gender: children/youth

A new example prompts us to re-post this fun one from 2010.

We’ve posted in the past about the way in which “male” is often taken to be the default or neutral category, with “female” a notable, marked, non-default one. For instance, the Body Worlds exhibit, “regular” t-shirts are men’s, Best Buy assumes customers are male, stick figures on signs are generally male, and default avatars tend to be male.

We’ve collected several more examples of the tendency to present men as the norm, while women are a marked, non-default category. @LydNicholas tweeted us this example of a LEGO product advertised on their website.  Notice that the blue version is a LEGO Time-Teach Minifigure Watch and Clock, while the pink version specifies that it’s for girls:

Jessica J. noticed that Wal-Mart Target helpfully lets you know where to find both neutral, plain old deodorant and women’s deodorant:

Jane G. sent us this photo of t-ball sets, one for girls and the other with no sex specified:

Aline, in Brazil, found these two wall painting kits.  One is just a painting kit and the other is specifically “for women” (“para mulheres”).  The latter, she said, claims to be a special offer, but is actually about $2 U.S. dollars more.

Eric Stoller pointed out that ESPN differentiates between college basketball and “women’s” basketball:

Lindsay H. pointed out that when you go to the U.S. Post Office’s website to forward your mail, it offers you the chance to subscribe to magazines. Those aimed at women (Cosmopolitan, First for Women, etc.) are in the category “Women,” while equivalent magazines for men (Esquire, Maxim) are not in a category titled “Men” but, rather, “Lifestyle”:

And Jane V.S. noticed that REI has various types of marked, “non-standard” sleeping bags, including those for tall people and women:

Renée Y. sent along another example, bike helmets:

 Jessica B. spotted this pair of sibling outfits, coming in “Awesome Girl” and “Awesome Kid”:

E.W. searched Google for men’s specific road bikes and Google asked, “Don’t you mean women’s specific road bikes”?  Because there are road bikes for people and road bikes for women.

Ann C. sent a screenshot of bubblebox, a site for children’s games.  Notice that along the top there are seven options.  The last is “girls,” suggesting that all the rest are for boys.

So, there you have it.  In this world, all too often, there are people and there are women and girls.

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

Cross-posted at Sociology Lens.

A number of researchers suggest that the marketing and advertising of Gardasil has been aimed at girls and women instead of boys and men. In this post I discuss two contradictory messages aimed at women through these advertisements.

The first type of ad focused around the protection of young girls. The makers of Gardasil imply that being a good parent means vaccinating your daughter and therefore protecting her from cervical cancer (an observation also made here at Sociological Images). For example, one advertisement read, “How do you help your daughter become one less life affected by cervical cancer?” Another advertisement had a similar sentiment, stating “Your daughter can’t possibly know the importance of the cervical cancer vaccine, but thankfully, she has her mother” (source).

This narrative of protectionism is not surprising. In other contexts, like sex education debates, the discourse about adolescent sexuality, and in particular, girls’ sexuality, reveals a desire to protect their “innocence.”

The other type of ad moves away from the narrative of protectionism and focuses on empowerment and choice. One ad stated, “I chose to get vaccinated after my doctor to me the facts” (source). Another ad read, “I chose to get vaccinated because my dreams don’t include cervical cancer” (source).

Instead of focusing on the ways in which girls and women can be protected, the ads suggest that girls and women need to protect themselves. It seems like the advertising department at Merck (the makers of Gardasil) recognize that they needed another strategy if they wanted to appeal to young women who feel empowered about their sex lives.

These two strategies are opposed to one another. One strategy suggests that girls and women need to be protected, while the other strategy relies on the ability of girls and women to be active and educated decision makers. Merck is tapping into two gendered narratives in order to sell to as many people as possible. This is, of course, the way that advertising works. But it does reveal the different, and sometimes contradictory, cultural ideas about women’s sexuality, ideas that advertisers will draw on in order to make a profit.

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Cheryl Llewellyn is a Ph.D. candidate in sociology at Stony Brook University.  She writes for Sociology Lens, where you can read her post about the feminization of the Gardasil.

Cross-posted at Jezebel.

I’d love to draw your attention to The Alpha Parent, a blogger who has collected a stunningly large number of toys for infants that socialize girls into preening.

Some of the toys are purses/handbags that include pretend lipsticks, compacts, and related-items.  My Pretty Learning Purse includes a toy lipstick and a mirror; the Gund Sesame Street Abbey Purse Playset includes a compact and powder brush; the Lilliputiens Liz Handbag includes an eye shadow compact complete with three shades and an eye shadow applicator.

In case you were wondering if this is a trend, the Alpha Parent post features TWENTY examples of purses filled with such toys.

It also includes examples of toy make-up bags. Going beyond the inclusion of beauty items in infant toys, these make beauty the sole point of the play.  Here are just two of the NINE pretend make-up bags she collected, the Oskar & Ellen Beauty Box and the Learn and Go Make-Up and Go:

Since we wouldn’t want a baby to miss the point, companies also produce and sell vanities for infants. The Alpha Parent’s post included FOUR; here’s two, the Perfectly Pink Tummy Time Vanity Mirror and the Fisher Price Laugh and Learn Magical Musical Mirror:

The Alpha Parent goes on to cover real nail polish made for infants, beauty-themed clothes for little girls, and a common category of dress up: beautician outfits.  I counted a surprising ELEVEN of these:

The latter reverses into a nurse’s uniform.

The Alpha Parent concludes:

Makeup toys prime girls for a lifetime of chasing rigid norms of physical attractiveness through the consumption of cosmetics and fashionable accessories.

They are also generally non-sex-transferable, meaning that parents are often loath to allow their boys to play with girl toys.  Gendered toys, then, increase the rate of toy purchasing, since parents of a boy and a girl have to buy special toys for each.

It’s a win-win for corporate capitalism.  Socialize the girls into beauty commodities by buying these toys now, plan on reaping the benefits with the real thing later.  Brainwash the boys in an entirely different way (the Alpha Parent notes tools and electronics), do the same with them simultaneously.

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.

In a fun five minutes, Mike Rugnetta manages to invoke John Stewart Mill and Judith Butler, plus discuss how “bronies” — male fans of My Little Pony: Friendship is Magic — challenge rigid rules of masculinity.

Thanks to Griff for sending 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.

On the heels of yesterday’s post, illustrating the gender binary in Halloween costumes, compare the “Toddler Girls” vs “Toddler Boys” Cookie Monster Halloween costumes at Party City:

“We’re not joking when we say gender expectations and sexualization start early,” writes the blogger for Radical Notions.

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.

Generally speaking, gender equality in the U.S. and other Western countries has involved women moving into men’s spheres.  We have not seen an equivalent migration of men into women’s spheres.  Accordingly, while women have integrated many male occupations (they are now, for example, 50% or more of law and medical students), many female-dominated ones remain heavily female.

This is perhaps nowhere more true than in early childhood education.  In a story about male childcare workers at Organizations, Occupations and Work, Lata Murti reports that only 5% of child care workers and 3% of pre-school teachers are male.  Numbers are also low in other Western countries.  In Germany, the average is 3.5% (and this includes all employees of child care centers, including custodians).

So, Spiegel Online reports, Germany has decided to try to do something about it.  Aiming to increase the percentage of men in child care to 20%, the government is spending 13 million Euros on a “More Men in Early Childhood Education and Care” program.

The state isn’t doing this, though, solely out of a passion for gender equality or a soft place in their heart for men holding babies.  They’re doing it because Germany has promised that there will be a spot in a day care center for all children when they turn one year old.  To fulfill this promise, they need more day care workers badly; recruiting men means that that other half of the population might fill out the profession.

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.

Elizabeth sent in a link to a long and judicious New York Times article about biologically-male, gender-variant children, written by Ruth Padawer.  It’s well done, laying out the struggles even liberal-minded parents go through, including the mixed messages they get from “experts.”  It also briefly addresses the hormonal and genetic research, but acknowledges that the measures of femininity and masculinity used in these studies — and in daily life — are socially constructed.  That is, what is considered masculine or feminine is different across cultures and changes over time.

The picture of three boys at a camp for gender-variant children, waiting for their turn in a fashion show, was particularly interesting (photo by Lindsay Morris). I was struck by not just the emphasis on the dress/skirt, but the nail polish, jewelry, and high heels (on at least two of the children).  Their poses are also striking, for their portrayal of not just femininity, but sexualized femininity. It’s hard to say, but these boys look pretty young to me, and yet their (or their camp counselors?) idea of what it means to be a girl seems very specific to an adult hyperfemininity.  (After all, even most biological girls don’t dress/act this way most of the time and lots of girls explicitly reject femininity; Padawer comments that 77% of women in Generation X say they were tomboys as kids.)

In contrast, girls, when they enact a tomboy role — and now I’m off into speculation-land — don’t seem to go so far into the weeds.  We don’t see girls dressing up like lumberjacks or business men in suits and ties.  They don’t do tomman, they do tomboy.  There’s something more woman about how some of these boys perform femininity.

Some research on tomboys shows that girls who adopt it are sometimes, in part, trying to put off the sexual attention that comes with growing up.  So perhaps tomboyism is a way of rejecting one’s maturing body.  In contrast, perhaps femininity appeals to some boys because we adultify and sexualize young girls; it’s a form of grown up play as well as gender deviance?

Who knows.  The truth is — and the article does a good job of communicating this — we have no idea what’s going on here.

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.

A while back readers absolutely fell in love with a vintage Lego ad from 1981, featuring a red-headed befreckled girl in pigtails and overalls.  It, and two more in the series, reminded us that advertising doesn’t have to impose rigid gender stereotypes the way that most advertising today and the newest Lego marketing strategy certainly does.

Joanne M. dug up two more examples, both from Family Circle in 1978.  Feast your eyes on these happy children:

David Pickett, by the way, wrote us an amazing four part history of Lego’s (failed) efforts — or lack thereof — to reach out to girls.  It’s a truly comprehensive and fascinating story.

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.