Sociological Images

This Month in Sociological Images (April 2012)

SocImages on April 30, 2012

Tenure!

Lisa Wade is celebrating the news that, come Fall, she will be a tenured professor at Occidental College! Now that she’s in the “golden handcuffs,” she can say all the stuff she’s been holding back on Twitter and Facebook. :)

New Course Guide:

The Sociology of Sports, by J.A. Carter

New Pinterest Page:

Sexually Suggestive Advertising

Best of April:

Two of our posts received over 1,000 “likes” on Facebook this month:

Lisa Wade, Fat People Can Be as Healthy as Thin People
Wendy Christensen, Lost in Translation: Tattoos and Cultural Appropriation

Gingerism: Prejudice Against Redheads

Lisa Wade, PhD on March 16, 2012

In honor of St. Patrick’s Day tomorrow, I thought I’d re-post this one from 2010…

Some recent ads making fun of redheads has brought gingerism — or hateful attitudes and behavior towards people with red hair, light skin, and freckles — into the news lately.

It appears to be an ongoing form of discrimination, especially in Britain. Men and boys appear to be more frequent targets than women and girls, who at least are sometimes seen as uniquely beautiful. A recent series of verbal and physical attacks is nicely documented at Wikipedia. They include a stabbing, a family who has had to move twice after their children were bullied, a woman who won a sexual harassment suit after being targeted for her red hair, and a boy who committed suicide after being teased relentlessly.

The prejudice may be related to the long-standing antagonism between Britain and Ireland; discrimination against the Irish by the British crossed the Atlantic with early Americans. As late as the 1800s the Irish were demeaned, negatively stereotyped, and compared with apes in the United States.

Katrin brought our attention to this ad for Tesco. Tesco voluntarily withdrew their ad after complaints. And an ad for npower generated a handful of complaints to the Advertising Standards Authority. The Authority declared that the humor was unlikely to cause widespread offense (BBC).

Katrin also sent in M.I.A.’s video for the song “Born Free.” It was pulled from YouTube for excessive violence and inappropriate content. Among other themes, it shows red-headed, freckled adolescents being rounded up by the police (this becomes clear at about 2:45), taken out to a deserted area, shot at or bombed, and physically attacked. The video is supposed to highlight ethnic cleansing, though a number of critics argue the gratuitous violence overshadows any political point. It’s about 10 minutes long, but you don’t have to watch the whole thing to get the idea:

M.I.A, Born Free from ROMAIN-GAVRAS on Vimeo.

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.

Hegemonic Masculinity in Super Bowl Commercials

David Mayeda on March 2, 2012

Cross-posted at Sociology in Focus.

Back in 1987, Raewyn Connell coined the term hegemonic masculinity in a seminal text, Gender & Power. Hegemonic masculinity refers to the dominant form of masculinity that exists within a particular culture. Relative to this ever changing, idealized form of masculinity are different subordinated masculinities – those within a culture that do not live up to the so-called masculine gold standard. Put simply, there are “real men” and then there are all other men.

In watching the 2012 Super Bowl commercials, we can see versions of hegemonic masculinity demonstrated. Perhaps the most vivid version was seen in H&M’s Super Bowl ad, utilizing soccer (futbol) star, David Beckham:

[youtube]https://www.youtube.com/watch?v=fjd6i0S67HQ[/youtube]

Tattooed, rugged, athletic, showcasing a lean musculature and menacing glare, Beckham embodies a hegemonic masculinity that would surely resonate with sporting audiences. And while not presented in this commercial, it is important to also note that Beckham carries other cultural traits that ad to his hegemonic masculine status – he is globally recognized, financially wealthy, and married to a woman who also holds currency in popular culture. This last point is critical. By being married, Beckham confirms his heterosexuality, and her extraordinary beauty and international popularity raise his standing as a “real man”.

In contrast to Beckham, other males were presented in this year’s Super Bowl commercials, who represent a marginal masculinity, meaning they would love to hold hegemonic masculine status and are pursuing such an identity, but for any number of reasons are unable to achieve it. You could say these are the “wannabe real men”. A good example of marginal masculinity is presented in the following commercial for FIAT:

[youtube]https://www.youtube.com/watch?v=GxQsLdwCtMU[/youtube]

In contrast to the commercial with Beckham, the male in this commercial lacks qualities that would otherwise provide him with a sense of hegemonic masculinity. Although he appears to be employed (wearing business attire), he is relatively short in comparison to the woman in the ad, cast as nerdy and lacking confidence. Given the fantasy he has with the female actor, we can see he desires hegemonic masculine status. But because he lacks a kind of physical prowess, he is marginalized.

Of even greater importance here, the concept of hegemonic masculinity is not only about men and their relation to one another. Hegemonic masculinity also represents a cultural system that dominates women. Thus, the FIAT commercial is also useful because it illustrates women’s overall subordination. Connell also defined the term “emphasized femininity”, which refers to women’s “compliance with this subordination… oriented to accommodating the interests and desires of men” (p. 183).

When women emphasize their femininity – or are coerced to emphasize their femininity – they are often times objectified. Objectification refers to the depersonalization of someone, such that her/his humanity is stripped and the person(s) is turned into an inanimate object. Sociologists have argued that when humans are objectified, they tend to be “seen as less sensitive to pain,” and, “we care less about their suffering” (Loughnan et al., 2010, p. 716). In other words, when we turn people into object, we remove their humanity, and it is easier to commit violence against them. Feminists commonly argue the objectification of women in the media facilitates women’s ongoing victimization in society at large.

In the FIAT commercial, the woman “emphasizes her femininity” by catering to the male’s sexual desires. She is also objectified – likened to an inanimate car that would lack human feelings and emotion. Go Daddy also aired a commercial clearly objectifying women, where female celebrities paint another female, who is used as an inanimate, sexualized prop to promote the Go Daddy company.

[youtube]https://www.youtube.com/watch?v=q9ucBY_2WEA[/youtube]

While the Super Bowl is known primarily as a sporting event where millions of Americans tune in each year to watch men engage in athletic competition, the event also includes advertising content that is highly gendered. With so much attention attention directed to this advertising, it is important to dissect it through a gendered framework.

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David Mayeda is an Assistant Professor in the Department of Sociology and Legal Studies at Hawaii Pacific University. His recent book publications include Celluloid Dreams: How Film Shapes America and Fighting for Acceptance: Mixed Martial Artists and Violence in American Society. He also blogs at The Grumpy Sociologist.

Torches of Freedom: Women and Smoking Propaganda

Wendy Christensen on February 27, 2012

Edward Bernays (1891-1995) is largely considered the founder of public relations (or “engineering consent,” as he called it) but is not known very well outside of the marketing and advertising fields. A nephew of Sigmund Freud, Bernays was the first to theorize that people could be made to want things they don’t need by appealing to unconscious desires (to be free, to be successful etc.). Bernays, and propaganda theorist Walter Lippman, were members of the U.S. Government’s Committee on Public Information (CPI), which successfully convinced formally isolationist Americans to support entrance into World War I. While propaganda was commonly thought of as a negative way of manipulating the masses that should be avoided, Bernays believed that it was necessary for the functioning of a society, as otherwise people would be overwhelmed with too many choices. In his words:

Modern propaganda is a consistent, enduring effort to create or shape events to influence the relations of the public to an enterprise, idea or group.

[Source: Bernays, Propaganda, 1928, p. 52; available here.]

After WWI, Bernays was hired by the American Tobacco Company to encourage women to start smoking. While men smoked cigarettes, it was not publicly acceptable for women to smoke. Bernays staged a dramatic public display of women smoking during the Easter Day Parade in New York City. He then told the press to expect that women suffragists would light up “torches of freedom” during the parade to show they were equal to men. Like the “You’ve come a long way, baby” ads, this campaign commodified women’s progress and desire to be considered equal to men (relevant clip starts at 3:00):

“Cigarettes were a symbol of the penis and of male sexual power…Women would smoke because it was then that they’d have their own penises.”

Here are some of the news photographs of women smoking publicly during the Easter Parade:

[Photos via.]

The campaign was considered successful as sales to women increased afterward. Cigarette companies followed Bernays’s lead and created ad campaigns that targeted women. Lucky Brand Cigarettes capitalized on recent fashions for skinny women by telling women to “Reach for a Lucky instead of a sweet”:

Marlboro, in stark contrast to the Marlboro Man ads we’re familiar with today, started the “Mild as May” campaign to encourage women to take up smoking cigarettes that were appropriately mild and easier to smoke:

Chesterfield, in a 1930s ad, argued that “women started to smoke…just about the time they began to vote”:

A later ad for Phillip Morris tells women to “Believe in yourself!”

Cigarette makers also worked to teach women how to smoke properly. Ads often depicted women in the act of smoking. Some companies, like Philip Morris, even held smoking demonstrations for women:
[Via.]

The article describes how a “pretty registered nurse” is touring the country to teach women proper smoking etiquette. The article also lists “men’s pet peeves” and “women’s pet peeves” for men and women smokers. (Full text after the jump below.)

Together, these efforts to conflate smoking with freedom and make smoking acceptable for women created a new set of consumers and reinforced Bernays’s argument that demand could be created.

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Social Privilege and Mom Blogging

Guest Blogger Christie Barcelos on February 23, 2012

Paula F. sent in a link to Babble.com’s list of the top 100 ‘mom blogs’ of 2011. Mom blogs have become wildly popular in recent years as a way to document and comment on the experience of motherhood, and this particular list illustrates some interesting things about social privilege. Paula was struck by the lack of racial diversity among the selected blogs and noted how women of color are vastly underrepresented. For example, only 7 of the blogs are written by African-American moms, and 4 of those refer to the mother’s race in the title (although the same is not true for any of the blogs written by white women).

A quick review of the blogs reveals some other interesting issues related to social privilege and motherhood. In addition to the lack of racial diversity, the blogs included in the list show very little variation in terms of class, sexuality, age, and marital status. (The blogs were chosen by a panel of “experts” that took into consideration nominations from Babble readers, so it’s unclear how representative they are of mom blogs in general.)

While there is the more obvious privilege of the “digital divide,” or the disparate access that people have to technology and the internet, there is also privilege in having the spare time to devote to intensive writing/blogging and the connections necessarily to draw sponsorship and advertising. Moreover, while some of the selected blogs do offer narratives that deviate from traditional ideas about mothering and motherhood (for example, several blogs discuss mental health issues, the struggles of parenting, and forming blended families), they nonetheless reproduce a narrow image of who mothers are, what they look like, and what they do.

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Christie Barcelos is a doctoral student, a mom, and a blogger, but not really a mom blogger.

Two More Inspiring Gender-Neutral LEGO Ads

Lisa Wade, PhD on January 27, 2012

After the recent scandal over LEGO Friends, I am excited to report that I am in the process of working with a LEGO “fanatic,” David Pickett, on a series of posts about gender and the history of LEGO. In the meantime, as a teaser, I wanted to offer you two LEGO ads that were from the same campaign as the one making its semi-viral way around the internet (1980-1982). As with the original, these are evidence that advertising doesn’t have to reproduce the idea of “opposite sexes”:

Thanks to Moose Greebles and his Photostream.

Beauty and the New Lego Line For Girls

Lisa Wade, PhD on January 1, 2012

Cross-posted at Ms.

A few years back we published this fantastic ad for Legos as an example of gender-neutral advertising. It appeared in 1981; during my childhood, I’m happy to say.

The ad offers nice context for the new effort by Lego to capture The Girl Market. Their new line of Legos, Lego Friends, has gotten a lot of attention already. In the circles I run in, it’s being roundly criticized for reproducing stereotypes of girls and women: domesticity, vanity, materialism, and an obsession with everything being pastel. Kits include a house, cafe, animal hospital, tree house, beauty salon, and an inventor’s lab. Choice examples:

The new line also includes a new Lego figurine that is taller, thinner, and more feminine, with boobs. There is no innovation here; it is the exact same makeover that we’ve seen in recent years with Dora the Explorer, Strawberry Shortcake, Holly Hobbie, Lisa Frank, Trolls, Cabbage Patch Kids, My Little Pony, Rainbow Brite, and Candy Land (or visit our Pinterest collection of Sexy Toy Make-Overs).

Examples of the old “mini-fig” and the new “mini-doll” available at The Mary Sue.

The company is framing their new line for girls with “science.” Executives are going to great lengths to explain that the line is based on research, using anthropologists who spent time with girls in their homes. The frame gives the company an excuse for reproducing the same old gender stereotypes that we see throughout our culture. They can shrug their shoulders and say, “Well, what are we to do? This is what girls want.” In this way they are trying to make it clear that they shouldn’t be held accountable for the messages their products send.

But it’s no accident that girls feel alienated from Lego.

According to Business Week, Lego has spent most of the last decade focusing their products on boys. They have deliberately designed products that they expect will appeal to boys and included boys almost exclusively in their marketing material. Today Legos are shelved in the boy aisle is most toy stores.

So, basically, what Lego has done over the last few decades is take a truly wonderful gender-neutral toy, infuse it with boyness, and tell every kid who’ll listen that the toy is not-for-girls. Now, stuck with only 50% of the kid market, they’re going after girls by overcompensating. And, to top it all off, they’re shaking their heads and doing “science” to try to figure out girls, as if they’re some strange variant of human that regular humans just can’t get their head around.

In fact, girls don’t feel like the toy is for them because Lego has done everything in its power to ensure that they will not.

The market research manager sums up Legos’ impression of what girls want this way: “The greatest concern for girls really was beauty.” How ironic, because the true beauty of Lego is its ability to inspire creativity, not enable conformity. They somehow knew that back in 1981.

(An ad that deserves being looked at over and over.)

Thanks to Anjan G., Sangyoub P., Rachel W., Dolores R., Erin B., Christie W., and Paul K. for suggesting that we write about this!