gender: femininity

Andrea G. in Switzerland snapped these pictures of an ad campaign for TerraSuisse natural agriculture. Their tagline translates as “TerraSuisse guarantees natural Swiss agriculture.” They might be useful for a discussion of doing gender (West and colleagues) or gender as performativity (Butler). As Andrea S. noted, it’s obvious instantly that the bird is supposed to be female and the chipmunk male by their pose alone.

Posed like a chick:

Posed like a dude:

They might, also, be a nice contrast to this one for which a gender is not immediately apparent (to me…but who knows in Switzerland):

Thanks Andrea!

CBS Sunday Morning had a segment on the new-ish phenomenon of “Maid Cafés.” I gathered from the report that they are most popular in areas of Japan where there are a lot of (male) “geeks.” Here’s a description from a Boston.com article on these restaurants:

“Welcome home, Master,” says the maid as she bows deeply, hands clasped in front of a starched pinafore worn over a short pink dress.

This maid serves not some aristocrat but a string of pop-culture-mad customers at a “Maid Cafe” in Tokyo’s Akihabara district, long known as a Mecca for electronics buffs but now also the center of the capital’s “nerd culture.”

“When they address you as ‘Master’, the feeling you get is like a high,” says Koji Abei, a 20-year-old student having coffee with a friend at the Royal Milk Cafe and Aromacare.

Here’s a wikipedia description— discussing how these cafés pull various cultural practices– Japanese manga, anime, Japanese geishas, and French (or English) maids. Apparently, there are now Maid Cafés in Canada and Hong Kong (the one in Hong Kong is called the “Master-and-maid café”). Here are some videos as well– from the U.S. news, and from Japanese news (sorry it isn’t translated). These might make for an interesting discussion on culture, globalization, and gender.
[youtube]http://www.youtube.com/watch?v=PjNGX-jQS94[/youtube]

[youtube]http://www.youtube.com/watch?v=c0JmfyP4KPs[/youtube]

Our reader, Elizabeth A., drew our attention to this ad and she does a great job of describing what, exactly, is so disturbing about it:

The sexism at work here is nothing new. It’s just your tired, old, run-of-the-mill objectification of women as inanimate objects [robots] whose sole purpose is to sacrifice their own desires so that they may cater to the tastes [for draught keg contents] of the implied male viewer. In fact, the image in the commercial of a woman emptying herself for a man while keeping a constant smile is actually a disturbing reification of many women’s experience. Socialized to abnegate themselves, women may try and try to please other people, draining themselves of energy, until they are as empty as used beer cans. While the images used here are distractingly sexy, the underlying message is a terrifying turn-off, yet another example of how Heineken’s execs underestimate their target audience [hey, hetero men, you don’t want female companionship, just a fembot-like servitor!], insult women and leave everyone feeling demoralized and worse for wear.

More from Elizabeth at her blog: Blog of Stench.

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.

Miguel in Barcelona sent us this government-sponsored poster aimed at promoting egalitarian relationships. He translates the text as:

The love has to be free
Free of machismo
Free of fights
Free of jealousy

This image, as a representation of idealized egalitarian love, is a nice contrast to the representations of love common in the U.S. (and in Spain?) that make power asymmetry sexy, desirable, and constitutive of love. Consider the love affair between this apple and pear and these two images (which look more like the fruit than Miguel’s image above):

Thanks to Miguel for sending us our first image from Spain!>

The new virgin/whore dichotomy: We should be both! But at different times, of course.

Text:

Color me naughty. Color me nice. MAXalicious naughty & nice gloss collection. Naughty or nice? Virtue or vice? Here’s a gloss for both sides of you. The MAXalicious Gloss Collection features naughty or nice shades, available in two finishes. Collect them all to express your dueling personalities.

See also this post about the virgin/whore dichotomy.

I saw this energy drink this morning at a gas station. Notice that it’s sugar-free. According to the website, a portion of proceeds goes to fight breast cancer, though it’s unclear if they mean a portion of the profits of the drink, or just things bought at the online store. Another example of the idea of doing good through consumption, not by just donating money directly to an organization addressing an issue you care about (for other examples see here, here and here). Also, the website says Go Girl is not a rehydration drink (such as Gatorade), but a “functional beverage,” whatever that is.

“The new women’s movement. Freedom from seams and stitches.”

This is another ad Lisa sent me years ago. I use it when discussing the de-politicization of social issues, and the commodification of freedom–it’s just something you buy. I also use this one from Lisa:

The Jeep Liberty–notice on the right it says “Glass Ceiling” and has an arrow pointing down below; so structural inequality at work is trivialized, and again, “liberty” is something we can purchase.

These ads go nicely along with the old Virginia Slims campaign, these other “liberated women” themed ads Lisa posted previously, and the “right hand ring” ad I posted.

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