What a Poser! Why popular gender-swap memes are a joke

pinupswap3These gender-swap images have been making the rounds lately, but I wanted to take a quick look at while they’re so funny to us. Showing women posed the way women often are doesn’t really showcase the problems with objectification because it seems like a joke. I see how this is a really accessible way to discuss objectification, but it, in many ways, reinforces the gender dichotomy and hierarchy by seeing how comical it is to see men displayed the way we pose women.

The eighteenth century saw a lot of masquerade balls where men and women would dress in drag, but because of the context, it strengthened gender roles instate of subverting them.

pinupswap4Of course men are objectified for their looks, but it’s not in the same way, and not with the same implications as when women are. For one, it’s not as threatening to men because society and media value them for things other than their looks. (It’s usually money and power, which is also problematic because it reinforces the singular idea of masculinity in which men are only useful to the extent that they can provide monetary gain).  And when men are objectified for their looks, mainstream media depictions will show men being strong and powerful – their legs are hardly ever in the frame. The way society looks at men’s and women’s bodies are very different, and when they are showed side-by-side like this, of course it’s a joke.

We don’t see women posed in ways we usually pose men – because that would show women in too serious and powerful a way, and isn’t as funny. It follows the same way children play games as a kid – a girl can play games with predominantly boys without losing status as a girl, but a boy playing with girls would cause a lot of ridicule. The hierarchy prevails in all facets of life.

It’s great that we’re starting to see the problems of how we objectify women, but it’s still important to consider the ways we’re displaying people. It’s a joke for a man to dress like a woman, and so this campaign can only go so far.

pinupswap2

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Isn’t it Ironic?

I’m going to follow a new show and provide commentary about the episodes. I’m going to deconstruct the issues of race, class, and gender as I see them. The new show I’ve picked is Trophy Wife, which has the tagline, “The third time’s the charm.” This post will is a bit long since I need to introduce the characters so bear with me.

Third time's the charm

Third time’s the charm

The premise of the show is Kate (Malin Akerman), a “reformed party girl,” meets Pete (Bradley Whitford), a –you guessed it – highly successful lawyer, while dancing at a bar where she literally falls into his lap.Kate

Trophy wife petePete has two ex-wives, both of whom are portrayed as less likable than Kate, who is, I suppose,  “the charm.” Diane (Marcia Gay Harden) is Pete’s first wife, with whom he had two children, Warren and Hillary, twin 15-year-olds. Diane is a surgeon as well as an Olympic medal-winning athlete, and her success must preclude her from being likable, as with all successful women portrayed on tv. She is a cold character who does not appear to like Kate all that much; I suppose we’re to interpret this as jealousy, since Kate has the real prize.

Pete’s second wife is much less scary and threatening, as she is portrayed as a flake and a hippie. Jackie (Michaela Watkins) and Pete have one son together, Bert, who they adopted. Jackie does not seem to have a profession, and her day is overloaded when she discovers a new food co-op, something that is more important that taking care of her child. Her character is there to make Kate seem more earnest and adult-like, though I think it’s a toss-up. Jackie is yet another character that is used to dismiss care about one’s health and spirituality outside of mainstream religion. She is a joke to be laughed at, not a real person.trohpy wife jackietrohpy wife diane 2013-09-30 at 10.55.57 AM

Suggesting that Kate is somehow reformed, one might expect that she had personal issues to deal with, but the show’s use of the word “reformed” is a stand in for “married,” or let’s say “kept.”

Trophy Wife shows us that being single and dancing at a bar is cause for concern, but not for the reasons you might expect.

Using the word reform might mean that she has a problem with alcohol abuse. If this is the case, the show does not seem to concern as Kate downs an entire water bottle of vodka to protect her stepdaughter, Hillary, from getting in trouble with her mother. Kate then must get a ride home with Diane, where we see Kate, drunk, in the back seat of her husband’s ex-wife’s car, looking as much like a teenager as the actual teenagers in the car. This scene reinforces the cold, adult role that Diane plays, in extreme contrast to Kate’s fun and likable one. When Kate’s drunkenness is discovered, Hillary’s mother, Diane, understands Kate’s actions and the family considers what she did to have been a noble effort. The only way Kate can be a mother figure is to drink?

None of the show’s characters are very well developed, and it’s just another show where the only thing the man brings to the table is money and stability, and the woman only brings looks.

The show’s producers are calling the title ironic, but I guess I’m still waiting for the punch line.

Chick Beer: Sexism Goes to the Liquor Store

chick beer (rev)

Sexism in advertising is nothing new, yet I still find myself taken aback every time I see “Skinny Girl” alcohol. Lately, I have seen many different manifestations of sexist alcohol branding, and it’s  pretty difficult to stomach… and I’m not just talking about the hangover.

Chick Beer was the one that inspired the search, though it wasn’t the first time I’ve encountered this labeling. Chick Beer was found at a gas station somewhere in Wisconsin. It’s labeled as “premium light beer,” and we’re instructed to, “Witness the chickness.”

I’m not sure what the company meant by this slogan, and I have to wonder if the copy is written for the potential consumers or for people who are buying this beer for women. I’m curious as to the demographic who most often purchases this beer, but I have a hunch that a lot of men buy this for women, and probably many who are not old enough to purchase it themselves. Perhaps I’m reading too much into this, but I can’t imagine what sort of “chickness” I would be witnessing as I consume premium light beer.

Mad Housewife

Chick Beer seems to be reclaiming beer, but I have trouble seeing how making something pink and degrading does much for equality.  Their first line says, “the world of beer is dominated by men.” I see that perhaps this campaign is trying to take back this particular realm of drinking; maybe it gives some women an opportunity to expand their horizons, but overwhelmingly, it creates another dichotomy to show that women are lesser than men. The intentions here might have been good, but the results are tired.

Then we have Mad Housewife wine, which is a fun one. Are we supposed to assume that this is mother’s new little helper? Women need this wine to keep their uteruses from making them do something crazy, like having their own thoughts.

Their website is fun, and full of confusing pictures; is she from the American Dream 1950s or is she a modern, cook-from-scratch hipster? It’s hard to tell. We know for sure that she loves cooking with her Kitchen Aid (okay, who doesn’t?) and when she stands in front of that school bus in her sensible chic outfit you know she’s being a good mom. But what does this have to do with drinking? Boy, I hope this wine keeps me from getting too hysterical!

Mad Housewife websiteI am going to continue to document this branding whenever I see it.  Of course, I cannot capture all of it, and I have so far just starting with the names that stand out the most, not to say there aren’t many other forms of this branding that I’m neglecting. For now, I won’t touch the advertising campaigns and I’ll instead stick with the labels themselves.  I’ve also made a point to not search for these images because there is a lot of potential here for future posts.

Keep an eye out for more sexist alcohol branding!