gender: masculinity

Fun Fact #1: Female figure skaters are required to wear skirts and men must wear “full-length trousers: no tights.”

Note: This isn’t true anymore; “this rule was repealed in 2004, allowing women to wear tights, trousers, or unitards” (http://www.frogsonice.com/skateweb/faq/rules.shtml)

Sonja Henie, of Norway, is credited with introducing the short skirt to women’s figure skating.  She won gold medals in 1928, ’32, and ’36:

According to Abigail Feder, in her article ” ‘A Radiant Smile from the Lovely Lady’: Overdetermined Femininity in ‘Ladies’ Figure Skating”, the International Skating Union (ISU) introduced a rule requiring that women wear skirts after they were scandalized by Debi Thomas’ unitard at the 1988 Olympics:

(source)

An NPR slide show explains:

Today, according to the ISU, figure skating’s governing body, “Ladies must wear a skirt. The Ladies dress must not give the effect of excessive nudity inappropriate for an athletic sport. Men must wear full-length trousers: no tights are allowed and the man’s costume may not be sleeveless.”

So, just to be clear, the performance of femininity and masculinity, as defined by the ISU, is required if one is to be a competitive figure skater… all skills aside.

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Fun Fact #2: People used to make their costumes by hand; today they are high fashion.

The 1976 Olympics were the last in which figure skating costumes were mostly handmade.  Here Dorothy Hamill competes in a costume her mother made for $75:

Today, costumes frequently cost thousands of dollars.    Michelle Kwan and Nancy Kerrigan both competed in Vera Wang (who, in 2009, was inducted in the U.S. Figure Skating Hall of Fame for her designs).  Kerrigan:

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.

Marketing hygiene/beauty products to men by implying it will make them more masculine and attractive to women is nothing new, but a recent Old Spice commercial throws in something I haven’t seen much: the ad is aimed at women.

C.J. and Anna M. pointed out the commercial, in which women (who, presumably, do the shopping) learn that we’d find men more attractive if we bought them the right body wash so they didn’t smell like women. Notice the stereotypes of the things that women really, really, really find attractive about men, namely, the ability to buy boats and diamonds and act out plot lines from romance novels:

Old Spice also targets men more directly, as in this commercial Katrin found:

Sofia R. sent in an ad that goes along with the commercial:

Guys, don’t ever forget that if your masculinity is in any way open to question–like, say, you have a stupid, gender-ambiguous name–you need to compensate by being sure to distance yourself from any other signs of girliness.

If you don’t like Old Spice, perhaps you’d be interested in the new line of products for men from Dove, sent in by J.Z. and Alexandra N.:

Once you have finally proven your manliness by doing enough sufficiently manly things (and making sure to procreate, and probably not having a name like Jamie), it’s safe to care about your skin and stuff.

Commenter Jennifer says,

I’m wondering if the Dove commercial, rather than using stereotypes solely for the purpose of selling products, is attempting to buck some of the stereotypes. I mean, it seems like the commercial points out some of the aspects of life that prove “Patriarchy Hurts Men, Too” like the necessity to be good at sports, be brave and strong, and be heterosexual. In some ways, I thought the commercial kind of refreshing.

Poor men. They feel so put-upon with all the expectations of them. Especially the ridiculous things women ask them to do. Women are so whiny and demanding and sap all the fun out of men’s lives. As this Dodge commercial sent in by Sara P. shows, the only thing left for a guy to do is take a “last stand” by getting a macho car:

Sara and Jesse W. also sent us this parody of the above ad, from a woman’s perspective, cracks me up:

Just in case you might not have gotten the main points, let me summarize for you:

* Don’t be a sissy! Show you’re a man with manly beauty products! Chicks will dig it.

* But once you’ve proven you’re a man, you can be a little more open about using manly beauty products.

* Having relationships with women totally emasculates you! Why won’t they just shut up?!?

UPDATE: Reader Theo linked to another commercial about how women just won’t shut up!

NEW! (Feb. ’10): Emma M.H. and Liz M. sent in this commercial for FloTV that also shows women emasculating and controlling men:

ALSO NEW! (Feb. ’10):This Daily Show clip, sent in by Chrissy B., summarizes just how very bad men have it these days:

We talk about a lot on this blog about how things that having nothing to do with genitals are, nonetheless, gendered. Some sociologists are noting that a cluster of ideas related to intellectualism–liking school, studying hard, being smart, reading, and even caring about ideas–have become feminized. As a result, boys and men express less interest in and invest less in school, and girls and women are kicking their asses, scholastically speaking.

We previously featured an advertising campaign for Wrangler that told men to “stop thinking.” And this week Monika P. and Kat B. sent in an ad campaign for Deisel with the slogan: “be stupid.”

There’s a whole commerical (embedded below), but the general thrust is that smart people are doin’ smart stuff, but Diesel is “with stupid.” Because “stupid is the relentless pursuit of a regret free life.”  And while smart people may have “the brains,” stupid people have “the balls.” Besides, they say, “if we didn’t have stupid thoughts, we’d have no interesting thoughts at all.” Which doesn’t make the slightest bit of sense, but whatever.

And in case that doesn’t convince you, they concede that “smart has the authority,” but stupid has “one hell of a hangover.” Sign me up.

Ultimately the message is that smart people are repressed and confined, they have no fun, and nothing exciting ever happens to them.  So being smart is framed as (but isn’t) the opposite of all these things.   They leave you with the thought: “You can’t outsmart stupid.”

UPDATE! That said, Reader Kyle Munkittrick offers a compelling rebuttal at his blog, Pop Transhumanism.

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.

Nikki L. sent in images of an article titled “Are You Turning Your Boyfriend into a Girlie Man?” from the February 2010 issues of Cosmo. Nikki says,

The article discusses how many women are treating their boyfriends like their girlfriends, making them go shopping, do yoga, and eat vegan food. It says the gender roles are being blurred, and that’s a good thing up to a point. The article says that eventually your man will push you away and resent you for making him girlie. It gives a list of things your man shouldnt be doing, as it might damage his masculinity…

The first page:

Notice the subtitle in red and the text below it:

First, why would you want to act like your BF or husband is one of the girls anyway? Your pull to do girlie things with him stems from experiences with your female friends. “Women are intimate with their close friends, we share everything,” says JoAnn Magdoff, PhD…

Yes. Why on earth would you want to recreate that type of relationship with a guy? Who wants to be intimate, emotionally close, and share everything with their partner? Yuck!

Here are some things you do not want your boyfriend/husband to do:

Just to reiterate: men cannot care too much about their personal appearance. They cannot try to eat healthily, or be vegetarian/vegan. If they’re gonna cook, they better not try to keep from burning their hands by wearing items specifically designed for that task. Sissies!

The article also provides a list of “manly date ideas” you can do with your guy to avoid turning him into one of the girls:

That’s just…stupid! It’s stupid! Gah! It’s such a ridiculous division of the world into the stereotypically masculine and the stereotypically feminine with policing to remind us that men must never be feminine. Ever! And women, stop emasculating men!

Men like meat! And pizza! Girls like chef salads without eggs, bacon, or cheese in them. Men like dogs! Women like cats. Have you ever known a woman who liked dogs? As if! Men like walking in the park and the beach. Except in movies where walking on the beach is portrayed as all annoyingly mushy and romantic, something men do because women like that sort of thing.

I’m also pretty sure if his favorite video game turns out to be Bejeweled, that goes up on the list of things you never wanna see.

Tara C. sent in this video about why big blockbuster video games haven’t tended to appeal to women, and what might need to change to make the (non-casual?) gaming world more interesting to women in general:

Apparently the creators of this trailer for Record of Agarest War, sent in by Goku S., hadn’t seen the video (NSFW):

Nor, presumably, did the creator of the Pocket Girlfriend iPhone app, sent in by Suzanne B.:

You’ll be excited to know that she’s real!

Pocket Girlfriend moves, she’s interactive, and most importantly she’s real. YES SHE’S REAL!!!! She’s not some 3D rendered mannequin. Seriously, why would you want to buy an application of a dancing mannequin?

Looks like Yahoo didn’t get the message either when it hired lap dancers to attend an event to recruit developers to build things for Yahoo.com, and then posted images of the dancers on the Yahoo Developer Network blog:

Yahoo later apologized.

[And for the record, yes, I realize these are just some examples and don’t represent the entire gaming community, especially the Yahoo thing. That’s true of anything we post–they’re specific examples that we try to fit into a larger context.]

On a related tech-and-gender note, Brigid told us that Wired magazine recently described a study that suggested the stereotype of computer scientists as “unwashed nerds” may be off-putting to women and discourage them from going into computer programming:

Cheryan and colleagues tested this idea by alternately decorating a computer science classroom with objects that earlier surveys pegged as stereotypically geeky—Star Trek posters, videogames and comic books — or with objects that the surveys found to be neutral— coffee mugs, plants and art posters. Thirty-nine college students spent a few minutes in the room, then filled out a questionnaire on their attitudes toward computer science.

Women who spent time in the geeky room reported less interest in computer science than women who saw the neutral room. For male students, however, the room’s décor made no difference.

UPDATE 2: Upon request that I rethink closing comments, I’ve cleaned out some problematic ones and am reopening the comment thread. Please remember–no personal attacks or insult wars. Play relatively nice.

In Sold American: Consumption and Citizenship, 1890-1945, Charles McGovern discusses how, during World War II, advertisers tried to link “…consumption, war, and the deepest American political ideals…in a new blend of political ideology, corporate interest, and private appeal” (p. 353). That is, a company’s contribute to the war effort would be emphasized while the non-war-related products it sold would be offered up as the reward waiting Americans once the war was won. The ability to consume products becomes, then, one of the things American soldiers are fighting for as well as what they are owed upon their return home.

This G.E. ad presents this message blatantly, turning G.E. consumer products into “rights” (larger images of parts of the text below or available here):

Enlarged text:

Notice that, first, women who were making weapons (and other items) in factories during WWII are ignored here–they certainly didn’t have the right to a job, as many learned when they were forced to leave their jobs so that returning soldiers could have them. Also notice that consumption is patriotic–by purchasing G.E. products, you’ll be making sure the men who did “our fighting” have jobs afterward.

Another section from the ad:

“K.P.” means “kitchen patrol.” Once he returns home, a soldier has the right to avoid housework and not even feel bad about it; that is, he is owed a gendered division of labor. Luckily, G.E. has a product that will allow him to exercise that right and reduce the burden of housework on his wife (and, as the ad says in another section, G.E. can ensure his right to coffee whenever he wants it with an electric coffee maker).

The section of text at the bottom of the ad makes the connection between patriotism, consumption, and war victory extremely clear:

Text:

These things after the war cannot be for the few. The must be for ALL AMERICANS. That is why General Electric from the midst of total war production is devoting this series of messages to you to say, most seriously: “In Time of War, Prepare for Peace.” Whatever your income, YOUR WAR BOND SAVINGS can buy you everything mentioned on this page-things finer than ever before because of our war skills. So begin to save and plan for the things your savings will buy. Each after victory purchase you make will help create more jobs. Gender Electric Consumers Institute, Bridgeport, Connecticut.

A two-page Firestone ad contains the same elements: post-war consumption as a reward for victory, and a gendered division of the companies products into the masculinized war effort and the feminized post-war consumerism that Americans could look forward to:

Text:

Today, in all of its 48 factories throughout the world, Firestone is producing for war. Hundreds of different products made of rubber, metal and plastic are flowing forth in ever-increasing quantity from these busy Firestone plants–war materials that are saving American lives and helping to speed the day of victory. Under the impetus and inspiration of war-time emergency, Firestone has made many remarkable new discoveries and developed many startling new improvements in materials and machines, in processes and products. All of these technical advancements are now being concentrated on bringing the war to a quick and victorious conclusion.

Text:

Victory must come first, of course. But victory will be hollow indeed unless those on the home front plan now to help build that wonderful world of tomorrow for which millions of Americans are fighting. So Firestone is also preparing for peace. And after victory, when Firestone is again concentrating on peace-time products, its advantages in “know-how” will help provide work for its men and women now in service and enable Firestone to make and sell a wide variety of products which will set new standards of quality, durability, comfort and economy. So it is only natural that Firestone, while producing for war, is also preparing for peace.

It’s similar to President Bush’s post-9/11 suggestion that Americans who want to do something for their country should go shopping, since that would help the economy.

UPDATE: Reader AR says,

Bush’s suggestion is based on the Keynesian idea that consumption drives wealth creation, while these ads are promoting the older idea that saving, accepting hard times now for greater consumption later, is the path to wealth. Indeed, what many viewed as the “point” of the war is basically the same as the mentality behind savings in general: biting the bullet now for prosperity latter, and for future generations. This site itself has featured many ads encouraging people to reduce consumption as much as possible, and to save in the form of war bonds.

Can anyone seriously imagine seeing the line in the GE ad, “So begin to save and plan for the things your savings will buy,” in any modern advertisement?

Rhea D. sent us a link to an ad campaign currently running in India for the shoe company Redtape. In the ads, a guy gets to select which woman he wants from a vending machine or his closet:

I think the fantasy is not just to have a specific hot chick, but to be able to pick out which one you want and get her immediately. It’s the ultimate form of objectification–women as simply something to pick from and purchase at your leisure. Rhea points out that everyone in the ad is quite light skinned, which is widely associated with beauty and success in India.

See our posts on skin lightening cream for men, skin lighteners as liberation, skin lightening as modernity, and hot girls make your Ecko jeans.

Both (here and here) at Found in Mom’s Basement.

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.