETA in the U.S. and Animals Awake in the Netherlands, this Russian protest personifies animals as (mostly) women and then displays them brutally murdered.  I think the trio (Russia, the Netherlands, and the U.S.), together, is an interesting example of the way that a social movement tactic can travel transnationally.

Men and women are often pitted against each other, as if they are naturally and inevitably in opposition. This creates the conditions for a “battle of the sexes.” The implication is, of course, that it’s a zero sum game. When women win, men lose.

We socialize young children into thinking with gender (it’s always, somehow, boys vs. girls) and seeing the other sex as an enemy or competitor. Illustrating this, izhero sent us links to a set of t-shirts for young girls sold at David & Goliath Tees. The message for girls is, essentially, “boys drool, girls rule,” situating women and men in opposition, and setting girls up for a lifetime of battling the “opposite” sex.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Clayton W. alerted us to this September’s issue of Harper’s Bazaar. Paul Goude decided to photograph Naomi Campbell as if she were in Africa with animals.  Clayton writes that it “…very nearly turns her into some sort of animal.”  Below are some images from the photo shoot, courtesy of Womanist Musings (via Feministing):

On this cover of Vibe, Lil’ Kim is posed animalistically and, it is asserted, she is “ready to roar”:

NEW! Naomi Campbell, is also put in leopard print in this photo in the December 2008 issue of Russian Vogue (found here):

ALSO NEW! Iman with a cheetah, and with a cheetah print scarf on her head, as photographed by Peter Beard, 1985 (found here):

ALSO ALSO NEW! These two pictures of Grace Jones (from here) involve animalization (explicitly in the second case). These images may not be safe for work, so I’ve put them after the jump, along with another example:

FINALLY! Bri A. sent in these photos of Bratz Nighty Nite dolls. Notice that the doll of color, Sasha, is in leopard print pajamas, but the others are not (a quick google search confirms the costume is race-specific; images here and here):

You can view our other posts in which black women and girls are associated with exotic animals here and here.

The income gap between the rich and the poor is larger in the U.S. than in most other industrialized countries.  Last year we posted data about the percent of total U.S. income that went to the top 1% of earners (23% as of 2006).

The graph below, recently updated to 2007, shows the percent of total U.S. income that went to the top 0.01%, that is 1/100th of one percent, of earners:

As you can see, in 2007,  the top 1/100th of 1% of earners in the U.S. brings home 6% of the total income earned in the U.S.  This represents the largest proportion of total income since at least 1913, and is the endpoint in a trajectory of rising inequality that began in the early 1980s.

Also see our posts breaking down CEO compensation, on the disproportionate tax burden by social class, and on class inequality across U.S. states.

Data borrowed from economist Emmanuel Saez, via Matthew Yglesias.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.