Breast Cancer Awareness Marketing has a Pink Problem

Aug 14 2011 Published by under Uncategorized

Lisa Wade is a professor of sociology at Occidental College in Los Angeles. She blogs every day at Sociological Images.

Lindsey B. alerted us to a newly published paper in the Journal of Marketing Research suggesting that the current approach to raising awareness of breast cancer hurts more than helps.  You might have noticed, just maybe, I mean if you’ve been paying attention, that breast cancer has become associated with the color pink.

Stefano Puntoni and his colleagues found that when women were exposed to gender cues, like the color pink, they were less likely than women who had not been primed with a gender cue to think that they might someday get breast cancer and to say that they’d be willing to donate to the cause.  Pink, in other words, decreased both their willingness to fund research and the seriousness with which women took the disease.

Puntoni explains this finding with a common psychological tendency. When people are faced with a personal threat, they tend to subconsciously go on the defensive.  In this case, when women are exposed to information about breast cancer at the same time that they are reminded that they, specifically, are vulnerable to it, they subconsciously try to push away the idea that they’re vulnerable and that breast cancer is something that they, or anyone, needs to worry about it.

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The Ubiquity of Gender Rules; Or, Do Lesbians Have to Love Cats?

Aug 12 2011 Published by under Uncategorized

Lisa Wade is a professor of sociology at Occidental College in Los Angeles. She blogs every day at Sociological Images.

In my Sociology of Gender course I talk about how gender conformity isn’t simply a matter of socialization, but often a response to active policing by others.  Single women usually avoid having too many cats, for example, not only because they’ve been taught that too many cats sends the wrong signal, but because they may be called a “cat lady” by their friends (a joke-y slur suggesting that she is or will be a batty old spinster).  Or her best friend, with her best interests in mind, may discourage her from adopting another cat because she knows what people think of “cat ladies.”

People who find community in subcultures that are seen as “alternative” to the “mainstream” often feel like they are freed of such rules.  But these subcultures often simply have different rules that turn out to be equally restrictive and are just as rigidly policed.

A recent submission to PostSecret, a site where people anonymously tell their secrets, reminded me of this.  In it a lesbian confesses that she hates cats.  Because of the stereotype that women love cats, the “cat lady” stigma may be lifted in lesbian communities.  This lesbian, however, doesn’t feel freed by the lifting of this rule, but instead burdened by its opposite: everyone has to like cats.  So she feels compelled to lie and say that she’s allergic.

Related, see our post on a confession, from another lesbian, about suppressing the fact that she’s really quite girly.

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"Tribal Princesses" at Toronto's 2011 Caribana Parade

Aug 11 2011 Published by under Uncategorized

A couple of days ago I posted a video at Sociological Images about stereotypes of Native Americans in video games, including the Hot Indian Princess. Though the video discussed video games specifically, these tropes are common in other area of pop culture as well. Dolores R. sent in a great example. Over at Beyond Buckskin, Jessica Metcalfe posted about the 2011 Caribana Parade in Toronto. This year the parade theme was Native America, including various sections such as Amazon Warriors, Lost City of the Aztecs, Brazilian Amerindians...and Tribal Princesses. Here's a Tribal Princess costume provided by one band, Callaloo (it's now sold out):

Jessica Metcalfe posted other costumes, such as the Native Apache:

A commenter on Metcalfe’s post takes exception with criticisms of these costumes and the parade theme, saying,

[This is a] celebration of historic alliances between African Diaspora peoples and Native peoples. In New Orleans, the tradition was a specific response to racist laws that placed Native and other POC communities in a common frame of reference. This tradition is almost 200 years old among Caribbean/Diaspora people in North America…you are making a tremendous mistake by attacking a part of Afro-Caribbean culture as if this was the same as an expression of White/Euro privilege.

So the argument is that this can’t be problematic cultural appropriation or propagation of the sexualized Indian Princess trope because it is part of an event meant to celebrate and recognize the histories and cultures of groups that have themselves been the target of discrimination and political/cultural exclusion. Certainly there is an important cultural and historical context there that, the commenter argues, distinguishes these costumes from, say, the current fad of “tribal” clothing in fashion.

And yet, that argument seems to discursively claim a right to represent Native Americans in any way without being subject to criticisms of stereotyping or cultural appropriation. For instance, the Apache were not a Caribbean tribe (though the Lipan Apache moved far into southeastern Texas by the late 1700s, coming into regular contact with Texas Gulf tribes). Does this sexualized “Apache” costume, as imagined by non-Apaches and sold to the general public, differ greatly from other appropriations and representations of Native American culture and identity as fashion statement?

This feels a little like a different version of the “But we’re honoring you!” argument used in efforts to defend Native American sports mascots — that any concern the viewer has is only due to their lack of understanding of the reason for the depiction of Native Americans, not because that depiction might be, in fact, problematic.

Cross-posted at Sociological Images.

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(Young) (Male) Americans Prefer Boy Children

Aug 11 2011 Published by under Uncategorized

Lisa Wade is a professor of sociology at Occidental College in Los Angeles. She blogs every day at Sociological Images.

In a previous post I’ve argued against framing a preference for boy children as “culturally Asian.” New data from Gallup, sent in by Kari B., shows that this preference is alive and well among Americans, at least among young men.  While women are most likely to have no opinion and about equally likely to prefer a girl or boy, men are significantly more likely to prefer a boy.  This preference is strongest among younger men, but still present among men over 50.  Whereas women become increasingly indifferent with age and, secondarily, begin to prefer girls.

The editors at CNN note that, since children are mostly born to young people, and indifferent women may bend to men’s preferences, new sex selection technologies threaten to create a gender imbalance in the U.S.

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Lifetime Earnings Gaps, by Sex and Race/Ethnicity

Aug 10 2011 Published by under Uncategorized

Dolores R. and Andrew S. let us know about the report “The College Payoff: Education, Occupations, Lifetime Earnings,” by researchers at Georgetown University’s Center on Education and the Workforce, based on 2007-2009 American Community Survey data (via Feministing and Kay Steiger). Not surprisingly, higher education significantly increases lifetime earnings of U.S. workers:

But education doesn’t pay off equally for all groups. Women, not surprisingly, make less at every level of education than men do; in fact, their median lifetime earnings are generally on par with men a couple of rungs down the educational ladder:

Ah, but, you might think, women are more likely to take time out of the workforce than men, so perhaps that accounts for the difference. But the gaps calculated here are only for full-time, year-round workers and do not include periods out of the workforce — that is, this is the “best-case scenario” in terms of comparing gender earnings, and yet women still make about 25% less than men at the same educational level. When they include workers taking time out of the workforce, the pay gap would be significantly larger. The far right column in this table shows how much less women make compared to men based on the “typical” work pattern for workers in each educational category:

The benefits of education also vary by race and ethnicity, with non-Hispanic Whites generally making more at each educational level than all other groups, though Asians outearn them at the highest levels:

Though the authors don’t include a table showing the gap if you include workers who do not work full-time year-round throughout their careers, they state that as with gender, the gap widens significantly, since non-Whites are more likely to experience periods without work.

So does education pay? Undoubtedly, for all groups. But due to factors such as occupational segregation (especially by gender) and discrimination in the workplace, the return on an educational investment is clearly a lot higher for some than others.

Also see related posts on the gender gap in science and tech jobs, racial differences in job loss during the recession, unemployment among Black and White college grads, and trends in job segregation by sex.

Cross-posted at Sociological Images.

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Same Baby, Different Color

Aug 06 2011 Published by under Uncategorized

Lisa Wade is a professor of sociology at Occidental College in Los Angeles. She blogs every day at Sociological Images.

In March we posted a set of greeting cards: a pink and a blue one congratulating new parents on a girl and a blue respectively.  The cards pictured exactly the same baby, revealing the way in which we gender infants before there are any discernable signs of sex (outside of the genitals).  Since then we’ve received two more examples of the phenomenon.  The first, sent in by Christine, is from FailBlog:

The second is for a (pointlessly gendered) hygiene kit at Walmart, sent in by Laura Confer:

The use of exactly the same baby just tickles me.  The marketers know that babies look like, well, babies.  We aren’t “opposite sexes,” especially at six months old.  But the sex of the child is very important to adults.  So they use color cues to make the consumer feel like they’re choosing the “right” or the “cutest” item.  But they can use any child — girl or boy — to sell the item… because that’s not what it’s actually about.

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The Gender Gap in Science, Tech, Engineering, and Math Occupations

Aug 04 2011 Published by under Uncategorized

The U.S. Department of Commerce just released a report on the continuing gender gap in STEM jobs - that is, science, technology, engineering, and math. While women make up roughly half of the total paid workforce, they still held only a quarter of STEM jobs as of 2009:

In fact, we saw no change in the gender make-up of STEM fields between 2000 and 2009.

There is significant variation in the gender composition within the STEM category, however. At the high end, women hold 40% of jobs in the physical and life sciences; the low point is engineering, where only 14% of employees are women. And the proportion of women in computer science and math jobs actually fell between 2000 and 2009, from 30% to 27% of workers.

This isn't simply because of differences in education, either. Here we see the proportion of both men and women in STEM jobs at various educational levels; while increased education correlates with a higher likelihood of having a STEM job for both groups, women are significantly less likely than men at every educational level to have a STEM job:


The gender disparity in STEM jobs is especially noteworthy because, on average, STEM occupations pay significantly more than other private-sector jobs, and the gender gap in pay is actually lower than in non-STEM sectors:

If we look only at women with bachelor's degrees, women who earn STEM degrees and work in STEM jobs earn, on average, 29% more than other women.

So the underrepresentation of women in STEM jobs means that women are missing out on some of the best-paying occupations in the U.S.; in fact, this type of gender-segregation of jobs is one of the leading causes of gender gap in yearly and lifetime earnings.

The authors of the report don't go into detail about potential causes of the gender gap in STEM careers, though they note that among those earning STEM degrees in college, women are significantly less likely than men to hold jobs in related STEM fields. They suggest this might be because STEM jobs are relatively unaccommodating to those who take time off for family obligations (disproportionately women), because of a lack of female role models in STEM fields (including as college professors), or because of gender stereotyping about math or science aptitude (like this, or this if you prefer a t-shirt) that pushes women away from STEM degrees and careers.

The complex interplay of factors that lead to a gender gap in who holds STEM-sector jobs provides significant challenges to increasing the proportion of women in these occupations --- as indicated by the lack of change over the past decade. But particularly as we see increasing economic divergence between well-paid tech and information sector and low-paid service sector jobs, addressing the underrepresentation of women in STEM jobs will be essential as part of any effort to improve women's lifetime earnings potential and overall economic outlook.

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Tragedy at Red River: Race, Privilege, and Learning to Swim

Aug 03 2011 Published by under Uncategorized

Lisa Wade is a professor of sociology at Occidental College in Los Angeles. She blogs every day at Sociological Images.

One year ago today six black teenagers died in the Louisiana Red River.  They were wading in waist deep water when one, 15-year-old DeKendrix Warner, fell off an underwater ledge.  He struggled to swim and, one by one, six of his cousins and friends jumped in to help him and each other.  Warner was the only survivor.  The family members of the children watched in horror; none of them knew how to swim.

This draws attention to a rarely discussed and deadly disparity between blacks and whites.  Black people, especially black women, are much less likely than white people to know how to swim.  And, among children, 70% have no or low ability to swim.  The figure below, from the International Swimming Hall of Fame, shows that 77% of black women and 44% of black men say that they don’t know how to swim.  White women are as likely as black men, but much less likely than black women to report that they can’t swim.  White men are the most confident in their swimming ability.

This translates into real tragedy.  Black people are significantly more likely to die from drowning than white people (number of drownings out of 100,000):

Why are black people less likely to learn to swim than whites?  Dr. Caroline Heldman, at FemmePolitical, argues that learning to swim is a class privilege.  To learn to swim, it is helpful to have access to a swimming pool.  Because a disproportionate number of blacks are working class or poor means that they don’t have backyard swimming pools; while residential segregation and economic disinvestment in poor and minority neighborhoods means that many black children don’t have access to community swimming pools.  Or, if they do, they sometimes face racism when they try to access them.

Even if all of these things are in place, however, learning to swim is facilitated by lessons.  If parents don’t know how to swim, they can’t teach their kids.  And if they don’t have the money to pay someone else, their kids may not learn.

I wonder, too, if the disparity between black women and men is due, in part, to the stigma of “black hair.”   Because we have racist standards of beauty, some women invest significant amounts of time and money on their hair in an effort to make it straight or wavy and long.  Getting their hair wet often means undoing this effort.  Then again, there is a gap between white men and white women too, so perhaps there is a more complicated gender story here.

These are my initial guesses at explaining the disparities.  Your thoughts?

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