gender: masculinity

Mab R. sent in a nice example of how children are socialized into gendered expectations. Chunky Monkey Mind has a post about the cut-out trading cards that appeared on the back of Cap’n Crunch cereal boxes a while back. Each card features a Cap’n Crunch character. Here’s the card for Smedley:

Ok, so for the male character we get basic stats, and he’s clearly an active guy who has thrilling adventures.

On the same box that featured the Smedley card was a card for Magnolia Bulkhead, who is shown with hearts hovering around her face as she clasps her hands together in rapture:

But of course, being female, she isn’t going to give us all of her vital statistics — in particular, age and weight are secrets women should guard carefully. Also notice the reinforcement of the idea that women are obsessed with romance. While Smedley’s hobbies involve action, Magnolia’s only listed hobby is daydreaming about a man (and his cereal). And her greatest adventure? Why, almost getting married, of course. Yes, the most amazing adventure of her life is something she failed at, but since it held out at least the possibility of romance, and she’s female, it was still the highlight of her life.

Ah, gender stereotypes! Fun for kids of all ages!

Michaela sent in two Australian ads for Selleys sealants. Both target men and caution them about the consequences of neglecting home maintenance projects:

So men who fail to do the type of housework that is consistent with ideals of masculinity — fixing things — face threats to other areas of masculinity as well, since, of course, women (who cannot, themselves, caulk a shower, obviously) will be unable to resist a hot dude who can (and will) fix stuff, thus proving himself to be the ideal man. Who doesn’t love emasculation as a marketing tool?

Cross-posted at Jezebel.

Most of us are clear on the idea that patriarchies are defined by sexism: the valuing of men over women.  In our American patriarchy, however, this is matched and perhaps even superseded by something called androcentrism: the valuing of all-things-masculine over all-things-feminine.  We know we live in an androcentric society because masculinized things (playing sports, being a doctor, being self-sufficient) are imagined to be good for everyone (we encourage both our sons and daughters to do these things), but feminized things (playing with dolls, being a nurse, and staying at home to raise children) are considered to be good only for women.

This means that men are teased and ostracized for doing feminized things, as we have demonstrated in advertising for McCoy Crisps, Hungry Man, Solo, Chevy, dog food, Miller beer, beef jerky, cell phones, Dockers, the VW Beetle, and alcohol (see here, here, here and here).

This tendency towards androcentrism means, also, that companies can count on both women and men buying masculinized products, but only women buying feminized products.  It’s smart business, then, to masculinize everything.  In a New York Times article, for example, Patton reports that Mercedes masculinized its SLK in response to a finding that “too many” women were buying it, something that threatened to feminize the car:

Mercedes says that 52 percent of the registered owners of first-generation SLK’s are women and 48 percent are men; the company would prefer the figures to be more on the order of 60 percent men and 40 percent women…

The standard thinking in the industry is that lots of women will buy a car that appeals to men, but many men — certainly those who wish to avoid the girlie-men label — won’t buy one associated with women.

This logic helps explain the, admittedly tongue-in-cheek (I think), hyper-masculinization of the Honda Odyssey in this commercial, sent in by Nancy N. She writes:

The choice of the black car, the music, and lighting all direct the viewer to think, “this isn’t just a mini-van, this is a man-van, and you aren’t a pansy if you buy it.”   …[It is] “technology packed “… with distinctly harder edges. Overall, Honda is trying very hard to override the notion of a “mom car” to sell to a broader audience.

See also: “how to give the perfect man hug” and “how I sit on the bus”.  And for more examples of androcentrism, see our posts on the phenomenon in  sports (see here and here), cartoons, schools (see here and here), and Cosmo.

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 another example of masculinizing items associated with women to make it ok for men to use them, Hope H. let us know about Hardware, a line of vegan hair and body products. The company seems to have taken Hyperbole and a Half’s satire seriously:

All the elements are there: images of tools to make sure it’s clear these are hard-working manly products, the association of men with toughness, and product names that reference hard physical labor. The different product lines include Impact Wrench, Angle Grinder, Jack Hammer, and Tool Belts (aka, gift certificates). The descriptions also refer to tools and cars:

Every perfectly balanced machine needs maintenance. No this is not a sales pitch mate. You would not skip an oil change or two in a 67 Shelby Mustang now would you.

Thus, using these non-animal-ingredient-based products isn’t about being girly. It’s about maintenance, which all machines need!

For more examples, see our posts on hair products labeled things like “maneuver,” “retaliate,” “stand tough,” “work hard,” and “bulk up”; make-up for men named with terms like“power face mask,” “confidence corrector,” “mission balm,” “battle scars repair cream,” “cream me face base,” and “blo-job bronzing powder.”; and shaving your pubes marketed with the suggestion that it will make your penis look bigger.

Arielle S. sent in an image of an ad for a Christmas party two years ago at a nightclub in Miami. The ad says it’s a “bad Christmas sweaters party,” but as it turns out, that’s only if you’re a guy. For ladies, it’s apparently a sexy outfit party:

Because even at a party expressly about looking silly in ugly clothes, women aren’t allowed to not be sexy.

Similarly, Save S. saw these ads for GNC at the mall that make it clear what characteristics men and women are supposed to aspire to have:

So apparently  men aren’t worried about being sexy. And women want to look…radiant? I’m not sure what product at GNC would make you radiant, but I can’t imagine it’s good for you.

Jessica B. sent in a link to a really great post over at Pigtail Pals. The author, Melissa, analyzed the contents of a number of holiday-season catalogs advertising toys. She tabulated how many girls and boys appear in each, how many are shown doing gender-stereotypical vs. non-stereotypical activities, and the main themes of the toys.

Here are the results for Toys ‘R’ Us:

Images from the catalog:

Wal-Mart:

Target:

It’s particularly striking to me how few images there are of girls and boys playing together, a predictable outcome, I suppose, of our insistence that boys and girls need different toys — since, if must play with different toys, they won’t be playing together.

Melissa discusses the specific images on several pages of the catalogs — check her full post out for more commentary.

Dmitriy T.M. sent in a Chilean ad for menstrual relief pills, posted at Copyranter. The ad plays on the old trope that during their periods, women turn into savage beasts, unrecognizable compared to their normal selves. In this case, menstruating women turn into burly, hairy, enormous Vikings:

Going with the same theme, another ads for the same company depicted a woman as a large Black boxer:

And another includes a Mexican wrestler:

What I find fascinating here is the presentation of menstruation as something that masculinizes women. We’re talking about a biological process unique to women, the foundation of women’s ability to reproduce; if you were a biological essentialist, you could argue that it is, in fact, the essence of womanhood. Yet here, the message is that menstruation steals femininity, temporarily turning women into large, intimidating, unattractive, violent non-women who must be managed and tamed by the men in their lives, with the help of the right medication.

Rich sent in a fascinating example of an attempt to redefine masculinity.  At Rightly Concerned, Brian Fischer argues that the fact that all of the recipients of the Medal of Honor awarded during the Iraq and Afghanistan wars have received the award for saving lives, not taking them.  He calls this trend “the feminization of the Medal of Honor.”

Let’s not get into a conversation about whether the Medal should be awarded for saving lives, taking lives, or both.  Instead, let’s consider what, exactly, Fischer is saying about men and masculinity.  Fischer is suggesting that saving lives is something that women (should) do.  He has arranged saving lives and taking them in a binary layered onto gender.  Women save; men kill.  When men save, they are doing something feminine.

This is in dramatic contrast to the vision of the heroic man who protects others that has long been part of the American imagination (think firemen, policemen, body guards, big brothers, dads, boyfriends, and husbands) and a very interesting example of an attempt to redefine what “real men” do.

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.