Since its release in November, Get Up!’s commercial supporting gay marriage in Australia has garnered substantial social media interest (over four million views on Youtube). The U.S. LGBT news magazine The Advocate called it “possibly the most beautiful ad for marriage equality we’ve seen” (source). Take a look:

From a sociological point of view, what is interesting about this ad is how it avoids the powerful, but charged language of equality and rights. Supporters of same-sex marriage typically frame their cause in terms of non-discrimination (“all people are equal”), non-interference or privacy (“how is my gay marriage affecting yours?”) or in terms of freedom of speech (“I should marry who I want”). See images of posters using this frame here and here.

Rights language such as this, however, comes with the potential of conflicts and trade-offs. Accordingly, opponents of same-sex marriage have often capitalized on this in their responses. This poster, for instance, expresses a fear or mockery of assertive, unbridled individualism. Posters with this frame here.

 This “Yes to Proposition 8” video is another good example. In it one woman claims that, if gay marriage is legal, her religious identity will be subject to discrimination and her freedom to speech will be contested.

The language used by the marriage equality movement, then, enables its opponents to re-frame their responses in the same type of language.

This is why the Get Up! commercial is a game changer. Instead of using “rights talk,” it keeps both words and slogans to a minimum. It uses visuals to embed the couple in a network of family and friends.  At the end, for example, the camera steps back to show not just the couple but a wider network of people who happily witness a marriage proposal. This approach implicates the happiness of not just two individuals, but a community.  The message is that gay marriage is not just about individual rights, but about collective celebration and social recognition.

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Ridhi Kashyap is a researcher in the Migration Group at the Institute for Empirical and Applied Sociology in Bremen, Germany. She studied interdisciplinary social sciences at Harvard University, and was a human rights fellow there after graduating in 2010. She is actively interested in human rights, particularly as they implicate issues of gender, migration, and development.

If you would like to write a post for Sociological Images, please see our Guidelines for Guest Bloggers.

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.

Cross-posted at Reports from the Economic Front.

Here is a short (less than 4 minute) video that illustrates the fact that 53% of our tax dollars, conservatively estimated, go to finance our military.

And here is a link to a recent study by Robert Pollin and Heidi Garrett-Peltier on the employment effects of military spending versus alternative domestic spending priorities, in particular investments in clean energy, health care, and education.

The authors first examine the employment effects of spending $1 billion on the military versus spending the same amount on clean energy, health care, education or tax cuts.  The chart below shows their results.

Moreover, even though jobs in the military provide the highest levels of compensation, the authors still find that “investments in clean energy, health care and education create a much larger number of jobs across all pay ranges, including mid-range jobs (paying between $32,000 and $64,000) and high paying jobs (paying over $64,000).”

Let’s see if these facts come up in the next Congressional budget debate.

Shamus Khan brought my attention to an interesting image posted at La Course vers la Maison-Blanche, a French-language blog about U.S. politics. The image (in English) shows where U.S. troops are stationed around the world, at bases that vary widely in size and permanence.

Not surprisingly, with the U.S. engaged in two wars (until the official announced end of U.S. involvement in Iraq at the end of 2011), during the 2000s the percent of all U.S. troops stationed in other countries has been at its highest levels since the end of the Vietnam War (though we also see an uptick in 1990, corresponding with the Gulf War against Iraq, and then a significant reduction during the ’90s):

Total number of troops stationed in other countries:

So where are these troops? Scattered on every continent except Antarctica, with concentrations in Europe, South Korea and Japan, and the Middle East,though the map in Iraq would presumably look different now):

Enlargeable image available here, with detailed descriptions of the U.S. military presence in various countries.

Twenty-three of you (a record I think) have sent in this clip of a little girl in a toy store critiquing the way the store is divided into pink princesses for girls and superheros for boys.  It’s heartwarming and inspiring to see a child offer a critical analysis of the world she lives in, something that most commentators have observed.

What I, and some of you, noticed was that her own analysis and that of the adult taking the video (presumably her Dad) differ.  And, believe it or not, her analysis is more correct than his.

Rightfully identifying what sociologists call “androcentrism,” she notes that girls like both girl and boy toys, but boys only like boy toys.  She says:

…because girls want superheros and the boys want superheros and the girls want pink stuff and the girls… and the boys want… and the boys don’t want pink stuff… (gently shaking her head back and forth)

Her Dad corrects her, saying “Boys, well, boys want both…”

But her Dad is wrong.  Boys in the U.S. are taught from a very early age to avoid everything associated with girls.  Being called a “girl” is, in itself, an insult to boys.  And the slurs “sissy” and “fag” are reserved for men who act feminine.  So, no, boys (who have learned the rules of how to be a boy) generally reject anything girly.  (Indeed, this was one of the themes of Jimmy Kimmel “bad present” prank played by parents on their kids.)

The girl’s Dad, however, articulates a symmetrical analysis. The idea is that there are gender stereotypes — ones that apply to boys and ones that apply to girls — and that both are inaccurate, unfair, and constraining.  His mistake is in missing the asymmetrical value placed on masculinity and femininity.  Boys and girls are simply not positioned equally in relationship to stereotypes of femininity and masculinity.

I have to admit, it’s pretty neat that she has picked up on this nuance so early. I wish most adults had her insight… and her passion:

Thanks to James, Julie G., Carly M., Brooklin N., BogganStoryTeller, Denise, Allie H., Yvonne R., Mark L., Karim S., Ann K., Lenny M., Isabeau P.-S., Daniel K., Marsha, Jay L., Shayna A.-S., Josh W., Kimberly L., Melissa, Colleen W., Simon G., and Brad for sending in the link!

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.

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!

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.

As reported at Jezebel, 2011 “was either lacking severely in girlchievements or a banner year for lady pandas.”

Summarizing BBC’s “Faces of the Year,” Erin Gloria Ryan writes:

…the rest of the list will leave people who were hoping for a progressive set of female movers and shakers disappointed. Sure, it includes Michele Bachmann… and Dilma Rousseff, the first female President of Brazil. But the list also includes Charlene Wittstock, a woman famous for almost not marrying a prince, a very wealthy Spanish duchess who married a younger man, and Pippa Middleton, a woman famous for being related to a woman who married a prince. We’ve also got two sexual assault victims on the list— Eman al-Obeidi, the Libyan woman who was dragged away from reporters while trying to tell them she’d been raped by Gaddafi forces, and Nafissatou Diallo, the woman who accused Dominique Strauss-Kahn of trying to rape her in his $12 zillion per night hotel room. And then there’s the US Marine who successfully asked Justin Timberlake to go to a dance with her.

All in all, more than half… are rape victims, princesses and thereabouts, or bears.

And as SocImages reader @ThatJohn pointed out after comparing the BBC’s lists, men are noteworthy for doing things, women for having (often violent) things done to them.

Who would you nominate as a woman of the year?

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 January 1st, the minimum wage increased in Arizona, Colorado, Florida, Montana, Ohio, Oregon, Vermont and Washington. These eight states all have laws which require them to automatically increase their respective minimum wages by the rate of inflation. Nevada also indexes its minimum wage but its increase takes place in July.

The state of Washington has the highest state minimum hourly wage at $9.04.  Oregon has the second highest at $8.80.

Eighteen states plus the District of Columbia have minimum wages above the federal minimum wage which remains at $7.25 per hour.  A full-time worker making the federal minimum wage earns just $15,000 a year.

There are those who argue against state laws requiring an inflation adjustment to the minimum wage.  Their most common argument is that such government mandated increases are a threat to business profitability and the health of our capitalist, free-market economy.  This is an interesting argument.  At one time, the conventional wisdom was that capitalism was a means to an end, the end being a better standard of living.  Now it appears that capitalism has become the end itself, and to sustain a healthy capitalism workers will have to make sacrifices.     

Actually, those arguing against increasing the minimum wage are really arguing for the necessity of a declining real wage.  The minimum wage has not kept up with inflation. This is true even in states that currently index their minimum wage.  The reason is that indexing began after years of real wage decline. For example, Oregon’s January 2012 increase to $8.80 from $8.50 still leaves the real inflation-adjusted Oregon minimum wage below what it was in 1976.  In 2011 dollars, Oregon’s 1976 minimum wage was $9.09.

The federal government does not automatically index the federal minimum wage and the chart below highlights the extent of the decline in its real value. The blue line shows the actual or nominal dollar value of the federal minimum wage; increases are the result of a vote by Congress.  The red line shows the real value of the minimum wage in 2010 dollars.  In real terms the federal minimum wage remains considerably below its value in the 1970s.

A second common argument against inflation adjusted increases in the minimum wage is that it is just a training wage for young teens and therefore not important to family survival.  This argument misses the mark for several reasons, the most important being that, as the chart below shows, 80% of minimum wage workers in the eight states with mandated increases are over the age of 20, and more than 75% work more than 20 hours per week (just over half work full-time). In fact, according to an Economic Policy Institute study of national data, families with a minimum-wage worker rely on their earnings for nearly half the family income.

Appearances and Publications:

After I posted about the Jimmy Kimmel prank in which he encouraged parents to film their kids getting “bad” presents, I had the opportunity to inform a New York Times article about the subject.  I discussed the social rules of the Christmas gift-giving (and the importance of teaching kids how to be the butt of a joke).  My first time in the NYT. w00t!

Also, I’m proud to report that a paper I co-wrote with Caroline Heldman has been published in a new book titled Sex For Life: From Virginity to Viagra, How Sexuality Changes Throughout Our Lives (edited by Laura Carpenter and John DeLamater, and published by NYU Press).  Our chapter is about first-year college students experiences with hook up culture.  You can get a sneak peak here.

Pinterest!

Over the holiday I went sort of bonkers and decided to start up a Pinterest site for SocImages.  Pinterest is a virtual “pin board” where people can collect images from around the web.  I uploaded our entire archive to the site: 4,002 posts and 8,040 images.  It will let you peruse our images much more quickly. If anything inspires, you can click through to the blog to read the analysis.  These are the “boards” we have so far:

• All SocImages Content
• Re-Touching and Photoshop
• Vintage Ads and Products
• Racial/Ethnic Objectification
• Sexy Toy Make-Overs
• Gendered Parenting and Housework
• Heteronormativity
• Social Construction
• The Social Construction of Race

They look like this (then you scroll down):

 Best of December:

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

• Jay Livingston, Graphic Design the Fox News Way
• Lisa Wade, Why I’m Not Married
• Gwen Sharp, Example of Socialization: Baby Rapper
• Gwen Sharp, Marketing by Masculinizing the Feminine
• Sophy Bot, A Hipster By Any Other Name
• Lisa Wade, American vs. International News: Time and Newsweek
• Caroline Heldman, Pennsylvania Public Service Announcement Blames Rape Victims
• Lisa Wade, Behind the “Perfect” Body: Models and Bodybuilders
• Lisa Wade, Now You’ll Never Forget What a Venn Diagram Is

Best of 2011:

Gwen and I ran our favorite posts from 2011 over the last five days.  Just in case you missed them, here’s a list:

• The Mental Burden of a Lower Class Background
• Of What are We Capable? Human Echolocation
• A Thoughtful Response to the “Asians in the Library” Rant
• Formula for a Successful American Movie
• Gender, Obentos, and the State in Japan
• Babies Learn How to Have a Conversation
• In Defiance of Title IX: Colleges Report Male Athletes as Women
• Art and Attribution: What is an Artist?
• How to Make an Art: By Hennessey Youngman
• The Innovation Trap: How the iPhone Isn’t Saving America
• Change Blindness
• Cultural Differences in Cognitive Perception
• Luxury and the Consumption of Labor
• Are Game Show Audiences Trustworthy
• Gender, Sexualization, and Rolling Stone
• Best Comic Ever: The Scientific Process
• Cousin Marriage
• The Hidden Beneficiaries of Federal Programs
• A Critique of Capitalism by G.A. Cohen
• What Makes a Body Obscene?

Over at his blog, Family Inequality, SocImages Contributor Philip Cohen made a list of his best liked posts from 2011 too.  Check them out here.

Social Media ‘n’ Stuff:

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

• @lisadwade
• @gwensharpnv
• @familyunequal
• @carolineheldman
• @jaylivingston
• @wendyphd