gender

About a year ago, Gwen posted about the evolution of the Sun-Maid, the young spokeswoman for Sun-Maid raisins:

In her post, she asked: “I wonder if Sun-Maid has stayed with the de-sexualized icon because raisins are associated with children?”

Well, Gwen, I’m afraid you spoke too soon.  Here, via Jezebel, is the new Sun Maid:

Noticably slimmer and with more form-fitting clothes, this new Sun Maid is clearly not hyper-sexualized, but it’s a move in that direction.

Here’s a commercial in which, building on her increasing sexualization and objectification, she turns into a Hollywood celebrity for a sec:

I think–considering also the recent makeovers of Dora the Explorer, Holly Hobbie, and Strawberry Shortcake–we can officially call this a trend.

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 previous posts on Gossip Girl promotions and the New Beverly Hills 90210, we’ve argued that daily life is becoming increasingly pornified.  That is, features of the genre of pornography are being mainstreamed and porn is now, more than ever in modern history, everywhere.

I couldn’t help but this of this concept of pornification when I investigated the Burger King Shower Cam website, sent in by Catrina C.

Text:  “Watch our shower babe shake her bits to the hits every morning.”

Um, yeah, so everyday you can go to the website and watch a girl in a bikini sing a song in the shower (don’t miss the burger boobs).  You can also vote on the song and bikini for the next day, as well as enter into a contest for a date with the girl.  If you don’t win the date, you may still be a lucky runner up and win Burger King “proper man toiletries”:

Yep, Burger King hygiene products.

Word on the street is that the products are a joke; they actually smell like meat.

Has Axe been so successful in using misogyny to pitch its products that Burger King feels that it must sell toiletries to fully get on the pornification bandwagon?  I just don’t know.

In any case, as A Sarah points out at the Shapely Prose, this is insulting to women and men both.  Apparently Burger King presumes men are stupid or shallow enough to be impressed by BKs facilitation of bit-shaking and, therefore, that the campaign will actually translate into a desire to consume their product (as opposed to a desire to avoid it).

The fact that it’s supposed to be funny doesn’t make it better, it makes it worse.  Because, really, this is the kind of humor they think men respond to?  “Hahaha.  She’s wearing a bikini and it looks like there are fried eggs on her boobs!  Hahaha!”  “Hahaha!  I smell like meat!”  Dudes, Burger King thinks you’re stupid.

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.

V. and Anna G. sent in this ad for a LOLCats T-shirt.  Notice that the woman’s t-shirt is for women only, but the man’s t-shirt also doubles as a unisex shirt.

Both Emily W. and Sabine M. sent in this example of the same phenomenon at Mental Floss:

Mindy J. sent us a third example from Secret Society of Vegans:

From Johanna G:

Finally, Jessica S. sent in this example from Kung Fu Nation:

This is just another example of the phenomenon of how we take one half of a (false) binary (such as man vs. woman) and make one generic and the other specific.   Men can be human, but women are always female humans; white people can be just people, but non-white people are always other; Christian symbols are for everyone, but non-Christian symbols are exclusive; and so on and so on.

For more examples, see these posts on how racial and ethnic identity adds spice, Sotomayor’s racial bias, male neutrality in stick figures (here and here), male-default avatars, flesh-colored products, for normal to darker skin, Michelle Obama’s “flesh-colored” gown.

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.

At Weird Universe.

Rachel U. sent us a 1968 American Airlines ad (larger available at Modern Mechanix):

The text:

She only wants what’s best for you.
A cool drink. A good dinner. A soft pillow and a warm blanket.
This is not just maternal instinct. It’s the result of the longest
Stewardess training in the industry.
Training in service, not just a beauty course.
Service, after all, is what makes professional travellers prefer American.
And makes new travellers want to keep on flying with us.
So we see that every passenger gets the same professional treatment.
That’s the American Way.

Rachel says,

Before I read the headline of the ad, my brain registered the woman as a typical “sexy stewardess” image that seems to be standard industry fare when air travel started booming:  knees bent up toward the face, one hand touching her face…extremely focused gaze that seems a bit “come hither.”

Of course, that’s what the pose is. It’s just that being sexually attractive doesn’t mean women weren’t also supposed to also take on a caretaking role. It’s one way we’ve constructed femininity over the years: women were supposed to be nurturing and supportive in a “maternal” way, while also sexually alluring enough to keep their men from wandering (because if he wandered, it was definitely their fault for not keeping him happy at home).

Notice also the implicit denigration of stewardesses in general: at American Airlines they get real training, “not just a beauty course.” At first reading that could seem as though they were saying they emphasize skill, not physical attractiveness, but the image makes it clear you can look forward to getting both.

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

Duplo blocks are made by the Lego company.  They are like legos, but bigger and chunkier (less swallowable).  Like this:

Amanda R. captured this screenshot on the Duplo website:

Apparently, if you’re going to buy Duplos for some little kid, the very most important first piece of most vital information you will ever need before you ever ask anything else is whether or not the kid has a penis or a vagina.

Meanwhile, Elisabeth R. found exactly the same thing at the Toys R Us website:

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.

Elizabeth T., my awesome former student, asked us to write about Taylor Lautner’s Rolling Stone cover.

Of course, everyone’s been talking about  It’s either “oh he’s so hot!” or “he’s just seventeen! child pornography!”  But what I think is hilarious is the fact that they had to have him posing with a football.

You see, in this photograph, Lautner is a sex object.  And, as I’ve written before, a “sexual object is to be presented as passive, consumable, inert (remember, only one person gets “fucked”).”  And who does the fucking?  Men.  Real men.  And who gets fucked?  Women and womanly men (you might know them as “fags”).

So Lautner, by virtue of being objectified, threatens to also be seen as gay:

Apparently they’d rather break one of the golden rules of photography (don’t have anything coming out of the subject’s head), than allow Lautner’s sexual objectification call his sexuality into question.

Yes, yes we get it.  Lautner is a guy’s guy.  I mean, wait a second, he’s a girl’s guy.  Wait!  I mean he likes dudes!   No, not that way!  In a bros before hos way.  He likes dudes best, unless it’s for sex, then he likes girls!  He likes girls!  Even though he’s all sexy and wet and objectified, he’s not a fag okay!  We swear!  Look!  THERE’S A FOOTBAAAAAALLLLLLL!

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.

Benno K. sent in a link to some ads he saw in the Netherlands for the Discovery Channel, which Benno describes as “the channel that used to be for science, but is now mostly explosions and motor bikes.” In both posters the men have “women’s” eyes–that is, they appear wide-eyed and long-lashed, with mascara:

The caption says:

Not for women’s eyes. Discovery Channel has television men want to watch. Exciting, smart, interesting, adventurous, and most of all real. Watch for yourself.

I know that as a woman, I hate smart, interesting stuff. It’s just too hard to understand and it makes my brain hurt. I try to only watch TV shows that are dull, dumb, boring, cautious, and totally fake.