gender: femininity

In a comment to Lisa’s post on being a dog or cat person, a. brown pointed out Alpo’s new Get that Dog Some Alpo campaign, in which dogs who enjoy stereotypically high-maintenance feminine activities (pedicures, massages, fancy food, expensive accessories) need to be turned back into “real,” authentic dogs by eating meat, in the form of Alpo. I’ll leave comments about whether or not Alpo has what can realistically be defined as meat in it to others. Here are some screenshots from the site. Notice the language is always “he” or “his” if a gender is specified:

Here are two questions from a quiz you can take to find out if your dog is a Fido or a Fifi:

I’ll just say, for the record, there’s no way that a vegan doggie spa just let someone in to feed Alpo to customers’ dogs without their permission. Absolutely and entirely no way. Their customers would freak out. Also, they would have a horrid, horrid mess to clean up about a half hour later.

What I find interesting here is the association between masculinity and authenticity, while femininity is associated with the upper class, superficiality, and high-maintenance luxury. So “real” dogs like sports and sex (and meat), while dogs who are pampered are somehow less authentic dogs (and presumably don’t care about sex or sports).

And I don’t know where my dogs fit in! They aren’t super-pampered, so at first I thought they’re “real dogs,” but then I realized they’re both neutered, so they don’t care about sex. Are they Fifis or Fidos? [Note: I went through and randomly selected answers in the quiz without even reading the questions and the response was that my dogs are “Vegas” dogs; given that’s where we live, I guess it’ll do.]

Anyway, you might use this to talk about the associations between a certain working-class masculinity and authenticity, in opposition to the way femininity is often connected to artifice and fakeness.

Thanks for the tip, a. brown!

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

Behold, “The Ugly Truth” about women and men:Amanda at Pandagon offers a nice analysis:

It’s the classic modern attempt to mollify women about vicious gender stereotyping by phony flattery through insulting men—men are such dogs, amiriteladeez?!  But the “men are dogs” stereotype is ultimately about putting women in their place, because it packages these assumptions:

* Women are naive, emotional, and kind of stupid, which is why men can exploit these “feelings” women have to steal sex from us.

* Women are obsessed with irrational things like weddings and getting flowers, and they lose their minds over this.  (Men are compelled by their supposed out of this world horniness, but rarely are they depicted as losing control of themselves to the point where they lose their dignity.) This is why men have the upper hand, because women are too crazy to hang onto it.  It’s certainly not that this is a male-dominated society, no siree, and to make that abundantly clear, female rom com characters now usually have a lot of professional power.

* Women don’t really like sex that much; they just tolerate it to lure unwilling men into pretending to care about us.

* Men are cold, unfeeling creatures that just want sex and nothing more.  Women cannot change this, so we have to accept it.  For some reason, just abandoning men altogether if they suck this much doesn’t occur to anyone.

* But for some reason, if you buy into this bleak worldview where men and women are completely different, and at war with each other, you’ll be rewarded with True Love.

Via Jezebel.

Hortense at Jezebel writes:

The ad depicts a horde of completely insane women, screaming with excitement… if, as the ad claims, these packs are “goodies for grown-ups,” then why are women the only ones going crazy over the cookies in this ad? The men in this ad react to the woman with a mix of “WTF” and “oh my god, you’re crazy” which only serves to make the women look even more pathetic and ridiculous.

This commercial tells a similar story: women totally lose it in the face of low calorie sweets.

NEW (Nov. ’09)! And, of course, there is holiday shopping (found at Ad Freak):

[youtube]https://www.youtube.com/watch?v=wer7b29mreA[/youtube]

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.

Lorë P. sent in examples of two stamp sets. She writes:

They are clear plastic you peel and put on blocks in order to stamp images… They are both made by a company called Sassafras Lass and are being sold at Joann Fabrics. One of the stamp sets is called “Girl Talk” and the other is “Boy Talk.”

“Girl Talk”

“Boy Talk”

Lorë did such a wonderful job describing these, I will leave it to her:

One of the first things that struck me was that both of these is that they have stamps that mention dad — “daddy’s girl” and “like father like son” but only the female one mentions mom (I guess it would be considered too emasculating to have “mommy’s boy?”)

Another interesting part of these stamps is that the “Girl talk” emphasizes the sweetness of girls – their giggles, their silliness, their angelic qualities (not to mention princess..). On the other hand, the male version has more objects – trucks, rockets, robots and “strong” traits – being brave and embracing adventure (and what does “all boy” mean anyway?).

The one overlap that I can see is the word “Laughter” – which on the girls segment is in very frilly cursive handwriting and on the male version written in an old cowboy font. This also points to the difference in fonts, where the male versions are more square and has no cursive. The girl version is almost all cursive, except for some very curly printing.

While I am not particularly shocked at finding this kind of stamps available to scrapbookers and cardmakers – I always wonder why we have to make the lines of difference so distinct… Of course these stamps are probably not being used by children, but by adults making things about or for children… of course, these stamps are couched in (from my experience) a predominately female dominated (although pretty conservative) hobby.

Thanks Lorë!

See also this post on gendered Disneyland T-shirts.

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.

Beth sent in a link to WowWee, a company that makes robot toys, including Robosapien:

The description of Robosapien:

Robosapien™ is a sophisticated fusion of technology and personality. Loaded with attitude and intelligence, Robosapien is the first robot based on the science of applied biomorphic robotics. With a full range of dynamic motion, interactive sensors and a unique personality, Robosapien is more than a mechanical companion — he’s a multi-functional, thinking, feeling robot with attitude!

There is also a female version, called Femisapien:

From the website:

Intelligent and interactive, RS Femisapien™ speaks her own language called “emotish” which consists of gentle sounds and gestures. There is no remote required; interact with her directly and she responds to your hand gestures, touch, and sound.

So the default robot is male, with the female being not a female Robosapien but rather an entirely different product. And the photos and descriptions of Robosapien emphasize aggression, movement, personality, and “attitude,” while Femisapien speaks “emotish” (seriously?), which is “gentle”–a characteristic that seems to be missing from Robosapien, who is dynamic and, um, maybe shoots lasers from his hands.

It’s a nice example of gendered assumptions being built into product design and marketing. There’s no particular reason that the male and female versions of a robot have to look so very different, but even if they did, the decision to associate one with words and characteristics that evoke emotion and gentleness and the other with aggression and movement isn’t accidental; it’s a result of how we think about males and females.

For another excellent example of the men are people and women are women thing, see this post on the Body Worlds exhibit.

NEW! Kyle M. sent us a link to his post on the advertising for the sci-fi show Surrogates.  He makes some great observations.  I noticed, too, that the way in which the robotic components of men and women were designed differed slightly in gendered ways.  The “spines” of the men are significantly more robust than the thin, spindly spines given to the female characters.  Notice, also, that the way in which the models are posed emphasizes women’s thinness (in all of these ads, she is positioned sideways, minimizing her size) and men’s broadness (positioned so that the width of his body is emphasized).

Christoph B. sent in these Goldstar Beer ads, found at BuzzFeed, that show the differences between men and women:

I know that I, for one, immediately start thinking about marriage every time I meet a guy. My new male neighbor waved at me the other day, and I ran out and bought a wedding dress, just in case.

The other thing here is the assumption that a) the viewer is definitely a man and b) of the two options, the “man’s” life is always preferable. I suppose in the second two ads that might be reasonable–although I never experience all that many problems using public restrooms, but whatever–but why is it automatically better to have sex with no emotional attachments or expectations of ever interacting again? I doubt that all men enjoy such encounters, any more than all women are thinking of marriage every time they have sex with someone.

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

Via Adverbox.

Erin S. sent in this screencapture of a set of ebay gift suggestions:

Erin says,

For her?  A Roomba automatic vacuum!  For him?  A new sports car, of course!

Apparently Zunes are an androgynous gift, which is good to know.

Random, non-sociological story: My ex-stepdad once got my mom a mop for their anniversary. For her birthday he got her a live mouse trap–the type that doesn’t kill them but just keeps them contained so you can take them outside. She actually liked these gifts better than the time he got them “both” a rifle for their anniversary, as a “shared” gift. Ah, romance.

Thanks for the image, Erin!

NEW! (July ’10): Carissa sent in an image of an advertisement for an eBay Coupon Event that provides suggestions for different groups. There’s a clear assumption of who would be most interested in the different categories, with the other gender thrown in as an afterthought. But it’s also an example of how we insist on dividing things by gender, even when there’s absolutely no reason to do so. If you’re acknowledging that both men and women might like everything listed, why bother to categorize them by gender at all? Why not just have  a list under “All Categories” and leave it at that?