gender

Edward Bernays (1891-1995) is largely considered the founder of public relations (or “engineering consent,” as he called it) but is not known very well outside of the marketing and advertising fields. A nephew of Sigmund Freud, Bernays was the first to theorize that people could be made to want things they don’t need by appealing to unconscious desires (to be free, to be successful etc.). Bernays, and propaganda theorist Walter Lippman, were members of the U.S. Government’s Committee on Public Information (CPI), which successfully convinced formally isolationist Americans to support entrance into World War I. While propaganda was commonly thought of as a negative way of manipulating the masses that should be avoided, Bernays believed that it was necessary for the functioning of a society, as otherwise people would be overwhelmed with too many choices. In his words:

Modern propaganda is a consistent, enduring effort to create or shape events to influence the relations of the public to an enterprise, idea or group.

[Source: Bernays, Propaganda, 1928, p. 52; available here.]

After WWI, Bernays was hired by the American Tobacco Company to encourage women to start smoking. While men smoked cigarettes, it was not publicly acceptable for women to smoke. Bernays staged a dramatic public display of women smoking during the Easter Day Parade in New York City. He then told the press to expect that women suffragists would light up “torches of freedom” during the parade to show they were equal to men. Like the “You’ve come a long way, baby” ads, this campaign commodified women’s progress and desire to be considered equal to men (relevant clip starts at 3:00):

“Cigarettes were a symbol of the penis and of male sexual power…Women would smoke because it was then that they’d have their own penises.”

Here are some of the news photographs of women smoking publicly during the Easter Parade:

[Photos via.]

The campaign was considered successful as sales to women increased afterward. Cigarette companies followed Bernays’s lead and created ad campaigns that targeted women. Lucky Brand Cigarettes capitalized on recent fashions for skinny women by telling women to “Reach for a Lucky instead of a sweet”:

Marlboro, in stark contrast to the Marlboro Man ads we’re familiar with today, started the “Mild as May” campaign to encourage women to take up smoking cigarettes that were appropriately mild and easier to smoke:

Chesterfield, in a 1930s ad, argued that “women started to smoke…just about the time they began to vote”:

A later ad for Phillip Morris tells women to “Believe in yourself!”

Cigarette makers also worked to teach women how to smoke properly. Ads often depicted women in the act of smoking. Some companies, like Philip Morris, even held smoking demonstrations for women:
[Via.]

The article describes how a “pretty registered nurse” is touring the country to teach women proper smoking etiquette. The article also lists “men’s pet peeves” and “women’s pet peeves” for men and women smokers. (Full text after the jump below.)

Together, these efforts to conflate smoking with freedom and make smoking acceptable for women created a new set of consumers and reinforced Bernays’s argument that demand could be created.

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On the heels of our guest post describing the surprising rise in hypersexually-objectified women on the cover of Rolling Stone, comes troubling research out of cognitive neuroscience, sent in by Dolores R.

Mina Cikara and colleagues did a series of experiments — using Implicit Association and fMRI — to test whether sexist and non-sexist men’s cognition varied when looking at sexualized versus non-sexualized images of women. In fact, when men who tested high on a scale of sexism were shown images of sexualized women, they associated them more easily with words that implied an objectified “thing” than a thinking “person.” This was reflected in the fMRI study.

The take home message? When sexist men are exposed to strongly sexualized messages, they are inclined to dehumanize women, to see them as things.  Seeing someone as a thing is the first step towards treating her like her desires, thoughts, and preferences do not exist (because objects don’t think).  In other words, it facilitates sexual assault.

So… hmmmm… who to pick on here.  How about American Apparel…

American Apparel, this is brain poison (after the jump; NSFW):

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Yesterday I posted the results of an L.A. Times study on the demographics of the Academy voters who decide who receives Oscars. What about the movies they’ll be voting on this year? The always-awesome Anita Sarkeesian, of Feminist Frequency, produced a short video applying the Bechdel test — the simple measure of even minimal representation of women in film — to the 2012 Oscar nominees, as well as a racial version of the Bechdel test that looks at how non-Whites are included. The results are not encouraging:

The cartoon added below inspired me to revive this post from 2008.

Many believe that the U.S. is at the pinnacle of social and political evolution. One of the consequences of this belief is the tendency to define whatever holds in the U.S. as ideal and, insofar as other countries deviate from that, define them as problematic. For example, many believe that women in the U.S. are the most liberated in the world. Insofar as women in other societies live differently, they are assumed to be oppressed. Of course, women are oppressed elsewhere, but it is a mistake to assume that “they” are oppressed and “we” are liberated. This false binary makes invisible ways in which women elsewhere are not 100% subordinated and women here also suffer from gendered oppression.

(If you’re interested, I have a paper showing how Americans make these arguments called Defining Gendered Oppression in U.S. Newspapers: The Strategic Value of “Female Genital Mutilation.”)

I offer these thoughts are a preface to a postcard from PostSecret.  The person who sent in the postcard suggests that she’s not sure which is worse: the rigid and extreme standard of beauty in the U.S. and the way that women’s bodies are exposed to scrutiny or the idea of living underneath a burka that disallows certain freedoms, but frees you from evaluative eyes and the consequences of their negative appraisals.

Cartoonist Malcolm Evans drew a similarly compelling illustration of this point, sent along by David B.

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.

This Sunday is the 2012 Oscars ceremony. The Oscars are awarded based on the votes of nearly 6,000 members of the Academy of Motion Picture Arts and Sciences; however, the Academy keeps the identities of the voting members secret, so there’s little knowledge of who, exactly, determines the recipients of Oscars, prestigious awards within the industry that can increase interest in a film, increase job opportunities, and generally raise the profile of winners.

Sangyoub Park sent in a link to an article at the L.A. Times story about Academy voters. Times reporters were able to verify the identity of 89% of current voters, and the paper provided this breakdown of their demographics; as it turns out, those deciding who wins an Oscar are overwhelmingly White non-Hispanic and male:

Within some categories of voting members, Whites are even more dominant; they make up 98% of writers and executives. Voters are also disproportionately older; the median age is 62, and the Times reports that only 14% were under age 50.

As the Times story illustrates, many inside and outside of the film industry believe the make-up of Oscar voters influences which movies, actors, and directors have a serious chance of winning, with those that appeal to middle-aged White men inherently advantaged because of the lack of diversity among voters.

Marketers are happy to respond to and create insecurities.  Here’s one we haven’t covered before, shoes and inserts for men that covertly increase their height:

Borrowed from The Social Complex, a heightism blog. See also guest posts from The Social Complex introducing the concept of heightism as a gendered prejudice and discussing heightism (and other icky stuff) at Hooters.

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.

This is the official SocImages Election 2012 Sexism Watch.  We add content, as it arises, in reverse chronological order.

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#9 Bachmann Pours Away Presidential Bid

How did we miss this one? Representative Michele Bachmann performed the comically gendered role of pouring water for all of the (male) Republican candidates and the (male) host at the start of the Republican Family Forum debate in Iowa this past November.

Some of the candidates seemed uncomfortable at this puzzling behavior, and the host joked, “I want to begin by thanking Representative Bachmann for taking care of the water for today’s event.” It’s possible that Bachmann only intended to pour water for the person sitting next to her, but was put on the spot when the host assumed she would pour water for everyone.

This event was hosted by CitizenLink, the political action arm of the uber-conservative Christian organization, Focus on the Family. CitizenLink describes itself as a “family advocacy organization that inspires men and women to live out biblical citizenship that transforms culture.” They promote traditional families as the “building block of society,” so it’s possible that Bachmann was strategically catering to an audience that is less supportive of women in “unconventional” roles.

Whether intentional or unintentional, Bachmann’s actions highlight the contradiction between traditional gender roles and conceptions of leadership.  And the lack of media focus on this incident illustrates how unremarkable it is for a woman to be in a service role in the company of men.  If Governor Rick Perry had gone around the table and dutifully poured water for all of the Republican primary contenders, it would have made the front page.

More Election 2012 Sexism Watch after the jump!

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I’ve been incredibly lucky to have the pleasure of giving public lectures on hook up culture at several colleges and universities.  I draw on my research in these talks, but I also always give a shout out to Paula England, a sociologist who has collected tens of thousands of surveys from students at dozens of schools.   My talk would be a shadow of itself if I couldn’t draw on her excellent work.  Accordingly, I’m pleased to be able to feature England giving a presentation about what she has discovered about hook up culture.  I suspect that you’ll be surprised, no matter who you are:

For more on hook up culture, see my 3-minute appearance on MTV Canada or my 40-minute talk at Franklin & Marshall College (slideshow and transcript if you’d rather read).

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.