gender

As summer approaches and ads for part-time student work start popping up all over campus, it is a good time to talk about the sociology of sales. The Annex podcast recently ran a segment on multi-level marketing (MLM) organizations, and I just finished the binge-worthy podcast series The Dream, which follows the history of these companies and the lives of people who sell their products.

Sometimes called direct sales or network marketing, these organizations offer part time, independent work selling everything from handbags to health supplements. The tricky part is that many of these groups spend more time encouraging people to recruit friends and family to sell, rather than moving products through traditional retail markets. People draw on their nearby social networks to make sales and earn bonuses, often by hosting parties or meeting in small groups.

You might have seen pitches for one of these groups at your local coffee shop or campus. Some MLMs get busted for using this model to build illegal pyramid schemes, while other direct sales companies claim to follow the law by providing employee protections.

MLMs are a rich example for all kinds of sociology. You could do an entire Introduction to Sociology class branching out from this case alone! Here are a few examples that The Dream inspired for me (find episodes here):

• Economic sociologists can talk about the rise of precarious labor and the gig economy—conditions where more people feel like they need to be entrepreneurs just to survive. MLMs are particularly good at using these social conditions for recruitment.
• Sociologists of gender will have a lot to say about how these groups recruit women, targeting our gendered assumptions about who needs part-time, flexible work and who is best suited to do the emotional work of sales. Pair readings with Episode 2: “Women’s Work.”
• I’ve seen a fair number of MLM pitches in coffee shops and accidentally walked into a few in college. Watching these pitches is a masterclass in symbolic interactionism, and students can see how people build rapport with each other through face work and sales parties as rituals. Pair with Episode 3: “Do you party?” 
• Many of these companies are either religiously-affiliated or lean on religious claims to inspire and motivate recruits. Sociologists of religion and culture can do a lot with the history of the New Thought movement. Pair The Protestant Ethic with Episode 4: “The Mind is a Fertile Field.”
• Political sociologists can use the history of how these groups get around regulation to talk about corporate influence in the political world and how elites coordinate. Sociologists of Law will also love the conversation about legitimacy, especially how direct sales organizations learned to distinguish themselves from “clearly illegal pyramid schemes.” Pair with Episode 7: “Lazy, Stupid, Greedy or Dead.”

This is a great focus topic for the social sciences, both because it touches on so many trends in the US culture and economy, and because college students and recent graduates are often a target market for many of these groups.

Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow his work at his website, on Twitter, or on BlueSky.

SocImages authors and readers love pointing out pointlessly gendered products, especially children’s toys in blue and pink. Since gender is about what we do in the world, all the things we use for work and play can give weight to assumptions about gender differences that aren’t true. Critics of pointlessly gendered products emphasize that small differences in design—from color to function—can ultimately add up to big differences in how people learn to act in the world.

Gendering toys isn’t just about the color, it is also about what we teach kids to do with them. That’s why I got a huge kick out of this video: a compilation of old commercial shots of “white boys winning board games.” Of course, I haven’t done a systemic sampling of old commercials to see if girls win too, but this compilation makes an important point about how we can miss tropes that only show one outcome of social interaction over and over, especially competition.

I remember being a competitive kid when it came to board games. I didn’t like losing at all, and it took quite a few years until I learned to just enjoy playing on its own. After this compilation I look back and wonder whether I just felt bad about losing—as most of us do from time to time—or whether a part of that feeling was also a sense that something was wrong because I was “supposed” to be winning like the other boys. That’s the power of gendered socialization.

Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow his work at his website, on Twitter, or on BlueSky.

On January 31, The New York Times responded to a letter from Kimberly Probolus, an American Studies PhD candidate, with a commitment to publish gender parity in their letters to the editor (on a weekly basis) in 2019. This policy comes in the wake of many efforts to change the overwhelming overrepresentation of men in the position of “expert” in the media, from the Op-Ed project to womenalsoknowstuff.com (now with a sociology spinoff!) to #citeblackwomen.

The classic sociology article “Doing Gender,” explains that we repeatedly accomplish gender through consistent, patterned interactions. According to the popular press and imagination — such as Rebecca Solnit’s essay, Men Explain Things to Me — one of these patterns includes men stepping into the role of expert. Within the social sciences, there is research on how gender as a performance can explain gender disparities in knowledge-producing spaces.

Women are less likely to volunteer expertise in a variety of spaces, and researchers often explain this finding as a result of self-esteem or confidence. Julia Bear and Benjamin Collier find that, in 2008 for example, only 13% of contributors to Wikipedia were women. Two reasons cited for this gender disparity were a lack of confidence in their expertise and a discomfort with editing (which involves conflict). Likewise, studies of classroom participation have consistently found that men are more likely than women to talk in class — an unsurprising finding considering that classroom participation studies show that students with higher confidence are more likely to participate. Within academia, research shows that men are much more likely to cite themselves as experts within their own work.

This behavior may continue because both men and women are sanctioned for behavior that falls outside of gender performances. In research on salary negotiation, researchers found that women can face a backlash when they ask for raises because self-promotion goes against female gender norms. Men, on the other hand, may be sanctioned for being too self-effacing.

Knowledge exchange on the Internet may make the sanctions for women in expert roles more plentiful. As demonstrated by the experiences of female journalists, video game enthusiasts, and women in general online, being active on the Internet carries intense risk of exposure to trolling, harassment, abuse, and misogyny. The social science research on online misogyny is also recent and plentiful.

Social media can also be a place to amplify the expertise of women or to respond to particularly egregious examples of mansplaining. And institutions like higher education and the media can continue to intervene to disrupt the social expectation that an expert is always a man. Check out the “Overlooked” obituary project for previously underappreciated scientists and thinkers, including the great sociologist Ida B. Wells.

For more on gendered confidence in specific areas, such as STEM, see more research on Gendering Intelligence.

• Julia B. Bear and Benjamin Collier. 2016. “Where Are the Women in Wikipedia? Understanding the Different Psychological Experiences of Men and Women in Wikipedia.” Sex Roles 74(5–6): 254–65.
• Kelly A. Rocca. 2010. “Student Participation in the College Classroom: An Extended Multidisciplinary Literature Review.” Communication Education 59(2): 185–213.
• Molly M. King, Carl T. Bergstrom, Shelley J. Correll, Jennifer Jacquet, and Jevin D. West. 2017. “Men Set Their Own Cites High: Gender and Self-citation across Fields and over Time” Socius 3: 1-22.
• Linda Babcock, Sara Laschever, Michelle Gelfand, and Deborah Small. 2003. “Nice Girls Don’t Ask.” Harvard Business Review October: 2–5.
• Corinne A. Moss-Racusin, Julie E. Phelan, and Laurie A. Rudman. 2010. “When Men Break the Gender Rules: Status Incongruity and Backlash against Modest Men.” Psychology of Men & Masculinity 11(2): 140–51.
• Mairead Eastin Moloney and Tony P. Love. 2018. “Assessing Online Misogyny: Perspectives from Sociology and Feminist Media Studies.” Sociology Compass 12(5).
• Nicola Henry and Anastasia Powell. 2018. “Technology-Facilitated Sexual Violence: A Literature Review of Empirical Research.” Trauma, Violence & Abuse 19(2): 195-208.

Originally Posted at There’s Research On That

Jean Marie Maier is a graduate student in sociology at the University of Minnesota. She completed the Cultural Studies of Sport in Education MA program at the University of California, Berkeley, and looks forward to continuing research on the intersections of education, gender, and sport. Jean Marie has also worked as a Fulbright English Teaching Assistant in Gumi, South Korea and as a research intern at the American Association of University Women. She holds a BA in Political Science from Davidson College.

Happy Valentine’s Day! A sociological look at love is always a little awkward, because it means coming to terms with just how much our most personal, intimate, and individual relationships are conditioned by the cultures we live in. Dating preferences reflect broader patterns in social inequality, external strains like job insecurity can shape the way we think about romantic commitment, and even the way people orgasm can be culturally conditioned.

Classic sociological research finds that love follows cultural scripts and repertoires. While every relationship is unique, we learn fundamental patterns about how to love from the world around us. Breaking those scripts can be uncomfortable, but also hilarious and genuine. This year the internet has gifted us two amazing examples where romantic scripts and comedy collide.

One comes from research scientist Janelle Shane. Shane recently trained a machine learning algorithm using a collection of phrases from those candy hearts that always pop up this time of year. After detecting patterns in the real messages, the program generated its own. You can see a full set of hearts on her blog. These hearts get so very close to our familiar valentine scripts, but they miss hilariously because the program can only ever approximate the romantic gesture.

The other comes from comedy writer Ryan Creamer, who has uploaded an entire series of simple, earnest, and distinctly not pornographic videos to PornHub. Hit titles include, “I Hug You and Say I Had a Really Good Time Tonight and Then I Go Home,” and “I Ride in a Taxi and Don’t Have Sex With the Driver.” Check out Joana Ramiro’s analysis of Creamer’s work, capitalism, and intimacy at Jacobin. 

This Valentine’s Day, take a moment and see if you’re just following the typical social script. Breaking up the romantic routine can lead to a genuine laugh or two, and you might even learn something new about your relationship.Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow his work at his website, on Twitter, or on BlueSky.

As a feminist sociologist, I couldn’t help but notice how reality competition shows like Dwayne “The Rock” Johnson’s  The Titan Games and American Ninja Warrior can teach us a lot about how society understands physical strength in relation to gender. 

Each of these shows takes a different approach to including women in strength competitions. On The Titan Games, women compete against women, while men compete against men. For each round, there is a man and woman winner. Given this format, men and women get equal screen time throughout the show. We see pairs of women and men compete in the same competitions like the Herculean Pull—the most intense one-on-one game of tug-of-war you have ever seen. This same-gender competition can actually minimize gender differences to the audience. Even if the pairs of women are slower than the pairs of men on some events, competition times are not shown to the television audience, so this difference is not highlighted.

In contrast, in the original rules of Ninja Warrior, everyone competed and the highest ranked individuals moved on to the next round. This quickly resulted in few women being represented beyond the first round (although some women were advanced as “wildcards” at the producers’ discretion). On Ninja Warrior, the audience sees the ranks of all the competitors, so it is very clear how the women do in comparison to the men (not so well, for the most part).

In 2017 (Season 9), the rules were modified to secure slots for women in later rounds. Interestingly, the rule change was in response to fan interest in seeing more women compete. Under the new rules, the top five women in qualifying rounds would advance and the top two women in the city finals would move on to national finals. This format results in some women moving forward based on performance in relation to all competitors and other women moving on based on their performance in relation to other women. For example, in Philadelphia qualifiers in Season 10, three women earned a spot in the city finals based on their overall rank in the competition and the next two highest-ranking women (although lower ranking than some men) also advanced to the City finals to attain the minimum of five women advancing.

From a feminist perspective, which approach is best for showing women’s strength in competition? Do you prioritize representation and visibility for women, giving equal time to men and women throughout the competition as in The Titan Games? Or do you prioritize eliminating gender as an organizing category, providing the opportunity for (some) women to be ranked higher than (some) men, and including the potential for participation of folks outside the gender binary as in the original Ninja Warrior rules? Or do you try to do both?

This question matters because there are real stakes to the way we see strength in pop culture. The way we consider gender and physical strength affects many women, even those who are not elite athletes. For example, in my own research on the construction trades, many tradeswomen face assumptions and stereotypes about women’s physical ability that disadvantage them throughout their careers. It’s important to disrupt discourses about strength when they are leveraged to unnecessarily disadvantage women. Not all women (or men) have the physical ability to do construction work. But many do. 

Strength competitions like these might seem to support stereotypes, but our scientific understanding of strength raises some troubling ideas about perceived “natural” differences of the body. Biological differences between men and women are not a clear as some would like to believe, this had led to problems with determining athletes’ genders for competition. In the US, large and muscular bodies are seen as desirable for men and problematic for women; this shapes who trains to complete in these types of competitions. If more women trained for strength-based competitions, we can assume the gap between men and women in these competitions would shrink, but not fully disappear. Similar trends have occurred in long distance running.

It’s difficult to imagine that anyone who has seen the women competitors on these shows could believe that women are not strong enough to do construction. Especially if you watched the first episode of The Titan Games and saw Tina Rivas, a sheet metal installer. And as she said about her work, “I am the only woman. So obviously that’s a little bit hard. But I can handle it.” Indeed.

Maura Kelly is an Associate Professor of Sociology at Portland State University. Her research and teaching interests include gender, sexualities, social inequality, work and occupations, and popular culture. Her current research is primarily focused on the experiences of women and people of color in the construction trades as well as policy and programs intended to increase the diversity of the construction trades workforce. She is the co-editor of the forthcoming book Feminist Research in Practice (Rowman & Littlefield 2019).

For better or worse, pop culture models some of our deepest assumptions about social relationships. One classic example is the Hollywood double standard when it comes to gender and aging—leading men get to age while the media expects most leading women to stay forever young. This can lead to age gaps on screen that mirror uncomfortable patterns of gendered power in society.

Has this trend gotten better or worse over time? I recently came across some great open data from the Hollywood Age Gap project, where Lynn Fisher has collected the ages of actors playing the romantic leads in over 600 films to calculate the actual age gaps behind the on-screen relationships. The website does an excellent job showing the gaps for each movie individually, but we can also look at them in the aggregate. It turns out that as more movies are produced, more also tend to have smaller age gaps between the leads. The average age gap for films in this data set sits just below 10 years since 2000, down from average gaps of about 15 years through the 1970s.

We also know that social context matters for relationships. If both people are older, for example, smaller age gaps aren’t as big a deal. The classic “half-your-age-plus-seven” shortcut is one example of the kind of informal rules cultures can develop to figure these things out. After a little math, I color coded the age gaps using this common shortcut. About 27% of the movies in this data set fail the test. Notice how the rule cuts both ways—some larger age gaps pass the test because both actors are older. Other smaller age gaps fail the test.

However, there is still a massive gendered double standard in these movies. Once we remove the 20 instances of same-sex relationships in the data set, 83% of the cases have an older man and only 17% of cases have an older woman. The older men cases are also more likely to violate the half-plus-seven rule (based on a quick chi-square test for gender of older actor x half plus seven status – p<.001).

The news here is a mixed bag. While average age gaps as a whole are on the decline, these data show how Hollywood still has a gendered double standard for who has to act in a potentially “creepy” scenario on screen.Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow his work at his website, on Twitter, or on BlueSky.

For years now, expecting parents have been popping balloons and cutting colorful cakes to announce the sex of their babies. These “gender reveal parties” can be a fun new take on the baby shower, but they also show just how much we invest in the gender identities of children. In a world where gender inequality persists and gender identities can be in flux, cultural traditions like this can lock people into rigid thinking that separates boys and girls.

Of course, point this out at the wrong time and you’ll usually get accused of raining on the parade. It’s just a cake after all, right? The tricky part is that social scientists often show how identities can turn into ideologies that have real stakes for human behavior.

For a dramatic example, last week the world got footage of the gender reveal party that sparked a massive 2017 wildfire in Arizona. These parents wanted to go big to announce their new baby boy—so big that it warranted explosions in the middle of dry grasslands.

It’s not that gender stereotyping directly caused this fire—even if we didn’t have a rigid gender binary, people would still start disasters with a stray campfire or sparkler. This case is still useful for thinking about gender, though, because what we celebrate and how we celebrate it shows a lot about where people learn to place their interest and effort. We don’t have massive parties for baby’s first steps or first conversation, and I can’t think of a time when a First Communion needed 800 fire fighters to come clean up afterwards.

 Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow his work at his website, on Twitter, or on BlueSky.

This year marks the 200th anniversary of the publication of Frankenstein. Written by a teenage Mary Shelley on a dare, this classic example of science fiction and horror explores the ethics of scientific discovery. In the story, Victor Frankenstein brings a corpse (or, many pieces of corpses sewn together) to life. Instead of continuing to study his creation, he runs away leaving it alone and defenseless. At first, the creature attempts to befriend the people he meets, but they are so offended by this specimen that they chase him away. Lonely, the creature vows to take revenge on his creator by killing Victor’s loved ones. Eventually, both the scientist and the experiment are left alone with their misery, floating off on icebergs.

Frankenstein was based on real science at the time—Galvanism—when scholars and showmen were animating dead bodies with small electric shocks. Shelley saw some of these demonstrations and, after a few rainy night’s in Byron’s castle, penned the novel. Against this bleak backdrop, Shelley asks us to consider who is responsible for the devastation in her story? Is it the creature, a mere experiment, who caused such destruction? Is it the scientist who never took responsibility for his own work? Or, could it be the people, those who shunned the scientific anomaly because they didn’t like what they saw? What happens when other people make a monster out of your work?

We are still wrestling with these questions today as we debate gender and genetics. A recent article from Amy Harmon in The New York Times reports on communities willfully misinterpreting recent research in social science and genetics to support white supremacist views. At the same time, the department of Health and Human Services is considering establishing a formal definition of gender grounded in “scientific evidence” that could curtail civil rights protections for transgender and nonbinary people—despite the fact that biological research doesn’t support this binary view.

The scariest part of these stories isn’t just that science is taken in bad faith, it is also the confusion about who is responsible for correcting these problems. From Harmon’s article:

Many geneticists at the top of their field say they do not have the ability to communicate to a general audience on such a complicated and fraught topic. Some suggest journalists might take up the task. Several declined to speak on the record for this article.

Social science research shows that trust in scientific evidence isn’t just a matter of knowing the facts or getting them right. Trust in science requires cultural work to achieve and maintain, and political views, prior beliefs, and personal identities can all shape what kinds of evidence people accept and reject. While the media plays a big role in this work, experts also have to consider who gets to control the narrative about their findings.

The bicentennial of Frankenstein asks us to consider, this hallow’s eve, the responsibility we carry as researchers, as interpreters of research, and as those who lead people to research. It is our guidepost and our warning call. This is why we (a science educator and a sociologist) both think science education and public engagement from experts is so important. If practitioners back away from the public sphere, or if they don’t intervene when people misinterpret their work, there is a risk of letting other social and political forces make them into Victor Frankensteins. What do you think? Do experts just need to stick to the science and leave their results to everyone else? Or, do scientists need to start worrying more about their PR?

Sofia Lindgren Galloway is a STEM Educator at The Bakken Museum and a theatre artist in Minneapolis. With The Bakken Museum, Sofia performs educational plays and teaches classes about Mary Shelley, Science Fiction, and the history of electricity, among other topics.

Evan Stewart is a Ph.D. candidate in sociology at the University of Minnesota. You can follow him on Twitter.