Music Videos: Reinforcing Gender Stereotypes

As outlets such as MTV and VH1 are becoming more obsolete, You Tube, Facebook, smart phones, and other media devices have taken their place, allowing society easy access to videos from all music genres. In Cara Wallis’ article, “Performing Gender: A content Analysis of Gender Display in Music Videos,” she addresses this and explains that whether or not the artist is aware of it, stereotypical depictions of male and female interaction and the characteristics of each sex are strongly reinforced. Although some positive portrayals exist, “the ubiquity of stereotypical and highly sexualized gender images in the media, including music videos, can have negative consequences for the mental, emotional, and sexual health of youth, especially adolescent girls and young women.” (161).

In a number of studies, the outcome that consistently was reported is that 1) men are always taller than women, insinuating strength and power for the man (masculine traits), 2) women are typically beautiful, skinny sexualized creatures (feminine traits) 3) men are shown in occupational, dominant settings (the “manly man”), and 4) women often avert their eyes and seem to be psychologically distanced (the “emotional woman”). In music videos, men are shown as having power, dominance and self confidence, where women are precious, fragile and sexual creatures; relating masculine type qualities to men and feminine type qualities to women.

These videos relate certain qualites to certain gender in our society. Since many kids idolize music videos, these artists are most definitely promoting the “ideal” traits for each gender to have- men should be masculine and women should be feminine. Rarely do popular music videos sway from these stereotypes.

 http://www.youtube.com/watch?v=JItFEGl2W7I

In this video you see the man with lots of money, power, and strength (at one point he does a push up with a woman on his back). The women are very feminine with their girly clothes, hair, hanging all over the man, and being sexualized.

Performing Gender: A Content Analysis of Gender Display in Music Videos

Authors: Wallis, Cara¹ cwallis@tamu.edu

Source: Sex Roles; Feb2011, Vol. 64 Issue 3/4, p160-172, 13p, 4 Charts

Karate will solve your femininity!

A Miami-based agency released a local ad that caused quite a stir within the community.  The ad was for a local karate school; a boy putting on his mother’s high heels and lipstick and parading around while playing dress-up was featured in the first part of the commercial. The second part of the commercial shows the boy wearing a karate suit, implying that in order to stop his feminine actions and perceived weakness, he needs to take karate lessons. Only in karate would the boy learn to use his masculine traits and become more aggressive and powerful. I tried to get the video itself but the links for it has been removed. Nevertheless, I did find one, still-shot that depicts the boy in these opposing scenarios. He appears to only be about 6 years old.

Reading the article, Research in the Psychology of Men and Masculinity Using the Gender Role Strain Paradigm as a Framework, I agree with their definition of gender roles not being biologically determined, but rather psychologically and socially constructed definitions that can change. Masculinity is a social ideal which creates a depiction of manhood that differs based on social class, race, life stages, and sexual orientation. In agreement with the article, society has a strong need to identify themselves in a positive manner, in the proper gender roles, and any way of achieving this acceptance if welcomed.  What type of parent would ignore an opportunity to influence the perception of their child in a socially accepted way? This television commercial, and local karate school, offers a way to do just that because “failure for men to achieve a masculine gender role identity was thought to result in homosexuality, negative attitudes toward women, and/or defensive hypermasculinity (787).

In addition, although there are no female characters in this advertisement, gender stereotypes for women are still present. When the boy plays dress up and puts on makeup, these actions are portrayed as being feminine; accepted only for women. This insinuates that girls need to be concerned with beauty and appearance. Then, depicting the boy in a karate class, emphasizing his strength and masculinity, is indirectly pointing out that girls should show more concern with avoiding conflict. Girls should not be in karate class as they should not show aggression and focus more on beauty and manners.

We are analyzing how intelligent adults could perceive this commercial and these theories, but what about how children perceive them? Should a boy, who may spend most of his time with his mother, feel ashamed for experimenting with her makeup and shoes? Is it possible that he is just trying to emulate her because, although it is not completely apparent to him, he has a lot of respect and admiration for her? What if you are a girl watching this advertisement? Is this commercial teaching you that girls should not participate in physical activities, as those are for boys only, and should spend time playing dress up and doing feminine things?

Regardless of whether or not we see this commercial as a positive or negative way of portraying accepted sexual roles, any source of media that a child or adult is exposed to will inevitably emphasize the more tolerated gender perceptions.

Levant, Ronald F.Research in the Psychology of Men and Masculinity Using the Gender Role Strain Paradigm as a Framework,; American Psychologist, Vol 66(8), Nov, 2011. pp. 765-776. [Journal Article]

What happens when the bully lives at home?

  We have all heard the stories of adolescents, (we will focus on boys for this conversation), who do not fit into the traditional gender norms attempting and/or succeeding in suicide attempts due to bullying at school. But, what happens when the bullying or majority of disapproval is at home; with the individual(s) who have loved you unconditionally until you acted outside of the norm or actually admitted to being a homosexual?

In the article “Coming out to talk about suicide: Gay Men and suicidality” by Sue McAndrew and Tony Warne, they explore this idea. However, rather than sampling a large group of men and their experiences, they carefully chose a select few to tell their stories in more detail than previously researched. Obtaining the statistics for suicides and the possible relation of homosexuality is simple as many researchers have already done it. For example, a report in 2000 found that gay and bisexual youth were 4 times more likely to report a serious suicide attempt than their heterosexual counterparts; a number which has probably increased since homosexuality has been more visible in the last decade. What this study was trying to explore is how one’s family, particularly the father, influenced suicidal behavior in young men. One study in 1998 showed that, “Often, attempted suicide was linked to family discovery and subsequent rejection.” (93)

As a result of this lack of relationship, combined with an increased awareness of their sexuality, as homosexual boys mature, they feel isolated and develop a self hatred because they do not fit into the heterosexual, male ideology. Some turn to what is called “internalized homophobia”; a feeling of worthlessness and self hatred. And inner struggle to try and “pass” also arises. Any gay person will tell you it is easier to pretend you’re straight than show your true self. But trying to pass is difficult and emotionally straining. Imagine something you absolutely love and could not live without. (97)

So, when one cannot obtain approval from a parental figure or feel that self expression would not be welcomed in a positive manner in their home, is that not a form of indirect bullying? When parents do create an environment of acceptance and tolerance in their own home, a place where children should feel safe and loved, the influence of the outside world can be less detrimental. Having your parents and family accept and love you the way you are will inevitably provide more strength to defend against the negativity shown by the outside world. If you have a home that is accepting and not traditionally following the stereotypical gender roles set as a societal norm, the chance of feeling guilt and self hatred will not be as strong.

International Journal of Mental Health Nursing (2010) 19, 92–101

DOI: 10.1111/j.1447-0349.2009.00644.x
Feature Article_644 92..101
Coming out to talk about suicide: Gay men
and suicidality
Sue McAndrew1 and Tony Warne2
1University of Leeds, Leeds, and 2University of Salford, Salford, England

Masculine Girls.. a big no no

Since the early 70s, it has become a common belief that advertising affects the attitudes, behavior and social beliefs of both adults and children. The writing of Diana S. Rak and Linda M. McMullen titled Sex-role stereotyping in television commercials: A verbal response mode and analysis focuses on the topic of male and female roles in advertising. Since television advertising is considered one of the most prevalent forms of media in which children learn gender-specific behaviors, as well as the positive implications of conforming to these roles, I am going to apply the finding of this article to a current Tide commercial for this blog.

Television commercials target females specifically at certain times of the day and with particular types of products.   The sample used by Rak and McMullen revealed that over 50% of the products advertised during the daytime were for household cleaning, beauty and hygiene items compared to less than 30% during primetime. Women are often shown performing tasks like grocery shopping, picking up the kids, or cleaning; roles of the stereotypical housewife. Women are given positive attributes when it comes to being a responsible parent and being knowledgeable about health, beauty and cleaning products. In additional, although there is always something to keep a housewife busy, in a majority of cases, her house is always tidy, her appearance neat, and her children happy playing with gender appropriate toys.

Conversely, in commercials men have more social status (i.e. professional job, socially liked, etc.) and are better at making decision when it comes to food or beverages. In interactions with a female, he always has a more authoritative stance and uses more scientific arguments to support his conversation. Women are usually silent or portrayed as unintelligent, dependant entities.

In a recently aired commercial for the product Tide, the stereotypical female role is present. There is a housewife sitting on her couch pitching cleaning product; all of the gender specific behaviors of a woman for daytime advertising.  This housewife looks like she stepped out of a 1950’s television show; neat attire, tidy house, speaking eloquently and watching her child as a good mother should. However, right away the viewing audience can tell that she is uncomfortable about something. In this commercial, through her verbal and body language, she is trying to show her displeasure with the fact that her daughter is not conforming to what should be her appropriate gender role. Her first comment is that they “tried the pink thing” but all her daughter wanted to do was wear hoodies and cargo shorts. To her dismay, Tide was able to get the crayon stains out of her daughter’s close. With the tone of her words and her awkward sitting position, she emphasizes her disappointment in her daughter’s tomboyish traits. And in the closing of the actors’ parts, the mother comments that her daughter was building another “car garage” and that is was beautiful. She stares at the camera again after her comment as if to say, what am I supposed to do with that.

You HAVE to watch this.

http://www.youtube.com/watch?v=C9LTRbWsGOI

If your daughter does not conform to the female gender stereotype, this commercial insinuates that it is ok to be disappointed and there are other moms feeling the same thing. It is reinforcing the gender stereotype that girls who act like “tomboys” are not normal. If you were a child watching this commercial, how would you feel? How do you think young girls who don’t wear pink and enjoy building blocks will feel about themselves after watching this? I am assuming that they will feel like their mothers will not accept them as they are; that they are not allowed to be unique and stray from the traditional gender norms. After watching this commercial, I was in such shock about what I just saw that I could not remember what product was being advertised. My second thought was how bad I felt for the little girl. Having your parents disapprove of your behavior or appearance is a horrible feeling. In 2011, seeing something on television that reinforces such a strict gender role for women is absolutely ridiculous.

Saskatchewan, Diana U., and Linda M. McMullen. "Sex-role Stereotyping in Television Commericals: A Verbal Response Mode and Content Analysis." Canadian Journal of Behavioural Science 19.1 (1987): 25-39. Print

You're such a girl!

I’m sure we have all heard the sayings “you throw like a girl” or “you cry like a girl” as we were growing up.  As a little girl, I probably did not hear it as much as little boys, but I did grow up with four boys in my neighborhood and I remember hearing this saying. I remember it was such a huge insult if one of the boys told the other that he cried like a girl. I remember knowing that you never wanted to be called a girl, but not really understanding why.

The stereotype I have decided to write my blog posts around is feminine boys and masculine girls. For my first blog I am looking at the question of why is it such a big insult for a boy to “act like a girl?” The article I’ve looked at pertaining to this subject is Boyhood Femininity, Gender Identity Disorder, Masculine Presuppositions, and the Anxiety of Regulation By Ken Corbett.  Corbett examines three different areas throughout his paper which are to look at “(a) unquestioned presuppositions not only about that which constitutes masculinity, but also (b) that which constitutes gendered coherence and (c) the relationship of said coherence to psychological well-being.” In other words, his paper looked at why no one questions the presuppositions as to what exactly is masculinity, the fact that gender is routinely associated with anatomy, and the anxiety that comes along with any gender since gender is fluid and lacks coherence.

Let’s go back to childhood for a minute and examine the old nursery rhyme that says girls are sugar and spice and everything nice, and boys are snakes and snails and puppy dog tails. Comparing girls to sugar and spice and everything nice is relaying that girls enjoy hysteria, brightly colored things, and are more sensitive; whereas males enjoy control, aggression, and muted emotions by being made of snakes and snails and puppy dog tails. If you look even further back to when children are born, routinely it is pink for girl baby blankets, and blue for boys. This stigma of pink meaning girls and blue meaning boys sticks with most members of society throughout their lives. So when little boys like pink, they are made fun of and called little girls, which is an insult to the gender and masculinity, which has been assigned to them by their physical sex.

Corbett explores that boys are plagued by anxiety because of a sense of ‘otherness’ that is pushed on them if they are not masculine. For example, Corbett met with a boy Mitchell who was constantly picked on at school for being “a girl”. Mitchell just enjoyed colorful things, and was very sensitive to the world around him. He loved music by Bach, playing with dollhouses, and had mostly girl playmates because the girls tended to be less rough with him. His parents actually ended up transferring him from the private school he was in because he was being targeted by boys calling him names, which in turn made him cry, which in turn lead the classmates to make fun of him even more. This idea of “boys will be boys” is more than just those four words; it’s actually more like “boys will be boys by not being girls”. And not only do feminine boys get picked on for not being masculine, they are also associated with being homosexuals because they do not fit into the heterosexual stereotype of what a man is. But that will be another branch of the stereotype to explore in a different post.

Boyhood Femininity, Gender Identity Disorder, Masculine Presuppositions, and the Anxiety of Regulation.  By: Corbett, Ken. Psychoanalytic Dialogues, 2009, Vol. 19 Issue 4, p353-370, 18p; DOI: 10.1080/10481880903088484