gender

Dmitriy T.M. sent in another example, via Jezebel, of the use of hunting as a metaphor for dating/attaining sex with women.  The metaphor portrays men as predators and women as prey,  suggesting that women are inherently unwilling and men inherently deceitful, coercive, and aggressive.  This sets the stage, discursively, for sexual assault.

Throw in a couple men representing a non-specifically “primitive” culture to remind us that such a relationships is “natural,” and you’ve got this Dos Equis ad:

For more of this metaphor, see Sex and Dating as a Hunt, Beer, Sex, and the Hunt, Taxidermied Girl Parts, and Hunting for Bambi.

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.

Enjoy a new round-up of examples in which men = people and women = women.  The tendency to include women as a special type of human being, alongside men who get to be regular people, is a specific example of a more general phenomenon in which some people, but not others, are marked as a specific kind.  We see this with race, routinely, in cases where there are “people” and “black people,” “families” and “ethnic families,” or when the skin tone of white people is substituted for the very idea of “skin” tone.  And we’ve covered many examples of this in regards to gender; see our posts on the Body Worlds exhibits, avatars, fitness equipment, rulers, and this collection of many additional examples.  Here is a new set of instances submitted by our Readers:

Michelle P. took this photo of two card games in Salem, MA at The House of the Seven Gables gift shop:

Jennifer discovered that her local zoo was selling “binoculars” and “girly girl binoculars”:

froodian sent along a set of guitar straps for sale.  There are “guitar straps,” “giggin for god guitar straps,” “kids guitar straps,” and “girls’ guitar straps” in pink, purple, and baby blue:

Sarah J. noted that the website www.healthcare.gov features sections (along the bottom) for “healthy individuals,” “individuals with health conditions,” and “women”:

Finally, Leigh sent along Technorati’s odd effort to appeal to women. Their main site has a highlighted yellow tab to press if you’re female, labeled “women.”  And, if you do, you get girly content, plus pretty flowers!

The main site:

The woman site:

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.

Cassie C. sent us a vintage ad that illustrates the way that beauty standards can change dramatically over time. The ad, for products called Fat-ten-u and Corpula, promises to help you get fat, a clearly desirable state:

Available at the Library of Congress.

Of course, it’s also worth noting that the woman in the photo likely wouldn’t be considered fat by current standards, partially because of a small waist that probably resulted from corseting.

Side note: The link Cassie sent us, at Whole Health Source, has two black and white ads as well, but I haven’t been able to verify them as authentic or find any info on where they were found or originally appeared, and I’ve found some questions about their authenticity.

The new “manned-up” VW Beetle is in the news again and J. Dawn Carlson, a PhD Candidate at UC Berkeley, asked us to write about it.  We covered it in July of 2010, but figured this was a good excuse to revisit the post.

The VW Bug was introduced in 1938 for economical, powerful, fast, and sustained driving on the German Autobahn.  Later it jumped shores and became an icon of the California surfer lifestyle:

The New Beetle, however, introduced in 1998, quickly became associated with women because of its bubbly body and pastel colors. Feminized products, however, don’t sell well with men (or some women) because femininity is stigmatizing.  Accordingly, the Beetle is re-vamping its image; it’s getting a “sex change” for 2011.  Brit S. pointed us to a story in the Anaheim Examiner detailing this surgery.  Jim Cherry writes:

New Beetle is about to get a testosterone injection. A mean-looking chopped top, 200 H.P. motor, widened stance, and a larger interior will transform the quintessential chick car into a rock-hard rock star.

So being mean-looking, wider, and larger (with a Porsche engine) are all equated with masculinity, a characteristic that will supposedly improve the cars appeal to men (and non-girly women).  Here’s what the new testosterone-injected Beetle will look like (in red, of course):

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.

Cross-posted at Jezebel.

Oh how I love a good example of our tendency to gender cats and dogs.  See, for example, my cat person/dog person rant and our post about an adoption campaign arguing that it can be manly to own a cat.

Josh Pearson sent in another colorful example from The Blue Buffalo Trading Co., a company that makes pet foods.  The company subtly genders dogs and cats with blue and pink, respectively:

More, the language on the site sexes the animals themselves. They consistently refer to cats as “she” and “her” and dogs as “he” and “him.”  For example, the text reads:

I hope everyone recognizes this as bizarre.  Dogs and cats come in both hes and shes (that how there are more cats and dogs every year).  And notice that we tend to stereotype dogs as more like the stereotypical woman (dependent, passive, and happily subordinated) and cats like stereotypical men (independent, self-serving hunters), even as we masculinize dogs and feminize cats.  So there is some serious contradiction going on here.  We gender everythingthough, so why not dogs and cats!

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.

History and women’s studies professor Keri Manning, along with Aydrea at The Oreo Experience, Sully R., and Dmitriy T.M., sent a link to a series of illustrations of pin-up girls (from the ’50s, I’m estimating) alongside the original photograph on which they were modeled (Buzzfeed).  Today we bemoan photoshopping, and here we have pre-photoshop examples of the kind of free-reign that artists had in idealizing their subject.  Dr. Manning notes, for example, that overall:

Bellies become flatter. Breasts become perkier.  Cleavage appears that wasn’t there before.  Waistlines shrink; the difference between the bustline and waistline gets more pronounced.  Hair gets longer.  Hair goes from brunette to blonde.  Inner thighs emerge from the shadows.  Cheeks become flushed, lips are quite red.

An interesting look at a photoshop forerunner. See the images at Buzzfeed and Pristina.

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.

Said Mary Wollstonecraft:

Taught from infancy that beauty is woman’s sceptre, the mind shapes itself to the body, and roaming round its gilt cage, only seeks to adorn its prison.

Inspired, perhaps, by Wollstonecraft’s words, Katie Makkai fights back against the word “pretty.”  After a childhood subject to its tyranny, she imagines telling her own daughter to reject its pull, beginning with “The word pretty is unworthy of everything you will be!”  Thanks to Jake Lundwall for the tip.

(Transcript after the jump.)

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Last week we received ten requests* to discuss the furor over a J. Crew ad featuring a 5-year-old boy in pink toenails, with his mom, Jenna Lyons, the President and Creative Director of J. Crew.

Fox News, Media Research Network Center (MRNC), and One Million Moms criticized the ad for supporting a liberal agenda aimed at mainstreaming gender-bending behavior and causing this particular child to be confused about his gender or sexual orientation.  Their criticism was picked up by mainstream news outlets, including ABCNews, The Wall Street Journal, CNN, and the Los Angeles Times, who mostly just posed the question as to whether they were correct, while balancing opposing views in support of the idea that painting a son’s toenails pink was consequence-less.

Frankly, I’m not sure what to make of this “furor” (as I called it).  On the one hand, the criticism of the ad is a cautionary tale to all companies and a lesson to us all.  Here at SocImages, we frequently criticize companies that portray and assert rigid gender roles, especially for boys.  But look what happens when a company dares to do something different?  Outrage!  Accusations! Perhaps we’re short-sighted to imagine that companies can just tell whatever cultural story they want to tell.

On the other hand, perhaps this isn’t a story about advertising, perhaps it’s a story about media more generally.  It’s true that there were objections to the ad.  But I didn’t find many of them; just a few high-profile examples.  Perhaps what really happened was what is sometimes colloquially referred to as a “slow news day.”  Only the choir would have been preached to if the criticisms weren’t picked up and highlighted by many more media outlets.  And those outlets, as I did above, beg audiences to pay attention to the “furor.”  A furor that might have been largely of their own making.  Say “hello” to ratings.

These are my thoughts. Yours?

*  Many thanks to Katrin, Zoe S., Jeff H., Prof. Mary Reiter, Sara P., Andrew Slater, p.j., Brian K., Ben Y., and Dmitriy T.M. for the submissions!

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.