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