gender

Over the course of the past year, M&M’s have been plastered all over the news, social media, and even Super Bowl commercials. In January 2022, Mars Wrigley gave the brown M&M shorter heels and replaced the green M&M’s boots with sneakers in a push toward more inclusive marketing. 

What resulted was outrage. Tucker Carlson became the face of the backlash, stating, “M&M’s will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous.” Carlson was not the only one speaking out. In a Rolling Stone article titled, “Let the Green M&M Be a Nasty Little Slut,” senior writer EJ Dickson argues, “The green M&M has spent decades building her brand as a horny, sexy bitch, and for what? For her creators to give her Larry David footwear in the name of feminism?”

By September, the purple M&M had made her debut. Carlson soon reignited the war, leading to Mars’ temporary suspension of their spokescandies. On FOX News, he remarked, “The green M&M got her boots back, but apparently is now a lesbian maybe? And now there’s a plus-sized, obese purple M&M.” While all of these comments are nonsensical, they point to the pressure placed on women to conform to gender norms and accommodate men’s sexual desires.

Sexualization of Women in the Media

M&M’s were not the first nor the only gendered commercial food product. In the 1940s, the Chiquita Banana, the world’s first branded fruit, made her debut. The original Miss Chiquita Banana was racialized and sexualized in order to appeal to the American market. Her femininity, specifically, was oversexualized through her flirtatious winking and eye-rolling as well as her frilly dresses and lipstick. 

Smithsonian Magazine, Chiquita Banana’s Recipe Book, 1947
Photo courtesy of Christina Ceisel

M&M’s has long employed the same strategy by sexualizing their female spokescandies. Their hypersexualization not only appears in their dress, but the erotic nature of the commercials in which they have been featured. The green M&M has been pictured pole dancing, stripping, and fondling chocolate, among other overt sexual acts. What’s more, the male M&M’s can be seen ogling her in the background, reinforcing the pervasiveness of the male gaze, in which men actively view women as passive ‘objects’ of their sexual desires.

Emphasized Femininity

Emphasized femininity refers to a range of traditional feminine norms that encourage women to accommodate men’s sexual appetites and desire for control. It legitimizes the gender hierarchy and upholds various forms of oppression. 

As women step away from the “stereotypical cultural notions” of emphasized femininity, men must “negotiate the dilemma of incorporating women’s resistance into their masculine identity projects.” Therefore, when the female M&M’s became less conventionally attractive and “sexy,” those that subscribe to the ideals of hegemonic masculinity felt threatened. They became angry that their sexual desires were not being satisfied, even with regard to a candy mascot.

This outrage reveals that women face the prospect of being labeled “socially undesirable” when they possess masculine characteristics.

In Carlson’s words, “When you’re totally turned off, we’ve achieved equity.” In our patriarchal society, when a woman exhibits defiance or authority, men feel threatened unless they can stigmatize and feminize their behavior.

When this happens, a woman is no longer a “good girl,” but a “bitch,” “lesbian,” or “slut.” Evidently, for women to be valued by men, they need to be subservient to the male gaze.

Impact of Hypersexualization

The hypersexualization of women is incredibly harmful to young people. Adolescents’ exposure to a sexualized media environment leads them to recognize women as sex objects. When women and young girls constantly see their bodies objectified, they begin to internalize the idea that the most valuable thing about them is their body. They become acutely aware that they are seen as “sexual playthings waiting to please men’s sexual desires” and begin to feel unworthy if they do not meet society’s standards. It does not go unnoticed when children see that the very candy they eat is sexualized.

When people become outraged when a female M&M’s shoe is changed, what message does that send? Of course, a so-called “culture war” waged against M&M’s is ludicrous, but there is power behind words, and this controversy’s real-world implications must be addressed. The vicious cycle of sexualizing women, mascots or not, for profit must be brought to an end, and prominent figures need to realize that the oppression of others is not a punchline.

Jillian Nord is a sociology student at Hamilton College.

In recent years, sociologists have given attention to hookup culture and other modern forms of dating. Too often, however, this discussion ignores the experiences of trans people, and occasionally it focuses too narrowly on the college campus, ignoring the current prevalence of dating apps among many age groups.

Rates of dating violence victimization from the video abstract of Garthe et al. (2021)

Focusing on trans experiences is especially important, as a 2021 study found that trans youth are twice as likely as cisgender women to have experienced physical dating violence, and fifty percent more likely to have experienced psychological dating violence. A 2023 study identified common experiences, most notably being fetishized and having to deal with others’ assumptions about trans people. “Because I’m a trans woman, people instantly assume that I must be this massive bottom,” said one participant. Another participant, a trans man, reported similar experiences, saying “I just felt like they weren’t talking to me. They were talking to an idea they had about me.”

Other research has looked at trans people’s decisions to disclose their trans identity to prospective partners on dating apps. Most participants proactively and explicitly disclosed their identity, citing concerns about violence. One participant, who was genderfluid and lived in a rural area, mentioned that when meeting someone face-to-face from a dating app, they always thought, “that person could be the person that kills me.” Others, however, will engage in softer disclosure methods, such as showcasing different facets of their identity on apps that allow multiple profile pictures.

An example of using multiple profile photos on Tinder

Who is most vulnerable within the trans community? Another 2021 study found that BIPOC, queer, and transfeminine people are the most likely to have experienced dating violence. A 2022 study looked at the dating experiences of BIPOC trans women, finding their cis male partners would often conceal their relationship from the public. Consequences of this stigma included physical violence and psychological trauma. “We getting killed just because of the guys here were scared that they secret would come out,” said one woman. They also mentioned engaging in “survival strategies,” including hypervigilance, dressing to avoid being “found out,” and avoiding certain men.

The authors of these studies suggest several remedies to the problems they discussed. First is comprehensive trans-inclusive education, whether in the form of school curricula, sex education, or violence prevention training, which have been shown to make trans people and their partners more comfortable. Second, dating app users wanted better filtering options, with one person saying, “The majority of the interactions I have with cis men on dating apps are just shit, full stop . . . can I have less of them pop up?” Finally, some study authors recommended the prohibition of “trans panic defenses,” which allow perpetrators of violent crimes to justify their actions as a loss of control after learning their victim is transgender.

As trans people are reaching new levels of visibility and coming under fire in unprecedented ways, social science research shows us that it is important to look for ways to make for a safer and less anxious future for trans people as we look for romantic and sexual partners.

Leah Long is a history and sociology student at Macalester College who researches and writes about trans history and politics.

The #MeToo movement that began in 2017 has reignited a long debate about how to name people who have had traumatic experiences. Do we call individuals who have experienced war, cancer, crime, or sexual violence “victims”? Or should we call them “survivor,” as recent activists like #MeToo founder Tarana Burke have advocated?

Strong arguments can be raised for both sides. In the sexual violence debate, advocates of “survivor” argue the term places women at the center of their own narrative of recovery and growth. Defenders of victim language, meanwhile, argue that victim better describes the harm and seriousness of violence against women and identifies the source of violence in systemic misogyny and cultures of patriarchy.

Unfortunately, while there has been much debate about the use of these terms, there has been little documentation of how service and advocacy organizations that work with individuals who have experienced trauma actually use these terms. Understanding the use of survivor and victim is important because it tells us what these terms to mean in practice and where barriers to change are. 

We sought to remedy this problem in a recent paper published in Social Currents.  We used data from nonprofit mission statements to track language change among 3,756 nonprofits that once talked about victims in the 1990s.  We found, in general, that relatively few organizations adopted survivor as a way to talk about trauma even as some organizations have moved away from talking about victims.  However, we also found that, increasingly, organizations that focus on issues related to women tend to use victim and survivor interchangeably. In contrast, organizations that do not work with women appear be moving away from both terms.

These findings contradict the way we usually think about “survivor” and “victim” as opposing terms. Does this mean that survivor and victim are becoming the “extremely reduced form” through which women are able to enter the public sphere? Or does it mean that feminist service providers are avoiding binary thinking? These questions, as well as questions about the strategic, linguistic, and contextual reasons that organizations choose victim- or survivor-based language give advocates and scholars of language plenty to re-examine.  

Andrew Messamore is a PhD student in the Department of Sociology at the University of Texas at Austin. Andrew studies changing modes of local organizing at work and in neighborhoods and how the ways people associate shapes community, public discourse, and economic inequality in the United States.

Pamela Paxton is the Linda K. George and John Wilson Professor of Sociology at The University of Texas at Austin. With Melanie Hughes and Tiffany Barnes, she is the co-author of the 2020 book, Women, Politics, and Power: A Global Perspective.

Mattel, creator of the Barbie doll, has launched “a doll line designed to keep labels out and invite everyone in—giving kids the freedom to create their own customizable characters again and again.”  This doll has minimal makeup, a short hairstyle with an attachable long-hair wig, a flat chest, flat feet (for wearing sneakers, hiking boots, or platform sandals), and clothing that includes femme and butch options.  The clothes and accessories can, of course, be interchanged into dozens of different combinations. 

Creatable World Doll – Let Toys Be Toys Blog

For those old enough to remember the 1960s dolls, I have one word for you:  Skipper.  For those too young to know, Skipper was Barbie’s little sister and had a pre-pubescent body: flat chest and flat feet, since she was too young to wear heels. Imagine Skipper only with hair that could go off and on, and a more expansive wardrobe (which, in the 60s, we would have called “tomboy”).

Vintage Skipper By Mattel Doll, Barbie's Little Sister, Stock Number 0950, Copyright 1963
Vintage Skipper Doll, Joe Haupt, Flicker CC

In fact, Mattel sidestepped controversy by diplomatically calling the new doll “customizable” rather than gender-inclusive.  This doll does not include adult body types at all.  It is more of a genderless kid than a gender inclusive adult.  For gender inclusion recognizes that policies, programs, and language need to be broader to encompass the fluidity of gender expression and orientation.  According to Gender Spectrum, the organization whose mission is to create a gender-inclusive world for all children and youth, gender inclusivity means being open to everyone regardless of their gender identity and/or expression.  Gender inclusion would thus include people with large breasts who identify as men and people with penises who identify as women.    

Of course, Mattel’s 12-inch plastic dolls were never particularly realistic, and never had genitalia.  In addition, anyone with even an ounce of creativity could, and did, dress their Barbie doll in the clothing that came with a Ken or G.I. Joe doll, cut off Barbie’s hair, pierce Ken’s ears, draw on tattoos, create their own accessories, and so on.   

Interestingly, Mattel has already made Barbie dolls dressed as men.  Between 2011 and 2019, Mattel released an Elvis Barbie, a David Bowie Barbie, a Frank Sinatra Barbie, and an Andy Warhol Barbie.  These are standard buxom Barbie dolls dressed as the iconic male figures.  Some might consider these dolls at least as gender-bending as the Creatable WorldTM dolls.  But they are also less threatening because they are marketed to adult collectors, not to kids who will play with them.  And Mattel has yet to create Marilyn Monroe Ken or Barbra Streisand Ken. (If you’re listening, Mattel, I’ll accept royalties.)

Frank Sinatra Barbie
Frank Sinatra Barbie, Miss Vinyl, Flickr CC

Changing your Barbie’s skin color was a little more challenging, but by 2009, Barbie’s 50th anniversary, Mattel had released far more ethnically diverse Barbies, although they were still primarily princesses, graceful goddesses, and buxom movie stars.  Over its nearly 60-year history, Barbie’s body shape remained a lingering complaint of feminist critics, well after Barbie got more racially diverse and Teen Talk Barbie no longer said “Math class is tough.”  For even the pilot and presidential candidate Barbies had big chests and really tiny waists, making one wonder if she would hit that glass ceiling pointy boobs first.  Sure, it could be seen as a sign of strength that Barbie does everything Ken does, only in downward pointing feet that only fit in heels.  But as millennials began to become moms who buy (or refuse to buy) Barbies (see, e.g., this feminist mom’s explanation), and Mattel’s sales started to plummet, Mattel began to rebrand itself in 2016 with the launch of new Barbie body types—petite, tall, and curvy. 

Perhaps Lena Dunham, whose nudity in Girls was considered transgressive, deserves thanks.  We should also thank the artists and activists who had a dream for Barbie and used social media to share it, going much farther than Mattel to re-imagine Barbie, gender, and pop culture.  Indeed, they make Creative WorldTM dolls look pretty conventional.  The changes Mattel has been making can be seen as a direct result of the willingness of artists, activists, and fans to playfully engage with—rather than simply criticize—their dolls.  Creatable WorldTM dolls may be another step Mattel is taking to embrace diversity and include more consumers.  How far it will go might once again depend on what fans of the dolls demand and how creative people get in making their own visions known.

Martha McCaughey is Professor of Sociology at Appalachian State. She blogs on sexual assault prevention at See Jane Fight Back (www.seejanefightback.com)

For feminists, liking Barbie is tough.  This top selling American toy has long been criticized for fueling sexist stereotypes, because women are not actually focused on dream houses, dream dates, beauty, and unbridled consumption. 

And yet Mattel has made attempts to refashion the doll as women’s positions in society have changed.  By the 1990s Barbie had careers as a firefighter, police officer, and in the military.  She had also been a racecar driver, a pilot, and a presidential candidate.  However, the 90s also gave us the infamous Teen Talk Barbie whose voice box had been programmed to say, “Math class is tough.”

The Barbie Liberation Organization (B.L.O.) switched Teen Talk Barbie’s voice box with that of talking G.I. Joe, and put the altered dolls back into their original packages and back onto store shelves.  They released videotapes to major television news outlets explaining their action and calling attention to Mattel’s outdated gender ideology.  With G.I. Joe saying, “Let’s sing with the band tonight” or “Wanna go shopping?” and Barbie saying, “Dead men tell no tales” the B.L.O.’s media-savvy culture jam threw our gendered expectations into sharp relief.   

In addition to the B.L.O., women’s groups expressed concern that Barbie’s math-anxious statement would discourage girls from pursuing math and math-related fields, and so Mattel removed the offending remark from Barbie’s voice box.

Inspired by the B.L.O. and other culture jammers, for Barbie’s 50th anniversary in 2009 I initiated a “Barbies We Would Like to See” exhibition on my campus.  The exhibition included Muslim Girl Barbie (made from a 1960s Skipper doll), Stay-At-Home-Dad Ken, Public Breastfeeding Barbie, and Lesbian Wedding Barbie—to name a few.

Public Breastfeeding Barbie and Lesbian Wedding Barbie (Photos by Martha McCaughey)

And now, as Barbie turns 60, we can see how participatory social media has made it possible for anyone with a dream for Barbie to share it instantaneously and widely.  For example, Black Moses Barbie videos on YouTube use Barbie dolls to depict imagined moments in history with Harriet Tubman, and photographer Mariel Clayton creates elaborate scenes with Barbies—sometimes violent, sometimes sexual, sometimes both—which she photographs and shares on her public Facebook page.  There are entire Instagram accounts devoted to depictions of Barbie and social critiques made through Barbie, for instance Sociality Barbie, the anonymous Instagram feed with over 800,000 followers that depicts Barbie as a Portland, Oregon hipster.  In our documentary video on Barbie in the age of digital reproduction (produced by Martha McCaughey and Beth Davison, linked above), we see how these artists and Barbie hackers go much farther than Mattel to re-imagine gender and pop culture.  Indeed, they make curvy Barbie, released in 2016, and the gender-neutral Creative WorldTM dolls, released this year, look pretty conventional.

In line with Rentschler and Thrift’s (2015) argument that feminist meme propagators do feminist cultural production, Barbie artists and activists sharing their altered dolls on social media are doing feminist cultural production and creating “feminist community-building media” (Rentschler 2019).  In this age of digital reproduction Mattel can neither thwart nor ignore what people want to do with their dolls.  Indeed, the changes Mattel has been making to their dolls can be seen as a direct result of the willingness of artists, activists, and fans to playfully engage with—rather than simply criticize—their dolls. 

Barbie has always been malleable.  Thanks to feminist media, perhaps Mattel can now acknowledge what Barbie hackers have long known: that gender, like the doll itself, is plastic.  

Martha McCaughey is Professor of Sociology at Appalachian State.  She is the author of The Caveman Mystique: Pop-Darwinism and the Debates Over Sex, Violence, and Science, and Real Knockouts: The Physical Feminism of Women’s Self-Defense.She blogs on sexual assault prevention at See Jane Fight Back.

Works Cited

Rentschler, Carrie, 2019.  “Making Culture and Doing Feminism.” Pp. 127-147 in Routledge International
Handbook on Contemporary Feminism
Ed. by Tasha Oren and Andrea Press.

Rentschler,
Carrie and Samantha Thrift, 2015. “Doing Feminism in the Network: Networked
Laughter and the Binders Full of Women Meme” Feminist Theory 16:3:329–359.

Talks about product design are a great tool for thinking about sociology because they show us just how much work goes into understanding our basic assumptions about the things we use everyday. Design shows us which parts of a product are absolutely essential for function, and just how much is only there for show. Small choices in color, curvature, or casting can do a lot to shape how we use products and what we assume about people who use them.

Karin Ehrnberger recently sent in her TEDx talk on a product re-design to swap a hand blender with a hand drill. The talk highlights gendered expectations for household labor and shows us what happens when we shake up those assumptions in the design. Fans of pointlessly gendered products will love this talk, and I also think it has a lot to teach us about labor itself, especially in how Ehrnberger highlights the difference between what gets to be a “tool” and what is just an “appliance.” Check it out!

Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow him on Twitter.

In the United States, men have higher rates of life-threatening health conditions than women — including uncontrolled high blood pressure and heart disease. Recent research published in Socius shows they are also less likely than women to consider becoming vegetarian, and changing these eating habits may be important for their health and for the environment.

To learn more about meat and masculinity, Researchers Sandra Nakagawa and Chloe Hart conducted experiments to test whether a threat to masculinity influences men’s affinity to meat. In one experiment, the researchers told some men their answers from a previous gender identity survey fell in the “average female” range, while others fell into the “average male” range. The authors expected men who received “average female” results to feel like their masculinity was in question, and possibly express stronger attachment to meat on later surveys.

Men who experienced a threat to their masculinity showed more attachment to meat than those who did not experience the threat. They were also more likely to say they needed meat to feel full and were less likely to consider switching to a diet with no meat. This study shows how gendered assumptions about diet matter for how men think about maintaining their health, highlighting the standards men feel they must meet — and eat.

Allison Nobles is a PhD candidate in sociology at the University of Minnesota and Graduate Editor at The Society Pages. Her research primarily focuses on sexuality and gender, and their intersections with race, immigration, and law.

As summer approaches and ads for part-time student work start popping up all over campus, it is a good time to talk about the sociology of sales. The Annex podcast recently ran a segment on multi-level marketing (MLM) organizations, and I just finished the binge-worthy podcast series The Dream, which follows the history of these companies and the lives of people who sell their products.

Photo Credit: Retrogasm, Flickr CC

Sometimes called direct sales or network marketing, these organizations offer part time, independent work selling everything from handbags to health supplements. The tricky part is that many of these groups spend more time encouraging people to recruit friends and family to sell, rather than moving products through traditional retail markets. People draw on their nearby social networks to make sales and earn bonuses, often by hosting parties or meeting in small groups.

You might have seen pitches for one of these groups at your local coffee shop or campus. Some MLMs get busted for using this model to build illegal pyramid schemes, while other direct sales companies claim to follow the law by providing employee protections.

Photo Credit: Neo_II, Flickr CC

MLMs are a rich example for all kinds of sociology. You could do an entire Introduction to Sociology class branching out from this case alone! Here are a few examples that The Dream inspired for me (find episodes here):

  • Economic sociologists can talk about the rise of precarious labor and the gig economy—conditions where more people feel like they need to be entrepreneurs just to survive. MLMs are particularly good at using these social conditions for recruitment.
  • Sociologists of gender will have a lot to say about how these groups recruit women, targeting our gendered assumptions about who needs part-time, flexible work and who is best suited to do the emotional work of sales. Pair readings with Episode 2: “Women’s Work.”
  • I’ve seen a fair number of MLM pitches in coffee shops and accidentally walked into a few in college. Watching these pitches is a masterclass in symbolic interactionism, and students can see how people build rapport with each other through face work and sales parties as rituals. Pair with Episode 3: “Do you party?” 
  • Many of these companies are either religiously-affiliated or lean on religious claims to inspire and motivate recruits. Sociologists of religion and culture can do a lot with the history of the New Thought movement. Pair The Protestant Ethic with Episode 4: “The Mind is a Fertile Field.”
  • Political sociologists can use the history of how these groups get around regulation to talk about corporate influence in the political world and how elites coordinate. Sociologists of Law will also love the conversation about legitimacy, especially how direct sales organizations learned to distinguish themselves from “clearly illegal pyramid schemes.” Pair with Episode 7: “Lazy, Stupid, Greedy or Dead.”

This is a great focus topic for the social sciences, both because it touches on so many trends in the US culture and economy, and because college students and recent graduates are often a target market for many of these groups.

Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow him on Twitter.