gender: masculinity

Dawn A. sent us these posters for The Sarah Connor Chronicles.  Notice how, in three out of four posters, the women are not making eye-contact and, in all of them, they are in a passive pose with a passive facial expression.  Dawn adds:

I’m alarmed by the disembodiment of the character.  While she may be a part of the Terminator series, would we ever see Arnold Schwarzenegger (or other male characters) portrayed like this in posters?

Thanks Dawn!

NEW: After a discussion with my friend Jason, I decided to offer some more images and commentary as food for thought.

Here are the Terminator posters I could find featuring Schwartzenegger.  There are a lot of things separating and potentially separating these posters from those above other than gender: about 20 years, maybe the moral of the movies/series or the feeling of the show, and surely producers/directors etc.  Even so, I think it’s worth putting up the images for contrast.

Back to The Sarah Connor Chronicles:  Below are some additional promotional images that do not reproduce the passivity we see in the first set.  Word on the street is (or so I have heard some people say), the women are not as feminized in the series as they are in the promotional material (which, if true, is interesting in itself).

Still, Jason notes that the empowerment of the women in the series as protectors, comes at the cost of disempowering John Connor and that disempowerment is achieved, in part, through his feminization.  His task, then, as the series progresses, is to finally become a “man.”  At that point, supposedly, he would no longer need the protection of women. 

So, femininity is still associated with weakness.  And, insofar as femininity is equated with weakness, and women are more-or-less required to do at least some femininity (lest they be called “dykes” or “bitches”), women are more-or-less required to appear at least a little bit weak in their daily lives. 

What is the relationship between the denigration of men as men and patriarchy? So long as we buy into the idea that we can’t expect men to be good partners or fathers, we will tolerate women’s responsibility for the second shift and their placement on the mommy track at work. So the Homer Simpson-esque sitcom dads and the Jackass teenagers, while incredibly degrading to men, also serve to perpetuate patriarchy.

Case in point:

Jessica at Feministing writes that this ad:

…feed[s] into the sexist idea that men deserve a cookie for being halfway decent human beings, but it also denigrates men by suggesting that they’re animals, unable to resist any ass that that happens to pass their way.

Another excellent example here.

This is from the WNBA’s website–it’s their Dads and Daughters page. When I first came upon it, I assumed it highlighted the fathers of WNBA players. There’s a Dad of the Week section and a schedule of games that have a Dads and Daughters event. But the Dads of the Week aren’t necessarily related to anyone on the team. They’re just dads who are being highlighted–one Dad of the Week is the Executive Vice President of Products at AOL. How the Dads of the Week are chosen is not clear.

I went to the NBA website and looked around, and unless I’m missing something, there is no Moms and Sons (or even Dads and Sons) page.

I have a theory about this. From the beginning, one problem the WNBA faced was not appearing to be a “lesbian league,” which would presumably alienate advertisers and audiences. To highlight the femininity of the players (because pretty girls who wear makeup can’t be dykes, right?), players were encouraged to wear makeup (and were even sent on Oprah to get makeovers) and players with husbands, boyfriends, and children were photographed with them and their profiles made sure to stress their family roles. When the WNBA began, the website had a forum about the uniforms (potential colors, shapes, styles, etc.), and there was some discussion of making the players wear skirts. [For an interesting discussion of gender in the WNBA, check out: Sarah Banet-Weiser. 1999. “Hoop Dreams: Professional Basketball and the Politics of Race and Gender.” Journal of Sport & Social Issues 23: 403-420.]

The Dads and Daughters page fits into the efforts to make the WNBA seem “family friendly,” i.e., not lesbian. The importance of men in women’s lives is reaffirmed (and also the idea that girls get their athletic abilities from their dads, not their moms). It makes it clear that the WNBA is not a “women only” social space.

The NBA has no need for a similar emphasis on women because we assume that male athletes are heterosexual (in fact, playing sports is one of the ways men prove they aren’t gay).

The “MANtage”:

The comedy troupe goes by “Barats and Bereta.” Enjoy their youtube site.

Thanks Kyle S.!

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.

This ad appeared in a 1970s high school newsletter in Indianapolis:

Found at Vintage Ads.

Camilla P. sent us this international sampler of Coke Zero ads. She says all of them that she found use the whole “zero” is manlier than “diet” strategy (see the first two below), except the one in Australia which links a sip of Coke Zero with orgasm (see the third video).

From Britain:

From Brazil (we’d love someone to translate, although we think we get the gist):

From Australia:

If you liked that, see this remarkable Orangina commercial.

In case you thought this was a new phenomenon:

Found here thanks to Jason S.

Fellow blogger, Brett, specializes in counseling adolescent boys.  He says, no matter what they come in for–skipping school, fighting, arson–they always get around to asking, “How do you know when a girl likes you?”

The following image is of a USC quarterback named, and I swear I’m not making this up, John Booty. In fact, if you look closely, the title of the text in the photo is “Booty’s Call.”

This could be useful in discussions about the social construction of masculinity and sexuality. Imagine any other scenario in which two men were posed this way in a photograph without being labeled as homosexual. However, since they are playing football, they manage to get away with this blatant violation of the rules. In fact, they manage to break the rules of gender and sexuality in a way that manages to reinforce those same rules.

Talk about moving the goalposts…