gender

A recent Tide commercial featuring gender non-conformity by a girl has really struck a chord, judging by the ten submissions we got of it. In the ad, a mother wearing a pink sweater, sitting in a room accented in pink, nervously bemoans the fact that her daughter, who is wearing a camouflage hoodie and playing with wooden blocks, doesn’t like the trappings of femininity — specifically, she doesn’t like pink and she does like cargo shorts:

The commercial clearly illustrates the emphasis on gender conformity and the way parents may feel discomfort if their child won’t conform. The mother is clearly distressed that the “pink thing” didn’t work with her daughter, and we’re to assume that she worked hard to try to convince her to act more traditionally feminine but has slowly given up in the face of her daughter’s disinterest. The little girl eschews femininity at the cost of disappointing her mom. As someone who absolutely hated dresses as a kid myself, I remember that feeling that hopeful look on my mom’s face when she’d hold up a dress, hoping that somehow this one would win me over, and the knowledge I was somehow hurting her by rejecting it.

Yet as several of the submitters point out, the commercial also undermines this emphasis on gender conformity, even while presenting having an unfeminine girl as an exasperating situation for a mom. Unlike some ads we’ve seen that present the product as helping you raise a child who meets gender norms, here, the product does just the opposite: it saves the little girl’s clothes, which the mother kind of wishes had been ruined. In the end, the mother, though clearly less than thrilled, praises her daughter’s parking garage. As Melissa M. says,

On one hand, we see a child neither conforming nor being forced to conform to styles attributed to their gender role, though on the other hand we see a mother obsessively sticking to her role and being painted in the light of a harrowed mother, desperately trying to help her child fit in.

Thanks to Miss B., George McHenry Jr. (a doctoral candidate at the University of Utah), Tiffany D., Ulysses H., Leiana S., Sarah R., Melissa M., Felice S., Allison C., and Mary Ann C. for the tip!

Transcript after the jump, thanks to Ulysses.

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Post under “No comment” by Sarah Richardson at Ms.:

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.

Naomi and Katie sent in a link to a fabulous photo project in which typical model poses are reproduced in real life by real people. The photos, by Madrid-based artist Yolanda Dominguez, reveal just how distorted fashion, and expectations for women, have become. In an interview, Dominguez explains:

I tried to express what many women feel about women’s magazines and the image of women in the media – absurd, artificial, a hanger to wear dresses and bags, only concerned about being skinny, beautiful. We don’t identify with this type of woman – we are much more. I used the impossible poses to represent this type of woman and to show how absurd it is in a real context… [The] poses of the women are ridiculous – they seem dead, twisted, pulled. Why are men never put in these positions? They are always straight, successful, able and healthy… I try to express deep questions (sometimes dramatic) but always with irony and humour. I feel that when you can laugh at something you can get rid of it.

See more from Yolanda Dominguez at her website.

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.

Super thanks to Rebecca Pardo for inviting me to be part of a segment on hook up culture for MTV News!  She and her team did such a wonderful job of editing and illustrating the interview.  I’m so tickled to be on MTV and excited to share it here!

The gist? College students are having sex, but not as much as you might think. And most of them are kind of disappointed about the whole thing. All in three minutes!

For a longer and decidedly less MTV-y approach to this topic, feel free to watch a 40-minute version of the talk taped at Franklin and 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.

Eve P. and Will LeS. suggested that we write about the window decals that have popped up on the back windows of cars in the last couple years.  The decals supposedly list the members of the car owner’s immediate family, sometimes including pets.  They also, though, tend to reproduce some interesting ideas about families.  Here’s what Eve had to say:

• The figures are almost always placed on the left side of the car, so that the figures (usually placed from tallest to shortest) strongly give the impression of a visual hierarchy or ranking.
• A “dad” figure is first in line, before a “mom” figure, and the adult figures come before the child figures (boy children before girl children, unless the boy is younger child), and the child figures come before any animal figures…
• This ranking seems to suggest that men take precedence over women, adults take precedence over children, and all humans take precedence over animals.
• I don’t think I’ve ever seen a two woman or two man setup (or any other set of adults besides one man and one woman)…
• The “dad” figure is taller than the “mom” figure…

So the stickers tend to reproduce the normalness of (1) being paired up with (2) someone of the other sex, (3) having children, (4) a gender hierarchy, and (5) the imperative that men be taller 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.

Dmitriy T.M. and Laura McD. sent in this awesome one-minute clip of 1950s commercials in which men insult their wives’ coffee. There’s something just stunning in the nature of the relationships portrayed. The men seem so entitled to their wives’ service, and so disdainful of her genuine efforts to please him. It’s sad.

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.

Bare Escentuals, a cosmetics company specializing in mineral makeup, has a new ad campaign that hinges upon how it found “the world’s most beautiful women…without ever seeing their faces.” Models and actresses showed up at the casting call and filled out questionnaires about themselves, which were given to Bare Escentuals. The company then cast the campaign solely on the basis of the questionnaires, choosing models not for their looks but for their “inner beauty,” posting a series of videos about the women on their website:

The campaign uses its selection process as a touchstone for all its taglines, pitting “pretty” against “beauty”: “Pretty can turn heads…beauty can change the whole world.” The commercials and print ads showcase the selected models in their daily lives: We see Lauren, a volunteer firefighter, hoisting a water hose from the ladder truck; we learn that Keri enjoys skateboarding and learned Farsi to communicate with her in-laws. This is meant to let us see the model meeting the company’s definition of beautiful by being themselves.

On its face this seems a logical, even praise-worthy, response to the constant barrage of unrealistic messages hurled at women every day about what appearance they should aspire to. But in so doing, the campaign commodifies women’s inner lives in addition to their beauty. Viewers are asked to reward the company for putting the models’ personalities on display; we’re expected to judge the models, albeit positively, for going above and beyond the model call of duty — she’s a volunteer firefigher! she has a sword collection! she blogs! By parading the inner (and formerly private) lives of the models for profit, the company appears to be showing us “real” women instead of the professional beauties that they are.

The customer takeaway is supposed to be that Bare Escentuals, more than other companies, recognizes that beauty comes from within. But the net effect is that we are shown how “being oneself” is now subject to standards of beauty. The same labor that has always gone into looking attractive — the labor that models have professionalized and monetized (smiling, appearing natural in front of the camera, speaking the company line) — is now applied to “being yourself,” which has been turned into a field of commodified emotional labor.

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Autumn Whitefield-Madrano writes at The Beheld, a blog exploring the role of beauty and personal appearance in our lives through essays, cultural analysis, long-form interviews, and more.

If you would like to write a post for Sociological Images, please see our Guidelines for Guest Bloggers.

The following chart featured at The Economist illustrates that women in Europe expect to earn significantly less than men after graduating from university. (Of course, women’s expectations are represented in pink, and men’s in blue.) According to the study, European women attending the most prestigious universities expect to earn an average of 21 per cent less than their male counterparts.

Given that women actually do earn an average of 17.5 per cent less than men in the European Union, this difference in salary expectations might not seem shocking. What’s interesting, though, is the accompanying text that attempts to explain these disparities:

Women and men seem to differ in workplace and career aspirations, which may explain why salary expectations differ.  Men generally placed more importance on being a leader or manager than women (34% of men versus 22% of women), and want jobs with high levels of responsibility (25% v 17%). Women, however want to work for a company with high corporate social responsibility and ethical standards; men are more interested in prestige (31% v 24%).

By neglecting to address how our social environment can contribute to reported differences in career aspirations, statements like these risk reinforcing gender stereotypes and naturalizing salary inequalities. Can we really assume that gendered salary disparities are due to women’s innately lower inclination to pursue high-paying career paths?

Research says: no, we can’t. As Cordelia Fine writes in her book Delusions of Gender, countless studies have demonstrated that social factors such as prevalent beliefs about gender differences and male-dominated work environments influence women’s responses to questions about their abilities and aspirations. For example, women exposed to media articles claiming that successful careers in entrepreneurship require typically “masculine” qualities were less likely to report an interest in becoming entrepreneurs. Women who knew that the test they were taking was measuring gender differences were more likely to report being highly empathic. Women were less interested in attending an engineers’ conference when it was advertised as male-dominated rather than gender-balanced.

Our perceptions of our abilities, identities, and sense of belonging are influenced by our social environment. If, as this graph shows, women attending the most prestigious universities in Europe aspire to different career paths than men, this fact can’t be taken for granted; addressing this inequality requires an analysis of its own.

Thanks to Dmitriy T.M. for sending in this graph!

Reference: Fine, C. (2010). Delusions of Gender: How Our Minds, Society, and Neurosexism Create Difference. New York: W.W. Norton & Company, Inc.

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Hayley Price has a background in sociology, international development studies, and education. She recently completed her Masters degree in Sociology and Equity Studies in Education at the University of Toronto.

If you would like to write a post for Sociological Images, please see our Guidelines for Guest Bloggers.