gender

Sociological Images owes a great debt to Jean Kilbourne, a pioneer in the feminist critique of advertising.  She’s most famous, probably, for her video series, Killing Us Softly.

In those videos, she offers a typology of ways that women are subordinated in media content.  One of those is silencing.  Sometimes this means actually covering a woman’s mouth (forcibly, but also playfully), other times copy simply says that she need not (or shouldn’t) speak.  Below are a series of images we’ve collected that illustrate this.  Some of them are dated, but they give you an idea of what the mechanism of silencing looks like.

Canada’s Next Top Model (Cycle 3), sent along by Julie C., included a photoshoot in which the models’ mouths were covered with duct tape.

Erin S. sent in a link to a set of fashion photos in New York Magazine that show faceless women.

Reanimated Horse sent us an American Apparel ad in which the woman’s body is highlighted but her face is obscured:

The next two ads are examples of one’s that suggest that women need not speak, that products can speak for them.

“Eye contact is speaking without words”:

“Make a statement without saying a word”:

Finally, Sarah B. sent along a form of resistance to these kinds of images.  Colin von Heuring, who just started a brand new blog on media subversion, saw an ad with the copy  “You don’t need words to make a statement.”  He decided to “ma[k]e it explicit” (original on the left, modified on the right):

For more on Jean Kilbourne and the subordination of women in advertising, here’s the trailer to Killing Us Softly 4:

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.

[Note: The last item on this page might be NSFW in some workplaces; it’s behind a jump, but if you came to the post directly, be careful about scrolling down past the raincoats.]

Seven readers — Aneesa D., mouskatel, Brandi B., Lisa B., Jared B., Tom Megginson (of Work that Matters), and sociologist Michael Kimmel — all let us know about the attention Bic’s “for Her” pens have been getting, so I thought it was a good day for another round-up of the many items we have decided must be differentiated into versions for men and women. We’ve featured pens like this before; Bic’s are designed just for us ladies and our special pen needs, which apparently include the colors pink and purple and “easy glide” and “smoothness”:

The pens are for sale on Amazon in the UK, and they’ve inspired a lot of push-back over the gendering, with people writing reviews mocking the product and its packaging. Buzzfeed featured a number of the reviews, which highlight the way that internet marketing certainly helps companies, but also opens up more avenues for the public to complain about or ridicule products in a very direct, immediate way that can quickly attract others to do the same — a much faster form of complaint than the days when you had to write a letter to a company’s headquarters:

But don’t worry, guys! There are products just for you, too! J.V. is happy to report that there’s now a hair dryer for men, called the Man Groomer. After all these years of wishing you had some way to quickly dry your hair the way women can, a solution is at hand:

And Sean discovered that Planters is helpfully now selling cans of mixed nuts that are specifically chosen to support men’s health. Obviously women may eat almonds, peanuts, and pistachios separately, but when combined, these form a magical Man Food that addresses men’s unique needs for protein, vitamins, minerals, and fiber:

UPDATE: Reader Kat says,

The Men’s Health on the can of nuts is because they are a product the editors of the magazine Men’s Health felt were a healthy option…The can of nuts aren’t gender specific they are just boasting their “award” of being well liked by the editors of this particular magazine. No different than when any other product has the label “recognized by *fill in the blank* magazine.”

In other gendered products news, Jessie L. noticed these face masks for sale in Taiwan. They are different sizes, but instead of simply presenting them as Medium and Large, for whoever might need those sizes, those size differences are clearly connected to expectations about gender. They’re differentiated by color, by the person shown wearing each one, and the pink package even has a heart-shaped hole that lets you feel the mask.

Similarly, Joonas L. saw his-and-hers versions of disposable raincoats for sale in Helsinki, Finland, and couldn’t see anything different about them except the color and the use of language (miesten = men’s, naisten=women’s) to explicitly gender them:

Finally, Megan C. pointed out an example of gendered personal lubricant. The exact same product it “Tush Eze” when it’s pink and features a woman, but “Anal Eze” in the blue bottle featuring a man. I’m putting it after the jump, just in case it’s not safe for some workplaces:

more...

Hanna Rosin, senior editor at The Atlantic and author of The End of Men, has written a piece about hook up culture on and off college campuses for the September issue of her magazine.  Given that I’ve done some research on hook up culture, W.W. Norton’s Karl Bakeman asked me to weigh in.  So, here are my two cents: Rosin isn’t wrong to argue that the culture offers women sexual opportunities and independence, but she mischaracterizes the objections to hook up culture and draws too rosy a conclusion.

Those who wring their hands and “lament” hook up culture, Rosin contends, do so because they think women are giving it up too easily, a practice that will inevitably leave them heartbroken.`She writes:

[Critics of hook up culture pine] for an earlier time, when fathers protected “innocent” girls from “punks” and predators, and when girls understood it was their role to also protect themselves.

If this is the problem, the answer is less sex and more (sexless?) relationships.  But, Rosin rightly argues, this wrongly stereotypes women as fragile flowers whose self-esteem lies between their legs.  It also romanticizes relationships.  Drawing on the fantastic research of sociologists Laura Hamilton and Elizabeth Armstrong, she explains that young women often find serious relationships with men to be distracting; staying single (and hooking up for fun) is one way to protect their own educational and career paths.

All this is true and so, Rosin concludes, hook up culture is “an engine of female progress — one being harnessed and driven by women themselves.”

Well, not exactly.  Yes, women get to choose to have sex with men casually and many do.  And some women truly enjoy hook up culture, while others who like it less still learn a lot about themselves and feel grateful for the experiences.  I make this argument with my colleague, Caroline Heldman, in Hooking Up and Opting Out: Negotiating Sex in the First Year of College.

But what young women don’t control is the context in which they have sex.  The problem with hook up culture is not casual sex, nor is it the fact that some women are choosing it, it’s the sexism that encourages men to treat women like pawns and requires women to be just as cunning and manipulative if they want to be in the game; it’s the relentless pressure to be hot that makes some women feel like shit all the time and the rest feel like shit some of the time; it’s the heterosexism that marginalizes and excludes true experimentation with same-sex desire; and it’s the intolerance towards people who would rather be in relationships or practice abstinence (considered boring, pathetic, or weird by many advocates of hook up culture including, perhaps, Rosin).

Fundamentally, what’s wrong with hook up culture is the antagonistic, competitive, malevolent attitude towards one’s sexual partners.  College students largely aren’t experimenting with sexuality nicely.  Hook ups aren’t, on the whole, mutually satisfying, strongly consensual, experimental affairs during which both partners express concern for the others’ pleasure.   They’re repetitive, awkward, and confusing sexual encounters in which men have orgasms more than twice as often as women:

The problem with hook up culture, then, is not that people are friends with benefits.  It’s that they’re not. As one of my students concluded about one of her hook up partners:  “You could have labeled it friends with benefits… without the friendship maybe?”

Hook up culture is an “engine of female progress” only if we take-for-granted that our destination is a caricature of male sexuality, one in which sex is a game with a winner and a loser.   But do we really want sex to be competitive?   Is “keep[ing] pace with the boys,” as Rosin puts it, really what liberation looks like?  I think we can do better.

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.

Somehow the accidental mis-translation of the Princess/Barbie character is just right…

Buzzfeed and CookdandBombd, via Work that Matters.

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.

We have a fun post about the various ways in which Prince Charles was posed with Princess Diana in order to obscure the fact that she was about his height.  Building on this, Geoffrey Arnold at The Social Complex has collected some examples of men’s height being manipulated in order to preserve the social illusion that men are taller (or at least not shorter) than women.

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.

Liz B. let us know about Slim Jim’s Spice Loss ad campaign, which features a number of commercials about men suffering from the horrible condition of spice loss, also known as emasculation. As Liz explains, “Apparently you need processed meat to stimulate your ‘man gland’, and give you ‘brolectrolytes’ for your ‘menergy’.” The ads feature themes that are common when marketing to men — a very circumscribed version of acceptable masculinity and the idea that women, and feminized things, are threats to masculinity.

Things that endanger men’s lives or just generally sap their will to live, according to the ads:

• Shakespeare
• Bird-shaped boats
• Ironing
• Making adjustments to their lifestyles to accommodate family life
• Yoga
• Salad
• Spending time with women.

[vimeo]https://vimeo.com/42300742[/vimeo]

[vimeo]https://vimeo.com/151574343[/vimeo]

[youtube]https://www.youtube.com/watch?v=BmApg3M5LNY[/youtube]

It’s fascinating, really: femininity is depicted as weakness, the sapping of strength, yet masculinity is so fragile that apparently even the slightest brush with the feminine destroys it. This entire ad campaign — and the discourse about masculinity it draws from — is just an adult version of the game of cooties, with men fleeing the symbolic pollution of femininity.

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

In Gay Rights at the Ballot Box, I analyze the long history of transgender smear tactics used by the Religious Right, a large social movement that opposes LGBT rights. One area where this occurs is the production of campaign ads addressing attempts to protect transgender individuals from discrimination. The ads almost always focus on either children or bathrooms.

Back in April, voters in Anchorage, Alaska, rejected Proposition 5, which would have created a law protecting residents from discrimination based on sexual orientation or gender identity. Such laws are primarily to protect lesbian, gay, bisexual and transgender (LGBT) residents. Transgender inclusion in the potential law was the focus of two commercials by the organization Protect Your Rights.

In both of these political ads, figures of large, hairy male-bodied individuals in dresses, described as “transvestites”, represented transgender inclusion. They present transgender individuals as grotesque and threatening. At the heart of these ads and other transgender smear tactics is anxiety about bodies in gender-segregated spaces that are typically occupied by women.

The women’s bathroom in particular is a site where gender conformity is policed. According to scholar Judith Halberstam in her book Female Masculinity, women’s bathrooms “operate as an arena for the enforcement of gender conformity…a sanctuary of enhanced femininity, a ‘little girl’s room’ to which one retreats to powder one’s nose or fix one’s hair” (p. 24). In this ad, the locker room operates in parallel way, as a space where gender conformity and bodies are strictly policed:

The other ad focused on the possibility of a “transvestite” getting hired at a daycare facility:

In addition to the use of stereotypically-presented “transvestites” to represent all transgender individuals as grotesque and laughable, the ads also argue that employers should have the right to discriminate if they think their customers are prejudiced toward a particular group or uncomfortable with them in certain jobs — an argument that has been used to resist allowing racial minorities and women into various careers. The ads also suggest that Anchorage is already sufficiently tolerant and thus doesn’t need to address the issues Proposition 5 supporters claimed were a problem.

Ads that raise fears about transvestites teaching in the classroom have been used since the 1970s during ballot measure campaigns, and the Religious Right has been raising concerns about transgender women in women’s bathrooms since the late 1980s. These two ads from the Anchorage Proposition 5 campaign are among the newest additions to the long tradition of ads that rely on stereotypes of LGBT individuals as predatory, dangerous to have around children, and having ulterior motives.

—————

Amy L. Stone is an associate professor of sociology at Trinity University in San Antonio, Texas.

First the marketing team for an energy drink out of Poland, called “Black,” hired a Black person, Mike Tyson, to personify its product.  Then, they surround him with White, female models and have the convicted rapist call himself a “beast” that can’t control himself.  Tag lines include “that’s the power of Black” and “Black power.”

So we have, in one ad campaign, the fetishization of Black men, the White supremacist portrayal of White women as the ultimate female, their objectification (see #3, he actually hands one out in the second ad), the trivialization of his crime (he can’t control himself, LOL right!?), the use of animalistic language to refer to Black people, and the appropriation of the Black Power movement.  Anyone see anything else?  Does it matter that this comes out of Poland and not the U.S.?

Thanks to Tom Megginson at Work That Matters for the heads up.

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.