Lesson Eleven: Buying and Selling Gender

Pointlessly Gendered Products: The existence of this genderization is essential to gender in society and to the idea that men and women are naturally, inherently different. In reality, most gendered products have less to do with biology and more to do with profit. By convincing the average consumer that men and women are different, they are also able to convince them that they need to by more of the same product.

Photoshop: To the left is an unaltered picture, to the right is a photoshoped version; note the lack of lines on the face, thickening of the hair, and overall elongation/thinness. The extensive use of Photoshop in magazines and ads has created a warped perception of what society wants and considers normal. These images present unattainable and unrealistic body types as the ideal, leading to harmful behaviors and attitudes in the women and girls (and men) who view them. It is hardly surprising that the rates of eating disorders are rising in younger and younger individuals, particularly females.

Objectification in Nerd Culture: Despite women making up roughly 52% of video gamers and 47% of comic book readers, most of the women within these mediums are either objectified, undervalued, or vastly underrepresented as a whole. There has been notable progress within the past few years, especially outside of the mainstream comic and game industries, but the majority of stories are still male-centeric with male viewers in mind.

Gendered Poses: Most advertisements are made with the male gaze in mind—the idea that the main viewers and consumers of the product are straight, cis-gendered males. Thus, females are often stand delicately with dazed expressions, off balance with unmeasurable mirth, or in submissive postures such as laying down or looking up at the viewer. More often than not, these poses and gestures are also sexualized. Males on the other hand are often portrayed as grounded (both physically and mentally), focused, in control of their surroundings, and often stare at the viewer in a dominating fashion. It is uncommon for men to be shown carefree, delicate, or passive, but it does happen, and some would argue is happening more frequently. Men are rarely sexualized unless there is also a woman in the shot, and in which case the man is almost always shown dominating her in some way.

Money and Identity: Without money to buy gendered clothing and products, the performance of gender comes to a halt. Old hand-me-downs, such as the doll above, may still represent femininity, but the gender of that time has since evolved into something else. The dolls of today are tall and blonde with flawless skin and bodies and an array of fashion choices, teaching girls a different type of femininity than a baby-sized, featureless doll meant to be projected upon, carried around, and taken care of.