Overview: Kilbourne reveals a deeply misogynistic culture of young, “undernourished, oversexed, and objectified women” and locates them in the harsh realities of body dysmorphia, and a rape culture that promotes violence against women. What do advertisements reveal about traditional gender roles, representation, and power structures? What does this mean for those who are transgender, gender non-conforming, or gender questioning?
Activity:
Watch Killing Us Softly 4 (https://umw.kanopy.com/product/killing-us-softly) (video) linked here and in Module 2. In the video, Jean Kilbourne reveals the ways the advertising environment creates a single story about what it means to be feminine and masculine in U.S. American culture. You may be required to enter your UMW credentials to access the video. If you are not able to access the video–please go to the library search box and type in Killing Us Softly 4 (the 4 is important!!!) and click “available online” and follow directions from there. The video is free!
Virtual Fieldwork: Typically, I ask students to go into the aisles of Walmart or Target and take a picture of a gendered item in two different departments. The pandemic may prevent you from going into Target or Walmart safely. If you can go to the store safely, take a selfie with your item. Option 2 is to look at items on their website and provide a picture with a link directly to the item. Option 3 is to look at items in your own living space and take a selfie with them. Your goal is to locate two items that are “ridiculously gendered” in different categories (for example beauty and gardening). No matter what option you take, only one of these can be from “beauty” products. The other must be from a different category (or what would typically be a different area of the store). Your item must be ridiculously gendered beyond thinking in terms of simple colors such as “pink” or “blue”. And, if you are interested in ridiculously gendered items for sale in other parts of the world–this is fine to use too but place it in context!
Submission: Reflect on how these ridiculously gendered items reinforce a particular “story “that has been or could be misinterpreted by others. What have/might others say and assume about this reality? How might this incorrect and monolithic story lead to stereotypes about groups in our society? Other observations you can make? Consequences? Clearly demonstrate that you 1) completed and understood the learning materials, 2) can synthesize sociological arguments, and 3) apply concepts and arguments to daily living. You must include photos (that you take or from the store website). You will not be able to see others’ posts until you post your original post. Engage with 1 other student about their work.
**Your item must be current on the website of a major store and not taken from a google image you searched for. Students who submit a google image and not a “live”/current shopping website where I can view the item for purchase will receive a 25 point grade reduction for unethical scholarly conduct. Do your research!
