gender: femininity

I’ve written previously about the portrayal of women in the military — in particular, the U.S. Navy’s attempts to redefine femininity to make the Navy more appealing to women by assuring them they can be strong, smart, and still go shopping and stuff. In another example, a number of former female Israeli Defense Force soldiers posed for Maxim magazine back in 2007. The first line of the article:

They’re drop-dead gorgeous and can take apart an Uzi in seconds. Are the women of the Israeli Defense Forces the world’s sexiest soldiers?

I’m putting the images after the jump because they’re potentially not safe for some workplaces — the women aren’t nude, but they are quite scantily clad.

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Danielle Q. sent us this gem, a 1980s commercial for a doll called My Child. It teaches girls all the important parts of being a mom:

• Others will judge you as a mother based on how well-dressed and groomed your kids are.
• Mothering requires a lot of repetitive, time-consuming work, but good moms think “it’s a pleasure.”
• At age 8 or so, you should already be thinking of yourself as a “little mommy.”

Here you go:

Chris Marshal and Captain Crab sent along this gem from The Second City Network:

Borrowed from Evolving Thoughts, via Pharyngula.

More on Disney: media consolidation and Tinkerbell, the real Johnny Appleseed, fallen princesses, modernizing the fairy tale, pickaninny slaves in Fantasia? yes, racist Disney characters, infantilizing adult women, gendered Disney t-shirts for kids, Deconstructing Disney princesses, are the new Disney princesses feminist?, race and gender in Princess and the Frog, socializing girls into marriage, and…

…did you know that the very first political tv commercial was made by Disney?  I like Ike!

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.

Edna Sednitzer, who blogs at Red Light Politics, sent us in two screencaps of what she came across during a recent search on Thesaurus.com. She searched the word “power” and this is one of the entries that came up, for “related adjectives” (some words I found notable highlighted in red):

Out of curiosity she then searched “weakness,” and here are the suggested adjectives:

At least according to this thesaurus, masculinity is powerful, capable, competent; femininity is weak and incompetent. There’s a sexual component as well — notice that power is associated with being virile, while weakness = lustless. Of course, we also associate men and masculinity with the active pursuit of sex, while women are supposed to be the objects of pursuit, not actively sexual.

Anyway, it’s a great example of how language is gendered in a way that privileges masculinity and men over femininity and women.

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

Chen and Kristyn both sent in examples of gendered chemistry sets.

Chen found this example at Nemo, a science museum in Amsterdam.  Notice that the kit with boys on it a boy in the foreground and a girl in the background is “Disgusting Science” and the kits with only girls on it are “Perfumery” and “Spa Science”:

Meanwhile Kristyn spotted these Cosmetic Science kits in Auckland, NZ.  There were apparently at least four different kits aimed at making beauty products for girls.

Cleansing Pack 2, featuring Pearly Shampoos and Face and Body Cleanser:

Rejuvenation Pack 3, featuring Soothing Cream and Body Mist:

Enhancing Pack 4, featuring Glitter Hair Gel and Silvery Shimmer Lotion:

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.

Ellen B. found this birthday card for sale in Dublin.  The front cover reads “I wish for… intelligence, logic, and driving skills…”

Wait for it… … …

Gwen and my thought process as we moved from the first to the second image:  “…’POOF’… oh it’s not… it better not… oh no it did!”

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.

Katie sent in an image from Digital SLR Cameras and Photography For Dummies by David D. Busch. The image followed this text (p. 181):

To minimize wrinkles or facial defects, such as scars or bad complexions, use softer, more diffuse lighting, as shown in Figure 10-3.

And here is Figure 10-3 with the accompanying caption (p. 182):

So after learning that diffuse lighting is good for minimizing defects, we are then told that women in general need such lighting. Katie says she tried to imagine the reason for this instruction, but “can’t think of a possibility that isn’t about reinforcing traditionally-gendered imagery.” The assumption in the book seems to be that women always want, and need, to be photographed in ways that emphasize a blemish-free beauty ideal. Not all subjects are “often best pictured” in this way; this instruction is specifically about how to present women. Presumably we might want to picture men in ways that emphasize strength, or show them as wizened or wrinkled or otherwise presented without the softening effect of diffuse lighting.

It’s a small example of how gendered norms are taken for granted and reproduced in various fields. If you’ve seen similar examples (or, for that matter, contrary ones) about  photography, painting, etc., we’d love to have them.

Amanda M. and Lisa C. both submitted a recent Toy Story 3-themed commercial for Visa, pointing out how nice it is to see the Buzz Lightyear character advertised to girls.

I won’t disagree that it’s nice that girls are being included in the marketing for Toy Story 3 (especially as the movie appears to be as boy-centric as most), but I don’t see it as revolutionary. In fact, because we largely value masculine characteristics and pursuits, the idea that girls would be interested in boy things (like space travel) is generally regarded as cute, neat, or even awesome (this is why I like to order bourbon neat on a first date — impresses the men every time). The problem is that the reverse is not true. Because we devalue feminine characteristics and pursuits, we rarely respond to boys’ experimentation with girly things in the same way. In that case, it’s worrisome, strange, or even grotesque. We call the valuing of masculinity over femininity “androcentrism.”

So I would argue that this particular advertisement actually fits nicely with the source of gender inequality today: a devaluation of feminine things at the same time that women are required to perform some degree of femininity (the girl in the commercial is still girly, wearing baby blue, a skirt, and hugging Buzz delightedly before she blasts him off). Of course, this means that men’s life options are narrower than women’s because they have to avoid the stigma of femininity (and that must suck, truly), but at least the things men are restricted to doing and being are valued (both abstractly and with money).

More posts on androcentrism: “woman” as an insult, good god don’t let men wear make up or long hair, don’t forget to hug like a dude, saving men from their (feminine) selves, men must eschew femininity, dinosaurs can’t be for girls, and sissy men are so uncool.

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.