Tis The Season 1: Gender & Pop Culure's Toy Shopping Fieldwork

Little Heroes

My little cousin’s birthday is coming up soon, so I wanted to get him a toy that he would enjoy. Like most 5 year olds I know, Jason is obsessed with superheroes: his favorite is Superman. As I started to peruse the toy offerings that Amazon.com had to offer, I started to notice a pattern.

Toy Story

...The Toys 'R Us song is very straightforward:"I don't want to grow up/I'm a Toys 'R Us kid/There's a MILLION toys at Toys 'R Us that I can play with!/MORE bikes, MORE trains, MORE video games/It's the BIGGEST toy store there is!"Consumerism is not the only issue at play here (pun intended); because toys and gadgets are introduced at such an early...

Blue Jeans and Coca-Cola - Nov 13, 2008 (4 days ago)

We R Toys - Children Learn Gender through Toys

...person is shopping for toys for a child, what is one of the dichotomist classifications? Any website or catalog will more than likely ask you to choose between either “for a boy” or “for a girl.” In each of these classifications and sections, you will find a gendered-biased selection of hegemonic normative toys for the different sexes; everyon...

Rebel with a Culture Blog - Jul 25, 2008 12:44 AM

The Journey through Target

...prompt the toys we play with as a child, shaping the child’s role in society. Target was my first stop when I started shopping for my friend’s nephew, a boy named Charles, 9 years old. He’s smart, wide eyed and comes from an interracial one parent house hold. I want to appease him because he is staying with her and her family all summer and I d...

Stef's Gender & Pop Culture Blog - Jul 25, 2008 1:02 PM

What Teaches Girls To Be Made of "Sugar and Spice" vs. Boys To Be Made of "Snails and Puppy Tails"?

...stereotypes their toys are already feeding their infant minds. Among all their toys, a few stood out to me: the Leapfrog LittleTouch LeapPad (in pink), the Evenflo Exersaucer Mega – Tea for 1-2-3, the Fisher-Price Dreamland Soother (also in pink), Infantino’s Mallory the Monkey, and the Fisher-Price Musical Fairyland Gym. After looking up the to...

Maria's Gender & Pop Culture Blog - Jul 25, 2008 12:42 AM

Gendered Toy Consumerism

...a childhood toy, we can find difference based on gender between the toy preferences of boys and girls. We will never see a male child playing with Barbie Ballerina or a female child engaging in play with a Power Wheel Ford F-150 in any televised commercial or advertising display. Toy products marketed for children as young as newborns suggest ge...

Aneka's Gender and Pop Culture Blog - Jul 24, 2008 11:56 PM

Consumerism and the Female Youth

...stereotypes through toys. In addition to learning ‘appropriate’ gender rules, today’s popular toys (such as board games and computer games) socialize girls to be consumers. Deciding to test this gender-consumption theory, I asked a nine-year-old girl to make a wish list of three different toys, which I analyze below:Toy #1: Webkinz stuffed anima...

Down with Prince Charming! - Jul 31, 2008 9:50 PM

Toy Shopping Field Work

...I went shopping at the nearest Walmart to find clothes and toys for my 7-year old goddaughter Joy. I wanted to get her a couple of light shirts and skirts, seeing as how the weather has been getting pretty hot lately. I also wanted to get her a couple of learning toys since the school year is about to start up again. Upon my arrival, I immediate...

Linda's World of Gender & Pop. Culture (My Blog) - Jul 24, 2008 11:09 PM

Emma's Wish List

...getting new toys, candy or whatever floats her boat at the moment. However, when I have her, tantrums don’t bother me and she knows that. I will only buy her certain toys that I approve of. I tend to stay with educational toys such as books, puzzles, or games but there have been times where I will by her the princess toys she craves. Her fav...

First one ever - Jul 24, 2008 9:27 PM

Family Guy and Identities

...takes her shopping, which did not work out too well. With a play of luck Meg receives a makeover which transformed her from an average looking high school girl into this sexy, blonde, pop icon. As Meg is receiving her makeover Peter decides to form a rock band. This, however, fails. Meg’s new sexy looks saved Peter’s band from failing comple...

Missy Mood Input - Jul 18, 2008 1:52 PM

Barbies, Homemakers, and Gender Inequality as the “New” Black

...just a toy. Before getting a new toy may have been difficult because parents were working or doing other tasks. So taking time out to go to the toy store was out of the question after an exhausting day. But in 2008 the world of online shopping has become a great source. Online shopping is really easy, especially if an individual is looking for t...

" PoP CuLtUrE aNd WhY iT PoPs" - Jun 30, 2008 4:49 PM

Children in a Toys World

...to the toy store to buy my birthday presents, I am giving you a wish-list! All of these presents are from www.toysrus.com, where Grandma helped me search (and write this letter) for the presents that I want.Imaginarium Glitter Suite Dollhouse (so my Barbie’s have a house to live in)Barbie Fashion Fever Raquelle Doll (so I can dress her up!!)8 ft...

Sarah Lauren - Jun 30, 2008 8:29 AM

Gendered Consumers/ Engendering Consumerism - Toy Shopping

...Toys are cultural products that are marketed to innocent children in order to gender them. People are brought up on consumerism; it is all around each one of us and it is almost impossible to escape. If we are born biologically as males and females, then American toy companies make it their business to construct the “boy” and “girl” genders. Chi...

Juliana's Pop Culture Blog - Jun 29, 2008 2:33 PM

Blog Post #1 - Children's Toys' Effect on Gender Identity

...in the toys and games we play with as children. This belief is widely shared among many societies. So you can believe me when I say I was very surprised to see that on the homepage of the Toys R Us website there is no search that you can do by gender. There is a “SHOP BY AGE”, “SHOP BY CATEGORY”, and “SHOP BY BRAND”, but nowhere on the homepage ...

Erin's Gender & Pop Culture Blog - Jun 30, 2008 9:57 PM

Blog Post #1

...s toys wrongfully back up these stereotypes further facilitating the understanding of normative gender roles. Several years removed from the Easy-Bake Oven crisis, I phoned Connor to inquire about four or five toys currently on his “must have” list. Without hesitation he replied the video game Call of Duty 4, Lego Airplane Set, Guitar Hero, and ...

Pop Culture Blog - May 27, 2008 5:11 PM

Blue & Pink: The Socialized Gender Roles of Children's Toys

...s toys. Products and toys marketed for children partake in methods of gendered socialization, because these gender-specific (gender bias) toys have become socially normalized.On one popular children’s toy website, toys are categorized into several different groups, each displaying a picture and a short description generalizing which toys it cont...

Whatev is Whatev - Jun 30, 2008 5:34 AM

Toy Shopping- Selling Gender Identity to Youth

...s toys, it was expected to find that “girl” toys would be feminine and domesticated, and that “boy” toys would be masculine and nature oriented. The first place to look in my mind was Babies “R” Us and its partner Toys “R” Us. In searching these websites, I was hoping to find what toys were clearly aimed for girls and what was aimed for boys a...

Gender in the Media - May 27, 2008 5:11 PM

Gendered Consumers/Engendering Consumerism

...that big toy companies are sending with their products are encoded with all kinds of philosophies, values, and ideals about today’s society. In particular, nearly every product on the market is advertised towards a specific gender. Take Transformers and Barbie Dolls, for example. The very use of the words “action figure” and “doll” are cues towa...

Danny Boy's Blog - Jun 30, 2008 9:54 PM

Blog Post #1

...affected by toys, teaching behaviors, and advertising. Before I observed the classrooms, I expected boys and girls to learn their behaviors from engendered toys and different types of media. While I found no evidence to support my theory from the center, this does not mean that the internalization of gender roles does not take place through thes...

Dawn's Gender and Pop Culture Blog - Jun 28, 2008 11:06 PM

Toy Shopping- Selling Gender Identity to Youth

...s toys, it was expected to find that “girl” toys would be feminine and domesticated, and that “boy” toys would be masculine and nature oriented. The first place to look in my mind was Babies “R” Us and its partner Toys “R” Us. In searching these websites, I was hoping to find what toys were clearly aimed for girls and what was aimed for boys a...

Gender in the Media - May 19, 2008 8:35 PM

Sugar N' Spice and Everything Nice, That's What Girls are Made of... Right?

...s toy market provides a large and seemingly disturbing variety of gadgets and accessories that, according to society, should define the lives of female youth. Items such as vanities and makeup kits provide little girls with weapons that allow them to mark and mess themselves and not knowingly, reconsider her appearance. The famous “Pretty, Pre...

Nat's Blog - Jun 28, 2008 7:32 PM

Toys and Normalized Gender

...and toys, just to name a few. Toys make for an interesting case study on the gender cues they provide to children. First, it is important to determine whether or not toys are actually gender specific. Next, we seek to identify examples of these toys in large, accessible, and frequently used market places, specifically those designed for girls...

P.Mooney - Jun 29, 2008 8:01 PM

Adam G. Katz, Jackson. Advertising and the Construction of Violent White Masculinity: From Eminem to Clinique for Men. 349-358.

Adam Gonzalez
10/12/07
Gender and Pop Culture 220
Advertising and the construction of violent white masculinity. Katz

Description
• Long before 9/11, violence was and still is one off the most pervasive and serious domestic problems in the United States. (349)

Analysis
• Discussions about racial representation in media tend to focus on African Americans, Asians, and Hispanics. (350)
• Violent behavior is considered masculine. (350)
• Men are positioned as sexy because they possess a certain aggressive attitude. (351)
• Violent behavior for men is in mainstream advertising in numerous ways. (352)
• Music industry has produced numerous male artists who embody all sorts of violent angers and resentments. (352)
• Military ads and sports portray violence and masculinity as a good thing. (355)

Vision
• We need to develop a much more sophisticated approach to understanding cultural constructions of masculinity. (357)

Strategy
• We need to examine critically areas where violent masculinities are produced and legitimated. (357)

Dave P. Henley & Freeman. The Sexual Politics of Interpersonal Behavior. 88-93.

David Pica
8/7/07 WGS-220-05
Henley & Freeman. The Sexual Politics of Interpersonal Behavior. 88-93.

Description:
Male privileges and superior status is seen throughout society in all aspects. (Pg 84-85)

Analysis:
Women become inferior to men that they don’t know their status in society but they are constantly being reminded that they work under the man. (Pg 84)
Male doctors operate while female nurses assist. (Pg 84)
At lunch time restaurants arepopulated with female table servers who wait on men. (Pg 84)
Dominance is shown by having more space. Women yield to men when coming into close proximity. (Pg 87)

Vision: “Implied” Women don’t have to conform to society and become submissive. (Pg-91)

Strategy: “Implied” The author believes that women need to express their feeling through verbal communication with the opposite sex. Also they can use behavior that gives them strength even if it’s not associated with women. (Pg 91)

Dave P. Hall, “The Whites of Their Eyes: Racist Ideologies & the Media”, 89-93.

David Pica
8/13/07 WGS-220-05
Hall, “The Whites of Their Eyes: Racist Ideologies & the Media”, 89-93.

Description: Media displays images of racism. (Pg 89)

Analysis:
The media shows us what race is, and what the problem is with racism. (Pg 90)
A lot of the images of racism are shown without consciously knowing the image shown. (Pg 90)
The author talks about overt racism. This is when the news reporter or spokesmen openly elaborate on a racist argument or view. (Pg 91)
Movies and TV shows have images of racism like the “slave figure”, or “native” the people don’t concisely think about. (Pg 92)

Vision: Not Stated.

Strategy: Not Stated

Dave P. Friere, Pedagogy of the Oppressed (section from Friere's work)

David Pica
8/17/07
WGS-220-05
Friere, Pedagogy of the Oppressed
Description:
The problem is the liberation of the oppressed (Pg 6).
Analysis:
The oppressed find themselves wanting to be the oppressor. They desire the role of the oppressor (Pg 8).
It’s a hard task for the oppressed to liberate themselves and the oppressors as well (Pg 6).
The oppressed internalize the image of the oppressor and become fearful of freedom (Pg 8).
Vision:
“Implied”- The oppressed must perceive the vision that the reality of freedom is not closed (Pg 12).
Strategy:
“Implied”- The oppressed and oppressed must fight together to liberate themselves( Pg 15-17).

Natalie H. Katz. Kirkham & Weller. Cosmetics, A Clinique Case Study. 268-273.

Natalie Hage
Friday October 12, 2007
Gender & Popular Culture WGS 220 05
Kirkham & Weller. Cosmetics, A Clinique Case Study. 268-273.

Description:

• Companies want the consumer to associate the quality of their advertising with the quality of the product itself (268).

• The way in which men's and women's toiletries and makeup products are presented to the public consumer – read, produced and circulated - sets a large binary that conform to the typical 'masculine' and 'feminine' identities (269).

Analysis:

• Color is a commonly used gendering technique that strongly reinforces the stereotypes handed to the sexes (269).

• The goal is to add seriousness and masculinity to otherwise effeminate cosmetics and toiletries being sold to men(269).

• Advertisements for women's products usually contain little to no information about the product itself. Advertisements for men explain the product, 'rationalizing it' and even defending a male's use of such cosmetics (271).

Vision:

• The boundaries made between 'male' and 'female' products is so heavy and needs to be broken down.
• Sellers shouldn't have to do so much just to overcome obstacles so their products will simply be accepted by the public consumer.

Strategy:

• The visual and literary components of advertisements could be more discreet in their gender roles and less differentiating between 'masculinity' and what is considered 'feminine' (273).

Natalie H. Katz. Advertising and the construction of violent white masculinity. 249-358.

Natalie Hage
Friday October 12, 2007
Gender & Popular Culture WGS 220 05
Katz. Advertising and the construction of violent white masculinity. 249-358.

Description:

• Violence in America is, and has been for decades, a "pervasive and serious domestic problem" and the media only serves to strengthen the matter.

• Media's exhibitions construct 'violence' as defining white males and even normalize it as what is considered 'masculine'.

Analysis:

• Discussions about different dominant groups lie within media representations, such as the strong and commonly used focus on African Americans (250).

• 'White manhood' has been strongly defined as multinational corporations basically sell people's identities in advertisements (350).

• Working class men are fighters for power, dominance and control. For men, muscular physiques are popular to have and aggressive attitudes are considered sexy. (351). This is perhaps one of the reasons why power and aggression is ultimately mistaken for violence in males, which is thereby depicted in products of the media such as video games, music, pro-wrestling and sports culture (352).

Vision:

• Males who struggle for a safe medium between masculinity and femininity must be accepted.
• Violence must be seen as a problem in our country and should not be used as a light way of depicting men in the media just to sell products.

Strategy:

• Realize the poor misrepresentations of characters of violence in the media

• Although appealing, ads containing domineering and aggressive men must be handled with care. Companies want the consumer to be attracted to the mens' 'intense/violent' appearances and assume a correlation with their product and masculinity.

Roz B. Katz. "Advertising and the Construction of Violent White Masculinity." (349-357).

Rosalyn Bocker
10/7/2007
WGS 220-05
Katz. "Advertising and the Construction of Violent White Masculinity."
(349-357).

Description:
• Mainstream media fails to take into account gender when discussing
violence, overlooking a class-conscious gender construction of masculinity
(349-350).
Analysis:
• Media discusses racial representation, but "white" doesn't appear to be
cultural/historical category (350).
• White male archetypes "commodity image system"/pandemic violence
normalized/mainstream (350).
• White males increasingly economically instable/dislocated by
women/minorities, assert "manhood", focus on physical
size/strength/violence (531).
• Stress gender differences by defining masculinity (aggressive) in
opposition to femininity (passive) (352).
• "Angry white working class rebel"=defy middle-class/embrace
violence/misogyny/homophobia (353)
• "Violence is genetic"= linked to success, sexuality, history (354)
• "Military/Sports masculine"=uniforms masculine, cool, sexy/real men do
it/aggressive is good (355)
• "Muscles make the man"=defend home/family from "other" emphasis
strength/violence potential(356)
• "Hero is violent"= guns symbolize virility/larger than life/immortalized
in film (police/gunslingers/etc.) (357)
Vision:
• Need to develop more sophisticated understanding of cultural
construction of masculinity (357)
Strategy:
• Examine representation of men (esp. in regards to violence) (357)
• Examine production/legitimization of violent masculinities
(sports/comics/movies/etc) (357)

Roz B. Kirkham and Weller. "Cosmetics: a Clinique case study." (268-273).

Rosalyn Bocker
10/7/2007
WGS 220-05
Kirkham and Weller. "Cosmetics: a Clinique case study." (268-273).

Description:
• In order make products "acceptable" to men Clinique differentially
coded their products to separate "male" ones from the "female" ones (268)
Analysis:
• Products/ads coded through color (men = grey, blue, black and white to
evoke "rationality" and "objectivity", women=softer, delicate, pastel,
associate with infants, traditional femininity) (269)
• "Men's" ads contain lots of info (factual, rational
"choices"/"no-nonsense", convenient, simple ) women need no info (already
indoctrinated by other females, focus on color, pleasure) (271)
• Women's products= sexuality/appealing to men/Men's products=cleansing
(manly clean) (271)
• Female product need no distinction/labeling (assumed feminine by virtue)
Men's products marked as "for men"/emphasize rough/tough qualities (not
"girly foamy cream cleanser") (272)
• Depend on gender stereotypes to create binaries/separate "feminine" from
"legitimate" male products (273)
Vision: Implied
• Market items without creating a binary (man/woman, strong/soft etc) to
define products
Strategy:
• Don't use/support gender stereotypes/binaries in order to promote products

Adam M. Foucault: Method

Description:

Foucault’s objective in this chapter is to alleviate any misunderstandings there may be about the meaning of power in the context in which he is using it. He is not referring to ways in which citizens are forced into subservience for a state, nor is he discussing a form of subjugation that has the form of the rule.

Analysis

Power is not something that is acquired, seized, or shared, and it is exercised from multiple points (p.94).

Where there is power, there is resistance, but this resistance is not in a position of exteriority in relation to power. This means that power relationships exist on the assumption that resistance will occur and will be dealt with accordingly (p.95).t

There are four main rules to follow in relation to sexuality and power relationships:

Rule of immanence

Rules of continual variations

Rule of double conditioning

Rule of the tactical polyvalence of discourses

Vision:

We must not expect the discourses on sex to tell us what strategy they derive from, what moral implications they accompany, or even what ideology they represent. Instead, we must question them on what reciprocal effects of power and knowledge they ensure (p.102).

Strategy:

Not stated

Adam M.'s outline for Foucault: Objective

Description:

· We tend to read the history of sexuality in the context of the repressive hypothesis, which describes the fact that since the rise of the middle-class, any sexual relations that were purely intended for pleasure have been frowned upon.

Analysis:

· Some principle features exist in this representation of sexuality. For example, a cycle of prohibition occurs in which people deal with sex by denying its existence. By suppressing sex, people believe they can constrain it to the point where it is no longer a “problem” (p.84)

· Power represses sex and law constitutes desire, which takes us back to the fact that this aforementioned power is incapable of doing anything other than creating limits and is centered on little more than the statement of the law and the operation of taboos (p.85).

· Power is tolerable only on the condition that it hides a substantial part of itself. Essentially, people are only willing to tolerate power when it is not overt, and its success is directly proportional to its ability to hide the way it operates (p.86).

Vision:

· Foucault’s aim is for us to try to rid ourselves of a juridicial and negative representation of power, and to instead view it simply in terms of law, prohibition, liberty, and sovereignty (p.90).

Strategy:

· We must conceive of sex without the law, and power without the king.

Adam G. Kirkham, Pat and Alex Weller. Cosmetics: A Clinique Case Study. 268-273.

Adam Gonzalez
10/12/07
Gender and Pop Culture 220
Cosmetics: A Clinique Case Study

Description
• Examines the gendering of toiletry products for men and women and how advertising of the products differentiates the male and female ones. (268)

Analysis
• Appearance and presentation of a product is just as important as the product itself. (268)
• Packaging is organized in a way to translate statements about gendered objects. (268)
• Color is a distinction in which gender stereotypes are reinforced. (269)
o Men = grey, muted blue = seriousness, and masculinity
o Women = pastels and soft colors = delicate, beauty, and feminine
• Amount of information (270)
o Male products carry greater amounts of information because they are less experienced in buying toiletries than women
• Advertising must make male products distant from female products for masculinity. (270)
• Male products have male hands holding the products. (271)
• Naming, writing, and labeling of products is an important element of gender coding. (272)

Vision and Strategy not stated

Dave P. Wolf, Brideland, 61.

David Pica

8/13/07

WGS-220-05

Wolf, Brideland, 61

Description:

• Women’s fantasy of getting married, and the hypnotizing powers of magazines. (Pg 61-61)

Analysis:

• Bridal magazines conjure up images of a fantasy world that does not exist. (Pg 61-62)
• The author describes it as a theme park that you enter. You are transformed when you enter then when you depart go back to normal. (Pg 61-61)
• Wolf was transformed after seeing the bridal magazine. She explained that she was powerless.

Vision:

• Not stated.

Strategy

• Not stated.

Duffy. "Cosmetics: A Clinique Case Study"

Clare Duffy
October 12, 2007
WGS 220 Section 05
Kirkham & Weller. “Cosmetics: A Clinique Case Study”

Description:
· Noticeable difference in way Clinique products marketed to men and women which reinforce gender stereotypes (268)

Analysis:
· women choose based on both ads and products’ packaging (268)
o look at cost, appearance, smell (268)
· colors different for each market (269)
o Men’s products-grey or blue bottles
o Women-pastel and soft colors
· Soaps different shapes (269)
o Women-rounder, softer shape
o Men-flat, no color
· Factual advertisements for males (269)
o Wants male products to be defined as serious business so include more information surrounding product than women’s advertisements do
o Female advertisements-no information (270)
§ Expect consumers to learn it from earlier generation of consumers
· Men’s products labeled Male (272)
o Denoted by M
§ Supposed to convey a sense of masculinity
· Female products not labeled female (272)
o Clinique products assumed to be for women unless otherwise noted
· Products considered female need legitimating before entering male arena (273)

Vision:
· Keep stereotyping out of advertising (implied)
o Eliminate the need to differentiate male and female markets and products

Strategy:
· Not stated

Duffy. "Advertising and the Construction of Violent White Masculinities"

Clare Duffy
October 12, 2007
WGS 220 Section 05
Katz. “Advertising and the Construction of Violent White Masculinity: From Eminem to Clinique for Men.” p349-358

Description:
· Advertising normalizes male violence (350)

Analysis:
· Violent behavior considered masculine (350)
· Movie industry produces violent male icons (351)
o Introduced due to economic instability in late 70’s and women’s movement challenging male dominance (351)
o Presents a “glamorized form of violent masculinity” (357)
· Aggressive attitudes translates to sexy in males (351)
· Gender restrictions decreasing in 21st century (351)
o Must present males differently from women (351)
§ Equate masculinity with power, control, violence (352)
§ Images of violence against women supposed to increase self-respect (352)
· Common male themes in magazine advertising (352)
o Muscles=masculine
§ Ads offering products which will enhance muscles in male magazines (356)
o Military and sports
§ Target adolescent boys (355)
o Violence needed for heroics
· Violent masculinity viewed as “cool” (353)
· Male athletes used to sell products associated with females (356)
o Athletes automatically deemed masculine so should be able to sell product

Vision:
· Eliminate the violent male ideology from mainstream culture (implied)
· Develop sophisticated approach to understanding cultural construction of masculinity (357)

Strategy:
· Study social construction of gender (357)
· Examine male violence in our society (357)
o Include comic books, toys, sports, pro wrestling, comedy, music videos, pornography, interactive video

Chris R. Katz. Advertising and the Construction of Violent White Masculinity.

Chris Refsdal
10/12/07
WGS 220-05
Katz, Jackson. Advertising and the Construction of Violent White Masculinity. (pgs. 349-358)

Description:

• Media descriptions justify and legitimize male violence and continue to use non-gendered terms to describe it, despite that the majority of violence is committed by males. (pg. 349)
  

Analysis:

• Hollywood “action-adventure” actors portray overly violent characters as a method of reassuring men that one area of masculinity was still attainable for them: physical size and strength. (pg. 351)
• Rock and rap artists legitimize anger and violence by making it seem “rebellious” and “cool”, not hesitating to make a profit off of it as well. (pg. 352-353)
• Sports athletes and military personnel are two major icons that appear in advertisements, reinforcing the violent nature of men, some times as a method of “masculinizing” traditionally feminine products. (pgs. 355-356)
  

Vision:

• Alternate non-violent methods should be employed in advertising to males so that levels of male violence will be reduced. (pg. 357)
  

Strategy:

• In depth analysis of other areas where violence is portrayed, such as comic books, toys, comedy, and music videos, should be studied in order to gain further understand of how violent masculinity is contstructed. (pg. 357)

Chris R. Kirkham & Weller. Cosmetics: A Clinique Case Study.

Chris Refsdal
10/12/07
WGS 220-05
Kirkham, Pat; Weller, Alex. Cosmetics: A Clinique Case Study. (pgs. 268-273)

Description:

• Clinique advertisements for male products draw upon masculine stereotypes in order to target men for a traditionally feminine product. (pg. 273)
  

Analysis:

• Advertisement and product designs for men’s products have simple color tones, such as black and white commercials or gray and blue colored tubes. These emphasize simplicity, rationality, and realism. Female products and advertisements come in a range of light pastel colors meant to symbolize softness, purity, and innocence. (pg. 269)
• Male-oriented language that describes ideas like science, rationalism, and efficiency is used when advertising men’s products. Words like “convenient”, “simple”, “no-nonsense”, and “unscented” embody these ideas. (pg. 270)
• Most feminine Clinique products do not bear any text besides the word “Clinique”, whereas men’s products have the subtitle “Skin Supplies for Men” and a description of the product itself. It is assumed that women will know what a product is simply by looking at the package, but additional text is added for men to emphasize that the product is for them. (pg. 272)
  

Vision:

• Traditionally feminine products do not need to be legitimized using stereotypes in order to appeal to males. (pg. 273)
  

Strategy:

• The fact that these advertisements exist gives men and women the opportunity to negotiate the anxieties that arise from their use of stereotypes. (pg. 273)

Jill L. Foucault. "Objective." 81-91.

Jillian Limone
October 16, 2007
Gender and Popular Culture: section 5
Foucault. "Objective." 81-91.

Descriptive:
• Where there is desire there is power, which is represented by methods whose operation is "not ensured by right but by technique, not by law but normalization, not by punishment but by control" and there the problem of right and wrong and freedom and will is created. (89)
Analysis:
• The "power methods" take charge of men's existence, "men as living bodies." (89)
• Dealing with the equivalent notions of repression, of law, of prohibition or censorship. (82)
• There are no connections between power and sex that are not negative—concealment, rejection and exclusion. (83)
• Power prescribes an "order" for sex and acts by laying down the law. (83)
• Censorship affirms that something is not permitted, prevents it from being said and denies that it exists. (84)
• "power is tolerable only on condition that it mask a substantial part of itself." (86)
• Power creates secrecy among those who dominate. (86)
• Such "taboos" such as sex and underage drinking are so popular in our society because people like the idea of sneaking around the "law" and how it is a limit on their desires.
• Power works in the form of law. (87)
Vision:
• Society must construct an "analytics" of power that does not take law as a model and a code to live by. (90)
Strategy:
• We must try to rid ourselves from the juridical and negative representation of power as well as understand that it is not in terms of law, prohibition, liberty and sovereignty. (90)

Jill L. Foucault. "Method."92-102.

Jillian Limone
October 16, 2007
Gender and Popular Culture: section 5
Foucault. "Method."92-102.

Description:
• Rule, domination and law do not define power but rather they are the forms power takes, in which "institutional crystallization is embodied in the state apparatus," among various social hegemonies. (92-93)
Analysis:
• Power is not something that is acquired, seized or shared. (94)
• Power is exercised from "innumerable points." (94)
• Relations of power are the immediate effects of the divisions, inequalities, and disequilibrium. (94)
• Power relations are "intentional and nonsubjective." (94)
• Power comes from the bottom and reacts on more limited groups to the very depths of the social body. (94)
• Where there is power, there is resistance and deception. (95)
• One is always "inside" power, there is no "escaping" it and there is no outside power. (95)
Vision:
• People must decipher power mechanisms as well as not look who has the power nor who is deprived of it. (97, 99)
Strategy:
• "No strategy could achieve comprehensive effects if did not gain support from precise and tenuous relations serving, not as its point of application or final outcome, but as a prop and anchor point." (99)

Puffs of a gendered sort

(side note: don't get busted taking pictures of shower puffs at CVS, it's very tough to explain yourself!)

Here are the puffs in their "natural" habitat...the pufferload if you will.

And if you look down the aisle, and keep going until you've reached the absolute end, you will find some...

"Manly Puffs" (word to the wise...mildew assessment potentials?)

Axe...because apparently, the stuff wasn't masculine enough. they needed to adorn the display with a few black puffs (a la Christmas Tree ornament) and oh, there's something called "Axe Blade" oooohhhh what will they think of next?

...cough, cough