social construction

We’ve documented dozens of instances in which products are coded with gender (e.g., with colors and patterns) but sometimes, as in the example of a toy cop car, it is specified that items are for girls or for boys.  More than simply following gendered themes and allowing us to infer their meaning, these items offer a gendered prescription for use.

Kelly, for example, sent in a JC Penney page for a Hello Kitty sewing machine that specifies that it is for girls (it was also specified as for girls at Target):

Likewise, Coley L. bought a shorts-and-shirt swimsuit for a daughter.  The green swimsuit, however, was labeled explicitly for boys:

And MP sent in a link to a downloadable foldable gift card holder that specified whether it was for him or her in the url:

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 this Zócalo video, sociologist Jennifer Lee discusses the social construction of race and the history of the U.S. census with NALEO’s Arturo Vargas and the L.A. Times‘ Steve Padilla:

For more on the social construction of race, see our post on race and ethnicity in censuses around the world.

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.

Lauren S. sent us a fun illustration of the social construction of chocolate. She writes:

Dove Promises, as it happens, contain a printed message beneath their individual foil wrappings—a message which, according to the cloying copy on the back of the package, “is filled with thoughts of joy and strength, along with positive reflections that will inspire you each day”. Fair enough. Mine was some tripe about rainbows. My boyfriend’s, on the other hand, was an amusing bit of gender assumption:

So in case the name “Dove Promises,” the cursive writing, and the heart shapes didn’t give it away, Dove brand chocolate is FOR GIRLS ONLY. Notice also that Dove is commandeering pseudo-feminist notions of girl power.

Lauren also observes the interesting marketing effort in the second phrase, “You deserve this!”

I immediately thought of Jean Kilbourne’s Can’t Buy My Love… and its emphasis upon the seductive marketing of indulgent food specifically to women… the “inspiring” message was a tired re-tread of that same old idea in which food advertisers so often seem to engage: these are “women’s” foods, and the “joy and strength” you’re missing in your life can be found right here in this bit of dark, rich chocolate, so go ahead, girl, indulge. You can always throw your money at the diet industry afterward.

Thanks Lauren!

For more on the social construction of chocolate: a gender-reversed vintage ad, a contemporary gender-“reversal” in Japan, cupcakes for men, and chocolates in the tampon aisle.

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 know that U.S. stereotypes associate black people, especially black men, with criminality (for examples, see our posts on who looks suspicious, racial profiling, and race-sensitive trigger fingers).  But a new study by sociologists Aliya Saperstein and Andrew Penner shows that being convicted of a crime sometimes shifts people’s racial self-perceptions in related directions.  Saperstein and Penner compared the self-identification of people in 1979 and 2002.  Reflecting the social construction of race, it is typical for there to be some mis-matches between people’s reported race at different times; but the researchers discovered that the experience of being incarcerated shaped if and how one’s racial identification changed.

The Table below compares the self-reported race in 1979 (far left column) with the self reported race in 2002 (next left column).  The third and fourth columns show the reported race of people in 2002 who were not incarcerated and incarcerated, respectively.  We see that, among people who were not incarcerated, 5% of the people who identified as “European” in 1979 identified as “Black” or some other race in 2002.  Among people who were incarcerated, however, we see a much greater defection from whiteness; only 81% of those who identified as white in 1979 still did so in 2002.

Saperstein and Penner argue that this shows that “…penal institutions play an important role in racializing Americans…”  The experience of being incarcerated somehow makes people, even people who feel white, feel somehow less white.

Via Contexts Discoveries.  For great examples of the social construction of race, start with this simple lesson, then see these great posts: black and white twins! wha’!?, Obama looks just like his white grandfather, history and race in the U.S. census, claiming whiteness in court, judging racial phenotypes in China, and figuring out “Creole”.

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.

As you may have heard, this week the Republican Party released what they’ve termed a “Pledge to America,” a document that lists their agenda for the next legislative session. Erin Echols, a student at Kennesaw State U., took a look at it and was struck by the contents, particularly the images.

Of the 48 total pages of the document, 14 consist of images, either a single one or a collage of several. Of course, in a document of this sort, you’re going to have the required patriotic images — the Statue of Liberty, Mount Rushmore, the Capitol and other buildings in D.C. Nothing surprising there. But Erin points out that the cowboy seems to be a recurring theme.

It reminded me of a post by Macon D. over at Racialicious a while back about some ads by a Republican primary candidate for Agricultural  Commissioner in Alabama:

The hat, the horse, the rifle, the sweeping music that makes me think of old Western movies… it all evokes what Macon D. calls the “Independent (White) Cowboy Myth,” a version of rugged, stand-alone, honest manhood. Macon D. quotes Mel at BroadSnark:

In this mythology, the cowboy is a white man. He is a crusty frontiersman taming the west and paving the way for civilization. He is the good guy fighting the dangerous Indian. He is free and independent. He is in charge of his own destiny.

Here’s the follow-up ad he made after losing:

And, for the record, I’m not arguing this presentation of Dale Peterson is necessarily fake; for all I know he dresses and acts like that all the time. People do; I’m related to some of them. I’m not saying Peterson is a fraud who really wears tuxes and has never been on a horse. That’s irrelevant. What I’m interested in is the power of a particular cowboy mythology, the one on display in Peterson’s ads.

As Macon D. points out, Ronald Reagan actively appropriated the cowboy persona, often wearing cowboy hats and jeans, sometimes alongside a horse (he had also played cowboys in a couple of movies). He openly identified with the “Sagebrush Rebellion,” an effort by groups in the western U.S. in the ’70s and ’80s to stop designation of federal lands as protected wilderness areas, push for more mining and livestock grazing rights on public land, and oppose some other environmental and land use regulations, depicted as impositions from distant elites.

Macon D. quotes Sarah Watts on the appeal of the White cowboy myth when Theodore Roosevelt first used it:

…he met the psychological desires in their imagination, making them into masters of their own fate, propelling them into violent adventure and comradeship, believing them at home in nature, not in the hothouse interiors of office buildings or middle-class homes.

The cowboy myth, then, arose partly to allay deep anxieties about changes in American society. But the myth is just that — a myth, a romanticized notion largely unmoored from the realities of cowboys’ lives. Mel says,

Cowboys were itinerant workers who, while paid fairly well when they had work, spent much of the year begging for odd jobs.  Many did not even own the horse they rode.  Frequently, they worked for large cattle companies owned by stockholders from the Northeast and Europe, not for small family operations (a la Bonanza).  The few times cowboys tried to organize, they were brutally oppressed by ranchers.

This isn’t true just in the past. I know people who work as hired hands on ranches now. They love many aspects of the life. But most of them aren’t particularly well-paid; they don’t have retirement benefits or health insurance; they aren’t on a path to being able to buy their own ranch and be a self-reliant family farmer. Some become managers, with more responsibility and money, as in any occupation. But sometimes what initially seemed like a great deal — getting free housing as part of the job — turns out to have downsides, such as being expected to be available round-the-clock since you’re right there on the property, or fearing that if you piss off your employer and get fired, you’re out of a place to live immediately as well.

The examples I’ve given here have all been Republicans. Democrats use the cowboy mythology as well — Secretary of the Interior Ken Salazar is well known for often appearing in a cowboy hat and nearly always wearing a bolo tie rather than a necktie. However, Republicans seem to appropriate the cowboy persona more often, or at least more successfully.

Anyway…back to Erin’s analysis of the “Pledge to America.” The other interesting feature of the images is their overwhelming Whiteness. Some examples of group photos:

Overall, the photos show a sea of Whiteness. As Erin says, whether it’s an unintentional oversight or a calculated choice, the resulting message is that America’s citizens, the hard-working, patriotic folks who matter and to whom the party is making pledges, are White. Given the current racialized tone of much of our political debate (especially regarding Hispanic immigrants and Muslims, a racialized group often conflated with “Arabs”), it’s a portrait of America that is likely to speak to, and soothe, the fears of some groups more than others.

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

Notions of how to properly raise children change over time and vary across cultures. In early America, children were necessary labor for struggling farmers trying to survive off the land. They were put to work as soon as they were able, apprenticing their parents and older siblings. After the Industrial Revolution, children went to work in factories; this seemed perfectly normal, considering that they had worked on farms for decades to contribute to the economic well-being of their families.

Today, we think that children should not work, but instead should have a “childhood” full of innocence, play, and imagination. This creates new burdens on parents who can no longer simply have their children work alongside them, but must actively cultivate the ability for their children to do what we believe children are supposed to be doing. This has led to what some sociologists have called “intensive mothering” (as it is usually mothers who do it): constant emotional availability and monitoring of their children’s psychological states, endless activity provision, and high investment in their children’s intellectual development.

Indeed, today some argue that failing to nurture children on every dimension of human capacity or, even, to just let them be, borders on neglect. While others argue that this is a new era of “helicopter parenting” in which parents monitor and control everything in their child’s life because they simply can’t look away or let go.

University of Notre Dame Sociology Professor Jessica Collett drew our attention to a set of cartoons illustrating this new contest over proper parenting at Free Range Kids.  The first, by Bill Bramhall, suggests that letting children roam free puts them at risk of homelessness. In it, two homeless-looking men sit on a park bench watching children play by themselves. One says, “My mother took me to the park and left me there, too.”

The second, by artist Richard Estell, is in direct response to the first, arguing that parents are acting out of fear and that over-supervised children are more likely to experience mental and physical health problems. The men read newspapers with headlines that read “Parents see only danger” and “Helicopter parents’ kids depressed.”

What we have here, then, is a new social contest.  Changes in ideas about who children are (kids vs. small adults), why people have them (as a personal indulgence or an additional laborer), and what good parenting looks like (intensive or functional) has created a new type of parenting.

As this new type has become the dominant idea of what good parenting looks like, a backlash has evolved that critiques it.  And thus we have an excellent example of historical change and the social construction of social problems.

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.

Women’s and men’s washrooms: we encounter them nearly every time we venture into public space. To many people the separation of the two, and the signs used to distinguish them, may seem innocuous and necessary. Trans people know that this is not the case, and that public battles have been waged over who is allowed to use which washroom. The segregation of public washrooms is one of the most basic ways that the male-female binary is upheld and reinforced.

As such, washroom signs are very telling of the way societies construct gender. They identify the male as the universal and the female as the variation. They express expectations of gender performance. And they conflate gender with sex.

I present here for your perusal, a typology and analysis of various washroom signs.

[Editor: After the jump because there are dozens of them… which is why Marissa’s post is so awesome…]

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Cross-posted at Jezebel.

Sarah P. sent in this stunning video, from the the Wall Street Journal, about how to advise women about investing. The video has a simple message:

Women are women. They’re weird and need their weirdness to be attended to. But they don’t want to think that you’re treating them like women. They want to think that you’re treating them like human beings (whatevs!). So, whatever you do, never let them know that you’re treating them like women. If you do this, you will make gazillions off of them. Go forth!

The video after a short commercial (selected transcription below):

Selected transcription:

We all know women can be a little difficult… no one wants to feel that they are… being treated differently from the men, so what can advisers do to try to connect with women and keep from following that stigma?

In other words, women are different and also more annoying than real people (e.g., men), so you need to treat them accordingly. But they don’t know that they’re different from real people (they’re “difficult,” after all), so you have to work around that.

First… you can’t approach women as women… don’t treat her like a lady, treat her like a person… women need more time, they ask more questions… get to know what motivates her… if you connect with her on that level, not on the basis of her gender, that’s the first mistake most advisers make…

In other words, pretend like you’re treating her like an individual, but know that what you’re really dealing with is a creature named W.O.M.A.N.

Second… she’s gonna triangulate, women seek many sources of opinions… just know she’s gonna do that, why don’t you play along… give her other sources of information that augment the advice that you’re giving her… that’s a good way to play to women’s natural ability and need to triangulate on advice that they’re getting. She’s gonna do it anyway, put that to your advantage.

In other words, the goal here is to manipulate her essential woman-ness to your advantage. Don’t actually help her learn more about investing, just feed her information that confirms what you’re telling her. She’ll never know the difference!

Third… be aware and be prepared to invest. It’s gonna take more to serve her… It takes time, she needs education… she’s gonna ask a lot of tough questions… but if you invest that time up front… she’s a better client… what advisers tell me time and time again: women are more fun.

In other words, women are “better clients,” even though they’re a drag because they’re “more fun”!  Woo hoo!  If women aren’t good for fun, what are they good for!

The conversation just goes on from there… the expert here tries so hard to balance the essentialization of women’s nature and the social construction of gender, but she just really fails because she goes back and forth between both and her interviewer keeps cornering her with questions about how frustrating it is to work with 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.