Showing posts with label gendered marketing. Show all posts
Showing posts with label gendered marketing. Show all posts

Friday, September 20, 2013

Sexism, Rape Culture, Media and the Real World

I just read an article about "6 Sexist Video Game Problems Even Bigger Than Breasts;" a few of those problems are applicable elsewhere, like comic books, or real life. (If you haven't already, I recommend reading it.)

The issues that the Cracked staff raise in the article are a lot of the same issues that critics have raised about sexist issues in comics. Women are sometimes reduced to the nurturing background character, not the dynamic one who saves the day. They are used as tools to further someone else's (a male character) story, particularly when they are killed. Rape is a tool used to show how bad a villain is (at least according to Mark Millar). Sometimes a team has a single female member, just to have a female on the team.

If I could, I would make every man read points #3 and #1 of that article, over and over again, until they fully understood it: Sexualized Violence (with an excellent explanation of rape culture) and The Real World. Those, to me, were the key points.

screen shots from the F-P website
When we present media that has so much sexism, whether it's in movies or comic books or video games, that message gets internalized. Girls see it, and feel disenfranchised. Boys see it, and learn girls are commodities. Those kids grow up with those attitudes, and see even more media that gets reinforced over and over. T-shirts that say "Boys are Better Than Books", mottos like "bros before hos", et cetera, ad nauseum. And who can forget the cricitism that Mattel received when they released a talking Barbie that said "math class is tough"? Even the "simple" gendering of toys (girls are princesses that get saved, boys are heroes that save princesses), that starts with replaying the same pink/blue message over and ever, teaches young children "the way things are."

Here's an example of how we teach our kids early: A pink/purple diamond ring for a "precious baby girl", and a blue hammer for a "busy baby boy." This is what Fisher-Price wants your 3 month old child to learn! Now, those babies don't care that one is a ring and one is a hammer; they care that it makes noise and they can chew on it. But thus begins the pink/blue split between toys. It starts that young... and the marketing never relents. (I can't watch tv without being bombarded with messages that I am imperfect and must fix it. Nearly every ad is about the way I look, and that it isn't good enough. FFS, Dove, now even my pits need to look pretty?!)




In another article that addresses solutions to real-world situations, "How to Design a City for Women," the criticism was baffling. Vienna, Austria took a look at how women used public spaces and made changes, like more lighting and wider sidewalks.
"Gender can be an emotional issue," Bauer [a city administrator] adds. "When you tell people that up until now they haven’t taken the women’s perspective into account they feel attacked. We still have people asking, ‘Is this really necessary?'"
I have to admit, the pushback on this really did surprise me. Some of the changes the city made were to the benefit of everyone. The thing I find most puzzling about this culture of sexism and male privilege is that nearly all men have a mother, wife, sister or daughter in their lives. Why would they not want to make the streets safer for their mother, walking home from the market? Why would they not want to make parks more girl-friendly for their daughters? This is the thing I really, honestly do not understand. Are women so overlooked, so disregarded, that making things better for them is seen as a threat?

The jerks who will make comments in-game like "Tits or GTFO*" and make "your mom" jokes, would they say those things to their mother? Some might, it's true. But all this is learned behavior. They have no incentive not to act the way they do, and there are no consequences. So when this vile behavior they learned in video games (and other media) spills out into the real world, now we have such a deeply-ingrained sexist attitude that produces situations like Stuebenville, Ohio.

Excuses of "it's just a game" or "they're comic book characters, not real people" lead to comments like "she shouldn't have been drunk at the party." It's all a slice of the same rotten pie. Without teaching boys to respect girls, and girls to respect themselves, we're only going to keep playing this same song over and over again. (And by song, you can take that literally with that misogynist masterpiece, "Blurred Lines," by Robin Thicke.)



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* Get the fuck off -- basically show us your boobs or leave; one of many things said to female gamers, and why many female gamers choose not to disclose their gender.

Wednesday, August 28, 2013

Fairy Tales, Marketing, and Heroines

I just finished an online class, a MOOC* at Canvas Network, called Fairy Tales: Origins and Evolution of Princess Stories, taught by Dr. Kevin Yee. This was a shorter course than the Gender Through Comic Books that I took previously, and not as in-depth as I would have liked, but it was only 4 weeks. There was some attention paid to the modern retelling of these stories through the practically ubiquitous Disney movies. In many cases, the Disney version is they only version people know well. I'm not a fan of the message that Disney is selling.

Here's my criticism of Disney, no matter who's at the helm of the company but primarily after Disney's death. Marketing has driven the direction of these movies. Marketing experts determined that if you "brand" your item as for girls or for boys, it will make more money. So instead of having wonderful movies for children (like The Rescuers, which I saw in a theater when I was 7), we have movies that are explicitly for boys or for girls. That brings us to movies that lack male or female characters, depending on which "brand" you're watching. In Planes, faster planes deride slower planes as being "ladies" because they're slower -- message? Being a girl is not as good as being a boy (or a man). If there is a female character in a boy's movie, then she's background only, or perhaps what other writers have called a "minority feisty" - an apparently strong female character thrown in so no one can say there are no female characters. I think this is also problematic of the princess genre movies, with a near-complete lack of male characters in some, and with his role being the most crucial one -- to save the princess, and the day (see Sleeping Beauty). The movie is about the girl, but she's still passive and in need of rescuing; another horrible message for modern girls.

The villain has more agency† than the supposed heroine of the story.
(Maleficent as the dragon, in Sleeping Beauty)
We read through some of these old stories, hundreds of years old: Sleeping Beauty, Snow White, Rapunzel, the Frog Prince, Cinderella, the Little Mermaid and Beauty and the Beast. They are fascinating to study and read, as well as entertaining, but their messages are not necessarily ones that should be taught to impressionable young children. Brave was important because it was our first really feminist heroine. And just like those of us who are clamoring for a Wonder Woman movie (15 live-action Batman and/or Superman movies, fifteen!), many of us would like to see more stories like Brave for girls AND for boys. That women can be strong and interesting characters is an important message for boys, using feminine epithets to insult other boys is not.


Pop quiz! Which of these girls has agency?
I believe that people who present things for the consumption of a young audience have a responsibility to those kids. Positive messages include things like working together, personal growth, keeping promises, being true to oneself... Why does everything have to be pink and blue?! You can have your message, tell your story, in a framework that is meant for all children, not just half of them at a time.

I have had some issues with Disney for years, before my daughter was born, but now I can see the potential damage of the same message of passivity/inferiority over and over again from them. And the gendered marketing juggernaut that is Disney just gets bigger and bigger.

StrideRite -- girls skip and twirl, boys are powerful;
blogger Margot Magowan is through with you.
I think what puzzles me the most is why so many people don't see what I see. I know there are other bloggers who do -- lots of them, in fact -- but the opposition to our opinions is harsh and swift. It's a backlash against feminist thought, and the "make me a sandwich" trolls abound. So many people are critical of those of us who bother to speak out about this. I was enormously criticized for daring to post on Target's Facebook page about the pink/blue pegboards in the toy department. People suggested I find better (more important) things to worry about. What's more important than our kids? It starts so small... indoctrinating that pink/blue dichotomy is the first step. When they're toddlers, we introduce them to Disney. Girls get the Princesses, boys get Toy Story and Cars (with active male characters). When they're older, they get Spider-Man and the Avengers. The message is repeated over and over, and eventually, some of those girls are going to believe the hype: girls are passive, boys are active. Do I blame Disney for this? Not entirely, but they have certainly played a large role in this. In their quest to make money, girls have gotten sold a bill of goods. It's one of the reasons I was so horrified that Disney purchased Lucasfilm... was Princess Leia -- arguably one of the modern age's best heroines -- going to be Disneyfied? She's already a princess, but are they going to make her a passive Disney princess? I guess we'll find out.




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* Massive Open Online Course
† Agency: when an individual is free to make choices and to act independently on them; Aurora lacked agency because she was "cursed" to find a spinning wheel and forced into that long sleep