holidays

Bemoaning how Halloween has turned into an opportunity/requirement for women and girls to dress sexy is nothing new.  The trend isn’t just about Halloween, however, it reflects an everyday expectation for women.  Women are expected to dress in ways that reveal their body and please a hypothetical male gaze daily.  Men just aren’t.

University of Akron sociology graduate student Will LeSuer took some great photographs illustrating the different expectations for men and women.  The same idea for a costume is sexualized when it’s a woman in it and not-at-all sexualized when it’s a man.  Notice, too, that the sizing is different.  The costumes for women come in three sizes, while the men’s is usually just one size.  This is because women are expected to wear clothes that reveal the shape of her body, so the exact size is more important.

You might have observed, also, that the costumes aren’t called “men’s” and “women’s.”  They’re all just “adult.”  So women could, if they wanted to, buy and wear the non-sexy version of the costume, and vice versa for men.   And we might imagine a woman doing that.  But would a guy do that?  Probably only as a joke (unless they’re in a queer-safe space).

This pattern — women can dress like men, but men don’t dress like women — suggests that there is, in fact, something demeaning, ridiculous, or subordinating about presenting oneself to the male gaze.  Most men feel stupid, gross, or vulnerable when they do it.  This isn’t just about conformity to different gendered expectations.  If it were just about difference women would feel equally weird dressing in men’s clothes.  Instead, when women adopt masculine ways of dressing and moving, they often feel empowered.

So, when men do femininity they feel ridiculous and when women do masculinity they feel awesome. This is what gender inequality looks like.

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.

At the intersection of the trivializing of horrific violence aimed at ethnic/religious groups and the pornification of American culture, comes this “Anne Skank” costume:

[APOLOGIES: We were asked to remove the photograph and complied.]

Yes that is, indeed, a woman dressed up like Anne Frank, the Jewish child who hid from the Nazis for two years, only to be discovered and moved to a concentration camp where she died from Typhus.  Her companions are dressed up like Nazi soldiers.  The Halloween revelers who made the choice to sexualize and laugh at this 15-year-old victim of the holocaust are graduate students in a Creative Writing program.

UPDATE: Comments thread closed.

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 posted in the past about pre-World War II uses of the swastika as a symbol of good luck, a meaning that the Nazis’ appropriation of the swastika makes nearly inconceivable today. Matthieu S., who teaches anthropology at Vanier College in Montreal, sent in another example, a scan of a postcard he owns that was printed in the 1920s. The postcard, meant for a dad’s birthday, also includes pink-tinted flowers — evidence of a time when pink was considered a perfectly appropriate color for men and boys:

World War II and the atrocities of the Nazi party obviously significantly changed interpretations of both the formerly-benign swastika and the color pink. Pink wasn’t abandoned altogether, as the swastika was, but the Nazi’s use of pink to label gay and lesbian prisoners led pink to be stigmatized as effeminate and, thus, an inappropriate color for men…and over time it instead became the epitome of symbols of femininity.

Google often creatively alters its logo to honor important days on the calendar.  Today the logo references Father’s Day by turning the “l” in Google into a tie.  John McMahon did a fine job of discussing how Father’s Day cards tap into stereotypes about masculinity, but I thought this was interesting in its reference of a particular kind of work.  The tie isn’t a generic masculine symbol, but a class-specific one.

More, it ties fatherhood into the idea of being a breadwinner.  What is significant about a Dad?  The fact that he works so hard for the family.  Can you imagine a Mother’s Day symbol emphasizing her workplace instead of her time at home?

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.

It’s almost Father’s Day, which means it is time for the greeting card business to make tons of money. It also means it’s time for us to visually see the standard narrative about gender, masculinity, and fatherhood. Looking at mass commercial products like greeting cards is an especially useful venue: the greeting card companies, wanting to make money like good capitalists, will sell products that have the greatest widespread appeal. Thus, they will sell the most popular representations of gender, masculinity, and fatherhood.

From a brief perusal of a NYC chain store greeting card aisle, I found plenty of cards that shed light on these representations. I want to focus, though, on two: middle-aged masculinity and the different representations of daughters and sons.

There were plenty of cards like this one, that capture many of the stereotypical narratives about fatherhood, and middle-aged masculinity more broadly:

(Apologies for the poor picture quality, a nearby employee didn’t seem thrilled with my picture-taking).

Here, we see man/father as: head of the household (twice, and once as dictator – king): cooks, but only on the grill; lawn mowing expert; controller of the remote/TV watcher; and “big guy.” What’s not on there? Anything about love for children, caring, affection, equitable distribution of household duties (if part of a couple), etc.

Almost all of the love and affection, though, was saved for cards specifically marketed as ‘Dad from daughter.” Most of the cards in this picture were love-centric and labeled as such:

There were a few rare cards simply marked as ‘Dad’ that include themes of love and/or affection, such as this one:

The cards marked ‘Dad from son,’ however, mostly consisted of attempts at humor involving sports (especially golf), building things (or the lack of ability to do so), and, well, farts:

Obviously, we can’t draw too much from the greeting cards in one store, but in this store, at least, there was only one card explicitly marked for sons that primarily communicated feelings of love and affection; all of these were either marked for daughters to give or did not specify what gender should give them. Pairing this with the kinds of fatherly masculinity represented by the cards, Father’s Day cards are sold through the use of traditional gender representations.

Note: all photos licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

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John McMahon is a Ph.D. student in Political Science at the City University of New York Graduate Center, where he also participates in the Women’s Studies Certificate Program. He is interested in post-structuralism, issues relating to men and feminism, gendered practices in international relations, gender and political theory, and questions of American state identity. John blogs at Facile Gestures, where this post originally appeared.

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

Celebrate Father’s Day this year with the weird American habit of gendering food!

(source)

Let us not forget that steak = manfood.  Like catfood and dogfood, manfood must be carefully produced so as to cater to man’s natural diet.  His ancestors hunted the wild baked potato, the shy ale, and the feisty tenderloin.  Today, Manfood Inc. scientifically calibrates each and every Father’s Day dinner to man’s instinctual stomach, so you can treat your man to the best.  We call it a MENu.

For more, see this vintage Campbell’s ad marketing meat for men, the gendered menu at Brick House, this ad campaign warning of sissified dogs, and this extensive collection of gendered and sexualized food.  See also this counter-example: a vintage ad arguing that vegetables make you tough and strong.

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.

Please enjoy these posts from Father’s Days past:

Stereotyping Men on Dad’s Day

• Feed Them Meat!
• Buy Them Non-Emasculating Cooking Supplies!

Also…

• Are You Coming on to me Daughter?
• Including Daughters in Father’s Day

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.

Chana M. sent in a Mother’s-Day-themed ad for Mr. Clean, found at The Daily What:

A couple of commenters at The Daily What have suggested that the ad was meant to imply that Mr. Clean lets you get done with housework faster so you can spend time with your kid, and not that the cleaning itself is what “really matters.” Let’s all hope so.

Leaving the meaning aside, notice how excited the kid is to point out something that needs scrubbing with the magical Mr. Clean bar. Clearly, part of the “job that really matters” is socializing girls into the gendered division of household labor, and to take joy in housework. Cleaning is awesome, and cleaning products are your friends! Happy Mother’s Day to all!