lesson 11: buying and selling gender robert wonser
TRANSCRIPT
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Lesson 11: Buying and Selling Gender
Robert Wonser
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Just a Matter of Time…
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Yes! Finally!
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Because they’re pink and purple they’re ‘especially designed for girls!’
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Finally, electronics for girls!
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Color-coded pajamas Notice the dog and cat
are even gendered
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Cars for the Ladies!
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Dodge ‘La Femme’
Came with matching accessories! Umbrella, rain coat, compact and coin purse!
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More Pointlessly Gendered Products
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Yogurt for Men!
It’s acceptable for men to eat yogurt when it’s ‘thick and chunky and made for men’
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Notice any Difference?
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Microscopes
We’ve come along way… Girls can be scientists now (lower powered microscopes and all!)
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Finally, a tablet, ‘for her’!
pre-selected apps include: "Cloathing Size Conversion [sic]," "Daily Yoga," "Yoga for Women," "Women's Fitness" , "Women's Assistant" (the logo is a scale wrapped in a tape measurer), "Finest Perfume for Women," "Women's Log," "Shopping List," "Our Groceries," "Indian Curry Recipes," "Middle Eastern Recipes," "Arabic Recipes"
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Gendering and Sexualizing M&Ms
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Bicycles
Bonus ‘Special Women’s Section’
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Diaper Bag for Dads
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What do all of gendered products do? Create/reinforce the idea of a supposed
natural difference between sexes and gendersEven sometimes conflating the two…
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Create reinforce harmful gender roles
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What happens when you can’t afford the ‘necessary’ products to fit in?
Ex: American Girl Dolls2010: $95, with extras up to $600
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Cooptation of identity within the market system
How do you be feminine or be masculine if you can’t afford the correct products?
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Making Money off of Manufactured ‘Problems’
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Backlash?
Honda Fit ‘She’s’
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Gender, Objectification and the new Catwoman Optimum fighting
position!
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Fighting back
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Advertising Doesn’t have to be Gendered!
Family Circle Magazine circa 1981