gender

On the heels of our Frito Bandito post, comes this (I think) 1975 ad for Tequila Gavilan.  Slogan: “One taste…and you’re not a Gringo anymore.”

If I’m reading this ad correctly, both the woman and the man in this ad are supposed to be Mexican. What’s interesting, then, is the different social construction of Mexican men and women. While the male is the familiar “Frito Bandito,” sombrero-wearing fool, the female is a hot, spicy Latina.  Today the Mexican fool is a risky stereotype to pull out, but the hot spicy Latina is still a very common trope.

From another angle, this reminds me a bit of the history of colonization and war. All too frequently, male ethnic others in war are considered enemies, while female ethnic others are considered the spoils of war. So the idea that the racially-othered men are disposable, while “their” women are desirable has a very long history in Western thought (see, for example, Joane Nagel’s great book, Race, Ethnicity, and Sexuality).

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

As you may know, Disney has a movie coming out later this year called “The Princess and the Frog,” a retelling of the story of the princess who kisses a frog that then helpfully turns into a handsome prince for her to marry. The noteworthy aspect of this film, aimed at a mainstream audience, is that the female protagonist is African American. We’ve seen Disney films with non-White protagonists before–“Mulan” and “Pocahontas,” for instance–but to my knowledge there haven’t been any with a Black main character, unless I guess you count the Uncle Remus stuff, and that’s just a whole lot of ick.

While many people have eagerly awaited “The Princess and the Frog,” Disney’s long history of negative or stereotypical portrayals of non-White characters (i.e., “Fantasia“) meant many were concerned about what the final product might be, expressing concerns based on the trailer and other promotional materials that have emerged so far. Margaret Lyons at EW.com says,

Disney’s track record with racism and racist caricature makes me a little nervous when I see stuff like that toothless firefly.

According to Jezebel, “…Tiana was originally a maid named Maddy (to0 close to mammy?)…” And Leontine says,

…based on this trailer, the other things that Black people get to do are voodoo shit, playing jazz and dancing, and making jokes about their butts.  Charming.

For the record, the protagonist is only African American for part of the movie; for a good chunk of it she’s a green frog. But then, doesn’t the princess turn into an ogre in at least some of the “Shrek” movies? I can’t quite recall.

The movie website has a video game. In the game (from io9),

…Tiana, is sent on a mission to retrieve the rich white girl’s tiara, so she can borrow it, but along the way she’s asked to fetch some hot sauce for the gumbo before she has permission to get to the rich girl’s bedroom.

A screenshot of the hot sauce part:

Rebekah R. pointed out a deck of promotional cards handed out at Comic-Con (also at io9). There are some interesting gender and racial elements. Here are Tiana’s parents; note that her mother is “nurturing” while her father is “inspirational”:

Dr. Facilier is a “witch doctor,” practices voodoo, and looks a bit like cartoonish images of pimps I’ve seen now and then:

I did notice that the valet (is that the same as a butler?) for the prince is White rather than Black:

The text for one of the cards says “It’s not in yo’ cards”:

Here’s Mama Odie, the godmother figure, is a “seer” with a snake:

These images and objections are interesting by themselves, but they also bring up some of the difficulties in portraying groups that have historically been stereotyped negatively and occupied a subordinate social status. For instance, the fact that Tiana was originally going to be a maid wouldn’t, on the surface, necessarily be that different from “Cinderella,” in which the (White) protagonist is basically a maid. And there’s nothing wrong with playing jazz or, for that matter, practicing voodoo (which could be seen as very similar to the magic that is so common in kids’ films).

But of course, an image of a Black woman as a maid carries different connotations than that of a White woman doing the same job. There have certainly been large numbers of White maids  in the U.S. as well as other countries; in the late 1800s many female Irish immigrants to the U.S. took jobs as domestic servants. But they fairly quickly transitioned, as a group, into other types of work. African American women were stuck with jobs as maids a lot longer because of job discrimination. The “Mammy” figure, a happy-go-lucky servant pleased to take care of the White family she worked for, was applied exclusively to Black women.

Depicting Cinderella as a maid doesn’t play into pre-existing stereotypes of White women; it’s just an individual portrayal. A Black character cast as a maid, to many people, reproduces an image of Black women that goes beyond the individual–whether the creators intend to or not, such images bring with them associations to the Mammy character and real oppression of African American women in a culture that saw them primarily as servants for more privileged groups.

Disney may have intentionally tapped into those cultural images when Tiana was originally imagined as a maid for a White character (as well as including other stereotypical elements). Or the creators may have unthinkingly reproduced stereotypes because, when thinking about characters to use in a movie set in New Orleans with a Black protagonist, they drew on existing cultural imagery. In the absence of a concerted, thoughtful effort to avoid reproducing them, it’s not surprising that problematic elements show up in TV shows, movies, and so on.

Anyway, this should be an interesting situation to watch unfold when the movie is finally released.

UPDATE: Commenter John Lewis says,

This movie’s worth analyzing, but Gwen’s commentary here is not among the most insightful I’ve read on this blog. From my viewing of the trailer, without knowing much else about the film, I think she’s really reaching.

I don’t know that I’m “reaching,” exactly–we know quite a bit of other stuff about the film, such as the fact that Disney originally had Tiana cast as a maid, and that many people who want this to be a good film are very frightened about how it might turn out, which I think is fascinating in and of itself–but he’s right about it not being the best commentary ever. Meh. It’s free content, people, and this is the first week of classes. My brain works better at putting together a coherent argument some days than others. Taking the post down b/c it’s not my best, or b/c people say I’m off-base, seems sort of intellectually dishonest, like I’m trying to hide anything that gets criticized, so I guess I’ll just leave it up and people can read the critical comments.

And in my defense, it also turns out Disney has recut the trailer and some of the scenes that were in it when I first started writing up some commentary aren’t in it any more. I didn’t realize when I found a link to the trailer after the original link disappeared that it had been changed to leave out some things I found odd in the first one.

See also this post that includes a discussion of concerns that the movie “Up” wouldn’t be popular because it had an Asian lead character as well as our post on gender in Pixar films, gender roles in “Bee Movie,”

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

Reading Resist Racism, I found a link to an article in this Sunday’s Washington Post by a journalist by the name of Amit Paley who chronicled her exploration of “tribes” in Thailand.  The article is a study in class privilege, with a global twist.  It begins with the sentence: “You can see almost anything in the world if you pay enough.”

She wanted to see women of the Padaung (or Kayan), who are from Burma but now live in Thailand as refugees.  The Kayan women are famous for wearing brass rings around their necks, leading to the illusion of an elongated neck created by the depression of their collarbone. Paley writes:

Ever since I glimpsed the Padaung as a child in my grandfather’s National Geographics, I had wanted to see these curious women, who suffer painful disfigurement to emerge as graceful beauties.

Her description of human beings, indirectly, as curiosities, combined with the comment that you can see “anything… if you pay enough” (my emphasis) is an excellent example of the objectification of ethnic others.

Paley’s desire to see these women is almost thwarted by the majority of tourist companies in Thailand who describe her effort as exploitative and immoral.  They even suggest that the women are “prisoners held captive in the villages by businessmen” making money off of tourism.  This is confirmed by Wikipedia, for what it’s worth.

This doesn’t stop Paley, who keeps asking until she finds a company that will take her to one of the remote villages in which Kayan women live.

The women she meets confirm that they wear traditional garb, continue traditional practices (such as the brass rings), and are even forced to remain in the villages, in order to attract tourists.  Men, largely, appear to be exempted from earning their keep in this way.

Paley says that one powerful male village member said that the women “must wear the dress because of tradition” and “spoke excitedly about its appeal to tourists and noted that half of the village’s income of $30,000 a year comes from tourism.”

A woman in brass rings told her “We do it to put on a show for the foreigners and tourists!”

Paley finishes with this lackluster reflection:

So is it unethical to visit the long-necked women? It is clearly true that money spent to visit them supports an artificial village from which they essentially cannot leave. On the other hand, many of them appeared to prefer living in virtual confinement as long as they are paid and safe. According to what they told me, their situation beats the alternative of living in a repressive country plagued by abject poverty and hunger.

I don’t feel guilty about visiting the Padaung, but my feelings might be different if I had traveled solely as a tourist rather than as a journalist. And I certainly don’t like their lot in life:  Shouldn’t everyone have the freedom to live and travel wherever they want?

Well, Paley has shown that she certainly does have that freedom.  And she is apparently willing to use her “journalist” identity to justify just about any advantage that her privilege affords her.

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.

Ann S. sent us this promotional photograph of Beyonce.  In it, I think, she is wearing something which is supposed to be a motorcyle that she is then riding.  !?

So she is a motorcycle and she is riding herself?  This is such a mess of objectification that I cannot bring it into focus:

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Here’s another collection of images about gender and marketing of various techy things, particularly video games. You can see my other jumbled post of such images here (check out the links at the bottom of that post–I’m not going to reproduce them here).

Danielle F. found a post at bitmob that includes this old ad for Game Boy:

Notice that the presumed user is either a heterosexual male (or, I suppose, a lesbian…but I doubt it). And as we see, the Game Boy is so awesome it’s better than having sex with a woman tied up waiting for you. I hope the unhappy look on her face is because her partner is distracted and not because she doesn’t really want to be tied up.

NEW! Nov ’09 Another vintage example (well, 1987):

A reader who prefers to remain anonymous sent in this image he was forwarded that someone created equating different browsers with women. Again we see that the assumed user is male:

The reader says,

…notice how all the women are described primarily or entirely in terms of sexual attributes, and criticized for whatever ways they fail to be ideal sex partners…Unquestioned assumptions here…that “women” means “people whose purpose in life is to provide you with sex”.  Male gaze much?

I find the Chrome image particularly icky. The equating of IE with “easy” women, who are of course the “first woman [users] tried” (because she’s not relationship material, just for getting started), and the connection to STDs is also classy.

The sender-inner continues,

Like most software companies, mine has an extremely imbalanced male-to-female ratio, maybe something around 90% male, and most of the women are in the marketing and HR departments so the balance is even further skewed among the people who engineer the software.  (Full disclosure: I’m a man.)  I have no way of knowing how prevalent e-mail forwards like this one are among engineers in the software industry, since most of them get passed around under the table.  It makes me wonder what role they might play in perpetuating or reinforcing a “boys-only-club” kind of culture that makes women feel unwelcome, or whether that has an influence on the extreme gender imbalance of my industry.

We got several more submissions of gendered marketing of techy items. Stephanie G. sent us a link to her post at Mother Jones about Sony Ericsson’s attempt to market cell phones to women by making them “diamond” shaped:

The company claims that “structured forms, intricate corners, hidden depths” are trendy. Stephanie points out,

…”depth” refers to a “variety of different shine and matt [sic] finishes,” not tech specs.

The phone has some features that clearly illustrate stereotypes about what women (should) care about:

“The two inch screen’s clever design means that at the touch of a button the screen becomes a mirror, offering a discreet way to make sure you look as good as your mobile phone. It is also the first Sony Ericsson to feature Walk Mate step counter, to help you stay in shape wherever you go. It also has an exclusive fashion interface which automatically updates with zodiac signs and special events throughout the year.”

Liz noted the following about Ubisoft’s series of Nintendo games aimed at girls:

…includes stuff like ‘Imagine Makeup Artist’ and ‘Imagine Wedding Planner.’ Without exception every game is about physical appearance, performance for the purpose of looking pretty, or nurturing/childrearing.

If you haven’t gotten enough yet, Kate M. sent in these examples of “time management games” (what?!?) at Shockwave:

I don’t know what to make of this one:

UPDATE: Reader Shodan says, about Virtual Families and Virtual Villagers,

…in those games, male and female characters can take on dozens of roles, with males able to take on tasks that have been often portrayed as the role of women traditionally (house cleaning, child rearing) and women taking on tasks that are often portrayed as masculine masculine (research, construction).

On the other hand, I found this tip (here):

Stay at Home Moms- Nursing mothers focus all their attention on the baby for two years of game time. They won’t do any other tasks while caring for the baby.

Also this at Codeblower:

Job: Breeder
If you want (once things are progressing and you’ve got a steady food-supply, a hut or two built, and you’re working on unplugging the lagoon) you can task a couple villagers to be “Breeders”. Be advised that this is only a good idea for females. This was another accidental-discovery. I had everybody but “The Runner” set to Breeder (to get the population moving) and shut the game down for a while. I came back to discover that one of the males had decided that Runner would be a good mate — food-production had halted. Needless to say, the two men in the village were immediately tasked with Runner’s duties while the females nursed the infants.

So maybe I’m totally offbase on those two. Or maybe not.

You can also play Create a Mall, Posh Boutique 2, Diaper Dash, or a variety of games about diners, salons, and boutiques. Kate says,

Even the ones that involve you having a successful career (and saving the community!  What a hero!  Nurturing all of us!) don’t start off with you wanting a career – you fall into it by accident, on account of your love for your family/community/cooking/fashion.

Also see: the Sony OMG Lilac Play Station Portable, mom/daughter domesticity in a Nintendo ad, targeting the new Risk to men, and Miss Bimbo.

NEW! (July ’10): Bri A. sent in another example of gendering technology. This is an image from TeamViewer, a program that lets people remotely access your computer. Notice what it says under Info: “This number identifies you. Tell your partner so he can connect to you.” Because only guys would be using this, obviously.

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

We’ve posted in the past about how cigarettes have been marketed to women: as ways to lose weight, a form of personal liberation (more examples of this marketing theme here and here) as a way to calm down stressed moms, and doctor-approved methods of clearing up skin problems.

A while back Emily M. sent us a link to an article at the Onion A.V. Club that shows how men have been portrayed in cigarette ads. They provide a nice comparison to female-oriented marketing campaigns.

A recurring theme is that of a men as rugged individualists who go out and explore wild, remote, presumably dangerous places on their own. The Marlboro Man is the most familiar example, but Camel’s “where a man belongs” campaign also stressed this image:

Another major theme we see is cigarettes as facilitators of male bonding:

Other times we see men smoking as they do Really Intense Work:

Also see our post on Tiparillo cigarettes as a way to get hot women and Skoal use as male bonding that will get you out of a speeding ticket.

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

Etan B. sent in this ad (found Etan’s blog) that the CDU, a conservative German political party, is using to compare its candidate, Vera Lengsefeld, to Angela Merkel. The ad shows a photo of Merkel on the left and Lengsfeld on the right. Both women are in dresses that reveal cleavage (the photo of Merkel generated a lot of discussion when it first appeared about whether she was dressed too sexily):

The text on the left, across the image of Merkel, says “We have more to offer,” the implication being, of course, that the conservative party has more to rely on than cleavage. Lengsfeld explained the ad this way:

If only a tenth of them also look at the content of my policies, I will have reached many more people than I could have done with classic street canvassing.

UPDATE: Now I’m confused. Elena says,

Merkel is the chairwoman of the CDU. Both women belong to the same party, and according to the ad both have “[more] to offer”.

I apologize for the confusion about Merkel’s party–I read in two different places the account I gave above. So I guess the CDU is basically saying you should vote for it because it has candidates that are sexy? I kinda think that’s actually worse than what I originally thought it was. Elena, thanks so much for the clarification!

You can also read an article about the controversial ad at NPR.

As Etan points out, it’s reminiscent of the scrutiny Hillary Clinton received after she wore this outfit on the Senate floor:

As far as men go, in 2000 Rolling Stone was accused of airbrushing this cover photo of Al Gore to make his crotch bulge bigger (via):

So there are lots of examples of efforts to delegitimize political candidates by focusing on their looks or sexuality, but the Lengsfeld one is the most blatant I’ve seen recently.

Teresa C. sent in this image created using UNICEF data to show what percent of women surveyed in various countries said it was acceptable for their husbands to hit them:

(Found at BuzzFeed.)

You can find the data and a breakdown of UNICEF data collection methods here. The data for many more countries are available there too. I can’t quite figure out why these particular countries were used in the image; they aren’t all of the countries with the highest percentages. As far as I can tell, the UNICEF data table only includes numbers for the “developing” nations and some countries from eastern Europe, which is UNICEF’s focus. But I do wonder what the numbers would be if you asked women in the U.S. a question along the lines of “is it ever acceptable for a man to hit a woman?” or “can you think of any situation where it might be understandable that a man would hit his wife or girlfriend?” You might get higher “support” for violence against women than you’d think. The UNICEF page doesn’t provide the wording of this question, which would be interesting to know.

That’s not to downplay the issue of women justifying or accepting violence against women, just that those of us in the “developed” nations need to be sure not to pat ourselves on the back too much about how enlightened we are about domestic violence.

And I can’t help but dislike the image, in that at first glance it would appear to be a pie chart in which all of the sections add up to 100%; really a bar graph would be a better way to illustrate this. But then, I had a dissertation advisor with a 5-page single-spaced document outlining his standards for data presentation.

UPDATE: Reader P. makes the point I was getting at above (that the wording might greatly impact how much “support” you find for violence against women) much better than I did:

What they were actually asked, in the MICS and the DHS (the two primary sources for the data), was this question:

“Sometimes a husband is annoyed or angered by things that his wife does.  In your opinion, is a husband justified in hitting or beating his wife in the following situations:

– If she goes out with out telling him?
– If she neglects the children?
– If she argues with him?
– If she refuses sex with him?
– If she burns the food?”

I bet you get very different rates for different “justifications,” which is important both for data-gathering/presentation and for anti-domestic violence campaigns. And, again, I bet if you broke down various “reasons” for hitting a woman, I bet you’d get higher-than-expected acceptance of them in countries in the “developed” countries that weren’t presented in the table.