gender

Laura McD. sent in an extra-disturbing sexist ad from Turkey. The ad, for Biomen shampoo, uses the ever-so-common marketing tactic of shaming men for any association with femininity. The voiceover says:

If you’re not wearing women’s clothes, you shouldn’t be using women’s shampoo either. Here it is. A real man’s shampoo. Biomen. Real men use Biomen.

So far, so predictable. But this ad has drawn intense criticism because the exhortation to avoid girly stuff is recorded over historical footage of Adolf Hitler:

Via AdWeek.

According to Adland, it was still airing as of a couple of days ago, despite complaints from Turkey’s Jewish community and other groups, but JTA reports it was finally pulled.

Cross-posted at Ms.

Abby F. and an anonymous reader let us know about an Acuvue contact lens commercial aimed at teens that reinforces both gender and racial stereotypes. The teens look forward to their futures. For the boys, these involve future career success — notice the African American teen dreams of being a famous athlete, while the White boy’s future involves moving up the corporate career ladder. And what does the girl’s life hold? A boy who currently ignores her will want to dance with her.

As the submitters said, the boys are future role models and leaders, while the height of the girl’s future is that she gets to be desired.

UPDATE: James McRitchie, who posts at Corporate Governance, linked to our post last week and has spoken to someone in the PR department at Johnson & Johnson, the makers of Acuvue. The company has since pulled this particular ad, and provided this explanation, which James posted:

The Acuvue Brand Contact Lenses 1-Day campaign was designed to portray defining moments in teens’ lives that often involve the desire to wear contact lenses rather than glasses, such as when playing sports, in social situations, and at life events (i.e., moving to a new school).  As the campaign evolved, we continued to ask teens and their parents to share their thoughts about how wearing contact lenses could play a role in helping teens achieve their dreams.  We received thousands of responses that helped us add new ideas to the campaign.

We recently received feedback about one ad in the campaign that regrettably appeared to reinforce stereotypes.  While this was clearly not our intent, we appreciate consumer feedback and have removed this ad.  We are currently reassessing elements of this campaign so that we can continue to share how contact lenses can play a role helping teens’ realize their hopes and aspirations.

I think James makes a very good point in his post as well:

I’m sure kids have all kinds of dreams that play into society’s stereotypes. Many little girls love Barbies and dream of being a princess. Many young black boys hope to be NBA stars. How does J&J reflect the dreams of its customers while ensuring they don’t reinforce stereotyping?

There’s nothing inherently wrong with these representations in and of themselves, if they existed among a diverse array images of other dreams boys and girls of all races should aspire to. Unfortunately, however, they don’t exist in a vacuum; they appeared in a cultural context in which young women are told, via a variety of messages that they encounter over and over again, that their primary concern should be their attractiveness to boys and where African American teens often find themselves valued for their athletic ability more than their academic successes. When you live in a society with gender and racial inequality, sometimes messages intersect with existing stereotypes in ways that reinforce negative messages just because of their pervasiveness; figuring out how to negotiate such potential problems is an ongoing challenge for all of us concerned about racial and gender representation.

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

W.W. Norton released a couple two-minute interviews in which I talk about hook up culture, part of their collection of academics talking about their research.

In the first clip, I discuss the difference between hooking up and a hook up “culture.”  In the second, I respond to the concern that there is something “wrong” with casual sex on college campuses.  There is something wrong, I argue, but it’s not unique to casual sex. Instead, the problems students face on campus — heterosexism, gender inequality, and a relentless pressure to be “hot” — don’t go away with graduation.

In that sense, for better or worse, college is a “functional training ground” for the friendships, marriages, workplace interactions, and other types relationships that students will encounter after college; social inequalities threaten the health of all of these relationships.  Instead of shaking our fingers at college students, then, we should recognize that the acute problems we see on campuses are symptoms of the ills that characterize our wider sexual culture as well.

I’m speaking about hook up culture at Harvard and Dartmouth this week. If you’re in the area, please come by and say “hello!”

• Monday, Mar. 26th at 8:00pm: “Sex Lives and Sex Lies: Hooking Up on Campus” (Harvard University, Science Center D)
• Wednesday, Mar. 28th at 7:30pm: “Sex Machines vs. Sex Objects: How Stereotypes Subvert Sexual Pleasure” (Harvard University, Fong Auditorium)
• Thursday, Mar. 29th at 4:30pm: “The Promise & Perils of the Hook-Up Culture”  (Dartmouth University, Rockefeller Center “Rocky” 2)

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.

The burqa and headscarf are often identified as symbols of women’s oppression in Muslim countries.  In fact, head covering is a form of religious garb in many sub-cultures.  Some of these subcultures require head covering all of the time, and others only during religious rituals, but all involve this tradition.  Yet, when it comes to Muslims, the discussion often goes forward as if it is a uniquely oppressive, and uniquely Islamic, practice.  Food for thought.

Thanks to Dolores R. for the link.  Found at Socialist Texan.

UPDATE: In the comments, Alastair Roberts suggests that it’s important to consider whether head covering is required for just women, or both women and men.  I agree.

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.

Here we have another great vintage ad (1962) that upsets the idea that today’s norms are trans-historical.  First, the idea of having a “pint about midday” would be considered inappropriate by many U.S. employers (though, as several commenters have pointed out, not necessarily elsewhere).  Second, the large print — “Beer, It’s Lovely!” — sounds unmasculine today, even though these grizzled sea-farers likely would have seemed perfectly masculine enough at the time.

From the RAF Flying Review, found at Retronaut.

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 2010 we wrote about how gender ideology inflects even the most “objective” of spheres.  In this case, we featured four examples of anatomical illustration, portrayals of human beings used to educate viewers about biology.  In each case, while the man faced forward with his weight evenly distributed on his two feet, the woman placed her hand on her hip, cocked a knee, or even turned slightly sideways.  In other words, he was posed in a masculine way and she in a feminine way.

When we see this kind of gendered posing in drawings that are ostensibly neutral, we are being told that our particular historically- and culturally-contingent version of masculinity and femininity is natural.

In this vein, Courtney S. sent in a Design by Hümans Size Chart.  The chart is supposed to help buyers decide what size to purchase, but the accompanying images do more than just illustrate how measurements are made; by torquing the female torso, they send a message about gender too:

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.

Over at Bloomer Girls Blog, a site devoted to sports and gender, Lydia posted about ESPN’s online resources for the NCAA March Madness basketball tournaments. The layout of the site, and the format of the brackets, makes the women’s basketball tournament relatively invisible.

As we often see in sports, the men’s version is taken as the default. The apparently neutral “NCAA BB Home” link goes to the men’s tournament, specifically. To get information on the women’s tournament, you have to choose the “Women’s BB link” lower on the page:

Lydia also found differences in the features available on the brackets you can fill out. The men’s bracket provides a range of features that encourage ongoing participation. While a game is occurring, the bracket is updated with the current score and how much time is left in the game, cluing potential viewers in to particularly close (and exciting) games. After a game, the final score is posted; you can also see the scheduled time of upcoming games:

None of these features that add to the value of the bracket were integrated into the women’s brackets — no updates of the scores of games that are in progress (so no chance of drawing in viewers to a particularly exciting or intense game), no schedule to tell you when the next game is, not even the final scores of past games:

Lydia argues that by making the men’s tournament resources more engaging and informative, it reinforces the sense that the women’s tournament is a side event, not worth the same level of attention as the men’s. As she points out, ESPN probably devoted less time and energy to the women’s tournament website because they assume fewer people will sign up and use it. But by creating less engaging resources, they provide less incentive for fans to bother signing up, creating a self-fulfilling prophecy.

Flickr Creative Commons, Lau

Stephanie Medley-Rath sent in a new example of urinals shaped like women’s mouths (source).

Liz B. sent in a slide show of “innovative” urinals that included this example.

Urinals at the Rosenmeer restaurant in Moenchengladbach, Germany, are shaped like women’s bodies (source).

Others are shaped like nuns urinals (more nun or maybe the Virgin Mary urinals here).

Emma B. sent in this image of sinks:

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