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This Month in Sociological Images (September 2011)

Lisa Wade and Gwen Sharp on October 1, 2011

HAPPY October! Here are some highlights from last month…

New Contributor:

We’re pleased to announce that Wendy Christensen, visiting Assistant Professor at Bowdoin College, has joined us as a regular contributor. She studies the families of men and women in the armed forces, especially the ways that the military “recruits” family members into support roles.  Her first post on war-themed advertisingwas picked up by BoingBoing! Keep your eye out for posts or follow her on twitter.

News, Publications, and Appearances:

Thanks to Rebecca Pardo and the team at Impact,  I had the super fun experience of talking about hook up culture on MTV Canada last week.  That’s a first for me!

I also got to play a part in a CNN story about the difference between nerds and hipsters. Great idea for a story and well written by Aaron Sagers.

Contributor Caroline Heldman continues to report on the cheerleader who was forced to cheer for the man who she alleges sexually assaulted her.  After losing a court case against the school, she was required to pay the school’s $35,000 in legal fees.  An outcry led to an overturning of that requirement.  More at Ms. magazine.

I’m looking forward to visiting Pacific Lutheran University this month (October 25-26). I’ll be talking about both hook up culture and my research about U.S. discourses on “female genital mutilation.” I’d love to see you there!

I’ve also just scheduled talks at the University of Massachusetts – Amherst and Harvard in March.  More on those later!

We were also linked from Andrew Sullivan’s Daily Dish, Feministing, The Frisky, and BoingBoing (as mentioned above).  We bask in the attention.

Progress on Course Guides:

Mary Nell Trautner — University at Buffalo, SUNY — has developed a fantastic new Course Guide for instructors teaching Sociology of Gender. We hope you think it’s as awesome as we do!

Gwen is also hard at work on her Introduction to Sociology Course Guide and I’m working on a Research Methods guide that’ll be ready soon.

We’d like to collect as many Course Guides as we can, even different takes on the same course.  So, if you’re interested in writing on, please see our Instructors Page. There’s other good stuff for instructors there too.

Best of September:

Our fabulous intern, Norma Morella, collected the stuff ya’ll liked best from last month.  Here’s what she found:

Social Media ‘n’ Stuff:

Finally, this is your monthly reminder that SocImages is on Twitter and Facebook.  Gwen and I and most of the team are also on twitter:

The Politics of Yellow: Butter vs. Margarine

Lisa Wade, PhD on September 22, 2011

Yesterday NPR reported that Wisconsin is considering repealing its ban on margarine in private businesses and public buildings. What is that all about!? This old post offers some great historical context.

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Grass fed cows tend to produce milk that, when made into butter, has a slightly yellow color.  When margarine was invented as a butter substitute and they began producing it for U.S. consumption in the late 1880s, one marketing problem was its color.  The vegetable-based product has a clear, white-ish color and looks something like lard; many people found it unappetizing.  So the margarine people wanted to dye margarine yellow.

The dairy industry rightly saw margarine as a threat and they lobbied politicians both to outright ban margarine or to ban dying it to look like butter.  The federal government imposed a two cent per pound tax on the product in The Margarine Act of 1886 (the tax was quintupled in 1902).  Many states, especially dairy states, made dying margarine illegal (e.g., New York, New Jersey, and Maryland).  By 1902, “32 states and 80% of the U.S. population lived under margarine color bans.”

The ad below is for “Golden Yellow” margarine and specifies that it is “ready to spread” in 26 states (more text transcribed below):

In some states, margarine manufacturers would sell margarine in plastic bags with a small bead of dye that the buyer had to knead into the spread (“Color-Kwik bags”).  This practice continued through World War II. If you judge by this ad, it was quite a good time:

Picture1

Over time, as supply and demand for butter and margarine ebbed and flowed alongside federal rules and penalizing taxes on margarine, the popularity of each ebbed and flowed too.  Then, in 1950, margarine was apparently the “the talk of the country” and President Truman put an end to the oppression of margarine, in part because the National Association of Margarine Manufacturers had begun to build enough power to compete with dairy associations.  Wisconsin, the cheese state, was the last anti-margarine state hold out (till 1967), but it continued to forbid margarine in public places (unless requested; as of Sept. 2011).

By 1957, sales of margarine exceeded those of butter. Margarine still outsells butter today. And, in a bizarre reversal, butter manufacturers now regularly dye butter yellow.

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All that said, here is an excerpt from Audre Lorde’s The Uses of the Erotic in which she uses the bead of dye in the bag of margarine as a metaphor for sexuality:

During World War II, we bought sealed plastic packets of white, uncolored margarine, with a tiny, intense pellet of yellow colloring perched like a topaz just inside the clear skin of the bag.  We would leave the margarine out for a while to soften, and then we would pinch the little pellet to break it inside the bag, releasing the rich yellowness into the soft pale mass of margarine.  Then taking it carefully between our fingers, we would knead it gently back and forth, over and over, until the color had spread throughout the whole pound bag of margarine, thoroughly coloring it.

I find the erotic such a kernel within myself.  When released from its intense and constrained pellet, it flows through and colors my life with a kind of energy that heightens and sensitizes and strengthens all my experience.

Sources: Vintage Ads, Found in Mom’s Basement, Britannica, Margarine.org, and FoodReference.

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.

Course Guide for Sociology of Gender

Lisa Wade, PhD on September 16, 2011

Course Guide for
SOCIOLOGY OF GENDER
(last updated 09/2011)


Developed by Mary Nell Trautner, PhD
University at Buffalo, SUNY

 

Social Construction of Sex & Gender

Intersexuality

 

Patriarchy / Oppression

Patriarchy as Male Dominated

Patriarchy as Male Identified

Patriarchy as Male Centered

 

“Doing Gender,” Gender as Performance

 

Intersectionality

White privilege

 

Childhood Gender Socialization

 

Gender & Language

 

Gender & Mass Media

 

Gender & Work

The Wage Gap

 

Gender & Sports

 

Sexuality: Homophobia

 

Sexuality: Sexual Behavior

 

Gender & the Body

Physical appearance and beauty work

Obesity and overweight


Gender and Family

 

Hegemonic Masculinity

 

Intimate Partner Violence

 

Sexual Harassment

 

Forced Sex & Sexual Assault

Anti-Rape Campaigns

 

Visions for the Future

If you would like to write a Course Guide for Sociological Images, please email us at socimages@thesocietypages.org.

Course Guide for Intro to Sociology

Lisa Wade, PhD on September 1, 2011

This Course Guide is in progress and will be updated as I have time.

Disclaimer: If you’re thinking about writing a course guide.  I totally overdid it on this one!  It doesn’t have to be nearly this extensive.


Course Guide for
INTRODUCTION TO SOCIOLOGY
(last updated 5/2012)

Developed by Gwen Sharp
Nevada State College


C. Wright Mills and the Sociological Imagination

Intersection of biography and history as illustrated by:

“the capacity for astonishment is made lively again”

Karl Marx/Marxist analysis

Emile Durkheim

[Because the course guide has gotten to be so long, I’m putting the rest of it after the jump.]

more...

Orientalism and the Representation of Middle Eastern Women

Guest Blogger Adam Schwartz on August 9, 2011

Cross-posted at North Atlantic Books Communities.

Edward Said famously argued that the West uses the East as an inverted mirror, imagining them to be everything the West is not.  In a book titled Orientalism, he showed us how this perceived binary separating the Semitic East and the Christian West has traditionally manifested itself in art through romanticized scenes of Eastern cultures presented as alien, exotic, and often dangerous.

European painters of the 19th century turned to backdrops of harems and baths to invoke an atmosphere of non-European hedonism and tantalizing intrigue. Ingre’s 1814 Grande Odalisque , for example, depicts a concubine languidly lounging about, lightly dusting herself with feathers as she peers over her shoulder at the viewer with absent eyes. The notions of hedonistic and indulgent sex are bolstered by hints to opium-induced pleasure offered by the pipe in the bottom right corner. Images like this prompted viewers to imagine the Middle East as a distant region of sex, inebriants, and exciting exotic experiences.

Orientalism continues to inflect popular culture, but because we see ourselves differently now, we see them differently as well.  The rise of Islamic fundamentalism in the East, and the corollary Islamophobia of the West has shifted the focus to violence coupled with religious fervor. Take for example an image from a February New York Times article entitled “Afghan Official Says Women’s Shelters are Corrupt.”

The story is about the Afghan government’s desire to take over all Western-established shelters which they claim are “more concerned with the budget than the women.” It’s an article about bettering women’s support, community and safe havens, an act many Westerners would deem progressive in a way they wouldn’t usually view the region. However, the photo that was chosen for this article offers all the classic stereotypes held about the Middle East by depicting entirely veiled women who are shut indoors surrounded only by symbols of religion. The viewer sees two women, in both a hijab and niqab, separated onto two beds with looks of utter despondency; one looks down at her hands while the other stares off into the space ahead of her. In the center of the room is a young girl, blurred by the long exposure of the camera which attempted to capture her in the act of seemingly fervent prayer. Behind the praying young woman is an even younger girl sitting on a bed with a baby on her lap. Rather than depicting the officials who are rallying for female empowerment and institutional improvement, the photo that was chosen paints an image of silenced religious females.

Often imagery is more powerful and memorable than words and in some cases the photographs chosen to accompany the news are less than representational of the story at hand. This instance is typical of the Western media’s predilection for reinforcing Western notions about the East through imagery, instead of finding common ground between two regions that many believe are naturally separated by ideology. Thus orientalism lives on, transformed from its roots but maintaining its destructive stereotypes.

Adam Schwartz is an undergraduate at University of California, Berkeley entering his final year in the Media Studies program. He is currently preparing to write his thesis analyzing the gender and racial implications of the American Apparel advertising campaigns. When he isn’t in school he can be found biking along the beautiful California coast or working for the Berkeley Student Cooperative.

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.

On Cadbury, Naomi Campbell, and Colorblindness

Lisa Wade, PhD on June 4, 2011

The U.S. is not a very race-literate society.  We aren’t taught much about the history of race relations or racial inequality in school and almost nothing about how to think about race or how to talk to one another about these theoretically and emotionally challenging issues.  Many Americans, then, don’t have a very sophisticated understanding of race dynamics, even as most of them want racial equality and would be horrified to be called “racist.”

In teaching Race and Ethnicity, then, I notice that some of the more naive students will cling to color-blindness.  “Race doesn’t matter,” they say, “I don’t even see color.”   Being colorblind seems like the right thing to be when you’ve grown up being told that (1) all races are or should be equal and (2) you should never judge a book by its cover.  It is the logical outcome of the messages we give many young people about race.

But, of course, color blindness fails because race, despite being a social invention, still matters in our society.  Enter the ongoing scandal about the Cadbury candy bar ad featuring Naomi Campbell, sent in by Dolores R.,  Jack M., and Terri.  The ad compares the Dairy Milk Bliss Bar to Campbell.  It reads: “Move over Naomi, there’s a new Diva in town.”

The ad has been called racist because it compares Campbell to a chocolate bar; chocolate is a term sometimes used to describe black people’s skin color or overall sexual “deliciousness.”  The ad, then, is argued to be foregrounding skin color and even playing on stereotypes of black women’s sexuality.

So what happened here?  One the one hand, I see the critics’ point.  On the other, I can also imagine the advertising people behind this ad thinking that they want to link the candy bar with the idea of a diva (rich, indulgent, etc.), and choosing Campbell because she is a notorious diva, not because she’s a black, female supermodel.  They could argue that they were being colorblind and that race was not at all a consideration in designing this ad.

The problem is that being colorblind in a society where race still colors our perceptions simply doesn’t work.  The truth is that race may not have been a consideration in designing the Cadbury ad, but it should have been.  Not because it’s fun or functional to play with race stereotypes, but because racial meaning is something that must be managed, whether you like it or not.  This is where Cadbury failed.

In my classes, I ask my earnestly-anti-racist students to replace color-blindness with color-consciousness.  We need to be thoughtful and smart about race, racial meaning, and racial inequality.  Racism is bad, but color-blindess is a just form of denial; being conscious about color — seeing it for what it is and isn’t, both really and socially — is a much better way to bring about a just society.

Cadbury, for what it’s worth, has apologized.

See also the Oreo Barbie, the Black Lil’ Monkey Doll, the Obama Sock Monkey, Disparate Pricing for Black and White Dolls, and Accidentally Illustrating Evil with Skin Color.

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.

Even More Violence in Fashion Images (Trigger Warning)

Gwen Sharp, PhD on May 25, 2011

Kelebek and Laurie L. both let us know about a recent example of the use of images of dead or brutalized women in fashion advertising. A recent catalog, titled “Deadly Deals,” from the Australian clothing chain Rivers, included this image (via The Age):

And way back in July of last year, Caroline submitted an article from Amazing Women Rock about an ad for Beymen Blender, an upscale clothing boutique in Istanbul. The ad shows a woman’s dismembered body hanging from meat hooks; it and the rest of the photos below may be triggering for those sensitive to images of violence toward people, so I’m putting it after the jump.

However, Dmitriy T.M., Melissa F., and Noelle S. found an example from the October 2010 issue of Interview magazine that inverts the usual gender pattern by showing a woman with brutalized men. The photo shoot was apparently supposed to evoke the types of torture and murder used by organized crime in Russia.

In this case, Naomi Campbell is shown in positions of dominance over an extremely pale-skinned, and clearly badly injured, man. So those images reverse not just the usual gender dynamic in images of violence and brutality in fashion photos, but also the frequent pattern of seeing naked or partially-naked Black bodies displayed as props around more fully-clothed White bodies (though Campbell is certainly scantily clad and sexualized). I suppose you could see this as undermining or commenting on the images we often see of violence toward women in fashion. Yet we could also argue that it does so by reinforcing the association of Blackness, in particular, with violence and aggression. And the photo shoot includes the same sexualization of violence seen so often in the fashion industry.

Thoughts?

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

On the J. Crew Pink Toenails “Controversy”

Lisa Wade, PhD on April 18, 2011

Last week we received ten requests* to discuss the furor over a J. Crew ad featuring a 5-year-old boy in pink toenails, with his mom, Jenna Lyons, the President and Creative Director of J. Crew.

Fox News, Media Research Network Center (MRNC), and One Million Moms criticized the ad for supporting a liberal agenda aimed at mainstreaming gender-bending behavior and causing this particular child to be confused about his gender or sexual orientation.  Their criticism was picked up by mainstream news outlets, including ABCNews, The Wall Street Journal, CNN, and the Los Angeles Times, who mostly just posed the question as to whether they were correct, while balancing opposing views in support of the idea that painting a son’s toenails pink was consequence-less.

Frankly, I’m not sure what to make of this “furor” (as I called it).  On the one hand, the criticism of the ad is a cautionary tale to all companies and a lesson to us all.  Here at SocImages, we frequently criticize companies that portray and assert rigid gender roles, especially for boys.  But look what happens when a company dares to do something different?  Outrage!  Accusations! Perhaps we’re short-sighted to imagine that companies can just tell whatever cultural story they want to tell.

On the other hand, perhaps this isn’t a story about advertising, perhaps it’s a story about media more generally.  It’s true that there were objections to the ad.  But I didn’t find many of them; just a few high-profile examples.  Perhaps what really happened was what is sometimes colloquially referred to as a “slow news day.”  Only the choir would have been preached to if the criticisms weren’t picked up and highlighted by many more media outlets.  And those outlets, as I did above, beg audiences to pay attention to the “furor.”  A furor that might have been largely of their own making.  Say “hello” to ratings.

These are my thoughts. Yours?

*  Many thanks to Katrin, Zoe S., Jeff H., Prof. Mary Reiter, Sara P., Andrew Slater, p.j., Brian K., Ben Y., and Dmitriy T.M. for the submissions!

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.

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