Tags: gender, inequality, marketing/brands, marriage/family, media, social construction, commercial, culture, domestic labor, gender socialization, motherhood, stereotypes, unpaid work, women's work, 00 to 05 mins Year: 2012 Length: 2:02 Access: YouTube Summary: In this advertisement for P&G (Proctor and Gamble) products the claim is made that a mother's job is the hardest job in the world, but also the best job. The short clip constructs a very narrow representation of motherhood throughout the world as it takes viewers through a dramatization of several Olympic athlete's upbringing. In each case, and in the various cultures, the mother is responsible for things such as: waking the child, getting the child off to school, feeding and clothing the child, dressing injuries, and taking them to extra-curricular (sporting) activities. Men are excluded from any form of domestic labor, and they are only present for the viewing of the sporting events. Throughout the dramatization, the assumption is that these are the tasks that mothers perform, and if the job is done well the child will reach success. The last few seconds of the clip show the mothers reaping the reward of their efforts while celebrating their grown child's Olympic success. This clip could would fit nicely with discussions of the social construction of familial/gender roles. This depiction is a narrow and stereotypical construction of a woman's role in the family. The media is a major socializing force in society, and they have the power to create and uphold these ideal types through the images and stories they produce. Viewing of this video could also lead to an in-depth discussion of gender inequality within the family with regard to unpaid, domestic labor. Why are women the only ones performing these duties? Do men contribute to the birth of an Olympic athlete (maybe they're saving this for Father's Day)? Furthermore, it could result in a discussion about the appropriation of holidays and other cultures to market and sell products. Submitted By: Tracy DeHaan, University of Oregon
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Tags: children/youth, gender, lgbtq, social construction, social mvmts/social change/resistance, masculinity, parenting, childhood socialization, 06 to 10 mins Year: 2011 Length: 6:07 Access: abcNews Summary: Dyson is a 5-year-old boy who loves to wear dresses. In this video, Dyson's mother explains Dyson's love for this culturally feminine attire, reactions of friends and teachers to Dyson's wardrobe, and how Dyson's love for dresses led her to write the children's book My Princess Boy and become a spokesperson for transgender tolerance. This video can be used to illustrate various aspects of gender identity development, and it can initiate discussions around "nature versus nurture," specifically whether gender is an innate phenomenon or a social construction. Dyson's mother also runs a blog by the same name as her book, which provides additional resources, including information about Acceptance Play Groups. See also The Sociological Cinema's post, "Policing the Parenting of Boys," which discusses the recent high profile J.Crew advertisement depicting a mother with her young son and his pink toenail polish. Submitted By: Nihal Celik Tags: methodology/statistics, race/ethnicity, social construction, racial formation theory, 00 to 05 mins Year: 2012 Length: 3:41 Access: NYTimes.com Summary: This short case study of the Garifuna community (who are part African, part Caribbean, and part Central American) in New York City examines racial identity and classification. It notes that when completing their census forms, the Garifunas "say they don’t fit into any box. Increasingly, there is a disconnect between how different ethnic and racial groups identify and how the Census wants to count them. In the 2010 Census, more than 18 million Latinos rejected the standard race categories, instead picking the catch-all known as 'some other race.'" Viewers may reflect on what are the common conceptions of how race is defined, and how do the Garifunas differ from that conception? Like sociologists, everyday Garifunas are thinking of race more as a social construct, determined by cultural factors rather than skin color. For a more in-depth exploration of this issue, see also this excellent documentary on race as a social construction. This clip might also be useful in a discussion about methodology, and how researchers can objectify their research subjects by forcing them to fit into the researcher's pre-defined classifications and reifying socially constructed categories. Submitted By: Paul Dean Tags: aging/life course, bodies, consumption/consumerism, discourse/language, gender, marketing/brands, media, race/ethnicity, social construction, comedy, feminism, reflexivity, representation, self-objectification, sexism, sexual objectification, 00 to 05 mins Year: 2011 Length: 2:14 Access: Vimeo Summary: It is not uncommon to read about Photoshop mishaps these days, and there is even a website devoted to posting pictures of bodies that have been butchered by the software, where the overzealous rearrangement of pixels has inadvertently created an oversized hand or a clavicle that appears to fold up like an accordion. Ralph Lauren's infamous picture of model Filippa Hamilton-Palmstierna was heavily retouched, leaving her torso smaller than her head, and as Rachel Maddow points out (here), in all probability, this is not a combination that exists in nature--_at least outside the insect world" (Jean Kilbourne is also critical of the Hamilton-Palmstierna photo in her documentary, Killing Us Softly 4). The often humorous attention paid to Photoshop mishaps threatens to overshadow the very troubling practice of distorting photographed bodies in popular media, and then peddling those distorted images to the public as real. In this post's featured clip, filmmaker Jesse Rosten creates what appears to be just another commercial for a product that promises youth and beauty in a bottle, but after seeing that the product is named Fotoshop, it's easy to deduce that Rosten's pitch is pure satire aimed at lambasting the similarly named software. Witty zingers abound in the clip (e.g., "Just one application of Fotoshop can give you results so dramatic they're almost unrealistic" and "Brighten eyes, whiten teeth, even adjust your race!"), and it offers a nice foundation for beginning a conversation about Photoshop's impact on the standards men and women are coming to have for their bodies and how Photoshop's ubiquity might be tied up with reflexivity, which denotes the growing awareness people have of their bodies. I find it useful to ask students to articulate what all the fuss is about? What's the harm? The Sociological Cinema has explored the widespread use of Photoshop as a social problem in other videos, but perhaps none is more effective than the Dove Evolution commercial from 2006. Note too that this clip joins a number of other clips on The Sociological Cinema, which deploys satire as a means of critiquing the values promoted in commercials (here and here). Submitted By: Lester Andrist _Tags: consumption/consumerism, discourse/language, gender, inequality, knowledge, marketing/brands, media, social construction, feminism, glass ceiling, glass escalator, media literacy, representation, role specialization, sexism, stereotypes, 00 to 05 mins Year: 2012 Length: 0:31 Access: YouTube Summary: We all work in an economy marked by occupational sex segregation. That is, men and women typically work in different occupations. American Men, for instance, are overrepresented as auto mechanics and airline pilots, while American women are overrepresented as preschool teachers and nurses. But why is occupational sex segregation a problem? When I bring this issue up in class, my students often counter rather quickly that segregation is merely the result of a gendered role specialization and doesn't inherently denote inequality. However, the fact is that men segregate into higher paid professions than women. Also, while women often report experiencing a glass ceiling, which refers to an invisible barrier to promotion, men who take positions in fields dominated by women report just the opposite. They face a glass escalator, or pressure to move up in their chosen professions (Williams 1992). In short, occupational sex segregation is a bad deal for women. It is less about role specialization and more about men retaining power and resources for the benefit of men. But why is occupational sex segregation so recalcitrant? Check out the commercial above from Best Buy, which aired during Super Bowl 46, and note the natural affinity it depicts between men (read, male logic) and technological innovation. In rapid succession, the viewer encounters distinguished, white men holding their high tech inventions. "I created text messaging," says SMS innovator, Neil Papworth. Only at the end of the thirty-second spot do women appear, and they are Best Buy's relatively low status sales representatives. Elsewhere on this site (here), I have argued that the symbolic domain of high tech is almost the exclusive provenance of men, and while men are overrepresented in ads that pitch items like smart phones and iPads, women are overrepresented in ads that pitch “domestic” technologies, or those that pertain to, say, cooking and other household chores (see here, here, and here). Insofar as the Best Buy ad succeeds, the approximately 100 million people who tune into the Super Bowl, will be persuaded that Best Buy is good place to buy a smart phone, but they are also left with an impression of the world they inhabit. "Why does occupational sex segregation persist?" my students ask. An important part of the answer is that advertisements reinforce the fiction of immutable differences between men and women, and by extension, they suggest that men and women naturally gravitate toward different occupations. The Best Buy commercial can be a useful reminder that advertising is a medium that excels at constructing the reality it claims to merely reflect. What is "natural" is itself a social construction. Submitted By: Lester Andrist Tags: aging/life course, children/youth, consumption/consumerism, social construction, social mvmts/social change/resistance, critical youth studies, youth movements, 00 to 05 mins Year: 2011 Length: 4:25 Access: New York Times Summary: This Op-Doc from the New York Times is a video excerpt from Matt Wolf's and Jon Savage's film Teenage. The clip chronicles the development of "teenager" as a new social category, invented in America following World War II, and conceived of as a previously untapped market of new consumers. Yet the current global economic crisis has tested the limits of adolescent consumer power, as youth unemployment is high and many teenagers are no longer able to shop as they did in past decades. The clip is especially relevant in that it provides a brief overview of the history and power of youth social movements, and it connects this to contemporary youth movements happening around the globe. This video would be good to use in a sociology class on the life course or social movements. Click here to watch a "teaser" of the film and read some background on the project, and click here to read a short New York Times article that accompanies the Op-Doc video. Submitted By: Valerie Chepp
Zach Wahls testifies before the Iowa House Judiciary Committee
_Tags: inequality, lgbtq, marriage/family, prejudice/discrimination, sex/sexuality, social construction, law, parenting, 00 to 05 mins Year: 2011 Length: 3:01 Access: YouTube Summary: What is a family? This is the fundamental question posed by Zach Wahls' testimony given here. This testimony was given to the Iowa House Judiciary Committee about House Joint Resolution 6, which proposed amending the Iowa Constitution to define marriage as between one man and one woman. In his testimony, Wahls argues "the sense of family comes from the commitment we make to each other, to work through the hard times so we can enjoy the good ones; it comes from the love that binds us." He notes that in discussions about gay marriage, the question often comes up about whether or not gay parents can successfully raise a child. Citing several of his own impressive accomplishments, he argues that clearly is not an issue. Instead, the issue around gay marriage is discrimination. Wahls states you are "voting for the first time in the history of our state to codify discrimination into our constitution"; "you are telling Iowans that some among you are second class citizens who do not have the right to marry the person you love." Viewers themselves can be encouraged to consider what defines family? How does the state define family, and how do these definitions have consequences for existing families? What does it mean to view family as an institution within a sociological perspective? Viewers may also consider the broader history of discrimination encoded in laws, from race and ethnicity, to gender and sexuality. This can also be put in the broader national context of the fight for marriage equality, as demonstrated in this clip, which shows a conservative defending marriage equality from common conservative critiques. Submitted By: Paul Dean Tags: bodies, children/youth, consumption/consumerism, discourse/language, gender, inequality, marketing/brands, media, political economy, sex/sexuality, social construction, violence, feminism, media literacy, representation, self-objectification, sexism, sexual objectification, stereotypes, symbolic annihilation, 06 to 10 mins, 61+ mins Year: 2011 Length: 90:00, 8:52 Access: no online access, Vimeo preview Summary: Jennifer Siebel Newsom directs this documentary, and following in the steps of the Killing Us Softly films, it draws attention to the very problematic ways women and girls are represented in contemporary media. To tell the story, Newsom weaves together a number of interviews from an array of experts and activists, including Erika Falk, Jennifer Pozner, Jean Kilbourne, Condoleezza Rice, Nancy Pelosi, Cory Booker, Katie Couric, Rachel Maddow, Margaret Cho, Rosario Dawson and Gloria Steinem. The dominant themes of Miss Representation can be described as the consequences of living in a world where one is virtually swimming in representations which consistently emphasize an unattainable beauty standard for women, and in a separate vein, encourage routine violence against women. In this environment, women increasingly self-objectify, they suffer from increased levels of anxiety and depression, a lack of political efficacy, and men increasingly perpetrate violence against women. Despite similarities, Newsom takes her film further than Jean Kilbourne's documentary, Killing Us Softly 4, by exploring more of the political economy behind these harmful representations. Specifically, she explores the large scale entrance of American women into the paid labor force during World War II as a watershed event (see also The Life and Times of Rosie the Riveter). In Newsom's retelling of this story, once men returned to from fighting abroad, the media played a central role in encouraging women to surrender their high-paying jobs back to men in order to become domestic consumers in the brave new post-war economy. Today the marketing of corporations are regulated even less by Congress, and their ads continue to target women; they objectify them as part of a strategy aimed at creating ever more insatiable consumers. Submitted By: Lester Andrist Tags: biology, health/medicine, inequality, knowledge, prejudice/discrimination, race/ethnicity, science/technology, social construction, theory, fallacy of reification, racial formation, racial project, scientific racism, slave hypothesis, 00 to 05 mins Year: 2011 Length: 2:36 Access: YouTube Summary: When discussing racial inequality in my introductory sociology course I make it a point to cover Omi and Winant's notion of a racial formation as resulting from historically situated racial projects wherein "racial categories are created, inhabited, transformed, and destroyed" (p. 55-56). These projects take multiple forms but in at least one version, there is an attempt to collapse race—a socially constructed concept—into biology. Such projects are similar insofar as they suggest that the socially constructed distinctiveness between people of different racial categories roughly approximates a meaningful biological distinctiveness. Scientists have been centrally involved in this effort to "find" a biological basis for race. Thus in the middle of the 19th century Dr. Samuel Morton attempted to establish that on average cranial capacities of different races were measurably different. While the cranium is no longer scrutinized in this way, the search for a biological, and therefore "natural," basis for race continues. In 1988 Dr. Clarence Grim put forth what is now known as the "slave hypothesis," which is the idea that the enslaved people who survived the Middle Passage were more likely to be carriers of a gene that allowed them to retain salt. Grim argued that this ability to retain salt, while necessary for surviving the harsh conditions on slave ships, is now proving to be the leading cause for higher rates of hypertension among African Americans. This theory has been soundly refuted but apparently still remains in many hypertension textbooks, and in 2007, the medical celebrity, Dr. Oz, promoted the idea to an audience of about 8 million people on the Oprah Winfrey Show. The clip above is from January of this year and is yet another instance of him promoting the theory. Coupled with the recent introduction of BiDil as an FDA approved treatment of heart failure for African Americans, sociologists have taken note of this slipperiest of slides down the slope of "deploying racial categories as if they were immutable in nature and society" (see Troy Duster's article in Science). The clip offers an excellent opportunity for students to discuss the persistence of this racial project, the involvement of science in this project, and how these ideological articulations might serve to provide a justification for continued inequality. Submitted By: Lester Andrist Paul Flores Tags: art/music, immigration/citizenship, nationalism, social construction, race/ethnicity, theory, war/military, culture, latino/a, poetry, racism, stuart hall, symbolic interaction, subtitles/CC, 00 to 05 mins Year: 2010 Length: 2:18 Access: YouTube Summary: I first started using Paul Flores' spoken word poem with adult intermediate English language learners as an example of an activity called "list poems," where students explore different ways of expressing descriptions with one adjective (here, "brown"). The students write their own list poems, we share them, and then we talk about how meaning is social—how the context in which the descriptor is used, the social interaction itself, and the ways the participants interpret both the words and the interaction, shape the meanings made of the words. In teaching sociology, I would place this activity in a discussion of social theory—perhaps in a discussion of social constructionism, symbolic interaction, or cultural studies. Stuart Hall, for example, describes the making and sharing of meaning as a social process. It is possible to see the social process of meaning-making here in the different feelings one might get from the poem when reading it silently as compared to watching it performed, or when reading/viewing it alone as compared to reading/ viewing it with others. The poem can be read at www.marcusshelby.com. Submitted By: Margaret Austin Smith |
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