emotion

“Pregnant? Scared?”  They don’t mean hemorrhoids and contractions; they mean social opprobrium and economic ruin due to stingy social services.

Jill at I Blame the Patriarchy writes:

There is only one reason that pregnancy should “scare” you: your culture hates women and kids. It especially hates teenage women. It especially hates pregnant teenage women. It especially hates teenage pregnant women who get knocked up under unapproved circumstances.

It had never occurred to me before that a generalized fear of getting pregnant is a culturally and historically contingent state of mind.  But, of course, it is.

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

Instead of affirming the idea that husbands and wives cooperate to raise a child, this commercial affirms the idea that women nurture their children alone. Her husband is not her partner; he is just another human in the home whom she is responsible for nurturing. Women, then, are mothers and wives whose sole job is to nurture children and husbands. Accordingly, the husband and the child are, inevitably, pitted against one another.

When considering which media text I wanted to analyze based on its ideology, I immediately thought about the unsettling yet intriguing relationship between the main characters in one of my favorite TV shows of all time: Mulder and Scully from The X-Files. About a year ago, I began watching the show when a friend bought the entire series on DVD. Despite the fact that I absolutely loved almost every episode, the story arc of these two main characters as co-workers and a couple reinforces tired gender roles.

The below clip is a climactic scene where Mulder and Scully argue about Scully leaving the X-Files in the 1998 film “The X-Files: Fight the Future.” I think this scene exemplifies their basic relationship, and is a good example of what I would like to analyze.

[youtube]https://youtu.be/esJNnh-d2E0[/youtube]

What I like about Scully is that she is intelligent, scientific, and witty. She joins up with Mulder to be the counterpart to his obsessive interest in the paranormal. Since Scully is the fact-spouting hard ass of the two, one might think the character is breaking stereotypes. Unfortunately, she is only obscuring them.

Scully plays a traditional mother figure to Mulder more so than his love interest. She continually questions her work in the FBI duo, but she stays because Mulder needs her. In her, he has found someone who tries to understand his work, someone to care for him, and someone to love him unconditionally. The few times that she has an interest in other men is when she is trying to get over Mulder or get back at him.

Throughout the series, the fact that Mulder is a “typical bachelor” is driven home. He’s quirky and boyish. He never cooks, he’s obsessed with baseball and porn, he can’t keep house, and he usually just sleeps on his couch. Scully is seemingly unconcerned by all this. She laughs it off when he flirts with other women, she rolls her eyes at his housekeeping, and she is always there whenever Mulder decides he needs her.

The video above is an example of a sort of backwards rationale. Yes Mulder is thanking Scully for being there for him, but he’s also pleading with her to continue to deprive her own happiness. Though the scene directly references her giving up her own interests to be with him, it also romanticizes the concept of a woman selflessly caring for her man. The scene resonates with his emotional “thank you” and begs the viewer and Scully to come to his rescue. It reinforces the idea that in order for a woman to be perfect for a man, she must be willing to do anything for him at all costs and should never as for anything in return. If he so much as thanks her for years of servitude, then he’s the knight in shining armor. Read it as: The perfect women are level-headed and enjoy cleaning up the messes that their boy-in-a-man’s-body significant others create without any appreciation.

I think the X-Files is a good example of a show that manages to skirt the issue of gender roles by throwing a few curve balls. In reality though, it’s just more of the same.

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Sarah Mick is a student at the University of Wisconsin – Milwaukee.  She is currently double majoring in graphic design and media studies.  She enjoys playing music, writing, and consuming media of various sorts in her spare time.  I found her post here, where students in a Principles of Media Studies class are posting their insights.  Special thanks to the instructor, Michael Newman, for facilitating the blog and allowing all of us to enjoy it!

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.

Below are screenshots of the Degree Men, Degree Women, and Degree Girl websites.

Degree genders their deodorant with color (turquoise and lavender versus blue and yellow), pattern (bold lines versus curving spirals), language (women are “emotional” and men “take risks”).  Really, Degree? We’re still going there? 

Even the scents are gendered and, further, they reveal how we place men and women in a hierarchy (e.g., “Extreme Blast” versus “Summer Rain”).  Men even get a scent called “Power.”

Degree also markets their product differently towards adult and t(w)een girls.  Women are “emotional,” girls are “OMG!” let’s dance!!! 

OMG!  Let’s take a look!

“DEGREE MEN. PROTECTS MEN WHO TAKE RISKS.”

“Absolute Protection.”
“Responds to increases in adrenaline.”
“Proven at the hottest temperature on earth.”
“Unbeaten in competitive dryness testing.”

Scents include “Cool Rush,” “Extreme Blast,” “Arctic Edge,” “Intense Sport,” “Clean Reaction,” and “Power.”

“DEGREE WOMEN. DARE TO FEEL.”

“Emotional sweat can cause body odor more than perspiration from physical activity… you need extra odor protection to kick in when you’re stressed or emotional.”

Scents include “Classic Romance,” “Spring Fusion,” and “Fresh Oxygen,” “Pure Satin,” “Delicious Bliss,” and “Sexy Intrigue.”

“DEGREE GIRL. PROTECTION FOR EVERY OMG! MOMENT.”

“Crazy, exciting or embarrassing, OMG! moments happen to everyone.”

“Sign up 4 Cool Stuff! OMG SIGN UP.”

Scents include “Fun Spirit,” “Tropical Power,” and “Just Dance.”  See also “Pink Crush.”

Also in dumb gendered marketing:  Redken for men, make up for men, Frito Lay targets the ladies, nature versus the beast, it may be pink, but it’s not girly, gendered vitamins, and RISK (for men only).

Also in marketing towards tweens: “My Life” involves getting a boyfriend, teenager+colonialism = weird, and Nair for tweens.

We may have flight attendants instead of stewardesses these days, but the call button on this Greyhound bus (on its way from Sioux Falls to Omaha) reminds us that the serving class is figuratively, if not literally, female:

Also see this post on sexism in aviation (then and now) and this contemporary Continental ad with sexual innuendo.

Thanks to Stephen W. for the picture!

Singapore Airlines  is known for its “Singapore girls.” Here is a video that shows lots of images of how pretty Asian women, there to serve others, have been used in their advertising (the creator of the video claims to be a Singapore girl):

Apparently the Singapore Girl is such a phenomenon, she’s a figure at Madame Tussaud’s:

I had no idea that when most people think of Singapore, they think of this “pretty, smiling…girl.”

Anyway, I think it’s an interesting example of the way non-White women are often portrayed as exotic (the Singapore girls have become a symbol of Singapore itself) and also of what sociologists refer to as emotion work. The Singapore girls aren’t there just to bring us drinks and make sure we’re buckled in; there’s there to make us feel pampered and to warm our hearts–to do the type of emotion work (constantly smiling, being extremely attentive, being at the passengers’ service and making it seem like a joy) that makes customers feel cared-for and special…and thus willing to pay high prices for those business seats. And clearly these women are part of the decor–pretty, polite, accommodating women for passengers to enjoy while they fly.

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

Crazy Vet offers us this rather amazing commercial for BP as an example of “green-washing” or an effort to make a company appear environmentally friendly:

What I think is especially remarkable about this example is how entirely free of any content it manages to be.  The commercial combines pretty colors, animation, babies, cute music, and whistling gas pumps.  That alone, apparently, is effective in convincing us that BP is environmentally benign.  It is pure emotion, completely devoid of an argument.

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

The New York Times has a fascinating peak into marketing logic.  The team at Frito Lay discovered that women prefer to snack on veggies and fruit, but that didn’t deter them.  They’re on a mission to sell more chips to the ladies. 

Through market research, they discovered that women feel guilty.  A lot.  The article reads:

Though Frito-Lay had often tried advertising snacks as guilt-free, this led to the conclusion that “we’re not going to alleviate her guilt,” Ms. Nykoliation said. “This is something in her life. So the question for us was, how do we not trip her guilt?”

Part of the strategy was to follow the success of SunChips by toning down the packaging and showing off healthy ingredients in the snacks.

“She wants a reminder that she’s eating something better for her,” Mr. Jones said.

Baked Lay’s will no longer be in a shiny yellow bag, but in a matte beige bag that displays pictures of the ingredients like spices or ranch dressing.

So Frito Lay is attempting a guilt-detour.  You don’t have to justify eating the bad-for-you-chips because they’re good-for-you-chips.  The bag is a natural color instead of neon orange and there are actual food stuffs on the front instead of a Cheetah! 

(image via)

This is a nice example of the appeal to nature as a marketing strategy.  Of all of the marketing strategies out there designed to make us buy things that we don’t need and perhaps don’t even want, I suppose this is rather innocuous (though I could argue that it makes it more difficult for us to actually evaluate what foods are and are not “natural”).

Alongside this makeover, Frito-Lay is also starting a website and animated cartoon serial designed to appeal to women.  I’ve embedded the “trailer” below.  Notice how it affirms the idea that women are obsessed with food and their weight, at the same time that it is carefully crafted so as to encourage women to “cheat.”  As the woman in the video says about her cookie: “So if I eat it standing up, it doesn’t count right?”  And her friend replies: “Absolutely.”  Everyone knows that it still “counts,” but when the one friend eggs on the other, we all feel more comfortable “cheating.”   Frito Lay foods for everyone!

So the commercial reproduces the stereotype that women are boy crazed whiners with a deranged relationship to food and an embarassing obsession with shoes.  [By the way, Gwen and I are, like, totally like this.  It’s amazing we even have time to be sociologists, what with all the traipsing around in high heels, discussing diet fads, and oogling cute boys!]

Okay, so it reproduces rather repugnant ideas about women.  What’s the harm?

On the first day of Sociology of Gender I ask students to introduce themselves and answer a few questions including:  “Are you a stereotypical man or woman?  Why or why not?”  Inevitably the majority of students will say that they do not conform to the stereotype, that they both do and do not have characteristics associated with it, that they display human characteristics, not just ones associated with their sex.  I then ask them:  “What percentage of your friends and family fit the stereotype?”  They respond similarly.  I follow up: “How many of you regularly find yourself starting sentences with ‘Women are so…’ and ‘Men are so…’?”  They all raise their hands.

 This, I suggest, is interesting.  Gender stereotypes don’t come from us and aren’t validated by our actual experiences.  Yet, we still talk as if they were true.   If we don’t affirm the stereotype, where do they come from and why do we believe that they are true?

Well, here’s part of the answer: We know what men and women are like because we are constantly told what women and men are like.   This Frito Lay campaign is one source of this particular stereotype about women; more can be found here, here, here, here, here, here, here, and here.

Another question, and one I’d love to know the answer to, is:  Why is it that, when cultural messages and actual experiences contradict each other, we come out endorsing the cultural messages?