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<\/p>\nJordan B. sent in an interesting observation about the current advertising at Diesel. \u00a0Many of the ads feature varying skin tones, but the darker-skinned models appear to always be male, while the women appear to always be lighter-skinned. \u00a0Two ads:<\/p>\n
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Jordan thinks that Diesel is following American cultural rules that gender race and racialize gender.\u00a0\u00a0For example, if I may quote myself<\/a>:<\/p>\n According to American cultural stereotypes, black\u00a0people<\/em>, both men and women, are more masculine than white people. Black men are seen as, somehow, more masculine than white men: they are, stereotypically, more aggressive, more violent, larger, more sexual, and more athletic. Black women, too, as seen as more masculine than white women: they are louder, bossier, more opinionated and, like men, more sexual and more athletic.<\/p><\/blockquote>\n I’ll let Jordan finish the thought:<\/p>\n This is why Diesel\u2019s selection of a black man and light skinned women makes sense for their ads. \u00a0By choosing a black man, men everywhere will want to identify with the hyper-masculinity our society has attributed to them. Similarly, by choosing a light-skinned woman, Diesel is selecting the type of women our society has put on a pedestal.<\/p><\/blockquote>\n For more, see our posts on\u00a0asymmetry in interracial marriage<\/a>,\u00a0how Asian women are marketed to white men<\/a>, and data on race and response rates on a dating website<\/a>.<\/p>\nLisa Wade, PhD<\/a> is an Associate Professor at Tulane University. She is the author of <\/em>American Hookup<\/a>, a book about college sexual culture; a textbook about gender<\/a>; and a forthcoming introductory text: <\/em>Terrible Magnificent Sociology<\/a>.\u00a0You can follow her on Twitter<\/a> and Instagram<\/a>.<\/em><\/span>","protected":false},"excerpt":{"rendered":" Jordan B. sent in an interesting observation about the current advertising at Diesel. \u00a0Many of the ads feature varying skin tones, but the darker-skinned models appear to always be male, while the women appear to always be lighter-skinned. \u00a0Two ads: Jordan thinks that Diesel is following American cultural rules that gender race and racialize gender.\u00a0\u00a0For […]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[55,778,285],"class_list":["post-30395","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-gender","tag-intersectionality","tag-raceethnicity"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/30395","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=30395"}],"version-history":[{"count":12,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/30395\/revisions"}],"predecessor-version":[{"id":71335,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/30395\/revisions\/71335"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=30395"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=30395"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=30395"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/thesocietypages.org\/socimages\/files\/2010\/12\/12.jpg\")
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