{"id":49603,"date":"2012-07-20T11:20:48","date_gmt":"2012-07-20T16:20:48","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=49603"},"modified":"2013-11-08T03:33:25","modified_gmt":"2013-11-08T08:33:25","slug":"selling-cleaning-and-parenting-to-women-only","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2012\/07\/20\/selling-cleaning-and-parenting-to-women-only\/","title":{"rendered":"Selling Cleaning and Parenting to Women Only"},"content":{"rendered":"

Sociologists use the term “stalled revolution” to describe how current state of the feminist movement. \u00a0It’s “stalled” in that, while women are (mostly) free to do what men do, men have been much more reluctant to do what women have traditionally done. \u00a0This makes sense because masculine things are generally valued and feminine things are not.<\/p>\n

Housework is one of these things. \u00a0Married women still do twice as much housework and childcare as their husbands, on average. \u00a0If you used advertising as your metric, however, you’d think that women did 99%. \u00a0Here are three examples and a counter-example:<\/p>\n

1. \u00a0Monica C. sent in an Olympics-themed content sponsored by Pampers. \u00a0It’s called the\u00a0“Mommy Games,”<\/a>\u00a0as if only women parent:<\/p>\n

\"\"<\/a><\/p>\n

2. Appliance maker Kenmore has\u00a0a children’s line<\/a>, sent in by Anna C. \u00a0All of the products are in pink:<\/p>\n

\"\"<\/a><\/p>\n

\"\"<\/a><\/p>\n

3. Allison spotted the same phenomenon at Hoover. \u00a0They are inviting “real women” to submit\u00a0vacuum stories<\/a>:<\/p>\n

\"\"<\/a><\/p>\n

4. \u00a0As a counter-example, Kristie McC. sent in a screenshot of\u00a0Eco-Me<\/a>\u00a0products. \u00a0The company \u00a0make a point of putting images of both men and women on their cleaning products.<\/p>\n

\"\"<\/a><\/p>\n

So, there are exceptions, but the overwhelming message is that parenting and childcare is something that women do. \u00a0For more, see our gendered housework\/parenting page on Pinterest<\/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":"

Sociologists use the term “stalled revolution” to describe how current state of the feminist movement. \u00a0It’s “stalled” in that, while women are (mostly) free to do what men do, men have been much more reluctant to do what women have traditionally done. \u00a0This makes sense because masculine things are generally valued and feminine things are […]<\/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":[223,55,2099,2088,23703],"class_list":["post-49603","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-childrenyouth","tag-gender","tag-gender-childrenyouth","tag-gender-marriagefamily","tag-marketing"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/49603","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=49603"}],"version-history":[{"count":8,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/49603\/revisions"}],"predecessor-version":[{"id":58289,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/49603\/revisions\/58289"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=49603"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=49603"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=49603"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}