gender: masculinity

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.

Stephen W. sent in a link to a music video promoting the National Guard.   He saw the video before a screening of Taken in Sioux Falls, SD. At the moment, the National Guard website (warning: noisy) features Kid Rock and Dale Earnhardt Jr.  The opening graphics, set to a snippet of Rock’s Warrior, feature a military helicopter followed by a race car and then a picture of an anonymous African-American National Guard member with the rock star and car star:

A few clicks into the website leads you to this music video:

[youtube]https://www.youtube.com/watch?v=QeVt4j_T7-8[/youtube]

In the photographs made available, pictures of Kid Rock’s life as a rock star are mixed with pictures of people in the National Guard, and the lines between the two blur:

Some observations on the marketing of military service:

First, the glorification of military service is an American phenomenon.  (See this post which features an American and a Swedish military recruitment commercial back-to-back.  The difference is quite amazing.)  In this video, the glorification is particularly acute when the light-skinned driver of the Hummer manages to avoid hitting the blue-eyed, olive-skinned, dark-haired boy and then comes out with his giant gun to kick the ball back to him, inspiring a look of awe from the child who’s country he is likely (given the politics in the last 8 years) invading.  We’re left, assured, that the U.S. military are all around good folk.

Second, in this case we have military service being marketed with celebrity tie-ins.  The website deliberately blurs the line between being a famous rock star, a celebrated race car driver, and a member of the National Guard.  Similarly, this Air Force recruitment ad blurs the line between various extreme sports and military service:

These links between military service, skateboarding, and being a rock star are disingenuous, to say the least.  And it reminds me of a series of recruitment ads I’ve been seeing lately that highlight the super cool jobs you could end up doing in the Air Force (like being a fighter pilot). I don’t know about you, but both of my family members who joined the military (in their cases, the Army) ended up being bus drivers.

Third, which celebrities are being used to market the National Guard tells us something about who they are trying to recruit.  Clearly, they are reaching out to young, working class, perhaps rural, white men.  This is not part of the National Guard marketing aimed specifically at this group, the entire National Guard website (warning: noisy), at this time, is entirely devoted to this theme. It speaks to who fights American wars?  Studies have shown that, while once military service was required of elites, this changed during Vietnam.  Today military service is overwhelmingly performed by working- and middle-class men.

Finally, the re-framing of the role from “soldier” to “warrior,” one who wages war, is very interesting.  I’d love to hear your thoughts about this.

More fodder for discussion, if you need it:

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.

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.

My student, Jacob G., just returned from a semester abroad in Australia. He reports that Foster’s beer is nearly nowhere to be found in Australia and, when it is, it is not considered centrally Australian, but instead, cheap and nasty. This is in dramatic contrast to Foster’s beer commercials. For example:

So, Foster’s beer is being marketing to the U.S. with the notion that it is essentially Australian. Australian-ness, if you watch many Foster’s beer commercials, includes hypermasculinity. This is troubling for Australians–many of whom, I suspect, are not particularly hypermasculine–but it also interesting in that it illustrates how a product can be marketed by branding it with a nation.

Apparently Porn for Women, the book that suggested that what women really fantasized about was a man who would do housework, was so popular that they decided to publish a Porn for New Moms.  These pictures from the book (found here, here, and here), brought to our attention by Anna R., are a sad testament to what we actually think is realistic to expect from a father:

Text: “I told my boss I have to leave at 3:00 every afternoon so I can come home and give you a break.”

Text: “…and in just eight more hours, we can wake up mommy!”

Text: “Every time I see a cute, young coed these days, all I can think is, ‘potential babysitter.'”

So apparently fathers who take care of the child so moms can get some sleep, deprioritize their work, give moms a “break,” or stay faithful are unrealistic… even a “fantasy.”  Confirming this, a quote on the back cover reads:  “Finally, there’s erotica that’s guaranteed to fulfill every woman’s fantasy.”

This commercial hints at the femininity of a driver who is not driving a Chevy Silverado truck. Discourses of masculinity and femininity are pretty common in advertising, but notice that all the spokesperson (Howie Long, Hall of Fame football player and all-around manly tough guy) has to do is hint at it here:

[youtube]http://www.youtube.com/watch?v=cagPZOAtZp4[/youtube]

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).