gender

In Sold American: Consumption and Citizenship, 1890-1945, Charles McGovern discusses how, during World War II, advertisers tried to link “…consumption, war, and the deepest American political ideals…in a new blend of political ideology, corporate interest, and private appeal” (p. 353). That is, a company’s contribute to the war effort would be emphasized while the non-war-related products it sold would be offered up as the reward waiting Americans once the war was won. The ability to consume products becomes, then, one of the things American soldiers are fighting for as well as what they are owed upon their return home.

This G.E. ad presents this message blatantly, turning G.E. consumer products into “rights” (larger images of parts of the text below or available here):

Enlarged text:

Notice that, first, women who were making weapons (and other items) in factories during WWII are ignored here–they certainly didn’t have the right to a job, as many learned when they were forced to leave their jobs so that returning soldiers could have them. Also notice that consumption is patriotic–by purchasing G.E. products, you’ll be making sure the men who did “our fighting” have jobs afterward.

Another section from the ad:

“K.P.” means “kitchen patrol.” Once he returns home, a soldier has the right to avoid housework and not even feel bad about it; that is, he is owed a gendered division of labor. Luckily, G.E. has a product that will allow him to exercise that right and reduce the burden of housework on his wife (and, as the ad says in another section, G.E. can ensure his right to coffee whenever he wants it with an electric coffee maker).

The section of text at the bottom of the ad makes the connection between patriotism, consumption, and war victory extremely clear:

Text:

These things after the war cannot be for the few. The must be for ALL AMERICANS. That is why General Electric from the midst of total war production is devoting this series of messages to you to say, most seriously: “In Time of War, Prepare for Peace.” Whatever your income, YOUR WAR BOND SAVINGS can buy you everything mentioned on this page-things finer than ever before because of our war skills. So begin to save and plan for the things your savings will buy. Each after victory purchase you make will help create more jobs. Gender Electric Consumers Institute, Bridgeport, Connecticut.

A two-page Firestone ad contains the same elements: post-war consumption as a reward for victory, and a gendered division of the companies products into the masculinized war effort and the feminized post-war consumerism that Americans could look forward to:

Text:

Today, in all of its 48 factories throughout the world, Firestone is producing for war. Hundreds of different products made of rubber, metal and plastic are flowing forth in ever-increasing quantity from these busy Firestone plants–war materials that are saving American lives and helping to speed the day of victory. Under the impetus and inspiration of war-time emergency, Firestone has made many remarkable new discoveries and developed many startling new improvements in materials and machines, in processes and products. All of these technical advancements are now being concentrated on bringing the war to a quick and victorious conclusion.

Text:

Victory must come first, of course. But victory will be hollow indeed unless those on the home front plan now to help build that wonderful world of tomorrow for which millions of Americans are fighting. So Firestone is also preparing for peace. And after victory, when Firestone is again concentrating on peace-time products, its advantages in “know-how” will help provide work for its men and women now in service and enable Firestone to make and sell a wide variety of products which will set new standards of quality, durability, comfort and economy. So it is only natural that Firestone, while producing for war, is also preparing for peace.

It’s similar to President Bush’s post-9/11 suggestion that Americans who want to do something for their country should go shopping, since that would help the economy.

UPDATE: Reader AR says,

Bush’s suggestion is based on the Keynesian idea that consumption drives wealth creation, while these ads are promoting the older idea that saving, accepting hard times now for greater consumption later, is the path to wealth. Indeed, what many viewed as the “point” of the war is basically the same as the mentality behind savings in general: biting the bullet now for prosperity latter, and for future generations. This site itself has featured many ads encouraging people to reduce consumption as much as possible, and to save in the form of war bonds.

Can anyone seriously imagine seeing the line in the GE ad, “So begin to save and plan for the things your savings will buy,” in any modern advertisement?

Some have observed that advertisements featuring kids often present active boys and passive girls. This vintage ad is a great example of what that looks like:

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.

In the book Strong Women, Deep Closets: Lesbians and Homophobia in Sports, Pat Griffin discusses the pressure on female athletes to constantly prove they, and their sport, are acceptably feminine, for fear of being labeled lesbians. Women who engaged in, and openly enjoyed, sports have often been viewed with suspicion or concern, ranging from beliefs that physical exertion might make them infertile to a fear that women’s sports teams serve as recruiting sites for lesbians. Some college coaches even try to get young women to play on their teams by hinting to their parents that other schools their daughter is considering are known for having a lot of lesbians and it might not be the “type of environment” where they want their sweet little girl to go.

Female athletes, and women’s sports teams, thus often feel a lot of pressure to prove their heterosexuality to quell homophobic fears and to make women’s sports appealing to a broad audience. One way to do so is to dissociate themselves from lesbians. Another is to emphasize the femininity of female athletes, signaling that they are, despite their athletic abilities, still physically attractive to, and interested in, men.

Texas A&M put out this promotional media guide, which features an image of the male coach surrounded by the team in sexy clothing:

While these types of materials have traditionally been for the media, they’re increasingly used as recruiting tools for players as well. Those who produce them argue that they’re just trying to put out something distinctive that will set them apart. And as Jayda Evans at the Seattle Times says, it’s not like men’s sports teams are never photographed off the court.

But as many researchers have pointed out, and as Evans herself discusses, female athletes are often photographed and discussed in ways that largely erase their athletic abilities. When men’s teams are dressed up for publicity materials, it’s usually for one or two images that are outnumbered by ones that highlight their sports participation. For female athletes, images that exclude any connection to sports often become nearly the entire story. And despite the fact that the creators often stress their interest in doing something unique and distinctive to set themselves apart, there is a very common set of elements in promotional materials for women’s sports: clothing, make-up, hair, and poses that sexualize the players and implicitly include a reassurance to parents, potential players, and fans that the women are pretty, charming, and feminine, regardless of what they do on the court or the field.That is, they are blending masculinity and femininity by being athletic and pretty, not giving up their femininity altogether.

Of course, part of an acceptable performance of femininity is showing that you want male attention, and that you actively try to make yourself appealing to men. So while these materials might do many other things, they also carry a particular message: these girls like to pretty themselves up, and that should reassure you that it’s not a team full of lesbians.

The effect of all this is that female athletes may feel pressured to keep their hair long, wear make-up even on the court, and emphasize any relationships they have with men or children to “prove” they are straight, and a lesbian who likes makeup and sexy clothing may face less suspicion and stigma than a straight woman who doesn’t.

Also see our posts on Serena Williams’s ESPN cover, Candace Parker “is pretty, which helps,” groundbreaking female sailor is also pretty, sexualizing female Olympic athletes, diets of champions, media portrayals of female athletes, and valuing dads in the WNBA.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Leigh snapped this picture of a Toys ‘R Us catalog.  He noticed that, for both microscopes and telescopes, the version coded “girl” (i.e., the pink one) is the least powerful one (600x magnification vs. 900 or 1200x and 90x vs. 250 or 525x).  Coincidence?

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.

In this video, Brenda Laurel discusses her successful computer game for girls.  Detailing extensive research on what girls want, Laurel then shows us a some interviews with girls and a bit of the resulting video game, Rocket, which seems to focus heavily on navigating complicated high school relationships.  Laurel says that all critics love her game except the “male gamer who thinks he knows what games ought to be” and “a certain flavor of feminists who thinks they know what little girls ought to be.”

Laurel clearly sees herself as an advocate for girls and, at the very end of the video, mocks (that certain flavor of) feminist objection to the game.

In general, the video is a fascinating peek into the thinking of video game producers.  And it certainly raises the question of what a feminist video game could look like.

Start at 6:28 if you want to skip the details as to her companies and data collection:

See other posts on girls’ video games here, here, and here.

And, for evidence that the gaming world isn’t particularly welcoming to girls and women, see here, here, here, here, here, and here (NSFW).

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.

I always enjoy having my preconceptions challenged and I had a nice moment while visiting the website of a U.S. company, East Essence, that sells clothes for Muslim women.

They offered some of what I expected, such as traditional clothing and hijabs:

And also some things I didn’t expect:

The fact that the website includes traditional and modest clothing, and also models wearing tight jeans and revealing their midriffs, challenges the notion that Muslim women always dress according to strict rules, as well as the ideas that all Muslim women dress alike or that any given Muslim women dresses the same from day to day.

For more on Muslim fashion, see our posts here, here, here, and here.

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.

Rhea D. sent us a link to an ad campaign currently running in India for the shoe company Redtape. In the ads, a guy gets to select which woman he wants from a vending machine or his closet:

I think the fantasy is not just to have a specific hot chick, but to be able to pick out which one you want and get her immediately. It’s the ultimate form of objectification–women as simply something to pick from and purchase at your leisure. Rhea points out that everyone in the ad is quite light skinned, which is widely associated with beauty and success in India.

See our posts on skin lightening cream for men, skin lighteners as liberation, skin lightening as modernity, and hot girls make your Ecko jeans.

Both (here and here) at Found in Mom’s Basement.

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.