To be effective, every social movement has to ensure that the language used to describe it sends the message it wants to send and resonates with a large audience. The Occupy Movement’s popularization of the phrase “We are the 99%” is an excellent example of this. It is a simple, inclusive phrase that brings to mind the wealth gap. It has certainly resonated and it has changed the overall discourse.
Keeping atop of the language, though, is always an ongoing battle. This flyer, put up by members of Occupy Phoenix, is a great example of a conscious effort to get control of the discourse. It targets the word “camping,” suggesting that what they are doing is not accurately described by the term:
“Using a tent,” they claim, is not the same as camping. Camping is fun, filled with leisure activities. They, in contrast, are doing hard work, “petitioning the government for redress of grievances.” I hadn’t thought of it before I saw the flyer, but they are absolutely right that the word “camping” threatens their cause. What a wonderful example of the power of language and the need to carefully control it.
Jake C. sent in a good example of the racialization and gendering of jobs within the service industry. This photo shows two notices for openings at a restaurant, one in English, one in (misspelled) Spanish:
The notice in Spanish isn’t a translation of the one about the hostess job; rather, it announces that two people are needed as dishwashers. It shows the way that particular positions within a workplace are often associated with certain groups, and how organizational policies may reinforce occupational segregation by sex or race/ethnicity. The role of greeting and seating customers is explicitly gendered as a hostess, while the language difference will channel applicants into different jobs. These types of practices are one part of the process that channels individuals into different positions in the workplace, both by restricting access to information about jobs and providing subtle messages to potential applicants about which positions are the best fit for them.
According to Federal Parliament member Charlie Angus, leaders of the Attawapiskat First Nation have declared a state of emergency. Living conditions are so terrible on the reserve that members of the community are at significant risk of illness and death. Many residents have no electricity, heat, or running water. They are living in uninsulated tents and shacks. Many of these residences are filled with black mold and prone to quick-spreading fires. Some use buckets as bathrooms; with no facilities, they dump their sewage into the streets.
Angus writes:
When it comes to the misery, suffering and even the death of First Nations people, the federal and provincial governments have developed a staggering capacity for indifference.
Try to imagine this situation happening in anywhere else in this country. We all remember how the army was sent into Toronto when the mayor felt that citizens were being discomforted by a snowstorm. Compare that massive mobilization of resources with the disregard being shown for the families in Attawapiskat.
The government waited a month to respond, but has now accepted some responsibility for the health and welfare of the residents. Attawapiskat leaders are now trying to raise awareness of the other First Nation communities in Northern Canada with similar conditions.
I thought it would be fun to have a round-up of examples of masculinizing the feminine — that is, attempts to sell items to men through repackaging and renaming, drawing on ridiculous stereotypes of masculinity to assure men that they can use these products without becoming girly.
To start off, how might you sell nail polish to men? Call the brand Alphanail and associate the product with sex and warfare, of course, with, as submitter Gabriella says, “women as props and men as warriors”:
Clémentine C. noticed that Canova, a British company that sells candles, has a line of candles specifically for men, identifiable by the manly images and scents. While the other candles are given names like sweet pea or watermelon, the men’s versions have more detailed names, with allusions to “bringing out the dog in you,” “the sweet smell of success,” and “a splash of motor oil.” The Cassis & Fig with Added Danger candle includes a silhouette of a woman behind a martini glass, reminiscent of a stripper pole:
Jennifer W., Kirstie McC., Savannah G., Kristina K., Dmitriy T.M., and Scott C. informed us that CIL Paints, a Canadian company, is trying to masculinize paint colors. The website provides men with a range of colors for their “ultimate man caves.” Scott saw this ad for the line in Toronto’s Metro back in September:
What makes these colors masculine? A simple name change. The website helpfully translates the “real” names of their paints into man-speak:
According to a video created as part of the ad campaign, a quick name change instantaneously changes men’s perceptions, making them compliant with women’s wishes (“The colour she wants with a name he’ll agree to”):
Indeed, the central message is that men are incredibly stupid and easily duped; women just have to manipulate them a bit:
Now we’ve got the house painted; it’s time for some chores! Anjan G. let us know that appliance company Philips designed an iron just for men:
The man-friendly features on this “robust” iron “power tool for ironing,” described on the Philips website as the “Anodilium soleplate man iron,” include “more power, more steam, more performance” to give you “an endless excellent gliding experience.”
Now, let’s say that you’ve just ironed all your clothes with your ironing power tool, and now you want a little rest. Hmmm, you might think, I’d like a nice warm beverage, but I don’t want to appear girly. Thanks to Elisabeth M., we discovered that Man Teas has an answer for you, with their goal of making tea safe for men:
…most of the specialty teas out there have stuff like rosehips and lemon zest in them (what the hell is “zest” anyway?) and they are packaged and merchandised to appeal to women. What guy is going to pick up a box of Cozy Sleepytime Tea with a pajama’d teddy bear on it? Not this guy.
At least three different varieties of their teas are bacon-flavored. And to make sure every element of your tea-consuming experience is sufficiently manly, you can steep your tea is this manly T-Baggin Tea Bag:
And finally, along with your tea, perhaps you’d like some healthy cereal, but you’re worried that health foods are associated with women. Well, don’t worry; Tesco sells Chunky Muesli, a “cereal for men.” It’s made safe for men with construction-zone packaging:
Thanks to Sophie K. for sending us the photo!
Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.
In a link sent in by Anjan G., Victoria’s Secret model Adriana Lima explains what she does in the months prior to walking the catwalk (source). Here’s a summary:
For months before the show, she works out every day with a personal trainer; for the three weeks before, she works out twice a day.
A nutritionist gives her protein shakes, vitamins and supplements to help her body cope with the work out schedule.
She drinks a gallon of water a day.
For the final nine days before the show, she consumes only protein shakes.
Two days before the show, she begins drinking water at a normal rate; for the final 12 hours, she drinks no water at all. She loses up to eight pounds during this time.
Lima’s training and nutrition regimen reveal that the look that is believed by some to be the epitome of feminine accomplishment — the look required to be a Victoria’s Secret Angel — is accompanied by significant physical strain. Lima looks as she is supposed to on the runway, but she is also dehydrated and hungry.
The story reminded me of this photograph, taken by Zed Nelson. It shows Ronnie Coleman, immediately after walking off the stage at the Mr. Olympia competition, breathing through an oxygen mask. He would take first place. Explaining the photograph, Nelson writes:
Oxygen administered to exhausted contestants during final round of judging. The strain of intense dieting, dehydration and muscle-flexing, places high levels of strain on the heart and lungs, rendering many contestants dizzy, light-headed and weak.
Bodybuilders often have extreme and rigid exercise and diet plans in the months preceding a contest. In those months, a male bodybuilder’s goal is to make himself appear as strong as possible. He must balance his body’s functional needs with his aesthetic goals, and sometimes the latter wins over the former.
Male bodybuilders and female models, then, represent aesthetic extremes of masculinity and femininity, but their bodies aren’t the natural extension of male and female physicalities. Instead, achieving the look require significant sacrifice of one’s body. In other words, they look fit and strong, but looks can be deceiving.
Kathy H. sent in a link to a story about a start-up in Los Angeles, Scopely, that’s trying to use humor to compete with the budgets of bigger companies. Their aim is to hire engineers who are willing to trade a higher salary to get in on the ground floor of a promising, but nascent endeavor. How are they doing it? By promising silly signing-prizes, like $11,000 wrapped in bacon. Cute, right? But in their creative planning, they forgot that women exist. Here’s their list of bonuses:
Cigars and beer are masculinized items, but tuxedos, cologne, and beard grooming oil are actually for men. Maybe the spear gun is for women? They do, to be fair, show a pair of breasts operating it.
Maybe if Scopely recognized the other half of the population, they wouldn’t have to try so hard to find employees.
UPDATE: A reader, who also happens to be a female engineer, noticed that Scopely throws in another sexist (and this time heterocentrist) LOL on its job application form, where it prompts applicants to put in their girlfriend’s phone number if they’re confident (and, yes, this could include lesbians, but I don’t think that’s what they were going for):
Americans are notorious for their ignorance of global issues and international news. This may be because Americans aren’t interested or it may be that our news outlets feed us fluff and focus us only on the U.S. Probably it’s a vicious cycle.
This month, for example, Time magazine’s cover story is about the political strife in Egypt… everywhere except the U.S. that is. Americans get “pop psychology” (via Global Sociology):
It turns out you can go to the Time website and compare covers from previous issues going back a long ways. Here are some more examples from the last couple years (I cherry picked just a bit):
Dmitriy T.M. sent in these previous examples a while back.
The cover story for Newsweek magazine’s September 2006 edition was “Losing Afghanistan” in Europe, Latin America, and Asia. It was “My Life in Pictures,” a story about the photographer Annie Liebovitz in the U.S. (via):
The cover story for Newsweek magazine’s October 2006 edition was “Global Warming’s First Victim” in Europe, Latin America, and Asia. It was “Off Message,” a story about Republican Congressman Mark Foley’s sexually suggestive emails and IMs to teenage boys (via):
The cover story for Time magazine’s April 2007 edition was “Talibanistan” in Europe, Latin America, and Asia. It was “Why We Should Teach the Bible in Public Schools” in the U.S. (via, also see Time):
Talk about self-fulfilling prophecy: Americans are assumed to not be interested in international and global affairs… ergo, Time decides to replace a perfectly legitimate and newsworthy cover on a significant event in Egypt with some pop psychology item. As a result, Americans are less informed and knowledgeable on global affairs because they do not get intelligent coverage on that topic.
Australian sparkling wine manufacturer Yellowglen has been running the Bubbly Girls campaign for about a decade in Australia. The brand’s self-proclaimed goal of the campaign is:
Yellowglen celebrates women everywhere. We’re proud to be part of the celebration, and as such have asked three women who are living their dreams to be the Yellowglen Bubbly Girls. Who are they? They’re bright, beautiful girls who epitomise everything that we love about Australian women.
The marketing campaign actively employs a conflation of femininity and aspirational fantasy. The three women in the video were allegedly chosen because of “…the real life achievements of women and the female spirit.”
No evidence is given of any actual life achievements (i.e., experiences, career developments or highlights). Rather, the featured women talk about their dreams and desires to be famous by way of acting, music, or by spending their life travelling the world. No evidence is provided that they have even pursued these goals yet, let alone achieved anything worthy of note in these pursuits.
The rest of the campaign consists of the women modelling and drinking sparkling wine, sometimes making appearances at “fashionable” events such as the Melbourne Cup (a national Australian event worthy of it’s own post) as part of larger fashion-oriented campaign.
Thus, the campaign appears to re-enforce several patriarchal notions of femininity:
The genderization of “‘fun”: femininity, fashion, friends, social attention (and bubbles!).
Success is defined by fantasy; lofty and rather unattainable ambitions for careers based on appearances and social attention.
Celebration is “a day in the spotlight,” of pamper and attention; not the acknowledgement of tangible outcomes.
Has anyone seen a male-oriented campaign that ‘celebrates’ men in a similar fashion? I’m genuinely curious.
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Nick Green studies Arts (Communications) at Monash University and Economics at University of New England, Australia, with particular interest in social economics. He performs in Heartbreak Club (a group that creates semi-satirical songs about male narcissism), writes about wine and loosely related topics at the Journal of Sparkling Shiraz, and is employed by an Australian media company.
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