gender

Kasia G. and Tom M. sent in this remarkable product designed to smooth out…     wait for it…     camel toe.

That’s right, women.  Listen up.  We want you to wear clothes so tight that we can see every bump and crevice on your body, but see… we don’t want you to actually have bodies.  Can you work on that for us, please?

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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.

Diego Costa recently pointed out to us the sexualization of Jaden Smith. In that post, I wondered if race played much of a part in this process; while non-White boys are often adultified, it wasn’t clear to me that it was a major factor in this case. Diego followed up by sending along some photos of White teen heartthrob/pop star Justin Bieber, who you may know better as that kid on the cover of magazines whose hair you desperately want to brush out of his eyes. He’s a bit older than Jaden, so the idea of him dating or talking about girls isn’t surprising, but the specific example Diego sent in is.

Apparently Justin Bieber, who is 16, met Kim Kardashian, the 29-year-old reality-TV personality and model, earlier this year at the White House Correspondents’ Dinner (and no, I didn’t know teen pop stars go to the Correspondents’ Dinner, either). Apparently after she Tweeted that she had “Bieber fever” and he joked about her being his “girlfriend,” Bieber fans flipped out and sent her death threats and such.

Following this, the two recently posed together for a fashion shoot for Elle, presumably making fun of and capitalizing on the earlier frenzy and publicity regarding their friendship. The photo shoot had them walking on the beach, in the water, holding hands, and in other ways hinting at romance; in some cases, Bieber’s light-colored shirt is wet and you can see his entire chest through it:

Diego asks how this would go over if the roles were reversed: if Elle had images of a 16-year-old female teen star in a see-through shirt walking on the beach with, or getting a flower from, a 29-year-old male celebrity “mostly known for…posing nude several times and making money off of his condom-free sex tape…” (after a sex tape of Kardashian with her ex-boyfriend appeared, she sued and settled with the company distributing it for $5 million).

I’m not trying to stigmatize Kardashian; I’m not interested in her, or why she’s famous, here. But I think Diego has a very good point: it’s unlikely many people will think this is an inappropriate sexualization of Bieber (though perhaps Kardashian will need some extra security guards when Bieber’s fans see these). As the reaction to Jayden Smith indicates, we accept the idea of boys being sexual, or sexually interested, at younger ages than girls, and any interest they show in older girls or women is a sign of their sexual precocity — and, of course, heterosexuality — not a sign that they are either in danger of being preyed upon or that they are tempting Lolitas (and thus dangerous to men). We simply don’t worry as much about a 16-year-old teen boy shown in a photo like this because we don’t think of sexuality being dangerous for them in the way we think it is for girls.

UPDATE: Sorry comments were previously turned off — some type of glitch.

Stephanie DeH., Cara McC., and our intern, Lauren McGuire, sent in this CPR certification campaign that embraces the idea that sex sells.  I initially added it to our post on using sex to sell unlikely things (e.g., organ donation and sea monkeys), but I changed my mind and decided it deserved its own discussion.

What was interesting to me about this example is the sexualization of the possibility of dying. The fact that a person might die is apparently not serious enough to make it unsexy.  It actually took me a minute to even notice the weirdness of sexualizing the risk of death.  After I noticed I thought “How crazy!”  But then I thought again: in a society that regularly sexualizes violence and murder, the sexualization of near-death is par for the course (which, of course, is why it didn’t strike me as particularly weird in the first place.

NSFW and possibly triggering, so images are after the jump:

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Andrew M. sent us a link to an interesting post by Lewis Denby at Beef Jack about the video game APB. The game lets you customize the characters in a variety of ways, including height and weight. Denby noticed something interesting about the customization, however. Here’s a male figure with the weight at the maximum level:

As Denby points out, it’s pretty unusual to have main characters that give the option of not being super muscular and slim, so this is pretty surprising. Perhaps less surprising is what he found when he maxed out the weight scale for a female character:

While she’s certainly larger than most women in video games, the maximum body proportion for her seems quite a bit thinner than the maximum allowed for the male character, and she still has an hourglass shape. So you’re given the option to customize the characters’ bodies, but it appears you get less choice for the female figures than the male ones. The question is why; did the designers think this is as large as anyone was likely to ever want a female character to be? Were they, for whatever reason, more concerned about female than male characters being too much outside the video game norm, to the point of limiting customization options? Some other reason for this disparity? If it were due just to technical design issues, I don’t see why it would be possible to give more weight range for the male character than the female one.

Beef Jack contacted the company for comment but, it being the weekend, they’re still waiting to hear back.

Tom Megginson alerted us to an interesting example of “astroturf” activism.  After complaints from religious groups, the New York City transit authority took down the following ads from buses running through largely Hasidic Jewish communities:

Georgi Vodka saw the move as a marketing opportunity and hired models to wear the bikini pictured in the ad and pretend to protest the censorship.  Playing on their nudity, their signs had slogans such as “MTA should butt out of bikini ads.”

To contrast this with genuine grassroots campaigns in which “regular” people come together to try to change something about their society, sociologists call this type of marketing “astroturf” activism, fake protests arranged and paid for by companies.

So first we have a religious community expressing its displeasure to the city regarding an advertising campaign they find offensive.  They organize, in true grassroots fashion, to have the ads removed from the buses that travel through their neighborhoods.  Then a company hires people to put on a counter-protest, in true astroturf fashion, turning what was a simple case of collective action into (an apparent) social conflict.  But, as is characteristic of astroturf movements, Georgi isn’t doing it in an effort to shape society into a form that it finds good and beneficial (as the Jews are, whether you agree with their opinion or not), they’re simply trying to make money.  And they’re willing to deride the Hasidic community if they need to.  In fact, Georgi spokesperson Todd Shapiro told Fox News that they have:

…no intention of resting until their controversial campaign is blasted across the backside of all buses that travel through Hasidic Jewish neighborhoods in Brooklyn… Georgi Vodka now plans to drive the billboard through these forbidden areas…

This is a good example of how even protest has been co-opted by marketers.  Our rights as citizens to mobilize can seem ineffectual and trivial when solid efforts, like that of the Hasidic community, are mocked by more powerful organizations.  Further, “non-profit” organizations funded by companies or industries make it difficult to know if any given protest is grassroots or astroturf, such that all activism is suspect.

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.

Fluid hair salon released this ad to let people know that it is donating all clipped hair to the oil recovery efforts in the Gulf:

The ad is a perfect example of the way in which entirely-unrelated messages get inexplicably translated into half-naked women looking uncomfortable.  Why not advertise donations to oil recovery with clean beaches, or dirty beaches, or oil booms, or rinsed off birds, or smiling shrimpers, or actual hair-based oil spill mats?  Why in heaven’s name slather a perfectly clean woman in goop that looks like oil and make her crawl in a marsh?

Because half-naked women who are dirty, disgusting, and uncomfortable are high-fashion.  Because we love to see women on their knees in the mud.  To a great extent, elite fashion imagery involves putting women in gross situations and pretending that it’s cool.  These images assault their bodies and their dignity.  So how else would an elite salon advertise its good-doing?  Female punishment is the language of fashion. Fluid just speaks it fluently.

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.

Kristi P. sent us a link to a story at OMG! from Yahoo! about Christina Hendricks, who is famous for playing the curvaceous Joan on Mad Men. The article title includes “‘I Felt Beautiful’ Gaining ’15 Pounds’,” and the article discusses how Hendricks feels about her body.

Notice the contradiction in this screencap?

That’s right: throughout the article on how Christina Hendricks loves her non-waifish body there are links to stories about “incredible star slim-downs,” getting a “celebrity six-pack,” and how to get a “last-minute bikini bod.” So even in a story about a person reveling in her body, the message is clearly conveyed that your own body is not good enough, and to make it better, you probably need to make it thinner.

According to this 1935 ad for canned corn, the key to a man’s heart is his stomach.  Mr. Thomas T. Twiggers was a miserable husband, so miserable that Mrs. Thomas T. Twiggers booked a trip to Reno for a quickie divorce.  But then she fed him Niblets canned corn.  With proper feeding, a man and a marriage can be happy as can be!

Vintage Ads.

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.