Flashback Friday.

Toban B. sent in some photographs and a discussion of how energy drinks are gendered.

Energy drinks are already gendered to begin with in a couple of different ways at least: (1) they are marketed as hydration for athletes and sports is a masculine arena and (2) women aren’t usually encouraged to consume “extra” calories. But, in addition to being seen as somehow for men, Toban shows how a particularly violent and aggressive kind of masculinity is reproduced in the marketing, even across different companies.

Monster energy drinks include slashes on the packaging that look like a vicious scratch and what appears to be a crosshair and bullet holes (bad aim?):

Notice that the “flavor” in the picture above is “Sniper.”  Toban notes that “Assault” and “M-80” are also flavors:

The can for the Assault-flavored drink also features a camouflage design, invoking militarism.

They call their “shooters” “Hitman”:

Both Monster and Guru link their product directly to (extreme) sports:

Full Throttle and Amp (“Overdrive”) go for a connection to aggressive driving:

Full Throttle energy drinks make it explicit with the tagline, “Let Your Man Out.”

Toban notes that it’s ironic that a lot of these products are marketed as health drinks when, in fact, internalizing an aggressive form of masculinity is associated with taking health risks (e.g., refusing to wear seat belts or hard hats, drinking hard). “In any case,” Toban concludes, “this marketing normalizes and makes light of a lot of aggression and danger that we should be opposing.” And which, I will add, isn’t good for men or women.

See also our post with hilarious fake commercials making fun of energy drinks and hypermasculinity.

Originally posted in 2009.

Many important things will be said in the next few weeks about the murder of nine people holding a prayer meeting at a predominantly African American church yesterday. Assuming that Dylann Roof is the murderer and that he made the proclamation being quoted in the media, I want to say: “I am a white woman. No more murder in my name.”

Before gunning down a room full of black worshippers, Roof reportedly said:

I have to do it. You rape our women and you’re taking over our country. And you have to go.

For my two cents, I want to suggest that Roof’s alleged act was motivated by racism, first and foremost, but also sexism. In particular, a phenomenon called benevolent sexism.

Sociologists use the term to describe the attribution of positive traits to women that, nonetheless, justify their subordination to men. For example, women may be described as good with people, but this is believed to make them perform poorly in competitive arenas like work, sports, or politics. Better that they leave that to the men. Women are wonderful with children, they say, but this is used to suggest that they should take primary responsibility for unpaid, undervalued domestic work. Better that they let men support them.

And, the one that Roof used to rationalize his racist act was: Women are beautiful, but their grace makes them fragile. Better that they stand back and let men defend them. This argument is hundreds of years old, of course. It’s most clearly articulated in the history of lynching in which black men were routinely violently murdered by white mobs using the excuse that they raped a white woman.

I stand with Jessie Daniel Ames and her “revolt against chivalry” in the 1920s and ’30s. Ames was one of the first white women to speak out against lynching, arguing that its rationale was sexist as well as racist. Roof is the modern equivalent of this white mob. He believes that he and other white men own me and women like me — “you rape our women,” he said possessively — and so he justified gunning down innocent black people on my behalf. You are vulnerable, he’s whispering to me, let me protect you.

All oppression is interconnected. The matrix of domination must come down. I am a white woman. No more murder in my name.

This essay was expanded for The Conversation and cross-posted at the Washington Post.

Overviews of white, male violence

• White masculinity and guns: A lethal equation?
• (White) men and the glorification of violence (on the Sociology of Gender Pinterest board)

On white men’s anger and sense of persecution

• America’s angriest white men: Up close with racism, rage, and Southern supremacy
• Conspicuous pollution: Rural, white men rollin’ coal

“Benevolent sexism”: Protecting white women as an excuse for white, male violence

• White women and the defense of lynching
• “I am a white woman. No more murder in my name.”
• Race and the King Kong motif
• High school yearbook cover presents female vulnerability to men of color

The invisibility of (white) men in the problem of male violence

• Naming the perpetrator: Language and “violence against women”

Teaching (white) men to embrace a violent masculinity

• On Tough Guise 2 and the ongoing crisis of violent masculinity
• “Consider Your Man Card Re-Issued,” says the maker of semiautomatic weapon
• Bullying, the “fag,” and the problem with grown-ups
• Energy drinks and violent masculinity
• Tony Porter: “A Call to Men”
• “The Mask You Live In” (documentary trailer)
• Clips from Wrestling with Manhood and Tough Guise I

A new study from the Families and Work Institute compared household divisions of labor in 225 other-sex couples and same-sex couples in which both partners worked. The researchers found that same-sex couples are more likely than different-sex couples to share responsibility for chores. Eyeball the two graphs below and look for the green; that’s the bar that indicates that both people in the couple share responsibility. The first is different-sex couples and the second is same-sex.

Same-sex couples, though, are no sharing utopia in which everyone does exactly 50% of everything. They are still more likely to divide up household labor than share it — that is, the blue and yellow bars indicating the higher or lower earner, respectively, still dominate the graph. And, interestingly, the gendered nature of the labor is still present in that the lower earner in same-sex couples tends to do the same labor as the female in different-sex couples.

The data is more dramatic, though, when we look at parenting. Same-sex couples are more likely to share the responsibility for routine child care (74%) than leave it primarily up to one person. The same goes for sick child care (62%). Among different sex couples, the opposite is true. One parent generally takes primary responsibility for routine (62%) and sick (68%) child care.

There is no secret recipe, of course, to how a couple should divide their household chores and childcare. There is a take home lesson from the study, though, and that’s to talk about it if you want to. Generally speaking, members of couples who talked about it before moving in together (blue) were more satisfied with their division of labor than members of couples who wanted to have a conversation, but didn’t (yellow).

The authors of the study found that women in relationships with men were the most likely of all to say that they wanted to have a conversation, but didn’t (20%). Men in either same- (11%) or different-sex couples (11%) and women in same-sex couples (15%) were less likely to have held their tongue.

The author of the report concludes that it may not be how we divide up labor that matters that drives satisfaction, or even whether we talk about it, but whether we fail to have a conversation that we want.

Most people middle aged or older remember the “Crying Indian” campaign for Keep America Beautiful:

Most of them, by now, also know that Iron Eyes Cody was no Native American. Born to Sicilian Immigrants in southwestern Louisiana in 1904, Espera Oscar de Corti became an actor in his youth, and found that he could “pass” as a Native American in Hollywood.

de Corti, changing his name to “Cody,” claimed to have Cherokee-Cree heritage. He played native roles in dozens of westerns, with John Wayne and other stars of the mid-20th century. His chanting was featured in the Joni Michtell song “Lakota.” And, of course, he was the Noble Savage face of Keep America Beautiful. All while sharing more heritage with Christopher Columbus than with the people who got the shit end of the Columbian Exchange.

By all accounts Iron Eyes Cody tried to honour his assumed ancestry. He became an activist for Native American causes, and did lecture tours preaching against the harm of alcohol. He married a Seneca archaeologist, Bertha Parker, and they adopted two adopted two Dakota and/or Maricopa children. He even wrote a book about native sign language.

He also invented a backstory, quoted by Glendale News Press from  a 1951 local newspaper article:

Iron Eyes learned much of his Indian lore in the days when, as a youth, he toured the country with his father, Thomas Long Plume, in a wild west show. During his travels, he taught himself the sign language of other tribes of Indians…

The article said that the television star and his wife would appear at a Glendale Historical Society event to tell the story of the “Indian Sign Language in Pictures” and would demonstrate Indian arts and customs. Plus, the couple would bring along their 3-month-old “papoose” Robin (Robert Timothy). All were to be attired in Indian regalia.

In 1996, three years before his death, Iron Eyes Cody was outed as European by his half-sister, May Abshire, who offered proof of the actor’s Sicilian parentage to the Times-Picayune. Cody denied the allegations.

Today, such a shocking exposé, proving that an upstanding member of an ethnic community was really an outsider, would be all over social media. Just like Rachel Dolezal.

I’m having a hard time digging up any initial reactions to Iron Eyes Cody’s outing from indigenous people in the United States or Canada. How is he remembered? Did he help make native issues more visible, or did he obnoxiously appropriate a culture of suffering that didn’t belong to him?

Cross-posted at The Ethical Adman.

Tom Megginson is a Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. He is a specialist in social marketing, cause marketing, and corporate social responsibility. You can follow Tom at Osocio and The Ethical Adman.

Ah, capitalism.

The thing about our time is that we just might value individuality more than at any other point in the history of human life and, yet, at the same time, we have more capacity to mass produce goods and ideas than ever.

Enter: the marketing of mass-produced individuality. That is, the new Sex Pistols-themed Mastercard. Now available at virginmoney.com/virgin/credit-cards/rebellion.

Now that is a URL of the times.

Their slogan? “Bring a bit of rebellion to your wallet.”

I know almost nothing about punk music but I know that the Sex Pistols were foundational and that the message of the music was anti-establishment. So, the appearance of the band on credit cards with an APR of 18.9% is, sociologically speaking, hilarious.

Hey, maybe you can buy a replica of a famous punk musician’s guitar with it! It comes pre-stressed, so it totally looks like you play it a lot and probably treat it like shit because who the fuck cares. And it also comes with some stickers that look vaguely anarchical and you can make it your own depending on which stickers you choose and where you put them!

Sociologist Brady Potts wrote a post about this guitar a few years ago. He asked: “What can we unpack from this guitar?” And wrote:

Pretty much the history of modernity. You start with “the guitar” – an instrument traditionally produced by artisans called luthiers. But this particular style of guitar – the Fender Telecaster – is the first commercially successful mass-produced solidbody electric guitar. (Henry Ford:Driving::Leo Fender:Rocking.) Introduced in 1950 as the Esquire… assembled on a factory line from mass-produced interchangeable parts, sold in stores and catalogs, heard most often via media and broadcast for most music consumers, the 1966 Fender Telecaster is truly a Modern guitar.

And now you can buy it with a Sex Pistols credit card. Nope, looks like they’re sold out. Sorry, you’ll just have to buy your identity somewhere else.

Thanks to @NotDrSnit for the tip!

Jennifer Pozner, Kat Lazo, Zerlina Maxwell, and Samhita Mukhopadhyay join Jay Smooth to discuss a few no-nos for the media this campaign season. Pozner sums it up:

Look, this matters. By focusing on personal, gendered, irrelevant details about women politicians, this conditions the American public to think that woman are ladies first [and] leaders only a distant second. Media play a serious role in keeping half the population out of the political talent pool.

Enjoy:

Lots of time and care consideration goes into the production of new superheroes and the revision of time-honored heroes. Subtle features of outfits aren’t changed by accident and don’t go unnoticed. Skin color also merits careful consideration to ensure that the racial depiction of characters is consistent with their back stories alongside other considerations. A colleague of mine recently shared an interesting analysis of racial depictions by a comic artist, Ronald Wimberly—“Lighten Up.”

“Lighten Up” is a cartoon essay that addresses some of the issues Wimberly struggled with in drawing for a major comic book publisher. NPR ran a story on the essay as well. In short, Wimberly was asked by his editor to “lighten” a characters’ skin tone — a character who is supposed to have a Mexican father and an African American mother.  The essay is about Wimberly’s struggle with the request and his attempt to make sense of how the potentially innocuous-seeming request might be connected with racial inequality.

In one panel of the cartoon, you can see Wimberly’s original color swatch for the character alongside the swatch he was instructed to use for the character.

Digitally, colors are handled by what computer programmers refer to as hexadecimal IDs. Every color has a hexademical “color code.” It’s an alphanumeric string of 6 letters and/or numbers preceded by the pound symbol (#).  For example, computers are able to understand the color white with the color code #FFFFFF and the color black with #000000. Hexadecimal IDs are based on binary digits—they’re basically a way of turning colors into code so that computers can understand them. Artists might tell you that there are an infinite number of possibilities for different colors. But on a computer, color combinations are not infinite: there are exactly 16,777,216 possible color combinations. Hexadecimal IDs are an interesting bit of data and I’m not familiar with many social scientists making use of them (but see).

There’s probably more than one way of using color codes as data. But one thought I had was that they could be an interesting way of identifying racialized depictions of comic book characters in a reproducible manner—borrowing from Wimberly’s idea in “Lighten Up.” Some questions might be:

• Are white characters depicted with the same hexadecimal variation as non-white characters?
• Or, are women depicted with more or less hexadecimal variation than men?
• Perhaps white characters are more likely to be depicted in more dramatic and dynamic lighting, causing their skin to be depicted with more variation than non-white characters.

If any of this is true, it might also make an interesting data-based argument to suggest that white characters are featured in more dynamic ways in comic books than are non-white characters. The same could be true of men compared with women.

Just to give this a try, I downloaded a free eye-dropper plug-in that identifies hexadecimal IDs. I used the top 16 images in a Google Image search for Batman (white man), Amazing-man (black man), and Wonder Woman (white woman). Because many images alter skin tone with shadows and light, I tried to use the eye-dropper to select the pixel that appeared most representative of the skin tone of the face of each character depicted.

Here are the images for Batman with a clean swatch of the hexadecimal IDs for the skin tone associated with each image below:

Below are the images for Amazing-man with swatches of the skin tone color codes beneath:

Finally, here are the images for Wonder Woman with pure samples of the color codes associated with her skin tone for each image below:

Now, perhaps it was unfair to use Batman as a comparison as his character is more often depicted at night than is Wonder Woman—a fact which might mean he is more often depicted in dynamic lighting than she is. But it’s an interesting thought experiment.  Based on this sample, two things that seem immediately apparent:

• Amazing-man is depicted much darker when his character is drawn angry.
• And Wonder Woman exhibits the least color variation of the three.

Whether this is representative is beyond the scope of the post.  But, it’s an interesting question.  While we know that there are dramatically fewer women in comic books than men, inequality is not only a matter of numbers.  Portrayal matters a great deal as well, and color codes might be one way of considering getting at this issue in a new and systematic way.

While the hexadecimal ID of an individual pixel of an image is an objective measure of color, it’s also true that color is in the eye of the beholder and we perceive colors differently when they are situated alongside different colors. So, obviously, color alone tells us little about individual perception, and even less about the social and cultural meaning systems tied to different hexadecimal hues. Yet, as Wimberly writes,

In art, this is very important. Art is where associations are made. Art is where we form the narratives of our identity.

Beyond this, art is a powerful cultural arena in which we form narratives about the identities of others.

At any rate, it’s an interesting idea. And I hope someone smarter than me does something with it (or tells me that it’s already been done and I simply wasn’t aware).

Originally posted at Feminist Reflections and Inequality by Interior Design. Cross-posted at Pacific Standard. H/t to Andrea Herrera.

Tristan Bridges is a sociologist of gender and sexuality at the College at Brockport (SUNY).  Dr. Bridges blogs about some of this research and more at Inequality by (Interior) Design.  You can follow him on twitter @tristanbphd.