Perusing through my FB, I stumbled upon an advertisement for the soap pictured above- Kiehl’s Ultimate Man Body Scrub Soap. I thought it was a great example of what Cosmetics: A Clinique Case Study was talking about; there’s an obvious contrast between cosmetic products directed toward men and products directed toward women. The packaging, the label, the colors used, and even the language used to describe the product all contribute to making the product seem more appealing to men. What I’d like to know is- does it really make a difference? Are men really all that more likely to pick up this bar soap over say a Dove Beauty Bar?
According to dictionary.com…
1. Grammar .
a. (in many languages) a set of classes that together include all nouns, membership in a particular class being shown by the form of the noun itself or by the form or choice of words that modify, replace, or otherwise refer to the noun, as, in English, the choice of he to replace the man, of she to replace the woman, of it to replace the table, of it or she to replace the ship. The number of genders in different languages varies from 2 to more than 20; often the classification correlates in part with sex or animateness. The most familiar sets of genders are of three classes (as masculine, feminine, and neuter in Latin and German) or of two (as common and neuter in Dutch, or masculine and feminine in French and Spanish).
b. one class of such a set.
c. such classes or sets collectively or in general.
d. membership of a word or grammatical form, or an inflectional form showing membership, in such a class.
2. sex: the feminine gender.
3. Archaic . kind, sort, or class.
While I am certainly not an expert in Women’s and Gender Studies, I like to think I have a fair amount of knowledge regarding the subject. I’ve noticed that to most of society, gender and sex are one and the same. However, many, including myself, would argue that is simply not true. Sex, for the most part, is pretty straight-forward; there are males and females (and inter-sexed…but that topic can be covered another day). It is biological. Men have penises, testicles, sperm; women have vaginas, ovaries, uteruses, eggs, etc.
When one sees a male or a female, one automatically has assumptions and expectations for how that male or female ought to behave. Women are expected to be lady-like, prim, proper, emotional, graceful, and feminine. Men are the breadwinners- strong, rational, and masculine. Society has roles in place for both sexes. Such expectations are what constitute gender. Gender can be seen as a social construction derived from sex, where something being socially constructed means it was caused to be what it is due to social forces. Gender has more to do with one’s self-identity and feelings; it can be potentially context sensitive.
Again, according to dictionary.com…
Since gender is arguably a social construction, and media plays a great deal in influencing and shaping society- they really can’t help but be entwined. Media reinforces our assumptions and expectations on each of the sexes. The media produces symbols, in the context of images, narratives, scripts, etc., that each “gender” is associated with.