children/youth

Today we think of prunes as something old people eat.  But, as this ad from 1958 reveals, the California Prune Advisory Board hoped to make prunes a favorite with moms and kids.

Text:

Win their hearts with prune tarts

Just yummy, Mummy!  A delicious, healthy way to satisfy that yearning for sweets.  Wonderful California prunes are fairly bursting with energy, iron, vitamins and minerals.

To make delicious, decorative prune tarts just use your favorite prune whip recipe.  Pour into tart shells and top with whole prunes, stuffed with almonds.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

I love this 1981 Lego ad, sent in by Nora R. (found at Flikr):

This is what I looked like as a kid. Except that I have naturally curly hair that my mom couldn’t control, so add a halo of frizz sticking out everywhere. And it’s been a while since I’ve seen an ad that shows a girl like this–wearing clothes and playing with a toy that aren’t meant to be specifically “feminine” in our current version of that. She’s playing with regular Legos–not some special version for girls that makes a shopping mall or purse or tube of lipstick! And she’s beautiful!

I’ve seen other ads from the ’70s and ’80s, particularly for Tonka trucks, that show girls like this–in clothes that look like they’re actually made for playing instead of making a fashion statement, and playing with toys in the same way boys would, even if it means getting dirty (gasp!). When we see ads that always show girls in pink, playing with “girl” versions of toys, or engaged in passive activities, that’s a particular marketing choice, not some inevitable, obvious way girls need to be depicted to sell products.

[Note: In the comments, we’re getting a lot of love for the Legos. That’s fine and all, but I must speak up for Lincoln Logs, which were way more awesome if you wanted to build corrals to hold your Breyer horses.]

[Note 2: Holy crap! Someone remade the “Thriller” video with Lego people! I have to admit, Legos probably work better for this purpose than Lincoln Logs would.]

NEW! Nov ’09 I found three more examples of ads that seem devoid of gender differentiation (here, here, and here):

Jason S. sent in this (pretty hilarious) three-minute “ad” for Zima.  While modern motherhood takes many different forms, the ad is a great illustration of one stereotype of the modern mother:

So, according to the ad, moms…

1. …are middle class. She and her husband can afford a nice, new minivan.

2. …provide their children with active social and educational lives. Since they live in the suburbs, she spends a lot of time shuttling them from place to place.

3. …are frazzled. Likely a full time wage worker and the primary care taker for the children, the condition of the inside of the minivan suggests that she does not have time to clean or organize her family’s life.

4. …feed their kids fast food (french fries) because, being overwhelmed, she doesn’t have time to feed them what she’d thinks they should eat.

5. …have husbands who still take on the masculine jobs but, being white collar workers, no longer have the skill to effectively perform them.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Married women in the U.S. do about 70 to 80 percent of the housework. When women marry, the number of hours they spend on housework increases; for men, it stays the same. When couples have children, her housework increases three times as much as his. Feminist women do less housework than non-feminist women; men married to feminist women do the same amount of housework as men married to non-feminist women.

All this and more, including some data on Portugal, China, Russia, South Africa, Italy, Britain, and the Netherlands, can be found at this fact sheet at the blog Social Studies.

The discrepancy between the number of hours wives and husbands contribute to housework decreased between 1965 and 1995:

According to the fact sheet:

…in the 1990s, U.S. women spent about half the time on housework as they had 30 years earlier (17.5 hours down from 30 each week), while men, on the other hand, were spending just over twice the time they had spent (10 hours up from 4.9).

Women, however, still do nearly twice the amount of housework as men.

You may notice that the increase in hours that husbands now spend on housework does not match the decrease in hours that wives now spend on housework.  This means that we have dirtier houses (no, really, we do).  We also now hire housecleaners, and that makes up some of the difference.  It may also be true that our gadgets (e.g., washers and dryers) save us time.

Relevant Links

Historical examples of the social construction of housework: husbands “help” wives by buying machines, gadgets replace slaves, feminism by whirlpool.

Contemporary cultural endorsements of the idea that men just don’t do housework (not so funny in light of the data): porn for women, men are jackasses, cleaning products are for women, men do housework fantasy calendar, KFC offers moms a night off, men are lazy oafs, and porn for new moms.

Also, women love to clean: cleaning is power, joy in cleaning, cleaning products are women’s special friend, and mmm, a new washer.

And, the intersection of housework, gender, and race: the color of housework.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Genderkid, Andrea J., Laura S., and Jessica C. all sent in links to the Fallen Princesses photographs. About her project, photographer Dina Goldstein writes:

These works place Fairy Tale characters in modern day scenarios. In all of the images the Princess is placed in an environment that articulates her conflict. The ‘…happily ever after’ is replaced with a realistic outcome and addresses current issues… Disney’s perfect Princesses [are] juxtaposed with real issues that were affecting women around me, such as illness, addiction and self-image issues.

You may want to check out a discussion on Racialicious about presenting Jasmine in a war zone and Women’s Glib‘s discussion of the representation of fatness as “fallen” (and the stereotype that fat people gorg on fast food).

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

As reported in the Associated Press, according to a report released today by the Trust for America’s Health and the Robert Wood Johnson Foundation, “Adult obesity rates increased in 23 states and did not decrease in a single state in the past year… In addition, the percentage of obese or overweight children is at or above 30 percent in 30 states.”

More details, nifty flash graphics, and state specific information can be found online.

Andrea G. alerted us to a Fisher-Price toy, called My Pretty Learning Purse, for children aged 6 to 36 months. Behold:

The purse comes with a dollar bill, a bracelet, a mirror, and a set of keys.  It also sings songs about purple and pink.

Andrea writes:

With these props, a one year old can properly play “woman.”  I felt this is an example of how we do gender and teach it to children, as young as a year old.

At least they’re admitting that femininity must be “learn[ed]?”

UPDATE: Jane, in the comments, linked to a Fisher Price product for boys that is very similar:

Get it!  It’s a tool box and it includes keys, a screwdriver, a hammer, and a saw.

The play involved in each product is essentially identical (e.g., music, putting things in and taking them out), but the theme of the play is gendered.  Do you think this is to please the parents or the kids?

NEW (Dec. ’09)! Monica C. sent along this page from a Target catalog featuring a girl playing with a kitchen and a boy playing with a tool set:

Also in teaching young children femininity and masculinity, see our posts here, here, here, here, here, here, here, here, here, here, here, here, here, here, here, here, here, here, and here.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Genderkid sent in a link to a story in The Morning News about the Teen and Transgender Comparative Study, an art installation by Charlie White at the Hammer Museum in L.A. A description from the story:

The series is a correlation of two stages of transformation, pairing teen girls (12-14) with like adult [transgender] male-to-female…

More from The Morning News:

In the images in White’s series, both figures are blossoming into womanhood, though each along a different path. As observers, however, we have been taught to view the subjects in much the same way: with sheer terror.

For just as the original 1950s Invasion of the Body Snatchers warned of Communism’s impending doom, and stories of men with hooks were concocted to frighten young girls from riding in cars with boys, so often have Hollywood summer comedies acted as cautionary tales for the male who would cast his desire toward either the pubescent or transgendered woman. Because in the right skirt or the right application of makeup, each has proved alluring to our hero…

Indeed, both sexy underage girls and transgender women who “fool” unsuspecting men are often portrayed as threats to (straight, adult) men. The “Lolita” figure is long-standing, and portrayals such as the Ally McBeal plotline in which a man falls in love with a transgender woman without knowing she is trans present the possibility of men being “fooled” into having sexual or even long-term romantic relationships with a transgender woman. Both teen girls and trans women are threatening and can get a guy in trouble.

Of course, we’re more accepting of one of these types of trouble than the other, and we shouldn’t be surprised that trans individuals who are “discovered” may face dire consequences for “fooling” men who have an intense investment in a rigid type of heterosexual identity and fear ridicule by peers, such as the three men who killed a transgender teen in California. (And I don’t mean to imply here that women don’t ever feel uncomfortable with or attack trans individuals, but the murders I’m aware of all included male perpetrators.)

Anyway, it’s a pretty fascinating set of images. Thanks, genderkid!

UPDATE: Commenter EGhead says,

This analysis also neglects that society insistently refuses to acknowledge transgendered women as women, even though they are, while insistently acknowledging girls as women, even though they aren’t.

Fair enough–I think that’s a good point.

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